What Social Platforms Should I Invest In?
If you’ve read anything I’ve written over the past few months, then you know that I’m all about sustainable marketing. Many agencies will push small business owners to spend thousands on their socials, when at times it is more beneficial for that budget to be spent elsewhere. Not to mention, you’re not promised any sort of results. (If a marketer does promise any sort of numbers, be wary! But that’s a conversation for another day.)
Remember, you HAVE to do what makes sense for you and your business in the season you’re in. If that means getting scrappy, then you’re in the right place. As a Cincinnati based social media manager, I’ve worked with clients across a wide spectrum of niches. I’ve seen what works, and what doesn’t! That’s why today I want to dive into the age-old question…
“What platforms should I be utilizing for my marketing?”
The short answer:
Each business is different, and you don’t have to be on them all!
The long answer:
I recommend every business start with one. Get your footing on a single platform, then expand as you have the time, energy, and finances to do so. Each business has unique needs, so let’s break down the different social platforms and how they can benefit your business.
For many of my clients, this is the platform I recommend starting with. 71% of people ages 18-29 and almost 50% of people ages 30-49 in the US are on Instagram. With shifting the emphasis back to photo content this year, businesses have a unique chance to get creative with marketing. While growth on Instagram can be inconsistent at times, it’s very easy to network and connect with people in your area. Content can take a bit of planning, but you also have the option to show up in real-time through lives, and in preplanned content such as carousels and static photos.
Your use of this platform totally depends on your target demographic. 71% of the United States is on Facebook, but that doesn’t mean they’re active. Users ages 65 and older are currently the largest growing demographic on Facebook, so if your business is looking to reach that generation, then you’re in the right place!
Facebook groups are also huge, pulling a wide array of ages looking for niche content for their area of interest. For some businesses, running a Facebook group, but allowing the content on their page to be whatever is shared on Instagram could be the way to go! This limits your time investment, while maximizing reach.
TIKTOK
TikTok isn’t just for kids anymore! This is a great platform for businesses or individuals who have unique niches. The algorithm on TikTok can be wild sometimes, but it is very good and feeds users content that directly relates to their likes and needs. The key with TikTok is to sell without selling. Unlike platforms such as YouTube that require ads to be watched, users on TikTok can spot ads a mile away and scroll. You’re going to want to build a personable account that allows for community building and conversation.
TikTok can also be timeconsuming! It requires content ideation, filming, editing, and community engagement. Creating engaging and personal content takes a special touch! But it can be easy to grow on TikTok without spending a dime.
X
Who really knows at this point? 😆 X is a mystery - it’s constantly changing and it’s hard to know what the next big shift is going to be. With the post limits and weird verification rules, I’d sit this one out for a bit to see if it’s even worth jumping in.
THREADS, LEMON8, ETC
There’s a new social platform popping up every other day at this point. We saw the rise in Threads over the course of a week, with the fall being a few short weeks after that. Lemon8, while a great concept, is only taking off in certain niches. I consider these platforms to be the “icing on the cake.” Focus your time and energy on the platforms above with the most return, and if you have any extra time, then put a little effort into these new platforms to see where they go!
MORAL OF THE STORY
- Start with one platform, then build out from there.
- Choose platforms that align with your business’s demographic, but also make sense for the time and finances you have allocated for marketing.
- But most importantly, have fun! Don’t let your social media marketing become a chore that you dread. If you’ve reached the point where they aren’t something you can handle on your own, then tap here to shoot me a DM! I’d love to chat with you!