Which social media platform is best for your company?

Social network icons over vintage background illustration

Most businesses see the importance of social media, but don’t have the time or the resources to conquer them all. Here’s a little cheat sheet:

Facebook

Everyone should be on Facebook, no matter what field of business you’re in. It has the most widespread demographic of any social media platform, which makes it the best place to increase your brand awareness. In addition, Facebook ad targeting allows you to attract your audience with more than just demographics.

The only real downside of Facebook is that younger generations are becoming more and more leery of it, thanks to an increase in use from older generations. Using Facebook to target younger demographics can work, but there are other platforms more suitable for reaching that specific audience.

Twitter

Users are more likely to follow brands on Twitter than on any other platform. This is because Twitter provides the most up-to-date and current information. If your brand is constantly posting new updates and information, this is the platform for you.

Another benefit of Twitter is relationship building. Users are more likely to interact and tweet at brands. Just make sure you’re tweeting back! This will go a long way when it comes to building a loyal customer base.

Unfortunately, only about 18% of the US adult population is on Twitter. While those numbers are sure to increase, it can be hard reaching as many potential customers as you’d like. Another downside is that individuals tend to follow brands only to get exclusive deals or to participate in contests.

Instagram

If you have a very visual business, it should be on Instagram. The dominant demographic is between the ages of 18 and 29, so if this is your target market it’s a great place to be.

The downside? Only 17% of US adults are on the site, and it’s a very specific group of individuals. You also need to consider the time it takes to make your photos stand out. You can’t have bad quality photos, and if you rush into Instagram posting (without putting in the time) you can cause unintentional damage.

Pinterest

Pinterest’s users are 84% female, which makes it a prime place to be if women are your target audience. It also has a high percentage of users with a high income. Looking for customers that will buy your product? Pinterest is the place to be. Another fun fact: 70% of users are on Pinterest for inspiration on what to buy.

Unfortunately, Pinterest has a very unpredictable algorithm. Sometimes something you post will get tons of engagement, and other times it won’t get any at all. If you have an awesome product, idea or concept, chances are good that you’ll benefit from using this platform.