WHICH social media channel is best for me?
We’re not going to tell you what social media is or why it’s important - we know that you know that. But some of the things that we hear a lot when chatting to clients are ‘should we be on TikTok’ or ‘My Facebook posts get no engagement’ or ‘Does anyone even use Twitter?’
Whilst it’s true that social media and owned channels are great, cost-effective marketing tools, they can take up a lot of time for small to medium businesses and don’t always drive worthwhile outcomes. So, it’s best to select the channels that are going to work for you, your brand and your product.
What is likely to be the best scenario for your brand will be having an effective mix of channels and using each one differently to get the best outcomes for your marketing efforts.
We always recommend a solid content strategy which integrates content pillars and aligns these with the appropriate channel.
Whilst there are many different social media channels out there, we’ve summed up a few of the key platforms to help you decide which one or ones are best for your objectives.
Instagram: Visual Storytelling and Brand Engagement
We think of Instagram as your website. Customers will search in Instagram to find your opening hours, address and contact details. Your page should reflect your brand and as it is a powerhouse for visual content and brand storytelling, your feed should deliver. It is ideal for businesses with visually appealing products or services, such as fashion, beauty, travel, or food. The platform's emphasis on high-quality images, videos, and Stories allows brands to showcase their creativity and connect with a predominantly younger audience. Instagram's features like shoppable posts and influencer collaborations make it a valuable channel for driving brand engagement and conversions.
Facebook: Broad Reach and Targeted Advertising
Whilst still one of the most popular social media platforms worldwide, Facebook engagement and use particularly by younger demographics in Australia has dropped. It still offers a broad reach and diverse user base and so caters to businesses of all sizes and industries. It is a must if you are going to undertake paid social media advertising and enables businesses to target specific demographics, interests, and behaviours, maximising their marketing efforts.
TikTok: Captivating Gen Z and Viral Trends
If Instagram is your formal website, then TikTok is about showing your personality. It is a platform which thrives on raw, earnest content and has skyrocketed in popularity, particularly among Gen Z users in Australia since 2020. Content is in short form video format and the use of a ‘For You Page’ provides users with a constant stream of content from across the world without needing to ‘follow’ creators. Businesses that can effectively leverage humour, creativity, and trending topics can find success on TikTok. It’s particularly suitable for industries like fashion, beauty, music, and lifestyle, where visual storytelling and quick attention-grabbing content thrive.
YouTube: Video Content and Long-Term Engagement
It’s still here and still important for brands who have longer form video content to share. The YouTube platform has an extensive user base and sees billions of hours of video watched daily. It is ideal for businesses that can produce informative, entertaining, or educational videos. YouTube allows for longer-form content, making it suitable for tutorials, product reviews, vlogs, and brand storytelling. YouTube is also used as a search tool, so make sure your videos have all the right SEO.
LinkedIn: Professional Networking and B2B Connections
We all know that in business using LinkedIn to connect with potential clients, colleagues or find a job is a given - but can you use LinkedIn as a marketing tool for your business. The short answer is yes. As the leading platform for professional networking and business-to-business (B2B) connections, it caters to a more professional audience, making it ideal for industries like finance, consulting, HR, and professional services. LinkedIn provides opportunities to showcase expertise through thought leadership articles, share industry insights, and build professional relationships.
Still need help selecting your social media channel mix, creating content or just want to ask more questions? Reach out to us and we can help!