In today’s digital age, small businesses face a daunting challenge: deciding which social media platforms to invest their time and resources in. With the pressure to be present everywhere, it’s crucial to identify the platforms that align best with your business goals and target audience. In this blog, we will explore the benefits and opportunities offered by five popular platforms—Facebook, Instagram, TikTok, Twitter and LinkedIn—helping you navigate the social media landscape and find your business’s perfect match!
Facebook: Connecting with the Masses.
As the giant of social media, Facebook boasts an extensive user base that covers various demographics. This platform allows small businesses to build an online community, engage with customers through posts and comments, and harness the power of targeted advertising.
Here are 5 ways you can use Facebook to connect with your online community.
- Create a compelling Facebook Page. Use features like Pinned Posts, the Info section and Cover Images to create an eye catching page that communicates important information about your brand in an accessible way.
- Create consistent and engaging content. The algorithm of Facebook can be a challenge. Ensuring you create consistent content that encourages engagement is one way to find yourself in its good graces.
- Engage and respond to comments. Facebook is an excellent place to build community and so it is important to spend time on the platform interacting with users and building relationships.
- Vary your post types. Facebook offers a huge range of formats to post in. Variety can help keep users engaged and also gives your business the opportunity to experiment and discover which formats resonate best with users.
- Use Facebook’s Targeted advertising. Meta Ads are a powerful tool. Use them to grow your brand awareness and, as a result, engagement with your profile.
Facebook is a great platform to be on if you are trying to reach a wide audience, build community and you have the budget to invest in paid advertisement. Some areas where Facebook is lacking are the ability to connect with a younger audience and difficulty in growing your reach on the platform. If your business is new to the world of social media and you have a limited budget for ad spend, it can be difficult to get the ball rolling and reach new audiences on Facebook
Instagram: Visual Storytelling and Brand Building
If your business thrives on visually appealing content, Instagram is a platform you can’t afford to ignore. From eye-catching images to captivating Reels, Instagram offers a unique opportunity to showcase your products or services creatively.
Here are 5 tips to ensure your Instagram is helping to build your brand:
- Curate a high quality and well branded grid. This will ensure a good first impression for users who are new to your brand.
- Use Reels and Stories to connect with you audience in an engaging way
- Utilise the highlights and pin posts to ensure important content is easy for users to find
- Encourage user generated content and work with influencers and brand ambassadors
- Promote products through Instagram shop (if relevant)
Instagram is a great platform for businesses who have visually appealing content to share or who have the time to invest in video content. With the option to run competitions, the focus on user generated content and the ability to reach new audiences on the Explore Feed, Instagram is a fantastic place to reach new audiences and build brand awareness.
Instagram may not be the ideal platform for your business if you struggle to generate regular, good quality content.
TikTok: Riding the Wave of Viral Trends
TikTok has taken the world by storm, captivating users with its short-form, entertaining videos. While it may seem like a platform primarily for Gen Z, TikTok’s popularity spans across various age groups.
Here are 5 ways to utilise TikTok for businesses:
- Stay consistent with your posting! Decide how many TikToks you want to share a week and stick to it! Consistency can help with reach.
- Embrace the music. Utilise the wide library of music available in your videos. Opting for a trending piece of audio will help with reach through the For You page.
- Show the lighter side of your business by participating in viral trends and showing a sense of humour and fun.
- Look to other brands in your industry for inspiration. Especially useful if you are new to the platform and feeling overwhelmed
- Keep it short and sweet. A TikTok can be up to 3 minutes, but this doesn’t mean your videos should be! Try to say what you need to say in as little time as possible.
TikTok is a great platform to reach younger demographics, share educational and entertaining video content and show a lighter side of your business. It is important to focus on what the user wants and will find entertaining, rather than on selling your products and services. Therefore, if you have a lot of educational content you can share about your products and services or you have a busy workspace where there is always something happening, TikTok can be a great platform to showcase this.
However, creating a social media presence that is video only can be time consuming. TikTok may not be the platform for your business if you don’t have the time and resources to invest in regular content.
LinkedIn: Networking and Professional Branding
When it comes to B2B connections and professional networking, LinkedIn is the go-to platform. As a small business, establishing a strong presence on LinkedIn can open doors to potential partnerships, industry insights, and business opportunities.
Here are five way to improve your B2B connections through LinkedIn:
- Optimise your LinkedIn profile so that it represents your small business effectively. Use a high-quality profile picture, write a concise and engaging headline, and craft a compelling summary that highlights your brand’s unique value proposition.
- Position yourself as an industry expert by sharing valuable content on LinkedIn. Publish insightful articles, share relevant industry news and trends, and provide practical tips or advice.
- LinkedIn groups relevant to your industry or niche and actively participate in discussions. Share your expertise, offer valuable insights, and contribute to conversations
- Take advantage of LinkedIn’s publishing platform to share longer-form content, such as articles or blog posts. This platform allows you to showcase your expertise in more detail and reach a wider audience beyond your immediate connections.
- Proactively connect and network with professionals who align with your target audience or industry. Personalise connection requests by highlighting common interests or mutual connections. Engage with their content, comment on their posts, and offer genuine support or insights. Building authentic relationships can lead to collaboration opportunities, referrals, and potential business partnerships.
If your products or services are B2B, LinkedIn is a no brainer for your business. There aren’t many drawbacks for this platform. However, if you are trying to lessen the load of social media platforms and your target audience is not businesses or professionals, consider giving this platform a miss.
Twitter: Share Your Thoughts
Twitter’s primary purpose is to connect its users and allow them to share their thoughts with their followers and others through the use of hashtags. It can be a source of news, entertainment and a marketing tool for businesses.
Here are 5 ways to ensure you’re getting the most out of your Twitter account:
- Don’t be salesy! Focus on relatable content and what your ideal customer wants
- Create content with Twitter in mind. Don’t share the same content to this platform that you would on Instagram and Facebook
- Tweet often. We recommend a minimum of 3 tweets a day
- Share videos and images within the platform, try to avoid linking out unless you are sending user to your own website.
- Reduce your response time and spend time engaging on the platform. The average lifespan on a tweet is 24 minutes (yes, really!) so it is important to make sure you are quick to respond and engage with relevant tweets.
Twitter is a great platform to be in on if your business has a lot to say about a topic or if communicating frequently with your community is important to your business. However, with the need for frequent tweeting and fast response times, Twitter can be a very time consuming platform. If your businesses doesn’t have the resources to commit to this platform, Facebook or LinkedIn might be a better option.
In the ever-evolving world of social media, it’s essential for small businesses to find the platforms that align with their goals and target audience. By understanding the unique benefits and opportunities offered by Facebook, Instagram, TikTok, Twitter and LinkedIn, you can make informed decisions about which platforms to focus on. Remember, it’s not about being present everywhere but rather being present where it matters most.