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How To Choose Which Social Media Platform To Use To Market Your Business - Carol Evenson - Blog

How To Choose Which Social Media Platform To Use To Market Your Business

One of the easiest, fastest ways to connect with your business's customers is through social media. The platforms allow you to meet your audience where they're already hanging out and living life, and it allows them to see your organization in a new, more relatable way. Don't get too excited and go make an account on every social media platform, though. It's important to know the differences of each platform and then research which ones your current and potential customers are on. Here are a few of the most popular platforms and their major characteristics.


This is probably one of the first platforms you think of when you think of social media. Facebook is great for sharing videos, photos, and articles, and content can be both long and short. This platform seems to be less trendy to younger audiences, but it's still immensely popular with a wide variety of ages, and it's a great place to start your social media marketing campaign. Check out the accounts of other companies like Power Life to see how they're engaging with their customers, and start coming up with ideas of your own.


Owned by Facebook, Instagram is often perceived as the younger, more aesthetically pleasing cousin. The focus here is photos and videos with captions, instead of articles and long-form content. Instagram Stories, where users post vertical videos and photos that disappear in 24 hours, is one of the most popular features of the platform. You can link to a landing page with these, so many companies use them to feature new products, behind-the-scenes looks into an organization, and promotions. This platform is popular with younger audiences, so make sure you keep it casual and visually pleasing. You can't post clickable links in your regular posts, though, so be sure to keep that in mind when you're planning your content.

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Some of the main reasons people are on Twitter are conversation and news. Articles and videos are easy to share, making this a good place to share videos, news releases or white papers your organization has published. Twitter users span a wide range of ages, making it a great place to reach a variety of people. Hashtags also make it easy to connect a series of tweets, increase engagement and help your organization get found.


One of the most recent social media platforms to take the world by storm, TikTok is a video-based platform where users can make videos that they overlay with a popular song or sound, as well as create their own. Videos can last up to one minute, making it an interesting experiment in short, snappy content. It's most popular with young users, who use it for both clever comedy and as a safe place to express their views. If you use it for marketing, it's important to make sure that your content is raw, witty and quick. It's also an effective place to use influencer marketing.


The number two search engine in the world, YouTube provides entertainment and information for many. Companies can post how-to videos, explanations of their products, tours of their facilities and much more. This platform is an easy opportunity to make sure your organization can be found by people of all ages looking for more information about your company. It's also to get started using this platform, as you can post videos that you've already created for your website, marketing campaigns or other promotions. Chances are, your organization will end up on YouTube in some way, so you might as well be the one to do it.


While this is by no means an exhaustive list of every social media platform and the statistics that come with each one, it can give you a starting point for deciding where to launch your company's social media marketing efforts. Make sure you do some research before you jump in to make sure your audience is on the platform you choose, and then start creating content to engage them.

Publish Date: September 29, 2020 9:30 PM

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