Which social media platform is your business on and how do you know? Facebook? Twitter? LinkedIn? Instagram? Snapchat? Pinterest? YouTube? Flickr? Vimeo?
When it comes to social media, it can be tough determining where to focus your efforts. With so many platforms out there, how do you know which social media platform is best for you? Well, what the best social media platform is for you can be determined by your audience.
In this blog, the Tomo360 team runs through some of the most popular social media platforms used in business and identifies the best business use for each.
Facebook is the biggest social network on the web, both in terms of name recognition and the total number of users. With nearly 2 billion active users, Facebook is a great medium for connecting people from all over the world with your business. Facebook allows users to post text, links to content, photos, videos, live video, events, items for sales, and SO much more.
American women and men between the ages of 25 – 54 make up 32% and 29% of Facebook users and only 9% of users are between the ages of 18 – 24. If your company targets a slightly older market, Facebook is the platform to use. Facebook could be especially valuable because it encompasses the largest blend of demographics of any social media platform and 44% of users check Facebook several times per day. So, post away!
- Generally skewed more toward older markets
- A large blend of demographics
- High post frequency
Twitter focuses more on text (strictly 140 characters or fewer), but also allows users to share images, videos, links, and polls. It is made up of a “stream” of short posts that users can reply to by mentioning usernames in their posts with an @ sign. Users can also use hashtags (#) to search for users posting about similar topics.
Twitter has proven to be a valuable tool to reach people all over the world. Specifically, it is a strong tool for customer service. It provides a unique environment for customers to express their grievances immediately and directly and for businesses to shine by responding promptly and with a thoughtful response to retain the customer.
24% of all male internet users use Twitter and 21% of all female internet users use Twitter. Twitter is a valuable resource for multiple kinds of businesses, but largely a younger audience. About 37% of Twitter users are between the ages of 18 and 29 and 25% are 30-49 years old. Furthermore, Twitter serves as a strong platform to develop market presence for start-ups through thought leadership and engagement.
- Primarily younger audience (18-29)
- Great for Start-ups to develop an online presence
- Strong tool for customer service
- Strictly text updates, but also can share images, videos, links, and polls
LinkedIn is the ultimate social media platform if you work in a B2B field. It allows individuals to connect with business professionals, and to target prospects by industry, title, company, job search and recruitment, and much more. One of LinkedIn’s best features for businesses is LinkedIn Groups. You can enter or create Groups that focus on your specific niche or industry and invite others to join.
LinkedIn has 106 million active monthly users and 40% of users sign in daily. 70% of users are from outside of the United States, but only 13% of users are between the ages of 15 and 34.
- Ideal for B2B businesses
- Generally for older users (ages 34 and older)
- LinkedIn Groups allows professionals to connect by niche or industry
Instagram is a photography and video only social media platform. Instagram has proven to be popular since its launch in 2010, but it has been a challenge for marketers since it changed its algorithm so that posts are no longer posted in chronological order. This change has taken away control from companies using Instagram as a marketing and sales tool. In addition, users cannot add clickable links to their posts unless the post is clearly marked as an ad, which makes it a much less valuable source for organic marketing.
That being said, Instagram is a good resource for reaching an international audience, considering 80% of its users are outside of the U.S. The majority of users are between 18 and 29 and 32% of teenagers consider Instagram to be the most important social network. In conclusion, Instagram is most useful as a brand development tool for companies with a young target audience.
- Image and video platform
- Highly-used among younger audiences
- By comparison, not ideal for marketing and advertising
- Most useful for brand development
Snapchat is the go-to platform for users under the age of 24. There are over 100 million users on Snapchat consuming 30 minutes of content every single day.
Snapchat is a mobile-only social media app that allows users to send and receive “disappearing” photos and videos, and to post them on public stories that makes the content available for 24 hours. Users can choose from a variety of filters from the app’s selection, varying from animal faces to timely frames for events or announcements. Since its launch in 2011, Snapchat has expanded to offer chat, messaging, image storage, events, and media content.
- Mobile-only app with “disappearing” photos and videos
- Targets young audience (under age 24)
- Expanded services hat, messaging, image storage, events, and media content.
Still not know which social media platform is right for your business? We can help with that. To learn more about our services and how we can help, please see our social media marketing services page. We’ve helped a variety of brands in many industries find the best social media platforms for them.