The world of social media is vast—and it’s growing by the day. According to the Pew Research center, roughly 82% of Americans between 18 and 49 years old use at least one social media site. It can be tough to keep up with all the currently available platforms, and even tougher to figure out which platform is the best fit for your growing business. Here, we’ll take a look at what you need to consider to decide which social media platform will provide the greatest ROI for your business.
Know Your Audience
There’s no need to dig into the latest and greatest social media platform (unless it’s where your target market hangs out online). Knowing your audience—and their preferred social media platform—is key to ensuring that your message reaches the potential customers who matter most to the success of your business.
Use the following general guidelines to get an idea of where you can locate your target market on social media:
- Facebook: The social network’s largest demographic is males between 24 and 35 years old. That being said, more than 2 billion people around the world used Facebook in 2021, so investing time in advertising on the platform can be smart for many businesses.
- LinkedIn: The working professional network’s largest demographic is males between 25 and 34 years of age. 51% of U.S. adults with a college education use LinkedIn.
- Instagram: The photo and story-sharing app’s largest demographic is males between 18 and 24 years old. Most women on the platform are between 18 and 34 years old.
- Twitter: In the United States, most Twitter users are between 18 and 29 years old. More than 70% of Twitter users identify as male.
- TikTok: The platform’s largest demographic is users between the ages of 10 and 19, but 18% of the platform’s accounts belong to people over the age of 50.
Choose Your Media Type Preference
It’s important to understand what type of media makes the most sense for your business. If your business lends itself to text-driven stories, Facebook advertising may be the best way to get your message out to your target market. If your business requires pictures to draw in your audience, Instagram would likely be a better fit.
Don’t make the mistake of trying to excel on all social media platforms. Instead, choose one or two platforms and work to ensure that your content reaches as much of your target market as possible.
Utilize Your Strengths
After you’ve narrowed down the platforms that make the most sense for your business, talk with your team to discover how their strengths can support your marketing. If you have employees who are phenomenal at video editing, it may be worth giving TikTok a try. Have a stellar writer on the team who has a way with words? Facebook advertising may be a smart choice.
Don’t Forget To Reevaluate Regularly
Social media changes constantly, and you’ll need to regularly reevaluate whether your social media efforts are worthwhile. Stay on top of social media trends and pay attention to your ROI from social media advertising. Don’t be afraid to take your social media campaigns in a new direction—change is essential to success in today’s increasingly digital market.
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