What was the first thing you did this morning? Go to your social media of choice? And for those with more willpower, going on social media was the second thing you did this morning; nonetheless, social media has become an integral part of our lives. Social media has everything from staying connected with friends, doom scrolling and family to keeping up with the latest news. But for businesses, social media has become an essential tool for marketing and advertising. Knowing which platform best matches your business goals is necessary with different social media platforms catering to different audiences.
The Different Social Media Audiences
We should probably go into detail about the differences in social media to help you determine where best to advertise your brand:
Facebook With over 2.8 billion monthly active users, Facebook is the largest social media platform. Facebook users are primarily aged between 18 to 65, with the largest age group being between 25 to 34. Facebook is an excellent platform for businesses that cater to a broad audience, as it has a diverse user base. However, Facebook’s organic reach has declined in recent years, and companies now need to use paid advertising to reach their target audience effectively.
Instagram has over 1 billion active users, and the platform’s primary user base is between the ages of 18 to 34. Instagram is a visual platform and a superb platform for businesses that want to showcase their products or services visually. Instagram is popular among millennials, and it’s an ideal platform for businesses that cater to this age group.
Twitter has over 330 million monthly active users, and its user base primarily consists of people aged between 18 to 29. Twitter is the best platform for businesses that want to engage with their audience in real-time. Twitter is also popular among journalists, politicians, and celebrities, making it an excellent platform for companies that want to connect with influencers.
LinkedIn is a professional social media platform with over 740 million members. Its user base primarily consists of professionals, and it’s the ultimate platform for businesses that cater to the B2B market. LinkedIn is also an excellent platform for companies that want to hire top talent, as it strongly focuses on job postings and professional networking.
TikTok has over 1 billion active users, and its primary user base is between the ages of 16 to 24. TikTok is a video-based platform, a core platform for businesses that want to engage with a young audience. TikTok is popular among Gen Z and is ideal for companies that want to showcase their products or services through short-form videos.
We do not want to state the obvious, but as you can see, different social media platforms cater to different audiences. So, suppose we put two and two together; depending on your business goals, you must advertise on various social media platforms to reach your target audience effectively. For example, if you want to target a younger audience, TikTok might be your best platform. However, if you want to target professionals, LinkedIn might be the best platform for you.
It is one thing knowing the different platforms. Still, it is worth considering the different aspects of what makes social media benefit your business. When deciding which social media platform to advertise on, a business should consider the following factors:
1. Target audience: Businesses should first identify their target audience and determine which social media platforms they are most active on. For example, if the target audience is millennials, advertising on Instagram or TikTok would be more effective than advertising on Facebook.
2. Marketing goals: Businesses should also consider their marketing goals and what they want to achieve through social media advertising. If the goal is to increase brand awareness, then advertising on Facebook or Instagram might be more effective. However, advertising on LinkedIn or Twitter might be more effective if the goal is to drive sales or leads.
3. Budget: Businesses should also consider their advertising budget and which platforms offer the best return on investment (ROI). Some platforms, such as Facebook, offer a lower cost-per-click (CPC). In contrast, other platforms, such as LinkedIn, offer higher CPCs but can provide more qualified leads.
4. Ad format: Different social media platforms offer different ad formats, such as video, image, carousel, or story ads. Businesses should choose the platform that provides the ad format that best aligns with their marketing goals and audience.
5. Competitor analysis: It’s also essential to analyze your competitors’ social media advertising strategies to determine which platforms they are advertising on and what ads they are running. This can provide insights into which platforms are most effective for your industry and target audience.
Social media, whether you’re a fan or not, is a practical tool for any business; we know that it is being used daily by many users, so it would be a missed opportunity not to implement social media into your advertising investment.