How to choose the right social media platform for your business?
Australians love Social Media. According to the 2017 Sensis Social Media Report, eight in 10 Australians admit to using Social Media, with one-third of us logging on at least five times a day. We’re using social media mostly at home (96%), with the lounge room (up from 69% to 84%), bedroom (up from 42% to 59%) and kitchen (up from 22% to 34%) increasing in popularity, if only the same statistics could be applied to our sex lives.
With those statistics in mind, the social media ones, it's vital for brands to be where their customers are. According to Sensis 47% of small businesses have a social media presence, meanwhile 67% consumers admit that they are more likely to trust a brand that interacts positively on social media.
We get it, the social media minefield can be tricky to navigate, and with so many platforms to choose from, knowing where to focus your energy and resources can be one of the biggest hurdles to get past.
One of the first steps we take in helping our clients Get Social is establishing which platforms are the most appropriate for their business.
With clients as diverse as health products, design, interiors, jewelry, business services and even manufacturing it's crucial to find the right platforms to meet the client's objectives..
We've summarised the most popular social media networks in Australia to help you make that choice a little easer.
• According to Sensis, 46% of Aussies used Instagram this year.
• Highly visual medium and requires a lot of regular posting of original content to stay active, visible and relevant. Unfortunately, you can't post links attached to your images unless it's a sponsored post, or if you have access via your stories. One way to get around that, however, is using the link space in your bio.
• As a rule of thumb, it's generally more geared towards a younger demographic.
• Owned by Facebook.
• Offers targeted advertising in both the feed and stories section.
• Offers great analytics when used in business mode.
• The most popular social media platform in Australia with 94% of Australians using Facebook in 2017 (Sensis).
• Performs better with text and video-based content.
• Allows your business to send the right message to a specific audience with boosted posts and targeting.
• With new algorithm updates, Facebook is making it tougher for businesses to be seen without sponsored content.
• Facebook allows you to post links to your posts.
• Offers a range of advertising options.
• Facebook owns Instagram and allows for advertising options to display over both channels.
• Facebook Messenger App now offers a great way to connect with your customers in real time to answer questions, offer updates and so much more.
• In 2017, 32% of Australians were on Twitter.
• People generally use Twitter for breaking news, research and to discover something new.
• A "tweet" is limited to 140 characters, meaning you will have to be creative with how you deliver your message.
• Great for keeping customers up to date with what's happening in your business such as news, blog updates, events, etc
• You can leverage Twitter by linking to longer posts on your Facebook, LinkedIn Instagram accounts or your blog.
• Great platform for connecting with your customers and offering real-time customer service.
• Can be used to gauge what your customers are saying about your brand.
• LinkedIn is commonly referred to as the "Facebook for work" and is the largest social networking platform for professionals.
• Ideal for Business to Business (B2B) communication, professional networking, job prospecting and recruitment.
• According to Sensis, 18% of Australians were on LinkedIn 2017
• LinkedIn is a fantastic platform for sharing thought leadership and keeping your networks up to date on your brand's professional developments.
• LinkedIn allows for posts to include links and now offers sponsored content to help your brand deliver your message to the right audience.
- Launched in 2011, Snapchat is a relatively new kid on the social media block and was accessed by 40% of Australians this year according to Sensis.
- Snapchat is great for businesses wishing to tap into the millennial demographic with most users being under 24 (Source: Snapchat).
- Brands can post stories using Snaps which is a series of photos or videos, embellished with filters, stickers, emojis, and text. Your story is then live for 24 hours and is a useful tool for showing a story of how things happen or giving followers behind the scenes access to events and other company insights.
- Google+ is Google’s own social networking site and is considered a must for businesses as it makes it easy for users to take advantage of Google's suite of products like Google places and also assists with SEO because it is owned and operated by the world's largest search engine.
- While a mere 10% of Australians use Google+ according to Sensis, as a growing business, this platform is a must if you’re looking to boost SEO organically because content that you put on Google+ is far more likely to show up on search results than other pages, websites, articles and content posted to other social networks because Google naturally ranks their own social network higher and their crawl it faster (Source: Bufferapp.blog).
- Google has added a clever feature called Timing to let you know when the best time to post is.
- If you have over 1000 followers, you can also advertise on Google+ much similarly to the Facebook boosted post.
- While only a mere 10% of Australians accessed Pinterest in 2017 (Source: Sensis), it is still a force to be reckoned with. According to Pinterest, 200 million + users access to platform monthly for crafting ideas, recipes, parenting hacks, style inspiration and more.
- Pinterest states that 66% of users are women, and 60% of users have children aged five or under.
- Pinners are ready to act, with 61% of users saying they’ve discovered new brands or products from Promoted Pins (Source: Pinterest Category Usage Study, US data, September 2017) with 39% more likely to be active retail shoppers according to Oracle Data Cloud, Pinterest Retail Audience Report, US data, May 2017).
- To get the most engagement and traction from Pinterest however, we recommend creating your own, original content organized into mood or theme boars organized by topics like colors, style, season, taste or anything else that’s relevant for your business.
When deciding which social media network is right for you may choose a 2-3 that apply best to your current business objectives and industry. If you're stuck on deciding which direction to focus your energy on book a strategy consultation via email.