Having a social media presence is essential for exposure and growth, no matter your business niche. That said, trying to reach everyone on all platforms will only spread your resources thin and dilute your message.
It’s smarter and more effective to define your business goals and audience first, then focus on the platforms that ideally align with them. When you have these aspects figured out, the next big question arises – which social media platform might be most suitable for your business?
This article provides a broad overview of today’s social media landscape, what top platforms emphasize, and which you should pursue to grow your business further.
Short-Form Video Platforms
Short-form videos have become the go-to content for brands focusing on producing viral content with wide reach. The user gap between such platforms and more traditional alternatives is quickly closing, with the most popular ones boasting more than a billion active monthly users.
Short-form video platforms have the youngest demographics, which you should take advantage of, especially if you cater to a Gen-Z or teen audience. Short-form videos are excellent for showcasing gadgets, makeup, fashion, and other products that have a high chance of blowing up.
If your audience consists mostly of adults or professionals, such platforms might not be your best bet. The short format won’t help businesses position themselves whose complicated products need in-depth explanations. Also, companies in regulated fields may not like how casual and trend-driven these platforms are compared to their brand. In these situations, traditional platforms that offer longer-form content usually give better returns.
Visual Discovery & Inspiration Platforms
Many users value carefully curated, evergreen content they encounter through intentional searches rather than algorithmic whims. If your business specializes in this type of content, visual discovery and inspiration platforms can be great mediums to amplify your social media presence.
These platforms cater to two broad audience categories. On the one hand, there are the inspiration seekers. DIY brands, wedding planners and photographers, and interior designers will have great success targeting them. On the other hand, there are the aspirational lifestyle pursuers. Travel agencies, luxury and fitness brands, and fine dining establishments will also find these platforms quite helpful.
Non-visual businesses, such as those that target technical B2B clients or older demographics, should avoid inspiration platforms that favor aesthetically driven content.
Personal Networking & Community Platforms
The social media revolution sprang from a desire to use the internet to connect with people we know. Most pioneers are no more, while others have grown into some of the biggest tech companies. While they continue to experiment with different strategies to retain audiences, meaningful personal connections and tight-knit communities remain the norm.
Platforms like these are ideal for local businesses that want to cultivate communities of people who’ll visit and buy from them physically. Charities, nonprofits, and event planners share similar benefits. The broad demographics and reach of these platforms make maintaining an active presence worthwhile even if your business doesn’t fit the above categories.
Professional Networking Platforms
On the other end of the spectrum, there are platforms that promote professional growth, building business relationships, and thought leadership through insight sharing. They attract serious audiences and are the best place to be when attracting the attention of companies rather than individuals.
There’s nowhere else B2B companies, consulting agencies, and recruitment firms would, or should, rather be.
Discussion & Interest-Based Platforms
Before social media, forums were a haven where like-minded people could come together to share ideas and experiences or debate the small details of their interests. The spirit of the forum lives on in social platforms structured into subgroups that people choose to follow, curate, and contribute to.
While notoriously difficult to advertise on, such platforms also provide unique opportunities. Their users value authenticity, transparency, and community. Indie game developers, innovative startups, and sustainable brands do well here. So do brands creating gear for camping, tinkering, or other niche hobbies.
Don’t Forget the Security Aspect of All This
Regardless of your social media platform choices, it’s imperative to secure all your social media logins as well as associated email addresses, SMM platforms, and other tools. Therefore, use a business password manager to quickly generate secure, unique passwords for as many accounts as your marketing efforts require.
Additionally, consider turning on two-factor authentication (2FA) whenever possible. Review the permissions you give third-party apps linked to your accounts regularly and remove any that you no longer need or that seem sketchy. This way, you’ll ensure your social media accounts aren’t compromised or accessed without your knowledge.
Find Your Social Media Sweet Spot
To choose the right social media platform for your business, you need to know your audience and goals. After figuring this out, focus most of your efforts on platforms that fit your brand, type of product, and target audience. And to keep your online identity safe, remember to prioritize security by using the Ideal business password managers and other preventative measures such as two-factor authentication.