Not every social media platform is a good fit for every business, so you should invest your time and skills in the platforms where you’re most likely to reach and engage with your target audience. Each platform has a mission, purpose and unique audience. For example, Instagram is heavy on visuals, whereas Twitter allows you to inject some personality into your posts and engage with followers.
To help you learn more about the different platforms available, here are descriptions of the most popular social media platforms for businesses:
Facebook is a highly popular social media network with a varied audience, with over 2.7 billion active monthly users as of 2020. As such, every business should have a Facebook page. When used correctly, a Facebook page can be invaluable to a small business.
You can use Facebook to share everything from photos to important company updates. With a business account, you have access to powerful advertising tools and in-depth analytics. Business pages also have a lot of customization options. You can use Facebook to highlight information such as your contact information, hours of operation, and the products and services you offer. [Read this guide to learn more about Facebook for business.]
Instagram is also incredibly popular, with around 1 billion active users in 2020. From Instagram Live to Instagram Stories, there is no shortage of tools businesses can use to promote their services and products on the site. Instagram is a visual platform based entirely on photo and video posts, so it’s best for businesses that have strong visual content to share.
It’s important to note that this platform is almost entirely mobile: You can’t take photos or create new posts on the desktop version (although some social media management tools, like Hootsuite and Buffer, do allow for direct Instagram scheduling on their desktop platforms). More artistic niches tend to excel on Instagram, and it may not be the best fit for your business, depending on your industry. Regardless, the person running your account must have a good eye for detail and at least basic photography skills, ensuring the photos and videos posted to your account are high-quality. [Read this guide to learn more about Instagram for business.]
While Twitter is great for short updates, engaging with followers and sharing links to blog posts, it isn’t for every business. On Twitter, you can share short tweets (240 characters or fewer), videos, images, links, polls and more. It’s also easy to interact with your audience on this platform by mentioning users in your posts along with liking and retweeting tweets.
If you’re a highly visual business or you don’t have a strong brand voice, you may want to skip this social media network. However, many companies excel on Twitter, such as Wendy’s, because they have a unique, on-brand voice on the platform that they use to their advantage. Other companies use this platform to handle customer service because customers who are also active on the platform will seek out companies to express concerns or share praise.
If you have interesting content and can voice that content in an engaging way, Twitter is a great tool for quickly spreading the word. Hashtags help boost posts, and if a user with a lot of followers retweets you, your content could go viral. But with Twitter, it’s important to find balance. Don’t just share your links or media; make sure you are also sharing a lot of interesting, relevant content from other Twitter users.
YouTube is a video-sharing platform where people can view, upload, rate, share and comment on content. Now owned by Google, the site is a huge hub for news and entertainment.
Many businesses on YouTube have a creative, visual or educational component. The platform is heavily creative in nature, so it’s important for you to have a dedicated video editor producing content. However, your business doesn’t need a channel to market on the platform – there’s a subculture of YouTube influencers who publish frequent videos and often maintain large audiences. Often, businesses partner with YouTubers for product placement because these users already have engaged audiences. Using YouTube influencers can be an easier way of marketing your business on the platform, since you don’t have to put in the time and effort of creating content and building a following, which can take years. [Learn more about using YouTube for business.]
LinkedIn has 260 million monthly users and is the best platform for professional networking. It’s a great place to find top talent, position yourself as an industry leader and promote your business.
LinkedIn is designed to be more professional than other social media platforms and is geared toward businesses and professionals. Users create profiles that are similar to resumes, and companies can create pages that showcase their business. Because LinkedIn is a professional platform, it’s the best place to post job openings and information about your company culture.
You can join industry-specific LinkedIn Groups to ask and answer questions, which can help you establish brand recognition and bring users to your company page and website. Like on Twitter, it is best to have a mix of original and shared content on your page, so commit to creating polished, professional content related to your business. [Learn more about using LinkedIn for business.]
TikTok, the relatively new hit platform where users create and share short videos, can be a successful option for businesses, but only if used properly. Because TikTok is mostly popular with the infamously discerning Generation Z, it can be difficult to strike the right tone to be successful as a business. If you want to create a TikTok account, make sure you have a keen understanding of your brand and how that translates to TikTok specifically. Look at how other businesses are tackling it before you try it yourself.