Which Social Media Platforms Should My Brand Use?

  06/16/2021

There’s no denying that social media is a necessary part of any business’s digital marketing efforts and online presence.

However, it can be difficult to decide which social media sites your business should be posting on. To be worth your time and energy, a social media channel needs to establish your brand presence, generate leads, and ultimately lead to a return on investment.

Below, we’ve briefly outlined each of the most-visited social media channels, what types of content should be posted there, and how to know if your business is a good fit to use that channel.

1. Facebook

Facebook is the largest social media platform by far, with over 2.7 billion monthly users from around the world.

Many types of organic (non-paid) content can be successful on this platform. These include text-only posts, links to your website, photos of your business or business’s offerings, and videos.

Since so many people use Facebook every month and so many types of content can be posted here, Facebook is one social media platform that most businesses can benefit from using.

If your business chooses to use Facebook, consider setting up a Facebook business page. This will allow you to post additional information that your customers may find useful, like hours and location.

2. LinkedIn

If your business is focused on B2B sales, LinkedIn should be one of your main social media platforms.

LinkedIn is a professional social networking website, so the content posted here should be very business-oriented. Typical LinkedIn content includes open job positions, new offerings, or industry news.

If your business is solely B2C sales, or is one that has a unique personality, LinkedIn may not be the best fit for your posts.

3. Twitter

Twitter started as a text-only platform for messages under 140 characters 15 years ago; it popularized the use of the hashtag. Since then it has expanded its capabilities, but text-only posts, images, or short video clips still typically perform best here.

One of the things that makes Twitter unique is the fact that 70 percent of its user base is male. With this in mind, if your business has more male clients or offers goods or services geared towards men, Twitter may be a good platform to post on.

4. Instagram

Owned by Facebook, Instagram is another platform that can be used by a lot of companies to showcase a variety of content types. Instagram is constantly adding new content features, from short clips under 15 seconds on Instagram Stories to long videos on IGTV, along with traditional photo posts in the feed.

Instagram also allows businesses to denote that they are a business page. Doing so gives you more insight into your posts’ performance; it also allows you to link to your business address from the profile page.

If you’re still unsure about which combination of social media platforms to use for your business, start off with one, measure key metrics, and then slowly expand to posting on additional platforms.

Regardless of which platforms you post on, remember to link back to your business website as often as possible to drive traffic (and sales) there.

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