Choosing The Right Social Media Platforms For Your Business

By Carly Bauer, Marketing Consultant at Heinz Advertising and marketing

In my prior posts I wrote about the criteria to consider right before deciding upon a social media system.  You should verify it out for additional in-depth depth but here it is in summary.

No matter if your marketing technique is concentrated on model consciousness, advertising and marketing a merchandise, or trying to grow your individual personal following – there is a established of requirements you should consider and have an understanding of ahead of choosing the excellent social media platforms to satisfy your aims.

We went more than picking out social platforms centered on in which your audience is found to superior recognize how you viewers gets information and what form of information they are hoping to get.

Secondly, pick platforms that are distinct to your content material form to improve the shelf-existence of your content material with your viewers.

Are you concentrating on micro-information that is fast and simple to generate but is only applicable for times at a time? or are you developing macro-material this kind of as web site posts or video clips that get more time to develop but audiences can refer again to over time and takes more time for viewers to digest? These distinct written content items carry out greater on distinctive platforms earning it an critical aspect to think about when deciding upon the most effective platforms for your written content.

The third requirements we talked about is restricting the variety of platforms you pick out. It’s not essential to be on each individual platform you may well operate the risk of spreading on your own also skinny. Every platform requires it is own exceptional method in buy for you to be prosperous. It is greatest to ‘master the art’ of 1-2 social platforms prior to including far more into your method.

Now that you understand the requirements that lays the foundation to be successful on social media, we are heading to dive into some of the diverse social media platforms – what makes them distinctive, well-liked content formats, audience geographics, and extra – to assistance you figure out which platforms are likely to match your advertising targets greatest based mostly on the conditions we went more than in my to start with article.

Twitter is regarded as a shorter textual content social system. The character limitation for posts, forces customers to be imaginative with what you essentially say. In general content desires to be quick, limited, basic, inventive, eye-catching or memorable to be productive.

What type of written content is preferred on Twitter?

  • Text – textual content is a Tweet is brief and retweeting frequently transpires thanks to appealing content, these types of as fascinating specifics, lifestyle ideas/hacks, inspiring quotations, or asking for retweets.
  • Shots – images are worthy of a thousand words and can develop a visual relationship among your product and your customer. Regrettably, tweets with uploads this sort of as images never seem as a visible and viewers have to click the ‘view photo’ button in purchase to see the picture. This does not make the content eye-catching while people scroll by way of content.
  • Videos – media plays well on Twitter, when done appropriately. Make absolutely sure to continue to keep it short and easy. Guiding the scene videos or small but informative pieces do nicely.
  • Slideshares – can provide valuable details to your followers, specifically if you are a B2B enterprise. Slideshares offer additional benefit to your clients and exhibit your firm as a considered leader.
  • News summaries – a new attribute released that makes it possible for organizations to share breaking news that pertains to their company, not just immediately associated tales which presents added value to your followers and customers.
  • Links – offers people with a way to discover about unique info. When putting up one-way links bear in mind to retain it shorter, use applicable hashtags, and make the connect with-to-action crystal clear.

Who is using Twitter?

Twitter has about 330 million energetic customers. Their major demographic is composed of people among the ages of 25-34, adopted by 18-24 year old’s, and 35-49 yr old’s.

Twitter is also not a system acknowledged to have a high income or education and learning keeping audience but is fantastic to get to shoppers at significant.

What is one of a kind about Twitter?

Twitter is a wonderful platform to promote your manufacturer by reaching and participating with your audience. Hashtags let you to stick to and interact in discussions all over trending matters that relate to your company, solution and products and services, or business. Applying hashtags inside your content support you achieve out to new followers when they look for for related written content employing those people same hashtags.

Twitters digital advertising and marketing opportunities allow you to reach your focus on clients with multiple advertisement format options and you can customise your ad knowledge to match your goals.

Try advertising and marketing your account or a tweet from your brand and it will clearly show up in your focus on customer’s Twitter feed.

Twitter is perfectly-regarded for its research motor. With around 2 billion research queries per working day it may be an suitable source to aid your demographic come across your organization when seeking for certain keyword phrases and content material.

