As an entrepreneur, you may find yourself wondering which social media platforms you should set up for your business. You might even want to delete accounts you set up long ago that have since been gathering (digital) dust.
The increasing number of social media options is both exhilarating, offering the prospect of finding more ideal clients/customers online each day, as well as overwhelming.
Between Facebook and Instagram, Twitter and LinkedIn, YouTube and Snapchat, Pinterest and TikTok, and even others, it might all just be a confusing blur to you–but it doesn’t have to be!
Let’s talk through which kind of social accounts make the most sense for your business. Where your business is on social media depends on a variety of factors. There is no “one size fits all” answer to this question. This blog won’t be an exhaustive discussion (such a discussion could take hours), but it’ll hopefully get your gears moving about next steps for your company’s social media.
Some questions to consider when weighing the pros and cons of one platform versus another? It would be best to ask yourself…
Who is your target audience?
When you think about the purpose of your company’s social media accounts, you want to think about who you’re speaking to. Based on common demographics (for example: age, sex, profession) think about where that people you’re talking to is online. Are they scrolling through Reels on Instagram? What about reading trending stories on Twitter? It might be a helpful exercise to write up a description of your “ideal client” to guide crafting that effective voice for your content. Some of my favorite companies, brand voices, online? Rifle Paper Co., FitOn and Anthropologie for sure.
What is the product, or service, you’re selling? Which platforms are businesses, selling similar products, or services, on?
Go back to your “ideal client” and think about where they would be most likely to buy what you’re selling. If you’re creating handmade jewelry, custom art, and other similar products, Instagram offers a shop feature for people to buy right from your account. They don’t even have to leave the platform to go to your website! If that’s where your prospective customers are online, it would be worthwhile setting that up for your business. After researching, if you believe those buyers are typically Instagram, consider alternative platforms that offer a seamless selling experience, like YouTube, or even TikTok.
Where are other brands, like yours, succeeding on social media? How are they succeeding?
Finding your niche on social media will also require you to look around your industry and see where other companies, like yours, are thriving. It’ll mean you have to look at the kind of content they’re sharing, how they’re interacting with followers and more. If you’re a small to mid-sized business, don’t just think about those size businesses. Think about bigger, trailblazing companies in your industry too! Amidst politicians and journalists’ expanding reliance on Twitter to inform, large restaurant chains, like Wendy’s, entertain thriving Twitter followings with hilarious content. Don’t be afraid to go where few are in your industry if you think you can succeed!
Where does the content you’ll offer on social media fit the most?
And of course, when you’re determining where you’ll want to land on social media, you have to think about the kind of content you can feasibly, and consistently, create and share. What is the best content for your “ideal client” to interact with? In an effort to stay competitive with TikTok, Facebook and Instagram have relied heavily on video content in recent years. Their algorithms are built to promote accounts using the Reels feature. If video content isn’t your strong suit, you can either commit to making it your focus to utilize those platforms, or commit to another platform entirely. If you share a plethora of industry articles, and frequently blogs, consider a business LinkedIn page!
Ultimately, the choice of where your business ends up in the social media sphere is yours. As the owners, one knows your business, or brand, better than you.
Regardless of where your company is on social media, always come back to who you’re trying to reach and the purpose of your content. Are you looking to sell products, post glossy photos or educate others? Try Instagram or YouTube. Are you looking to engage with followers, create how-to guides or churn out entertaining content? Try TikTok or Pinterest.