Choosing The Right Social Media Platforms For Your Business

Shira Smolko

By Carly Bauer, Marketing Marketing consultant at Heinz Marketing

In my previous posts I wrote about the criteria to look at just before selecting a social media platform.  Remember to verify it out for more in-depth element but here it is in summary.

Irrespective of whether your advertising system is focused on brand awareness, promoting a products, or attempting to expand your have individual following – there is a established of conditions you really should contemplate and recognize right before selecting the excellent social media platforms to satisfy your objectives.

We went around picking out social platforms dependent on the place your viewers is positioned to much better have an understanding of how you audience gets facts and what sort of info they are seeking to obtain.

Secondly, choose platforms that are particular to your articles type to optimize the shelf-life of your articles with your audience.

Are you concentrating on micro-written content that is quick and quick to produce but is only relevant for times at a time? or are you producing macro-written content this kind of as blog site posts or movies that just take for a longer period to create but audiences can refer again to over time and can take for a longer time for readers to digest? These distinct information items perform improved on distinct platforms producing it an significant factor to take into account when picking out the very best platforms for your content.

The third standards we talked about is limiting the selection of platforms you pick. It is not vital to be on each individual system you could run the risk of spreading by yourself too skinny. Each individual platform demands it’s own one of a kind approach in get for you to be profitable. It is ideal to ‘master the art’ of 1-2 social platforms right before incorporating far more into your approach.

Now that you realize the criteria that lays the foundation to be productive on social media, we are going to dive into some of the diverse social media platforms – what makes them distinctive, well-liked content formats, viewers geographics, and a lot more – to assist you decide which platforms are likely to healthy your advertising and marketing aims best dependent on the conditions we went around in my initial put up.

Twitter is identified as a shorter textual content social system. The character limitation for posts, forces users to be innovative with what you basically say. In normal content needs to be swift, brief, easy, artistic, eye-catching or memorable to be effective.

What style of content material is well-known on Twitter?

  • Text – textual content is a Tweet is shorter and retweeting normally occurs thanks to fascinating articles, such as attention-grabbing information, life style ideas/hacks, inspiring quotes, or asking for retweets.
  • Shots – photos are well worth a thousand words and can build a visible link amongst your product or service and your client. However, tweets with uploads this kind of as pictures really don’t surface as a visible and viewers have to click the ‘view photo’ button in get to see the image. This doesn’t make the content eye-catching though consumers scroll by way of material.
  • Films – media plays effectively on Twitter, when accomplished the right way. Make sure to maintain it quick and uncomplicated. Guiding the scene films or shorter but educational parts do very well.
  • Slideshares – can provide important facts to your followers, specially if you are a B2B company. Slideshares present additional value to your shoppers and demonstrate your company as a considered chief.
  • Information summaries – a new characteristic released that enables organizations to share breaking information that pertains to their company, not just straight relevant stories which gives additional value to your followers and prospects.
  • Hyperlinks – delivers buyers with a way to find out about distinct information and facts. When putting up back links keep in mind to hold it shorter, use related hashtags, and make the contact-to-action distinct.

Who is applying Twitter?

Twitter has over 330 million active end users. Their largest demographic consists of individuals concerning the ages of 25-34, followed by 18-24 12 months old’s, and 35-49 year old’s.

Twitter is also not a platform known to have a substantial revenue or instruction keeping viewers but is fantastic to reach customers at huge.

What’s distinctive about Twitter?

Twitter is a fantastic system to market your model by achieving and partaking with your audience. Hashtags enable you to observe and have interaction in discussions all over trending matters that relate to your business enterprise, solution and products and services, or sector. Employing hashtags inside of your written content aid you access out to new followers when they look for for relevant articles using those very same hashtags.

Twitters electronic advertising opportunities enable you to reach your focus on consumers with various advertisement structure selections and you can personalize your advert practical experience to fit your aims.

Consider advertising and marketing your account or a tweet from your manufacturer and it will present up in your target customer’s Twitter feed.