Fb is not the latest or the coolest (best trending, for the more youthful generation) social media platform but it is nevertheless the biggest social media system in terms of customers with in excess of 2 billion regular monthly active customers.

What sorts of content material are well-liked on Facebook?

  • Picture-based posts – are incredibly preferred and are greatest for featuring goods and services. Perfect for essential bulletins or interacting and entertaining your followers.
  • Carousels – involves a group of 4-5 but can go up to 10 pictures revealed as a collection to tell a story, elaborate on a subject matter, or showcase a solitary item from unique angles or a number of goods. This structure also has an ad option.
  • Events – announce and invite your target viewers for an event to strengthen consciousness and build possibilities for engagement.
  • Online video Posts – brief, fast, and uncomplicated-to-grasp videos are a good way to appeal to the appropriate viewers and increase engagement. Upload a pre-recorded video or start off a Facebook Stay, which has attained popularity in the last few of several years.

Who is utilizing Fb?

Facebook is utilized by a range of age groups with over 50 % of adolescents and just about 50 % of men and women above the age of 65 on Facebook. Applied by various generations, connecting you to a number of persons from diverse backgrounds. Facebook is an ideal place to grow your brand name awareness and grow your customer group.

What’s exclusive about Fb?

In regard to functions, Facebook does really nicely at qualified electronic advertising and marketing. With Facebook advertisements, you are able to target viewers customers who are a lot more probable and willing to order your products or services– Ensuring your adverts are in front on the proper users at the proper time. Facebook’s social media ecommerce integration is yet another aspect that will make the social media platform stand out as an perfect social platform selection for companies that provide on line shopping. Fb makes it uncomplicated for customers to acquire from your corporation through the social media platform and makes it possible for you as the organization to provide shipping and delivery updates and other order notifications to your clients by Facebook as effectively.



LinkedIn bought its start out as a enterprise and work-based mostly social media platform. It is total of pros across a huge spectrum of industries, in particular B2B companies. LinkedIn now features about 300 million active users on a monthly foundation. Even while it is scaled-down than Facebook and Instagram, the smaller measurement is truly a significant energy for LinkedIn – it’s news feed. LinkedIn’s newsfeed may well not be as competitive as other platforms, but it enables firms to reach much more of their connections and followers with no spending for commercials.

Mainly because Fb, Instagram, Twitter and some of these other greater platforms are so crowded, they use certain algorithms to identify what content material is really showed in your newsfeed and your followers newsfeed. LinkedIn doesn’t do this, consequently offering businesses and pros an option to develop enormous consciousness and engagement on their system.

What kinds of information is well known on LinkedIn?

General articles on LinkedIn does properly when it is informational and delivers audience with perception and understanding that may possibly greater their have company or personal development.

  • Movies – short clips that are concerning 30 seconds and 5 minutes extended that offer marketplace perception, interviews with sector leaders or industry gurus, and tutorials
  • Text – straightforward, simple, shorter generic posts. Shorten content is much more manageable to take in and can direct to modest actionable conversations as an fast reaction to your written content and can direct to additional likes and responses on your posts.
  • Hyperlinks and Article content – sharing files that clarify some thing stage-by-phase, share strategies, or even offering further point of view.
  • Case Scientific studies

Who is using LinkedIn?

LinkedIn is largely made use of by industry experts between the ages of 30-49 yeas of age. On the other hand, about a quarter of specialists all around the age of 22-29 use LinkedIn – occupation progressors, and an additional quarter of folks in between the ages of 50-64 use LinkedIn on a everyday foundation.

Unlike Facebook and Instagram, LinkedIn has a larger high-money audience and a very good vast majority have higher education degrees. These demographics make sense because the system was particularly designed for organizations with businesspeople in intellect.

Just one of the ideal traits of LinkedIn is that it is audiences are organization-minded. They are generally open up to networking possibilities and hearing about approaches to increase the way they operate or make their position easier. This offers a great opportunity for B2B models to link with business enterprise decision-makers throughout different industries.

What’s special about LinkedIn?

