So you want to extend your brand’s reach by optimising your online presence? That’s a great idea!
But maybe you are confused about the many different social networks that are out there. Which platforms should you choose and how should you communicate on them?
Discover our tips and tricks to make informed decisions about your social media marketing strategy.
One platform = one target
You can’t address Snapchat and Instagram users in the same way. By getting to know the workings of each platform, you will be able to address the right message to the right user at the right time.
Social networks can be complementary and the ideal is to be present on two or three networks at the same time (a multi-channel strategy). If you are just starting out, it is better to focus on the network(s) that are most relevant to your business rather than trying to be present everywhere without having a real strategy behind it.
So choose the applications you want to focus on, according to your targets and objectives, and communicate regularly with creative and relevant content for your followers.
Which social media should you choose for your brand?
Facebook is particularly effective if you are targeting an over-30s audience. Not only will it allow you to create and nurture your own community, but it will also drive qualified traffic to your website.
The strengths of this network are numerous. Its strong interactivity allows you to create strong links and to get to know your customers and prospects. In addition, you can create highly targeted advertising campaigns and the messaging application (Messenger), equipped with artificial intelligence, offers you the possibility of interacting in real-time with your community through a chatbot.
Did you know that 90% of users follow at least one brand on Instagram? This social network allows you to interact with an audience that is on average between 25 and 34 years old and is mainly composed of women.
It is the ideal platform for image-based industries s such as fashion, home decoration, cooking, sports, travel… Acting as a showcase for your business, it is the perfect place to display your products. Beware, if your visuals are not professional enough, you risk having a flop.
The image is a very powerful engagement tool. But Instagram can also allow you to publish photos showing another side of your business. Prospects will be reassured if they can see the faces behind your brand name.
With over 82, 000 video views per second, YouTube is a must-have network to boost your visibility. Face-to-face videos are great for building your credibility : for example, you can give advice, show your expertise and offer tutorials.
Before you start, remember that producing videos requires a commitment of time and budget.
If your content is aimed at a B2B target , LinkedIn is, of course, THE network to be on. You should preferably publish engaging and emotional posts. This channel is also ideal for sharing your blog posts, driving traffic to your website, and highlighting your company’s social engagement.
You will be able to interact with people in your industry (potential customers, partners, talent to recruit). Almost 40% of LinkedIn users were born in the 1980s. This network is therefore useful if you want to reach a more mature target group , but remember that it is a professional network , where you cannot communicate in the same way as on Facebook, for example.
Twitter is particularly recommended if your target is between 18 and 30 years old. It is the ultimate feed network, where you usually share news and everyday events and interact with the community in real time. It also allows you to gain credibility within your professional circle by discussing topics on which you are an expert.
Note that this communication medium requires a significant personal investment. If you want to reach your target audience at the right time and with the right message, you will need to analyse your audience’s statistics to find out when they are most active.
If you want to engage and interact with an audience between 13 and 25 years old , Snapchat is for you.
In addition to Tik Tok and Instagram, this platform will allow you to reach a very young target audience in a dynamic and engaging way.
The app is increasingly popular with young people (but not just them!). With an average target age of 16-24 , Tik Tok is likely to become THE new channel in which brands should invest. Some brands like Coca Cola, Lush or Pizza Hut have already begun their Tik Tok adventure.
This platform puts the spotlight on creators , enabling them to share short videos, each more original than the last. Content creation is intuitive and user-friendly. Follow the latest trends and challenges, and you will quickly increase your visibility.
Just like Instagram, Pinterest is very relevant for your brand if you have attractive photos or beautiful images of your products to share. The whole point of Pinterest is to convey emotions and inspire your followers.
If you are in the fashion, food, travel, or home decor industries, you need to have a presence on this social network.
This is the basis of your future social media strategy. Note that it is crucial to actively monitor these networks in order to optimise your digital strategy over time. Follow the trends, analyse your audience’s habits, think “out of the box”, and you will get the most out of digital!
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