What is the Best Social Media Platform for Your Marketing Campaign?
There can be little doubt that social media has a considerable role to play in digital marketing. But is there actually a ‘best’ platform to utilize in your campaigns?
The expansion of the internet was so quickly followed by the emergence of social media that it is challenging for anyone not to bracket them together. This is even more true for the Millennial generation, which has expanded up with both.
Having begun out as a means of staying in touch, social media’s objective has expanded. While it consists of some less savoury elements, it has also been a means of creating public debate and establishing awareness.
Alongside this, there has also been an increase in its commercial usage. As the web has given ever more chances for digital advertising and the development of content marketing, so social media has provided parallel opportunities alongside it.
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What are your options?
Having established that social media has a considerable role to play in marketing, the question of what the best channels to utilize may appear.
The easiest answer to this question is that there is no single right answer. This is for various reasons:
- Various products and services may be marketed more effectively on one social media platform than another, but it won’t always be the same one.
- Your buyer persona may be more likely to utilize one social media platform than another, so much confidence in your target market.
- The most effective marketing campaigns can utilize more than one platform.
The differences between platforms and why they matter
With all this in mind, it’s essential to consider the various options and what every of them can provide you.
- Facebook and YouTube are the most heavily-used platforms in the UK, with over 40 million users each. This means they are the best options if your priority is to reach as many people as possible.
- Facebook and YouTube are also two of the most viable options for video. Facebook can connect this with other content, while YouTube has the advantage of being capable to host longer videos and will attract people specifically browsing for this form of content.
- Instagram is very effective for a mix of still pictures and video, with the former taking priority. Text is less essential, so this is profitable when the target is on the visual aspect of a product.
- While Facebook and YouTube have varied user bases, Instagram is more skewed to a younger and female audience, which makes this an ideal target if this matches your campaign’s buyer persona – and a poor chance for targeted older male customers.
- LinkedIn is geared at the professional services sector and, as such, is a more specialised form of social media that can be used for marketing professional services.
- Twitter has a diverse user base and is best appropriate to short, snappy text content, although the inclusion of links can associate tweets with other content.
These differences provide good examples of how a marketing campaign can use different social media at the same time to highlight different aspects of the goods or services you offer – or present them in different ways.
For example, suppose you want to reach a market that may sometimes have time on its hands, but may not do so all the time. Clearly, anyone watching a lengthy video on YouTube will have enough time free to do so, whereas those with just a few minutes to spare might check Twitter instead.
If your target market is someone in full time employment, this combination of various media could work well.
Using PPC :
It is not just through the utilization of various types of content that you can reach people via social media. Pay-per-click advertising is also accessible on various platforms.
Once again, there is no single reply to what the best opportunity is. But some factors are worth taking into account. For example:
- Facebook has the largest potential audience, costs little to use and offers microtargeting.
- LinkedIn is likely to have the most connected audience because of the precise demographic and it is feasible to target high-value audiences with great precision.
- Twitter ads are interactive and can be retweeted.
These different options also have their downsides :
- Facebook ads will only be seen if people are paying for it, so your organic reach is reduced.
- LinkedIn is very good for reaching people, but it comes at a higher cost than other PPC opportunities and ad readers matching your buyer persona will not be interested in your services as they are utilizing the site for job hunting.
- Twitter Ads are uneasy in the same way any Tweet is by the 140-character limit and sometimes targeting is a bit hit-and-miss.
With these different factors to take into account, it is essential to think carefully before deciding what PPC option is best. You should also keep close tabs on growth and suspend a PPC campaign if it is not working through a particular platform.
Be prepared to be flexible
Therefore, being flexible in this case can mean changing the marketing mix; doing a bit more of one thing on one site and less of another thing on a disparate platform.
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