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Which social media channels should I be concentrating on?

Which social media channels should I be concentrating on?
In the new digital age where social media platforms are continuously surfacing, how is one to know which one will be most beneficial to their business?

Determine your business goals

Before deciding upon a relevant channel for your business, first you must outline your precise business goals and how this relates to social media marketing. For example:

What do you hope to achieve in the short-term and long-term from investing in social media?
If your goal is to generate 1,000 followers in the first six months, this will help to determine a realistic budget. If you’re an e-commerce business whose your goal is to generate revenue, it’s likely that this will scale up overtime and so, £10,000 in your first year might be more realistic than generating a six figure sum. Understanding precisely what you hope to achieve from social media marketing will allow you to create an effective strategy for your business.

What kind of budget can you afford, and are willing to spend?
Answering this will allow you to determine a feasible amount of time that can be dedicated towards utilising each channel, both on a monthly and annual basis. If you’re not seeing the ROI you’d hoped for, this may need readdressing at a later stage…

What are the current trends?

As with anything, social media is largely susceptible to trends. In order to get the most out of your presence, it’s essential to determine where your customers and prospects are. If, on the whole, they don’t use Facebook – then running paid advertisements could be a waste of time. To combat this, observe what people are talking about via search. How badly do they need your products? What are their pain points? Monitor keywords that are relevant to your brand and develop your strategy from there.

Examine applicable channels

Assuming your business is new to social media, we’ve compiled a brief overview of the most popular social media channels and their individual benefits for your business.

When it comes to Digital Marketing, Snapchat is a particularly effective channel for reaching the Millennials segment (aged 15-29). Snapchat boasts over 180 million daily active users and is the most-used platform among those aged 12 to 24. If a younger demographic is part of your target audience, increasing your social media presence by using Snapchat for business will help you reach them.

  • 187mil daily active Snapchat users.
  • An average user spends 30+ minutes per day on the app.
  • 71% of Snapchat users are under 34 years old.
  • More than 20,000 photos are shared every second.
  • 35% of users use Snapchat because content disappears from servers after a while.

Facebook is arguably the most popular social media network out there, which in essence gives you a good chance of capturing your desired customer. Built-in insight tools help users understand what the best times to post are, how many times posts are viewed, and when the page generated new followers to name a few…

  • 2.13bn Facebook users world-wdide.
  • On average, the ‘Like’ and ‘Share’ buttons are viewed across 10 million websites daily.
  • Age 25 to 34, at 29.7% of users, is the most common age demographic.
  • Five new profiles are created every second.
  • Average time spent per Facebook visit is 20 minutes.

Perhaps one of the most dominant trends in current digital marketing strategies is ‘visual marketing’. Instagram is wonderfully simplistic and the most personal of the mobile platforms. It’s full of potential for connecting with a brand on a more intimate level.

  • 7 out of 10 hashtags on Instagram are branded.
  • 80% of users follow a business on Instagram.
  • Generally, Instagram users engage more on weekdays.
  • 65% of top-performing Instagram posts feature products.
  • 18-29 is the most popular age group, capturing 59% of all users.

Generally, people use Pinterest to buy giving e-commerce businesses an incredible incentive to use the platform. The use of promoted pins and hashtag popularity provide businesses with an effective way to reach an extended audience.

  • 175mil active users.
  • 2mil pinterest users save shopping pins on boards daily.
  • 81% of all users are female.
  • Median age of a Pinterest user is 40, however majority of active pinners are below 40.
  • 87% of Pinners have purchased a product because of Pinterest.

Twitter is a core social network for research, engagement, and awareness for your brand. Studies have shown that Twitter has over 330 million monthly users who send over 6,000 tweets per second making Twitter perhaps the most effective platform to distribute your content.

  • Twitter users are three times as likely as Facebook users to follow a brand.
  • A third of all Twitter users have retweeted a business Tweet.
  • Tweets with videos are six times more likely to be retweeted than tweets with photos, and three times more likely to be retweeted than tweets with GIFs.
  • 80% of Twitter users are on mobile.
  • 37% of Twitter users are between ages of 18 and 29 whilst 25% users are 30-49 years old.

Dubbed ‘the business social media channel’, LinkedIn can be considered as virtual networking. Typically, it’s easier to build authority and relationships here thanks to personal profiles and business accounts.

  • 2 new users every second.
  • 44% of Linked users earn more than £60,000 in a year.
  • There are 57% of male users and 44% female users on Linkedin.
  • There are 500mil active users.
  • 80% of B2B leads come from LinkedIn.

If you’d like help developing an effective social media marketing strategy for your business, why not get in touch with our expert team of marketeers by calling 0800 084 3086 or emailing your enquiry to today.