By: Athena Alexander
In the digital age, it is important for businesses to harness the power of social media. However, with the many platforms available, it can be tricky to pick just one. So, what’s the right way to pick the right social media platform? The answer is simple: businesses should use multiple platforms such as Instagram, Facebook, Pinterest, Twitter, and TikTok to connect with different audiences in different ways.
Connecting With Audiences
Facebook, Instagram, TikTok, and Pinterest attract different audiences based on platform format, connections, and accessibility. The business’s social media account should correspond to what they are marketing and to whom. For example, to effectively market walking canes, a company should know the target age range for each platform. For this product, two age ranges are most relevant: those most likely to use the canes (clients aged 60+) and those purchasing the canes for others (clients aged 30-60). The company should prioritize posting on Facebook and Instagram because those apps most closely match the product’s target audience. However, if a company is marketing a product used by all age groups, such as a water bottle, it is appropriate to use as many social media platforms as possible.
Each social media platform has their own algorithms to customize a user’s feed. In this way, social media ads are more effective, say, than generalized ads on TV, billboards, or magazines as they are tailored to each user’s preferences. For example, TikTok personalizes a user’s feed based on past searches, watched history, and engagement. Instagram and Facebook have similar algorithms that result in interests, relationships, and timeliness. In addition to taking advantage of personalized algorithms, social media builds an online resume for a company by displaying content such as new products, behind-the-scenes footage, and employee features that help clients get to know a company’s brand, products, and reputation.
Spreading Brand Awareness
Besides the ability to target different audiences by using different platforms, businesses can also appeal to different audiences through the different types of content they post. For example, if a company wants to post a special deal for an ice cream product, they can post a funny video on TikTok, a photo with details on Facebook, or a quick tweet on Twitter. In this way, the company is reaching multiple audiences who prefer to take in information by reading, watching, and/or listening.
In addition to captivating users, social media is a great place to universally drive campaigns due to the accessibility to global users, little to no cost associated with the platforms, and the easy-to-use content creation tools. Social media connects billions of people together especially when companies utilize multiple platforms. For example, for a cruise line that travels around the world, using social media will connect the business to a global audience. If the cruise line uses multiple platforms, they are further expanding their reach. Social media is a cost-effective way of spreading brand awareness. The platforms are free to use, with ads and content boosting for purchase. In addition to the cost efficiency and audience reach, the functions on each platform for creating content are user-friendly. The platforms have tools to import content that has been previously created or tools to create content on the app itself.
Marketing a Product/Service
Establishing a social media presence creates an online community. A social media profile is essentially a catalog marketing a company’s product/service. Some social media platforms, such as Instagram and Facebook, have built-in features that let users tag products for users to instantly purchase the products that are posted. However, all social media platforms can include links to websites where clients are able to purchase items.
Using multiple social media platforms will only increase an audience/customer base, spread brand awareness, and help sell products and services.