Social Media

What social media platform should your business be on?

Social media has changed the way we do and think about business. It’s become the to-go way that most people research a business and what they’re selling.

Zavy

July 10, 2019

Social media has changed the way we do and think about business. It’s become the to-go way that most people research a business and what they’re selling. But with so many different social media platforms out there, which ones should your business be on?

Most businesses need to be on at least 1 social media platform in order to compete in their industry. Before jumping on every possible platform, there are 3 questions you need to ask yourself:

- What type of business are you? B2B or B2C?
- Who is your target audience?
- What is your overall goal?

What type of business are you?

The majority of platforms out there are best suited for B2C businesses due to their visual nature and ability for organisations to engage directly with their customers, however there is a space that B2B dominates – LinkedIn.

Choosing the right channel is also based on the industry you are in, for example an FMCG company would use a different platform to a company software provider. Along with the industry you are in, the number of platforms you choose will be determined by your resources – yes there are a ton of social media management tools out there but the more platforms you choose, the greater the resources required.

Who is your target audience?

Targeting is so important, and a lot of money can be wasted if you are targeting the wrong audience. All the major social media platforms have great targeting capabilities and you want to make sure you are taking full advantage of this (without being too niche and compromising reach/scale). The basic targeting opportunities would be age, gender, location and interests.

What is your overall goal?

All the main platforms are predominantly used for top of funnel research and brand awareness (with the exception of Instagram Shopping). However, there is a space for lead generation on platforms like Facebook and LinkedIn.

Whatever your overall goal is, this needs to be determined at the beginning of the campaign in order for the platform’s algorithm to find the right people that will fill out your survey, buy your product or watch your video.

Which one is right for you?

Each of the major social media platforms have their own benefits. We've summarised the best parts of each:

Facebook

- Over 2 billion active daily users in New Zealand alone,1.9 million Kiwis access Facebook daily
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Mainly used by B2C businesses but can be used by B2B
- Option to use organic or paid advertising, so it’s perfect for all budgets levels
- Targeting capabilities are vast and the audience available is even greater
- Suited for businesses with a broader audience
- Can be used for brand awareness, reach, lead generation, website traffic, engagement, online conversion, app installs, video views, product catalogue sales and store visits

Instagram

- Very visual platform, if you can translate your selling proposition into something visual it will work
- Mainly used by B2C but can be used by B2B. Companies in the automotive, fashion, beauty, travel and retail industries use this platform a lot
- Option to use organic or paid advertising
- Owned by Facebook so there are the same targeting capabilities
- In New Zealand, 57% of all Instagram users are female and 69% of all users are aged under 35
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Can be used for brand awareness, reach, lead generation, website traffic, engagement, online conversion, app installs, video views, product catalogue sales and store visits

Twitter

- 336 million monthly active users worldwide, and heavily used in the US
- Mainly used by B2C businesses but can be used by B2B
- Option to use organic or paid advertising
- Targeting includes using geographic areas, the followers of a notable account or peoples' interests
- Can be used for the following objectives: brand awareness, tweet engagement, increase followers, website traffic and app installs

YouTube

- 1 billion monthly active users and 1 billion hours watched daily
- Mainly used by B2C business but can be used by B2B
- Option to use organic or paid advertising
- Video content is important because it can show your product and/or service in action and showcase the benefits
- Females make up 38% of all users and males 62%, while 18-34 year olds are the main audience
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Can be used for sales, leads, website traffic, product/brand consideration, brand awareness/reach and app promotion

LinkedIn

- 260 million users are active each month, and 40% of those use it daily
- Great for B2B companies
- Option to use organic or paid advertising
- 61 million users are senior-level and 40 million are decision makers
- Users are actively scrolling and looking for valuable content to read
- Can be used for brand awareness, website traffic, engagement, video views, lead generation, website conversions and finding job applicants