How to Choose the Right Social Media Platforms for Your Company

By Cam Velasco

CEO & Co-Founder
Published: Mar 27, 2024
Selecting the perfect social media platforms for your company involves understanding demographics, content types, engagement styles, and marketing goals.
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Choosing the right social media platforms for your company is key to effectively connecting with your audience and achieving your marketing goals. To achieve this, you need to understand:

Demographics

Who are you trying to reach? Think about their age, whether they’re mostly men or women, where they live, and how much money they make. Look up which social media sites these people use the most. For example, younger people might be on Snapchat, while older, working folks might use LinkedIn more.

Content-Type

What kind of stuff will you post? Just text, pictures, videos, or a mix of things? Some social media sites are better for certain types of posts. Instagram is great for photos, and Twitter is good for short text messages.

Engagement Style

Do you just want to send out messages, or do you want to chat back and forth with your audience? Sites like YouTube let you post videos without much chatting, but on Facebook, you can have conversations.

Marketing Goals Compatibility

What do you want to achieve with social media? Do you want more people to know about your brand, get more leads, or sell more stuff? Pick social media sites that help you reach these goals. LinkedIn is good for finding leads, and Instagram can help make your brand look good.

By looking at these four points, you can pick the social media sites that fit your company the best. Start with one or two that match your needs closely.

Comparative Analysis of Major Social Media Platforms

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1. Facebook

Demographics

Facebook is the biggest social media site out there, with nearly 3 billion people using it every month. It’s popular with pretty much everyone, but you’ll find a lot of users are between 25 and 34 years old. Both men and women use Facebook, but a bit more women than men. It’s used all over the world, but especially a lot in places like North America and Europe. Because so many different kinds of people are on Facebook, it’s a good place for most businesses to find their audience.

Content-Type

You can post all sorts of things on Facebook – text, pictures, videos, and even live videos. It’s great for sharing stuff that’s interesting, fun, or useful, or for talking about your products. Pictures and videos usually get a lot of attention.

Engagement Style

Facebook is good for talking back and forth with your audience. People can like, love, or share what you post, and they can comment on it too. You can answer their comments and messages, which helps keep the conversation going.

Marketing Goals Compatibility

With Facebook ads, you can reach out to very specific groups of people, which is great if you’re trying to get more people to know about your brand, find new customers, or sell more stuff. You can also grow your audience without paying, just by posting good content.

2. Instagram

Demographics

Instagram is super popular with the younger crowd, especially those under 30. Most of its users are under 35 years old. It’s liked by both men and women pretty equally. Lots of users live in cities and have a decent amount of money. So, if you’re trying to sell stuff to young people who live in cities, Instagram is a good spot.

Content Type

Instagram is all about pictures and videos. You can share great photos and short videos (less than a minute long) of what you’re selling, some behind-the-scenes looks, and cool stuff your customers have shared. Stuff that grabs the eye does really well here.

Engagement Style

You can chat with people by replying to their comments and messages right in the app. You can even set up Instagram Shopping so folks can buy things straight from your posts. Using polls and questions in your Stories is a good way to get people involved. It’s not as chatty as Facebook, though. People mostly like and comment on the photos and videos you share.

Marketing Goals Compatibility

Instagram is awesome for showing off your brand in a good light and making your products look super appealing. You can also link your posts to your online store to make sales right away. It’s good for getting people interested in what you’re selling through contests, giveaways, and calls to action in your Stories.

3. LinkedIn

Demographics

LinkedIn is the go-to place for people who work in offices and want to connect with other professionals, find jobs, or grow their businesses. It has over 800 million users, mostly aged 25-65, who have gone to college and work in jobs that require a lot of brain work, not physical work. These folks usually earn more money than average. This makes LinkedIn a great spot for companies that are trying to sell services or products to other businesses.

Content-Type

LinkedIn is all about sharing useful stuff related to work, like news from your industry, tips and advice, and educational videos. You can use pictures and other visuals to make your posts more interesting. The idea is to share knowledge and ideas, not just sell things.

Engagement Style

On LinkedIn, it’s all about making professional connections. You can share your thoughts on posts, join groups related to your work, and send messages to start conversations. You can also pay to have your posts seen by more people.

Marketing Goals Compatibility

LinkedIn is really good for finding new customers, hiring people, making your brand more well-known, and showing that you’re an expert in your field. It lets you directly reach out to people who make decisions in companies, which can help you make more sales. People on LinkedIn are often looking for ways to solve their work-related problems.

4. Twitter

Demographics

Twitter has more than 300 million people using it every month. Most of these users are between 18 and 29 years old, but there’s also a good number of people aged 30 to 49. More men use Twitter than women. It’s especially popular among people living in cities who make a good amount of money. This makes Twitter a great choice for companies looking to reach young, city-dwelling professionals.

Content-Type

Twitter lets you post short messages, up to 280 characters. It’s perfect for quick updates, news, comments, pictures, memes, videos, and links. Posts that include something visual usually get more attention.

Engagement Style

Twitter is all about quick interactions. You can like, reshare, comment on posts, or talk to people directly. It’s great for joining in on bigger conversations with hashtags or for quick customer service.

Marketing Goals Compatibility

Twitter is the place to be for sharing things right when they happen. You can quickly tell people about new products, special deals, or what’s new with your company. You can also use Twitter ads to target specific groups based on what they like or do.

5. Pinterest

Demographics

Most people on Pinterest are women, and they’re usually between 25 and 54 years old. A lot of them have a good amount of money to spend, which is great for businesses that sell stuff people don’t need but want.

