Not all social media platforms will benefit all businesses, however a business managing the right platforms and using those platforms how they were designed to be used can drive profit and business growth. So, which social media platform should your business be on? Well we have created this guide to show you which social media platforms benefit some businesses and place other businesses at a disadvantage. We have included data for the top social media platforms that benefit businesses the most including: Facebook, Instagram, Twitter, Pinterest and LinkedIn.
Facebook is one of the most widely used social media platforms in existence. With over 1 billion active users, Facebook is one of the primary spots for businesses to build a platform. However, with more active users comes more competition. With over 70 million active business pages, Facebook is one of the most highly used social media platforms for business marketing.
Facebook is best for companies with visually driven products. In 2018, photos account for 93% of the most engaging posts on Facebook. If you decide to build a Facebook platform for your business, aim to post unique images that your audience will find interesting. Avoid writing blogs or lengthy text-based posts, unless they are describing an image.
For millions of businesses Facebook has allowed customers to communicate and respond to posts, questions or products through liking, sharing and commenting. Facebook can be used to collect feedback from a market; this can be useful when deciding whether or not to introduce a new product or service, or even open a new business location.
Facebook is a great social media platform for newsfeed engagement. By having a Facebook Business page, and strategically sharing that page through personal accounts or building a Facebook Advertising Campaign, your business has the opportunity to reach thousands of personal Facebook accounts every day.
Facebook continues to provide steady site traffic to millions of websites worldwide. However, Facebook is not known for its ability to drive large amounts of traffic to business websites.
Google continues to rank many Facebook Business pages on in the top-ranking spots on the search engine results pages. In fact, for many small businesses websites, the Facebook Business page can rank higher than the small business website. With this in mind, it is beneficial for businesses to develop and manage a Facebook Business Page.
All businesses have the ability to perform well on Facebook. Facebook is one of the only platforms that continuously drives traffic from all ages and demographic worldwide. We recommend all businesses focus at least some of their marketing time and budget to growing a Facebook audience.
Owned by Facebook, Inc. as of 2018, Instagram has over 800 million active users. Like Facebook, Instagram has been flooded with traffic of all ages and demographics but Instagram’s primary audience continues to be the younger crowd ranging from 18-29 year old’s.
Instagram is best used for posting photos, video and gifs. The social media platform can be used to showcase company events, public relations images, and behind-the-scenes photos and videos.
Over 80% of users on the platform voluntarily follow brands that connect with their interests. The best way to engage with customers on Instagram is through constant engagement with original content and the use of proper hashtags.
Instagram is not known for its ability to grow the brand exposer of small businesses. Instagram does allow users to “share” or “repost” images, but this practice is not common. Companies that have an established brand can grow a following fairly quickly and continue to engage that following for brand loyalty purposes.
Instagram does not allow links to be embedded directly into posts, however on the Instagram business page, you can embed a link to the company website and a short bio. Instagram business also includes call and email buttons for direct communication.
Instagram links have been signaled within the Google Algorithm. However, these links do not carry any SEO value, meaning they do not count as backlinks.
Instagram top performers include B2C brands that sell physical products. Instagram can help grow businesses with Instagram Advertising, including ads that are directly linked to website purchase pages.
Twitter is a social media platform created in 2006 by Jack Dorsey, Noah Glass, Biz Stone and Evan Williams. Today Twitter averages about 336 million active users and continues to be a popular spot for young adults averaging an increase in users by 68 million every quarter.
Twitter is best used for sharing company news, short text updates, participating in real-time news with the “Twitter Trends” and sharing links to more in-depth info. Twitter is a great platform for “Retweeting” content shared from other accounts you follow that are relevant to your consumer base.
Because Twitter limits users to only creating posts with a maximum of 280 characters, customer communications are quick and concise. Historically, Twitter has been used as a way for customers to send feedback to companies. Twitter makes this process transparent, and manageable for small business owners.
What others say about you has a bigger impact on Twitter than the content posted by the company account. The ability to retweet and interact with followers helps grow brand exposer faster than any other social media platform.
Twitter is not known for its ability to direct traffic from the platform to the business website. However, it is a good tool for assisting with traffic from other websites.
Twitter links have been signaled in the Google Algorithm. The social component of Twitter remains very real and continues to grow year-over-year. However, the links themselves from Twitter do not carry any SEO value, meaning they do not count as backlinks.
Businesses that perform well on Twitter are those that are sharing original curated content and are actively engaged with real-time news and events. According to a recent study, 85% of B2B businesses use Twitter and 50% of marketers view Twitter as an effective social media channel for driving growth.
Pinterest is owned by Cold Brew Labs, Inc. and has over 175 million users, however only 75 million users reside in the United States. At first glace Pinterest is the smallest social media platform in our guide with the lowest following in the United States, however Pinterest is one of the only social media platforms linked with direct return on investment. Pinterest’s primary audience are women, crafters and foodies.
Pinterest, like Instagram is great for “pinning” photos, videos and graphics. Pinterest is also an active blog posting platform, although all blogs must be accompanied by a main photo.
Pinterest can be used to showcase public relations related images, although his may not be ideal for all business structures.
Pinterest is great for businesses with high visual elements and brand exposer can be great for those businesses actively posting images of products.
Pinterest is one of the only platforms directly linked with driving traffic to a particular website. Proper use of keywords, compelling images and links can drive traffic to the company website.
Pinterest is not best used as an SEO tool. Pinterest links do not carry any SEO value, meaning they do not count as backlinks.
B2C businesses favor Pinterest more than the B2B business. According to a recent study, 69% of Pinterest users are women, and 70% of Pinterest users are there for shopping inspiration. For businesses that fit this profile, Pinterest can be used to tap into a very lucrative market.