Digital Marketing

Channel Prioritization for Social Media Strategy

Facebook, Instagram, Twitter, LinkedIn, Pinterest, and more — there are many platforms where you can establish a social presence for your brand.

But there are two common mistakes you need to avoid when setting out to build your brand on social media:

  • Establishing your presence on more networks than you can actually handle.
  • Treat each network in the same way without exploiting the strengths of each.

Every platform you choose is a platform you have to manage. As a result, you should prioritize channels that best fit the target audience you’ve identified and can support your goals and content models. It starts with understanding the strengths and weaknesses of each channel. You can also get in touch with Social Media Marketing Services Company

As part of this article, we will highlight some of the most popular social platforms. Be aware, however, that there are plenty of them, and that this list is by no means exhaustive.

Facebook: paid advertising, and business page

Few social platforms like Facebook are designed for business. In addition to the sales interface, the ability to add customer reviews, and a popular messaging feature that can be used to provide customer service, Facebook has one of the most widely used social apps in the world. and an audience that includes a wide range of consumers.

One of the major drawbacks of Facebook, however, is that you have to pay to promote your posts, which otherwise will have very limited organic reach even among users who have subscribed to or liked your page.

That said, Facebook gives you the opportunity to use its powerful social network for advertising purposes. Its database allows you to set up targeted advertisements for your target customers. If your posts are meant to create engagement (likes, shares, comments) like a viral video would, you will be able to reduce your advertising costs on the platform.

Instagram: engaged subscribers and influencers

As a marketing channel, Instagram allows you to build your audience through a variety of visual mediums.

Unlike Facebook, Instagram allows you to gain massive reach without necessarily going through paid advertising, although you could still consider leveraging Instagram advertising and influencer marketing.

Another major difference with Facebook: nearly half of Instagram users are millennials. If your target customers are generally older, the platform might not be right for you.

Instagram lets you post images and videos that can be discovered through hashtags.

But there are also Instagram Stories and Live Streams, features that let you post photos and videos with a 24-hour lifespan, and share live moments, respectively. All of this allows you to maintain a cohesive and clean Instagram feed as you use the Stories format to test ideas and share behind-the-scenes insights where authenticity trumps production quality.

Twitter: networking and news

Twitter’s greatest strength is its micro-posts that allow you to listen to and interact with what the network’s global audience has to say. While it’s difficult for many businesses to effectively use Twitter as a sales channel, the network can help you showcase your brand personality.

Additionally, Twitter lends itself ideally to networking and outreach initiatives with journalists and brands, as well as initiatives meant to engage existing customers on a small scale. Be aware that many Twitter users also use the platform to follow the news, in case you are able to serve this audience segment through your content mix.

Pinterest: a strong purchase intention in certain niches

Although Pinterest works more like a search engine than a real social network, the platform is often found in the marketing mix of companies, especially among e-commerce brands. This is because the purchase intent of users browsing Pinterest is higher than on any other social platform. If you operate in certain niches like fashion, handmade, or home decor, your absence from Pinterest will likely cause you to miss opportunities to drive traffic and sales through organic and paid actions.

LinkedIn: your company profile, and your professional network

LinkedIn’s greatest strength lies in its positioning as a social network for professionals. If your target audience can be identified by a certain profession, or there are companies that need your products and services, you have everything to gain by strengthening your presence on LinkedIn.

LinkedIn is also a great platform to network, hire, build leadership by becoming a thought leader, pursue business development opportunities, and connect with relevant brands or influencers for possible collaborations.