Navigating the Social Media Landscape: Choosing Platforms for Small Businesses
In the dynamic world of social media, choosing the right platforms can make a significant impact on your brand's visibility and engagement. Let's explore the options and figure out which social media platforms are the ideal companions for your small business journey.
1. Facebook – The All-In-One Hub
Considered the granddaddy of social media, Facebook remains a versatile choice for small businesses. With a vast user base, it's a platform where you can create a business page, engage with your audience through posts, and utilise features like Facebook Groups for community building. Facebook Ads also provide targeted advertising opportunities to reach specific demographics.
I like Facebook for clients who are traditional "brands", meaning that they aren't focused on building as much of a personal brand from an entrepreneur perspective or want to remain a little more faceless.
Examples might include fashion brands, hotels, airBnBs, restaurants & cafes.
2. Instagram – Visual Storytelling Paradise
If your business thrives on visual content, Instagram is a must-consider. This platform is a visual storytelling paradise, ideal for businesses that want to show more, engage more and have a real authentic presence. Instagram Stories, IGTV, and carousel posts offer diverse formats to showcase your products or services creatively.
I love Instagram for service-based businesses because you can not only show examples of your work but you can engage effortlessly with customers/clients, show them that you are the solution to their problems. Clients that thrive on Instagram are those wanting to build a personal brand. Having said that, any industry that has beautiful photos to share (think fashion, beauty and food) can pull amazing results too!
Examples might include wedding planners, photographers, social media managers, restaurants, hotels, business coaches, skincare and haircare companies.
3. Twitter (or X if you're trendy) – Conversational Engagement
For businesses aiming to join real-time conversations and maintain an active dialogue with their audience, Twitter is a valuable platform. The character limit may be concise, but the engagement possibilities are expansive. Use Twitter to share updates, participate in trending topics, and connect with your audience through concise and impactful messaging.
I tend to stay away from Twitter for a lot of my clients but that doesn't mean it doesn't have it's uses. It can be particularly valuable to brans who have larger audiences where they want to keep a finger on the pulse and get ahead of any customer service issues.
Examples might include hotels, fashion brands, food brands like Nescafe, or business people and journalists.
4. LinkedIn – Professional Networking and B2B Opportunities
If your small business operates in the B2B space or aims to build a professional network, LinkedIn is your go-to platform. Create a business profile, share industry insights, and connect with other professionals.
LinkedIn's robust advertising options also provide avenues for targeted B2B marketing. It can be a little annoying with it's quirks but it is worth it if you're in the B2B space.
I would recommend LinkedIn for serviced-based businesses. If you're working for anyone, you should probably be on LinkedIn because it's an effective recruiting tool but for small business owners, LinkedIn is a great way to connect to others in your industry.
Examples might include event planners, photographers, writers, graphic designers.
5. Pinterest – Visual Discovery for Products and Ideas
Ideal for businesses with a strong visual component, Pinterest is a platform where users discover new products and ideas. Create boards related to your business niche, pin visually appealing content, and leverage Pinterest Ads to reach users actively seeking inspiration. Pinterest can drive an enormous amount of traffic so it's worth looking into.
I recommend Pinterest for any client that has a lot of stunning photos and videos. It can work like Instagram in that it's a visual platform but one thing you need to understand is that Pinterest is a search engine not a social platform. People are actively looking on Pinterest, they are browsing for something specific. Your job is to have content that shows up to the right person.
I would suggest service-based businesses have a Pinterest strategy but also any small business with stunning products that can be styled.
Examples might include candles, skincare, clothing or any item that could work as a "gift for". Service-based businesses include the ones mentioned above but also ones like fitness coaches and money coaches.
6. YouTube – Video Content Hub
If your business can convey its message through videos, YouTube is a powerful platform and almost the only one to consider. Create a YouTube channel to share tutorials, product demonstrations, or behind-the-scenes content. YouTube is also the second-largest search engine globally, making it an excellent platform for discoverability.
Some people think YouTube is a dying platform but I wouldn't be so sure. People are craving that human connection and authentic creators. YouTube was kind of the home base for these people.
I would suggest any client that has knowledge to pass on is a good fit for YouTube.
Examples might include influencers, fitness coaches, money coaches, travel bloggers etc.
7. TikTok – Engaging with a wider Audience
Short-form videos dominate TikTok, and the platform's algorithm can quickly propel content to wider audiences. Consider TikTok if your brand can embrace the platform's playful and trend-driven nature.
I'd take this further though and say that TikTok is an ideal platform to meet cold audiences - these are your top of funnel, never seen you before audiences. Through videos and image blocks, you can quickly reel them in.
I love using TikTok for almost all kinds of clients because it isn't just young people using the platform any more. Long form, short form videos and images are thriving on the platform so it's a great way to experiment. It helps to build a personal brand but also show human connection through authentic behind-the-scenes videos. It's a far more casual, less scripted and edited version of Instagram.
Examples include... just about anyone.
8. Snapchat – Ephemeral Content for Instant Engagement
Snapchat is known for its ephemeral content – photos and videos that disappear after a short time. Ideal for businesses aiming to create a sense of urgency or share exclusive content, Snapchat provides a platform for real-time engagement and creativity.
This can be a tricky one and in general, I advise clients to stay away from Snapchat if they're already on other platforms unless they have a larger audience or one that prefers to use it. The only reason is that it is limited to building your brand in a way and is more about connecting to warm customers.
Examples include skincare, haircare or fashion brands that run a sale often and quick.
Choosing the Right Mix: Tailor to Your Audience and Goals
Selecting the right mix of social media platforms depends on your business's nature, target audience, and goals. It's not about being on every platform but strategically choosing those that align with your brand identity and where your audience is most active. Be choosy!
Also don't feel like you have to be on all of them at the beginning. My advice is to pick one you're familiar with and comfortable to use. Then consider your audience profiles. Then choose where to put your efforts.
Considerations for Your Social Media Strategy:
Audience Demographics: Understand the demographics of your target audience to align with the platforms they frequent.
Content Type: Tailor your platform selection to the type of content your business excels in, whether it's images, videos, or written posts.
Business Goals: Align your social media strategy with your business goals. If brand awareness is a priority, platforms with broad reach might be suitable. If lead generation is crucial, platforms offering targeted advertising might be more effective.
Resource Allocation: Consider the time and resources you can allocate to managing and creating content for each platform. Quality over quantity is key.
The social media landscape is diverse, and the key is finding the platforms that resonate with your brand and audience. Experimentation and flexibility are essential; don't be afraid to adjust your strategy based on performance and evolving trends.
Which platform did you start with?