Twitter is very well-recognized for its search motor. With around 2 billion search queries for every day it may be an suitable resource to assist your demographic find your small business when looking for certain keywords and content material.

Fb is not the newest or the coolest (top trending, for the youthful era) social media system but it is still the most significant social media system in conditions of buyers with about 2 billion every month active buyers.

What forms of content are well known on Fb?

  • Impression-centered posts – are particularly well-known and are very best for that includes solutions and products and services. Ideal for important announcements or interacting and entertaining your followers.
  • Carousels – contains a team of 4-5 but can go up to 10 pictures demonstrated as a sequence to convey to a story, elaborate on a matter, or showcase a one item from distinct angles or numerous solutions. This structure also has an ad alternative.
  • Events – announce and invite your focus on viewers for an event to boost awareness and make alternatives for engagement.
  • Online video Posts – brief, swift, and quick-to-grasp videos are a terrific way to catch the attention of the right audience and increase engagement. Upload a pre-recorded online video or start a Fb Reside, which has gained acceptance in the final couple of decades.

Who is employing Fb?

Fb is utilised by a assortment of age groups with in excess of half of teens and virtually 50 percent of folks above the age of 65 on Facebook. Utilised by a number of generations, connecting you to a quantity of individuals from numerous backgrounds. Facebook is an great location to grow your brand awareness and extend your shopper group.

What’s distinctive about Facebook?

In regard to functions, Facebook does really nicely at specific digital promoting. With Facebook adverts, you are able to target audience users who are far more probably and willing to purchase your goods or services– Making certain your advertisements are in front on the appropriate users at the correct time. Facebook’s social media ecommerce integration is another feature that can make the social media system stand out as an best social platform possibility for businesses that present on the web buying. Fb can make it straightforward for consumers to obtain from your business through the social media system and permits you as the business enterprise to deliver transport updates and other buy notifications to your buyers by means of Facebook as nicely.



LinkedIn bought its start as a company and work-based social media system. It’s total of gurus across a vast spectrum of industries, specifically B2B firms. LinkedIn presently boasts around 300 million active end users on a monthly foundation. Even even though it is smaller sized than Facebook and Instagram, the smaller sized measurement is in fact a key strength for LinkedIn – it’s information feed. LinkedIn’s newsfeed may not be as aggressive as other platforms, but it lets companies to get to much more of their connections and followers with out paying for advertisements.

Simply because Fb, Instagram, Twitter and some of these other larger platforms are so crowded, they use distinct algorithms to identify what written content is basically confirmed in your newsfeed and your followers newsfeed. LinkedIn doesn’t do this, so offering corporations and specialists an opportunity to create massive awareness and engagement on their platform.

What sorts of content is popular on LinkedIn?

Overall content material on LinkedIn does very well when it is informational and gives viewers with insight and know-how that may possibly far better their have business or individual enhancement.

  • Videos – limited clips that are involving 30 seconds and 5 minutes long that present marketplace perception, interviews with field leaders or discipline professionals, and tutorials
  • Textual content – uncomplicated, easy, short generic posts. Shorten articles is a lot more workable to take in and can direct to little actionable conversations as an immediate reaction to your articles and can direct to far more likes and responses on your posts.
  • Links and Article content – sharing documents that reveal a thing action-by-step, share recommendations, or even offering further point of view.
  • Scenario Experiments

Who is working with LinkedIn?

LinkedIn is primarily utilised by pros involving the ages of 30-49 yeas of age. However, about a quarter of experts around the age of 22-29 use LinkedIn – career progressors, and a different quarter of individuals among the ages of 50-64 use LinkedIn on a daily foundation.

Contrary to Facebook and Instagram, LinkedIn has a more substantial superior-money audience and a excellent bulk have faculty degrees. These demographics make perception considering that the platform was specifically produced for businesses with businesspeople in mind.

A single of the ideal traits of LinkedIn is that it’s audiences are small business-minded. They are normally open up to networking chances and hearing about strategies to improve the way they operate or make their job less difficult. This supplies a excellent prospect for B2B models to join with business enterprise final decision-makers throughout unique industries.

