Whether your current social media initiatives aren’t working or you’re finally looking to dive into social media marketing, the place to start is by picking the right social media platforms. There are many options to choose from, so we’ll break it down into controllable factors. When it comes to what to post, check out the companion podcast episode to this blog, Let’s Talk Content: What Should I Be Posting—and Why It’s Not Working. Now let’s dive in.
Three Factors at Play: Demographics, Leadership & Content
Let’s talk about three major factors in social media marketing: who you want to target, who can talk for your company, and what content you can produce.
- Who are Your Clients? We’ve talked a lot about profiling your clients. On social media, this extends to age, with platforms like Facebook catering to Boomers, Instagram to Millennials, and TikTok to Gen Z. Additionally, client interests, such as LinkedIn for entrepreneurs and X/Bluesky for current events.
- Who Represents Your Company? Can you put someone in your company, ideally in leadership, on social media? Having someone who can directly engage with customers opens up opportunities, such as thought leadership on LinkedIn and short-form video on Instagram. You can also talk directly as a brand on any platform.
- What Content Can You Make? Can you write? Think about articles on LinkedIn or share blogs from your website on Facebook. If your product or service photographs or videos well (or you can effectively discuss it on video), more media-heavy platforms like Instagram or TikTok may be suitable options.
What Social Media Platform Excels at What?
So we’ve talked a bit about how your clients, people, and content affect what platforms you make, but what other factors are at play? All successful platforms have carved out niches you should take into consideration:
- Facebook – Everywhere with Ads: Facebook is ubiquitous, so it’s often a top choice for companies, but its demographic is aging. However, it has an amazing ad game for reaching customers.
- Instagram – Win with Images: If you have engaging images, Instagram might be right for you. It’s also tied into Facebook via Meta Business Suite, allowing you to cross-post with ease.
- TikTok – Short Form Video Queen: TikTok pioneered short-form video, and while almost every social media platform has followed suit, they are still the queen at it. However, it’s a much younger demographic on the platform.
- Twitter/X/Bluesky: X (formerly known as Twitter) has always been a platform for news and talking heads, but has experienced a diaspora due to political climates. Do your research and decide if it’s a place to go, or picking Bluesky (or even Threads) makes more sense.
- LinkedIn: More than a place to polish your resume, LinkedIn is filled with entrepreneurs, businesspeople, and corporations. If business acumen, thought leadership, or B2B services are in your wheelhouse, this is a good place to be. Also good to have active if you’re actively hiring.
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision Advertising CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing, from lead generation to leadership. Find us on PodBean to download from your platform of choice, or subscribe to our mailing list to get new episodes and other news delivered directly to your inbox. Interested in working with Vision Advertising? Learn more about our services and contact us today.