LinkedIn has many digital promoting chances. Even though electronic ads are additional expensive on LinkedIn as opposed to Fb, B2B brand names are ready to specify unique campaign targets, utilize many ad formats, and goal specific audiences’ users, teams, and industries.

LinkedIn Teams is another unique characteristic end users can be a part of and take part in centered on their industry, position purpose, or occupation pursuits. This is a terrific option for brand names to generate genuine engagement with influencers and selection-makers across different industries as a result of natural write-up engagement, conversations, and advertisement focusing on.


Centered on storytelling, Instagram has come to be a well-known social media platform to share shots and video clips with followers, and has authorized businesses to get artistic in how they emotionally connect with their audiences.

What material formats are well known on Instagram?

Instagram’s exclusive social media platform can make it possible for you to convey to your brand’s tale with resourceful and participating visible content. Not like other social media platforms, Instagram is heavily targeted on visuals, both of those visuals and movies. No matter what market your organization is in, you can use Instagram to showcase your items and inform your model story in a way that is visually captivating. Due to the fact of this, Instagram is not meant for content material that needs lots of looking at. Preserve it visible focused with limited captions that are easy.

Instagram was the 1st and is the most well known platform to develop and share ‘Stories’. Just take stay movies, write-up pre-developed photographs or films, and share other written content in 24-hour lengthy ‘reels’ to your followers. Instagram stories are intended to be quick quick information that is pertinent brief time period. It is a excellent way encourage brand name consciousness, sales or special product bargains, and announcement updates.

Who is employing Instagram?

If you are focusing on a young demographic, Instagram is an ideal system to boost your business. Simply because of the more youthful demographic of Instagram buyers, there are fewer buyers with a school schooling and substantial earnings in comparison to Fb and other platforms.

What is unique about Instagram?

Like Fb, Instagram also enables you to concept buyers right. This can be a good instrument for speedy purchaser service to response questions and address problems instantaneously.


YouTube is just one of the longest running social media platforms out there. New platforms appear and go and some others check out to mimic one an additional to keep applicable but no 1 has dared consider to switch YouTube. With more than 1.9 billion folks working with YouTube on a standard foundation, this places YouTube earlier mentioned Instagram and pretty much eye-to-eye with Facebook in phrases of use.

Just guiding Google, YouTube is the 2nd most significant research motor in the globe. Offering to the capacity to access a broad viewers, but also be reachable for folks seeking for you.

What content formats are common on YouTube?

YouTube is a video clip-dependent system which is fantastic given that movie is a really most well-liked media structure today, but it does acquire a ton of function to produce written content.  Just to build the material by itself it can call for an complete video setup, with a camera, lights, microphone, and online video editing.  The level of professionalism you want establishes the stage of get the job done that desires to be finished to set your movie content material with each other.

On the other hand, it is vital to keep in intellect that video clip articles has been known to have some of the optimum concentrations of viewers engagement, primarily when performed stay, you can see the immediate effects of your content material through serious-time viewers engagement and discussion. If pre-recorded films, podcasts, or other stay streaming movie content is a thing you can see promoting your items, companies, or support with model promotion and you are eager to put the time and function into, YouTube may well be a platform for you.

Who is employing YouTube?

People today of all ages use YouTube, there is not one particular unique demographic that dominates more than the other folks.

Considering the fact that YouTube is utilised by all ages, we see a large proportion of customers with higher-earnings and college degrees working with the social media system.

What is one of a kind about YouTube?

A single of the greatest benefits about YouTube is that it lets brands to access an endless volume of online video internet hosting, earning it an reasonably priced way for corporations to publish video clip articles to generate engagement.

YouTube material can also be very easily integrated with other social platforms and sites for better get to.

Articles posted on your YouTube channel is also searchable in both of those YouTube and Google, building it easier for your viewers to obtain your information. Let’s not ignore, YouTube can also help with your lookup engine optimization (Search engine optimization), helping your content  seem higher up the outcomes page for key terms you’re attempting to target.


I hope this tidbit on distinct social media platforms was beneficial and gave you the essential perception to improve your social media advertising and marketing method.