Digital marketing and social media is a great way for businesses to generate new leads and increase sales.
But, it can be difficult to find the right platform for your business.
In this section, we will talk about how to choose the best social media platforms for your business and make use of the latest numbers to guide you on this process.
We will also discuss how effective these platforms are in terms of reach and engagement.
Finally, we will talk about marketing on social media and how small businesses can use them effectively.
How do you choose the best platform for your business?
We believe there are three aspects that will guide your decision
- Demographics of target audience- who to you want to reach?
- How familiar/comfortable are you or your social media manager with the platform
- Where will you get the best BANG for your resources ( time, effort and ad money)
Let’s start off with demographics
If your audience is more professionals then LinkedIn will be a good option. If you audience is younger (under 30) TikTok or Instagram will be a good option. Or if your ideal customer is between 35-55+ the Facebook will still be a good option.
Familiarity
We believe it is no use recommending a platform to a client, if they have a negative perception towards that particular platform. Especially if the business owner will be managing their own platform. Of course this is not the case if you have a in house social media manager or assistant. Alternatively, a business can always outsource their social media services to an agency like Chilli Media, where we make sure we get the best value for your business on the chosen platform.
Where you will get the best reach or action ( bang or your buck?)
TikTok and YouTube:
There has been a lot of chatter on social media in recent weeks about the amount of time that people spend using social platforms. These latest numbers related to App usage suggest that TikTok users now spend close to 5 percent of their waking hours watching TikTok videos. YouTube isn’t far behind TikTok though, with the platform’s Android users spending an average of 23.2 hours per month using the YouTube app between January and March 2022.
However, it’s worth remembering that a considerably larger share of YouTube viewing will take place on laptop and desktop computers and connected TVs compared with TikTok (App).
There’s a good chance that each individual viewer still spends more time watching YouTube videos across all devices than they do watching TikTok videos. Furthermore, the latest ad reach data shows that YouTube’s adult (18+) audience is roughly 2½ times bigger than TikTok’s adult audience, so YouTube’s total, cumulative time spent is likely still more than double that of TikTok.
It’s also important to highlight that the time users spend in the TikTok app is still growing rapidly, whereas the time users spend in the YouTube app has actually decreased slightly over recent months. Looking beyond the top two places, it’s interesting to see that Facebook still claims third spot in the global rankings, at an average of 19.4 hours per month, per user.
Keep in mind: TikTok ads now reach 1 billion adults each month
No, Facebook is not DEAD!
Despite perennial media headlines foretelling the demise of Facebook, Meta’s latest ad-reach data show that tales of Facebook’s death continue to be very much exaggerated. The company’s own resources reveal that global Facebook ad reach actually increased by 1.2 percent between April and June, taking the platform’s total global advertising audience to 2.17 billion.
- Facebook ads reach 2.04 billion users aged 18 and above outside of Mainland China in July 2022
- TikTok ads reach 1.02 billion users aged 18 and above outside of Mainland China in July 2022
So, perhaps it’s time for marketers to stop pitting these platforms against each other.
So, if you’re looking for some more representative metrics on which to base those allocation decisions, I’d recommend:
- Cost per outcome: how much money would you have to spend on each platform to reach your audience and – critically – to achieve your desired objectives? Given that we can now reach almost all of the users of any given social media platform on at least one other social platform, it’s well worth exploring which platforms offer the most cost-efficient opportunities to reach your target audience and deliver your desired outcomes.
- Creative opportunities: different platforms offer different media formats, each with their own advantages and limitations. Because of this, it’s well worth exploring which creative formats might offer the most effective and engaging ways of delivering your brand’s message, well before you start thinking about which platform(s) you’ll use to deliver that content.
For a business to be effective with social media marketing, will require commitment.
Commitment to produce frequently content, monitor the accounts and manage engagement on all channels. The worst thing is to find a business profile that has clearly been abandoned by the business. Ask yourself, what type of image does that set for the audience?
So before you embark on the latest social media craze
Ask yourself:
- Who is the driver behind this initiative?
- Will that person be around for a long time to see the project through
- Do we have the resources and commitment from management to invest in this platform?
- What do you aim to achieve through social media?
- Is our ideal audience sufficiently represented on this platform?
- Do you know what is needed to manage this platform successfully?
- What are our long-term goals with digital marketing?
If there is any doubt about any of the above questions, we recommend you reach out to us and lets set up a consulting session to help guide you through this process.
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