No matter what type of business you run (or are thinking of running), you should probably be on social media. Used well, social media can benefit just about every business. The key to making the most of social media is to choose the right platform for your needs, wants, and budget. With that in mind, here is a quick run-down of the main players going into 2022.
Facebook is still one of the largest social media platforms around. In fact, it’s arguably the standard against which other platforms are measured. Its main selling point is its size and its user groups.
Be aware, however, that user groups are run by users themselves, not Facebook. Each group will have its own rules on who can join and what you can post. If your posts are considered too promotional, you’re likely to be restricted if not banned.
Instagram made its name as a photo-sharing site. It still is the place to find the best pictures on the internet, especially for trending topics (like home offices). Over recent years, however, Instagram has been pushing increasingly strongly into video. As such it’s been trying to provide an alternative to both YouTube and Tiktok.
It is becoming increasingly difficult to gain traction on Instagram if a post has just a single image in it. Realistically, you should be prepared to have multiple images per post or videos. Currently, Instagram clearly prefers videos to even posts with multiple images.
This change has not been welcomed by all of Instagram’s content creators. It may, however, open up opportunities for others. In particular, it means that the same content can be used on both Instagram and Tiktok
Tiktok burst onto the social media scene in 2016 and has gone from strength to strength. It focuses purely on short-form videos. Right now, it’s clearly being targeted by Instagram. Only time will tell if it will crumble under the attack.
With that said, its chances are currently looking good. Firstly, it has an established user base. This is still, overall, very youthful, but older users and creators are moving there too. Part of the reason they are moving there is that the content Instagram is pushing them to create also works on Tiktok.
Secondly, Tiktok isn’t associated with Facebook. This means that it can attract people who like social media in general but aren’t fans of Facebook or its sister company Instagram.
Twitter has just appointed a new CEO. As yet, it’s unclear what this is going to mean either for the site itself or for the company behind it. Right now, Twitter is still much as it has always been. It’s a relatively small platform with a very high level of engagement amongst its users. It also tends to get high levels of media coverage, probably because Tweets are very easy to quote.
LinkedIn has been described as “Facebook for grown-ups” and it’s fairly accurate. While the branding is different, there are a lot of similarities in the ways the two sites operate.
LinkedIn is, of course, focussed on business. If you hang around its groups, you can just as easily find yourself talking to a carbide manufacturer as a fintech CEO. It’s therefore probably better suited to business-to-business marketing than business-to-consumer marketing.