5 SOCIAL MEDIA PLATFORMS YOUR COMPETITION IS UTILISING WITHOUT YOU!

In the service based industry, social media and interaction plays a large role in a company’s success. You will find that a large number of businesses and organisations are spending large sums of money on advertising, but are not targeting the right social media platforms. In today’s article we are going to break it right down to where should you be investing your time and money when it comes to online engagement.


There are 5 social media platforms that quickly come to mind: Facebook, Twitter, Instagram, Pinterest and YouTube. Without going into too much detail, these are some of the more beneficial platforms to be advertising your business on. Each platform has an affordable paid ad service which allows you to post, schedule and interact with your target market.


When incorrectly utilising these platforms you may run the risk of being deemed irrelevant. If you’re a business typically reaching out to your clients via Twitter, and they’re all frequent Facebook users, you’re not only wasting your time but also the businesses money in investing in a service that’s unlikely to come through.
 

1.   FACEBOOK                                                       

When looking at Facebook, they have come such a long way in terms of business growth and success. The company went from becoming a social media platform where individuals went to interact, to becoming a platform to not only market your business but to also sell your goods online. As of 2016, roughly 78% of internet users are accessing Facebook on a daily basis. From the data displayed below you can see that females are the dominant users of the platform, these users are typically aged between 18 and 29.

Image 1: proportion of males vs. females using Facebook on a daily basis.

For marketing on Facebook you have the ability to harness such a large portion of the market. Facebook offer facilities such as Facebook Adverts, Facebook Pages, Messenger, Instagram, Facebook Audience and also Atlas. Each of these resources are offered to every Facebook user who either want to create an online presence or help distinguish the kind of feedback they are getting.
 

2.     INSTAGRAM     

Instagram has become increasingly popular since its release in 2010, so much so that Facebook purchased the company in 2012 for $1 billion. The social media platform was booming and continued to do so ever since. Since they have formed a merger with Facebook, it is becoming much easier to market your business on both platforms. In 2016, 32% of internet users were accessing the Instagram app on a daily basis, you’ll find that both Facebook and Instagram target the same age group of 18-29 years of age. 
 

Having merged with Facebook, businesses no longer need to spend money on advertising on both platforms. The Facebook server has implemented a section for Instagram advertising which coincides with the payments being made by their users. Again this function allows for Facebook users to advertise their businesses free of charge on Instagram.


3.   TWITTER

Now Twitter have a similar concept to Facebook in the sense that there are many different ways to promote your business. On Twitter you have the ability to select promotional tweets that will appear on the timelines of your targeted market. Additionally, you have the ability to promote your account and even promote a trend. With the use of promotional trends you not only target your market but you’re also appearing in the currently trending bar which appears on all Twitter accounts.

 

Approximately 36% of internet users are accessing twitter on a daily basis, of those individuals 22% of these users are accessing the site several times a day. Having said this 46% of internet users find themselves saying they access the site less frequently in comparison to other social media outlets.

Image 2: Frequency of use of Twitter.

4.   PINTEREST

Pinterest is another platform which has startled the business world over the years. 17% of internet users are accessing Pinterest on a daily basis. They have a very basic three step approach: first you create the pin you want your target market to see, from this you have the ability to choose who sees your content, and finally a payment option will be arranged to finalise the process. You have the option to create a personal or a business based account, which can be linked in a similar way to the Facebook model.
 

5.   YOUTUBE

Advertising on YouTube has become extremely popular as almost each and every video now begins with a paid advertisement. The only down side to paid advertising with YouTube is that as technology has changed and advanced, so have the online hacks to avoid paid advertisements from appearing. Google Chrome have invented an add-on that prevents you from having to watch paid advertisements not only on YouTube but on the internet as a whole. With this tool, a large portion of the market is purposely excluding themselves making them harder to target.
 

On a monthly basis, YouTube have over 1 billion active users, whether that be posting, sharing, liking or commenting. They also have a large group of people and content hitting their pages daily.
 

How will you know which is best suited for you?

Social media has so many different leeway’s, having the benefits of Facebook and Instagram merging, people are hesitating less when advertising because these platforms are giving them the opportunity to broaden their reach.  In order to know which platform is right for you, here are some things you should consider.

1.     Utilise your strengths, do what you’re good at.

There is no point in uploading your video content to a forum that runs predominantly on written content. If you’re someone who thrives on building video content target the YouTube community, at least here you know at that the users you’re targeting are looking for what you’re providing.

The same can be said for those who thrive on writing articles and giving their feedback in a written form. Utilising forums such as Facebook and Twitter will optimise your chances of being noticed.

2.     Uphold the Benchmark

In every business, you should try your best to meet the requirements of having at least one form of social media and one account made accessible to the public for emailing purposes.

We say utilise one social media platform because you don’t want to have 3 social media platforms that are all underperforming. You want one thriving social media platform and leave room to expand other platforms as you progress. 

Instagram has become increasingly popular since its release in 2010, so much so that Facebook purchased the company in 2012 for $1 billion. The social media platform was booming and continued to do so ever since. Since they have formed a merger with Facebook, it is becoming much easier to market your business on both platforms. In 2016, 32% of internet users were accessing the Instagram app on a daily basis, you’ll find that both Facebook and Instagram target the same age group of 18-29 years of age. 
 

Having merged with Facebook, businesses no longer need to spend money on advertising on both platforms. The Facebook server has implemented a section for Instagram advertising which coincides with the payments being made by their users. Again this function allows for Facebook users to advertise their businesses free of charge on Instagram.