Over 3 billion people worldwide use social media every month, according to a 2018 study by We Are Social and Hootsuite. If you’re not tapping into this massive audience for your business, you’re likely missing substantial growth opportunities.
With hundreds of platforms available for digital marketing, ranging from giants like Facebook to niche sites like BizSugar and Growth Hackers, each business needs to evaluate its strengths, communication style, and target audience to determine the best platforms. However, including one or two of the most popular social media channels in your strategy is generally advisable. Here are eight options businesses should consider:
LinkedIn
LinkedIn is tailored for businesses and professionals, making it ideal for B2B companies and those aiming to become industry thought leaders. You can create both personal profiles and company pages, share content, and publish articles directly on LinkedIn, making it a valuable platform for brand blogging.
Twitter
Twitter is crucial for networking with customers, suppliers, and partners, and establishing thought leadership in your field. Relevant tweets can appear at the top of search results, boosting your organic reach. Its reciprocity and engagement features, as noted by social media influencer Neal Schaffer, make it a powerful tool for building an audience. You can follow people in your industry, start conversations, and join Twitter chats.
Facebook
With over 2 billion monthly active users, Facebook is the leading social media channel. Pew Research found that Facebook users are more likely to log in daily compared to other social networks. It’s particularly useful for consumer-facing businesses but also beneficial for B2B. Facebook offers a variety of targeted, cost-effective advertising options to help reach your ideal audience.
Pinterest
Pinterest allows users to bookmark (pin) image-based content, making it essential for brands with strong visuals, such as designers, bloggers, photographers, and e-commerce businesses. The buyable pins feature displays product prices and relevant information, enabling users to shop directly on Pinterest. B2B companies creating infographics or sharing other visual content can also find Pinterest useful.
Instagram
Instagram is a mobile platform for sharing photos and videos, suitable for consumer-facing businesses that produce eye-catching images, such as fashion designers, interior decorators, and handmade product makers. It’s especially popular among teens and young adults. Brands targeting younger demographics should consider Instagram. The platform also offers Stories and livestreaming features for behind-the-scenes content.
Snapchat
Snapchat allows users to send photos, videos, and other media to friends or broadcast to their network. It has a map feature offering unique opportunities for local businesses to generate buzz. With over 186 million users globally, it remains popular with young mobile users. Although its growth has slowed, it’s still essential for businesses targeting millennials or Gen Z.
YouTube
YouTube is the top video platform globally, with over 1.8 billion monthly active users. Videos can also be embedded on websites or in other content. Popular video types include comedy, music, pop culture, and “how-to” guides. If you can offer educational, funny, or entertaining video content, YouTube could be a valuable part of your strategy.
Slideshare
Slideshare, owned by LinkedIn, enables users to upload and share presentations and documents. It’s particularly relevant for B2B companies or those seeking to establish expertise in a specific area. Connecting your LinkedIn account allows for easy sharing of presentations with your audience.
