There are a million and one social media platforms out there, so it's not uncommon for businesses to struggle to decide which ones to use. Facebook, Twitter, Instagram, Tik-Tok...the list is endless. And the list keeps growing every day with new social media apps and sites joining the online community.
So as a business owner, how do you know which social media platforms to use?
Who is Your Target Audience?
Think about your target demographic. Are you selling to seniors? Trying to market towards kids? Women? Men? People with a specific interest or need? Knowing who your target audience is will help you slim down your list of potential social media platforms.
Demographic Research
This is where you need to do a bit of research. Various websites are dedicated to identifying marketing trends and demographic details to help businesses find important information about their target audience.
A few months back, I wrote an article covering the inaccurate usage of the "Sex Sells" method in the cannabis industry. One of the sources I used was a data and analytics site called headset.io. I used this particular site to provide readers information regarding the demographic of legal cannabis users. However, business owners and marketing/sales teams can use the same information to determine how they should develop marketing tactics for optimum ROI.
Choose The Platforms Your Audience Uses
Now that you know your target audience and their habits, you can finally choose what platforms to use. Does your audience respond to aesthetic photos or infographics? Instagram or Pinterest may be a great fit. What about how-to videos or short clips? Tik-Tok or YouTube may be a good option. By zeroing in on what platforms your target audience uses, you can best determine what platforms to use.
A Note To Keep In Mind
While doing your research and watching market trends can help create a great game plan, you can expect to still go through some trial and error. Each company is unique and how people respond to your content will vary from platform to platform. There is no set formula for success. However, by having a game plan you can expect to minimize error and provide useful content to the online community.