How to Choose a Social Media Platform for Your Marketing

By Shannon Kinney | Aug 23, 2017

Choosing where to begin your digital marketing campaign is kind of like choosing which lunch table to pick in the high school cafeteria -- it can shape the perception of your brand itself.

Choosing to sit at the popular table (Facebook and Twitter) will lead to increased exposure, but make it exponentially more difficult to break out of the pack. Sitting at the Goths and scene table (Instagram and Pinterest) may not be as busy, but they have a more passionate following. Sitting at the nerdy table (LinkedIn) won’t give the biggest crowd, but it will give you the savviest one.

Every site has certain benefits that others can’t provide, but also feature drawbacks that aren’t as prevalent in others. Knowing what you want to accomplish with your digital marketing campaign is a great way to select the site you want to begin with.

If you’re looking to just plunge into the world’s deepest digital ocean, than choose Facebook. Facebook has an audience of over a billion users, and marketers to this day still even say that Facebook is too big to ignore. Realistically, you’re not going to attain those numbers, and that’s fine. In fact, it’s more productive to focus on the fish you can catch than to chase sea monsters. If you’re trying to reach young people, 1.15 billion users access their profiles from their phone exclusively, with over 300 million images uploaded daily.

Once considered another Facebook knockoff, Twitter has actually done well to establish itself as its own unique and viable platform, growing out of Facebook’s shadow in under 140 characters, too. Twitter has 700 million users, and 58 million new tweets are sent out every day. Those two statistics may seem daunting, but the surprising thing is that the majority of Twitter users don’t actively tweet. In fact, 60 percent of users don’t tweet from their profiles, but rather just read and favor others’ tweets. Bearing this in mind, there may be less people, but they’re more receptive to consumption than other, more active user bases on other sites.

It’s hard to break into a crowded market, whether you’re a business or a social media platform. Pinterest is the “new kid on the block,” and thusly has the most to prove. While it’s true that it has a smaller user base compared to the juggernauts of the industry, Pinterest users are still very active. In fact, of all platforms Pinterest’s 150 million users are seemingly the most receptive to online marketing. In fact, 93 percent of Pinterest users shop online in a six-month span between visits. Also, don’t be afraid to promote yourself – products and services that feature prices are favored 36 percent more frequently.

Much like Pinterest, Instagram is a primarily image-based platform, that’s also very young. Instagram posts that feature a product are rated higher than those without 65 percent of the time, and posts that feature a person’s face get favored 38 percent more often.

LinkedIn isn’t your typical social media platform, but that doesn’t mean it should be discredited. LinkedIn is used primarily by a younger base, of millennials. In fact, 13 percent of millennials use LinkedIn regularly – With 40 million of them as students and recent grads. LinkedIn users prefer it to alternatives, as 13 percent of users don’t have a Facebook page, and 60 percent don’t use Twitter.

Each platform has pros and cons. If you need help deciding which to choose, contact us at Dream Local Digital today.

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