What’s special about LinkedIn?

LinkedIn has several electronic promoting alternatives. Despite the fact that digital adverts are extra high-priced on LinkedIn when compared to Facebook, B2B makes are able to specify precise marketing campaign goals, make the most of several advertisement formats, and target distinct audiences’ associates, groups, and industries.

LinkedIn Teams is an additional exclusive element buyers can join and take part in based mostly on their business, career functionality, or profession passions. This is a good option for makes to generate actual engagement with influencers and conclusion-makers across distinctive industries through natural put up engagement, discussions, and advert focusing on.


Centered on storytelling, Instagram has turn into a common social media system to share images and video clips with followers, and has allowed corporations to get innovative in how they emotionally join with their audiences.

What content material formats are popular on Instagram?

Instagram’s unique social media system can enable you to notify your brand’s story with inventive and partaking visual written content. As opposed to other social media platforms, Instagram is heavily focused on visuals, the two images and videos. No make a difference what market your company is in, you can use Instagram to showcase your items and inform your model story in a way that is visually interesting. For the reason that of this, Instagram is not meant for content that necessitates tons of looking at. Preserve it visible focused with small captions that are clear-cut.

Instagram was the 1st and is the most common system to produce and share ‘Stories’. Just take live movies, write-up pre-produced photographs or videos, and share other content material in 24-hour long ‘reels’ to your followers. Instagram stories are intended to be rapid easy material that is applicable quick time period. It’s a fantastic way promote brand name recognition, product sales or specific item specials, and announcement updates.

Who is using Instagram?

If you are targeting a younger demographic, Instagram is an suitable platform to endorse your company. Because of the young demographic of Instagram end users, there are fewer buyers with a school training and high profits in comparison to Fb and other platforms.

What is special about Instagram?

Like Facebook, Instagram also permits you to message consumers right. This can be a great device for rapid purchaser company to reply queries and tackle concerns instantaneously.


YouTube is a single of the longest running social media platforms out there. New platforms come and go and some others try to mimic 1 a different to keep applicable but no one particular has dared try out to exchange YouTube. With above 1.9 billion people today using YouTube on a regular foundation, this puts YouTube higher than Instagram and just about eye-to-eye with Facebook in conditions of usage.

Just at the rear of Google, YouTube is the 2nd biggest lookup motor in the world. Offering to the capability to reach a broad viewers, but also be reachable for people today hunting for you.

What information formats are preferred on YouTube?

YouTube is a video-primarily based system which is terrific since video is a hugely favored media format presently, but it does just take a great deal of perform to make articles.  Just to generate the content material alone it can have to have an full video setup, with a digicam, lights, microphone, and video modifying.  The amount of professionalism you want decides the degree of get the job done that demands to be carried out to set your video articles jointly.

On the other hand, it’s critical to maintain in head that video content has been regarded to have some of the maximum amounts of viewers engagement, especially when performed stay, you can see the speedy effects of your written content through actual-time audience engagement and dialogue. If pre-recorded films, podcasts, or other stay streaming video content material is something you can see advertising your items, expert services, or assistance with brand promotion and you are eager to put the time and operate into, YouTube may be a system for you.

Who is utilizing YouTube?

Individuals of all ages use YouTube, there isn’t one precise demographic that dominates in excess of the many others.

Since YouTube is utilized by all ages, we see a higher percentage of buyers with high-money and university levels applying the social media platform.

What is exclusive about YouTube?

One of the very best benefits about YouTube is that it enables brands to access an unlimited sum of video hosting, building it an reasonably priced way for companies to publish video information to generate engagement.

YouTube written content can also be very easily built-in with other social platforms and internet websites for better access.

Articles posted on your YouTube channel is also searchable in both YouTube and Google, earning it much easier for your audience to discover your articles. Let us not ignore, YouTube can also enable with your lookup motor optimization (Web optimization), supporting your content  appear better up the benefits page for search phrases you’re making an attempt to goal.


I hope this tidbit on unique social media platforms was valuable and gave you the important perception to optimize your social media advertising tactic.

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