Content-Type

Pinterest is all about pictures and videos. You can save these “Pins” to your own boards on different topics, like food recipes, home ideas, or fashion tips. It’s perfect for when you’re looking for inspiration.

Engagement Style

On Pinterest, you show you like something by saving it, liking it, or commenting on it. You can follow boards that share stuff you’re interested in. This helps your pins get seen by more people.

Marketing Goals Compatibility

Pinterest is really good for online shops, especially if you’re selling things you can show off in photos, like clothes or home decor. It can help send people to your website to buy things with something called promoted pins.

6.TikTok

Demographics

TikTok is super popular when it comes to social media platforms, with more than a billion people using it every month. Most of the folks on TikTok are young, between 16 and 24 years old. But, it’s not just for the young crowd; more and more people over 35 are getting into it too. The users are pretty evenly split between guys and gals. TikTok is used all over the world, with lots of users in Asia, Europe, North and South America.

Content-Type

TikTok is all about short videos, usually lasting from 15 seconds to 3 minutes. You’ll see everything from dance moves and jokes to quick lessons on all sorts of topics. People often add text, stickers, and music to their videos to make them more fun.

Engagement Style

On TikTok, you can show you like a video by hitting the like button, leaving a comment, sharing it with friends, or even making your own video in response. The app shows you videos it thinks you’ll like based on what you’ve watched and liked before, making sure you always have something new to watch.

Marketing Goals Compatibility

Companies use TikTok to get more people to know about them, especially by joining in on popular dances or songs. It’s a good place for getting your followers to make videos with your products. TikTok is also starting to help with selling things directly, but it’s still pretty new.

Identifying Your Target Audience

Choosing the right social media platforms for your business starts with understanding who you’re trying to reach. This means getting to know things like their age, what they like, and where they hang out online.

Figure out the basics about your audience, like how old they are, if they’re mostly guys or girls, where they live, and what they’re into. Take a look at who’s already buying from you or following you online to see if you notice any patterns.

Try using tools like Google Analytics for free to see where people are coming from when they visit your website, and once you’ve got a clear picture of who your audience is and where they like to spend their time online, you can pick the social media sites that match up best.

Evaluating Your Content Type and Marketing Goals

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When you’re picking social media platforms for your business, it’s smart to think about the kind of stuff you want to post and what you hope to achieve by posting online.

Types of Content

Different platforms are good for different kinds of posts.

Text: Sites like Twitter and Facebook are great for short text posts like updates, news, and quick chats. Keep it short and sweet.

Images: Instagram, Pinterest, and YouTube are perfect for sharing photos and images that grab people’s attention. Make sure your pictures look good and fit your brand.

Video: YouTube, TikTok, and Facebook Video are where you can share longer videos. Whether it’s showing how something works or sharing a story, make sure your videos are fun to watch.

Live Video: Use Facebook Live, Instagram Live, and YouTube Live to share videos in real time. It’s exciting because people can watch as things happen.

Stories: Snapchat, Instagram, and Facebook have a “Stories” feature for sharing photos and short videos that disappear after a day. It’s a casual way to share what’s going on right now.

Think about what kind of posts you’re good at making and pick platforms that fit.

Marketing Goals

Different platforms can help you achieve different goals.

For brand awareness, you can use YouTube, TikTok, and Instagram to show off what makes your brand special through videos and photos. If you are looking for lead generation LinkedIn and Twitter are good for finding potential customers and getting them to visit your website.

When it comes to customer engagement  Facebook and Instagram are great for talking directly with your customers through comments, messages, and live chat.

By thinking about what you’re good at posting and what you want to achieve, you can choose the best social media sites for your business. Match your skills to the platforms and go from there.

Competitive Analysis

Looking at what your competitors are doing on social media can help you figure out which platforms might work best for your business. It’s like peeking over their shoulder to see their playbook. Here’s how to do it in simple steps:

Identify Direct Competitors

First, list down the 3-5 businesses that are most like yours. These are the ones selling the same kind of stuff or services as you do.

See Which Platforms They Are Active On

Go look them up on big social media sites like Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest, and TikTok. Write down where you see them posting a lot, how many people follow them, and if people seem to like and comment on their posts.

Making the Final Decision

Picking the right social media sites for your business is a big deal and needs some thinking. Here’s how to make a smart choice:

Set Clear Goals First

First, think about what you want from social media. Is it more sales, getting your brand known, finding leads, or something else? Choose platforms that match these goals. For example, Facebook and Instagram are good for selling stuff, while LinkedIn is great for finding business leads.

Evaluate Your Options

Check out each major platform and see if they fit with who you’re trying to reach, what you want to post, your goals, what your competitors are doing, and what you can handle. Make a simple chart with platforms on one side and these key points on the other. This helps you see which platforms are the best fit.

Choose a Strategic Mix

It’s rare for one platform to do everything you need. Pick 2-4 that work well together to meet all your goals, for example, use Instagram to show off your brand and LinkedIn for getting leads. Or YouTube for videos and Twitter for quick updates. Mix them up to fit what you need.

Set Measurable Benchmarks

Decide on specific things to measure for each platform, like sales, leads, more followers, how much people talk to you, clicks, or other important numbers. Keep track of these numbers every month or every few months. See what’s working and what’s not.

Taking the time to think about all these things will help you make good choices for your business on social media. Remember to check your plan every 6-12 months as things change to make sure you’re still on the right track.

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Cam Velasco

CEO & Co-Founder

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