How to Decide Which Social Media Platforms Your Business Should Use

Deciding which social media platforms your business should be on requires careful consideration of your target audience, business goals, content strategy, and available resources. Here’s a step-by-step guide to help you make the right choices:

  1. Understand Your Audience: Research and define your target audience. Understand their demographics, preferences, behaviors, and the social networks they are most active on. For instance, if your audience is predominantly professionals, consider LinkedIn. If it’s a younger, trendier audience, platforms like TikTok might be relevant.
  2. Set Clear Goals: Determine your business goals for being on social media. For brand awareness, consider platforms like Facebook and Instagram. To showcase industry expertise, LinkedIn could be beneficial. For engaging visuals, Instagram and Pinterest might be suitable.
  3. Research Social Platforms: Study the major social media platforms:
    • Facebook: Broad audience, suitable for most businesses.
    • Instagram: Visual content, great for lifestyle, fashion, food, and creative industries.
    • Twitter/X: Quick updates, news, and engagement, suitable for a wide range of businesses.
    • LinkedIn: B2B networking, professional content sharing, and recruitment.
    • Pinterest: Visual discovery, crafts, hobbies, and DIY projects.
    • TikTok: Short videos, trending challenges, younger demographic.
    • Snapchat: Real-time updates and promotions, younger audience.
  4. Analyze Competitors: Check where your competitors are active. This can provide insights, but remember to differentiate yourself and choose platforms that align with your unique value.
  5. Content Strategy: Choose platforms that align with your content strategy:
    • Visual Content: Instagram, Pinterest
    • Text-based: Twitter/X, LinkedIn
    • Short videos: TikTok, Snapchat
    • Varied content: Facebook
  6. Resource Availability: Consider platforms that match your available resources:
    • If you have a visual team, platforms like Instagram and Pinterest might work.
    • If you can produce short, engaging videos, consider TikTok or Snapchat.
  7. Platform Relevance: Select platforms relevant to your industry:
    • B2B: LinkedIn
    • Lifestyle and fashion: Instagram
    • News and updates: Twitter/X
    • Visual projects: Pinterest
  8. Visual Nature of Your Business: Choose platforms based on the visual appeal of your business:
    • Highly visual: Instagram, Pinterest
    • Text-heavy: Twitter/X, LinkedIn
  9. Local vs. Global: Consider platforms based on your business reach:
    • Local business: Focus on Facebook, Instagram
    • Global services: LinkedIn, Twitter/X
  10. Data and Analytics: Leverage platform analytics to measure effectiveness and adjust strategies.
  11. Trial and Iteration: Start with a couple of platforms, and expand as you gain experience and results.
  12. Consistency is Key: Prioritize consistency on chosen platforms for better engagement.

Let’s look at a hypothetical example. Happy Paws Pet Care is a small business that offers pet grooming and boarding to a local audience. The majority of their current customers are 50+ years old, but they want to start marketing to a younger audience. Their goal is for their business to double the percentage of customers they serve who are between the ages of 18 and 40 over the next year. The content Happy Paws Pet Care shares is mostly pictures and videos; pets before and after grooming, their clean and fun boarding facilities, staff members playing with pets, and so on. With their goals and content strategy in mind, we would recommend that they utilize Facebook, Instagram, TikTok, and Snapchat due to the visual nature of their content and the younger audience they are trying to reach.

Remember, the social media landscape evolves; regularly assess your strategy and adapt to new trends. It’s better to master a few platforms strategically than to be on all platforms without a clear plan. Here at RevenFlo, we specialize in helping our clients align the content they deliver to their audiences with their overall business goals. If you would like us to help you align your social media presence with your organization’s objectives, contact us today.