Different Social Media Platforms, Different Target Audience: Knowing which social media platform should your business focus on growing.

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Social media platforms are like bars, not everyone hangs out at the same ones. – Nadia Nuseibeh (2013)

Each business is different in its own way. Hence the trademark and copyrights. But what comes with great difference comes with great social media profiles. It is apparent that social media platforms address different internet social media needs and attract different target audiences. This means that the digital marketing game is played slightly differently on each platform.

Different social media platforms present different target audiences.

Here we will have a look at a few major social media platforms and assess their users as well as the business who market themselves on it.

Image result for Facebook logo

1. Facebook 

  • Types of users that the business will target:

Facebook has the most users per month averaging at an astonishing 1.63 Billion. Everyone from your 13 year old niece, to your 92 year old grandmother should have a Facebook account by now. Facebook is one of, if not the most, diverse social media platform today. With user numbers like that, as a business looking to market online, it would be hard to miss your target market.

  • Things to post about:

Everything from casual updates to events and advertising. According to BoostLikes (2014) the best times for a business to post on Facebook are Wednesdays and Fridays (approximately around 11am, 3pm and 8pm).

  • Unique features:

You can interact with users to start a discussion, create polls to allow people to vote on a certain question and create events hosted by the business’s page itself.

  • What kinds of businesses should make this their main social media page?:

Local businesses, such as flower shops, or salons will receive more of a success rate here rather than other social media platforms as it will be easier to target local audiences through their suggested friends as well as their likes.

  • Slight negative: 

According to Wallaroo Media (2017) it is hard for a business to grow their brand organically on Facebook as they have an algorithm which is changed constantly. This means that if you want your Facebook Page to get noticed quick, you might have to pay for an advertising spot.

  • Additional helpful links:

Here is a bog that I personally found helpful. A step by step guide to improve your Facebook page: http://www.socialmediatoday.com/content/top-10-must-read-tips-run-successful-facebook-business-page

Image result for twitter logo

2. Twitter

  • Types of users that the business will target:

Although each Tweet is only 140 characters long, Twitter has 750 million users. Most people who use it tend to follow closely the bigger corporations. According to MediaBistro (2013), 67% of users who follow brands are most likely to buy from them.

  • Things to post about:

Quick announcements, small replies to consumers or potential clients.

  • Unique features:

You can see how many people favourite your tweet. You can reply to other peoples tweet separately and your followers can see just your reply (any publicity is good publicity; speaking of Gordon Ramsey’s latest roast tweets to his fans). You can tweet all the time, a frequent post is good, although, BufferApp (2013) has found that the engagement on Twitter is 17% higher on weekends.

  • What kinds of businesses should make this their main social media page?:

Well established, medium to large brands and cooperations such as Wendy’s (American Dinner) and Uber. Companies whom want to communicate directly yet with specific people of the public.

  • Slight negative: 

Everything must be brief. Not efficient for long, serious, professional statements.

  • Additional helpful links:

Here is an interesting blog on how to make the most out of your business Twitter: http://www.socialmediaexaminer.com/small-businesses-twitter-marketing/

Image result for instagram logo

3. Instagram

  • Types of users that the business will target:

Instagram has over 300 million users who share over 60 million images a day onto the platform. The users here are mostly into being visually seduced and are most likely to follow celebrities, fashion or travel accounts. According to the Instagram Press Page 2017: More than half of the Age Demographic is between 18-29.

  • Things to post about:

What we must remember here, Instagram is a more visual social media platform, which means, most of the basis of followings come from photo content rather than caption/word content. This means that the things to post must represent things in a photographically appealing way. Anything can be uploaded onti Instagram, but it simply matters on how you capture it. Post at 5pm at the end of the work day and at night before bed. Post a maximum of twice a day.

  • Unique features:

The main focus for this application is that it is photo and video based, which means people will take the time to admire effort that has been put into a post. The followers you receive will have a suggested link to you for their newly followed followers if there is a past interest in something relating to your business.

  • What kinds of businesses should make this their main social media page?:

Fashion Brands such as Chanel or Prada, Travel agencies such as Thompson Holidays, Lifestyle brands etc.

  • Slight negative: 

Videos are only a maximum of 60 seconds long.

  • Additional helpful links:

Here is a fun link with advise on how to spruce up your Instagram page: http://sendible.com/insights/7-tips-for-using-instagram-for-business

 

4. Useful tools:

URL shortener Bitly shrinks down your link, and allows you to see which posts the clicks leading to your page are coming from.

Additional reads: http://www.socialmediaexaminer.com/9-companies-doing-social-media-right-and-why/

Take a GOOGLE DIGITAL MARKETING COURSE: https://learndigital.withgoogle.com/digitalgarage?utm_source=Facebook&utm_medium=cpc&utm_term=149700625&utm_content=fb_gb_business&utm_campaign=fb_gb_business

Also NEVER FORGET TO HASHTAG.

 

References

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