Which Social Media Channels are Best for your Brand? /

Marketing
Written By EQuerry Consulting

Social media provides one of the most effective ways for brands to maintain a connection with their customers, however, not only is marketing through every single channel often impossible, but it is also likely unnecessary as your target audience may not be using all the different channels.

HOW MANY CHANNELS DO YOU HAVE TIME FOR?

It can seem like a good idea to get your business set up on as many different channels as possible, however, if you fail to remain active on these accounts, then it can make your brand look stagnant and even like you’ve stopped operating. So realistically consider your time availability, and only use the number of channels for which you have time to create consistent content for. That being said, it is often acceptable to be less active on some platforms, such as LinkedIn, as your profile still has a purpose so long as you’ve filled out the relevant sections about your business.

Also, be mindful that customers often expect quick responses via social media comments and DMs, so checking your accounts often is important to meet your customers’ demands.

KNOW YOUR AUDIENCE

  • Gen Z (born 1997 to 2012) – Also known as the ‘Zoomers’ this demographic is most likely to be on Instagram, YouTube, and Snapchat.

  • Millennials (1981 to 1996) – This demographic can often be found on Facebook, Instagram, YouTube, and Twitter.

  • Gen X (born 1965 to 1980) – You are most likely to reach this demographic on Facebook or WhatsApp.

  • Baby Boomers (1946 to 1964) – This is the demographic that is least likely to buy something from a social media platform, however, their preferred platforms are Facebook, YouTube, and WhatsApp.

CHECK YOUR COMPETITORS

If your competitors are seeing high engagement on Instagram, for example, then there is a good chance you can reach your audience there too. In contrast, you may notice that your competitor is not using a certain channel, and therefore decide to push your marketing strategy there in hopes of less competition! Either way, we recommend using the following tactics to help you decide.

KNOW YOUR SOCIAL MEDIA STRATEGY GOALS

Knowing the purpose of your social media posts and what you are hoping to gain from them will help you to decide where to post them.

For example, if you’re trying to create a community feel, then you might focus on Facebook or Instagram where engagement levels can be very high. Alternatively, if your main objective is to drive more website traffic to your blog and to boost SEO, then you might consider Pinterest. Or maybe your brand is able to produce engaging video content, whether that is longer and more informational videos shared to YouTube, or short-form videos shared to TikTok.

If you’re selling products, then platforms such as Instagram, Facebook, and Pinterest have more shoppable features. If you’re trying to appeal to other businesses (B2B) then you may consider building a reputable and professional-looking LinkedIn profile.

Either way, your social media objectives will heavily influence which channels will be most beneficial to your brand, and this will require careful thought into your social media strategy. 

WHAT CHANNELS ARE ALREADY WORKING?

Use Google Analytics

You can use Google Analytics to identify where the majority of your social media referral traffic is coming from. For example, you may have low engagement on LinkedIn and think there is little benefit to your business, however, Google Analytics may show you that it is in fact driving more click-throughs to your website than any other platform.

Check Social Media Insights

Checking your social media engagement metrics, such as the of comments on your posts, is an obvious way to help decide which channels are performing best, however, we suggest taking the time to check more in-depth metrics, such as the number of profile visits you are receiving from posts, will really help you make the best decision.

Giving equine social media accounts a little (or a lot of) attention is one of our core services, and we’re happy to have a chat about how we can help your business stand out! Get in touch with us if you’d like to work together.

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