Why you don’t need to jump on every social bandwagon.
With the recent introduction of Meta’s new app, Threads, we wanted to discuss when and why you should consider adopting new social media platforms. We all know that social media platforms have become essential tools for businesses to connect with their target audience, build brand awareness, and drive customer engagement, but that doesn’t mean that you need to be on all of them. It may seem tempting to jump on every social media bandwagon, however, it’s important to carefully select the platforms that align with your business objectives and target audience. In this article, we explore the reasons why you don't need to be present on every social media platform and how a focused strategy can lead to better results.
Why you don’t need to be on EVERY social media platform
1 | It takes a lot of resources
Managing a strong presence on social media requires time, effort, and resources. Each platform demands consistent content creation, community engagement, and data analysis. Spreading yourself too thin across numerous platforms can lead to a lack of quality content and diminished engagement. Instead, focus on a few key platforms where your target audience is most active, and allocate your resources effectively to maximize impact.
2 | Be where your people are
Not all social media platforms attract the same demographics or cater to the same interests. By understanding your target audience, you can identify the platforms they prefer and concentrate your efforts there. This targeted approach allows you to create content that resonates with your audience's preferences and behaviours, leading to more meaningful interactions and better conversion rates.
3 | Will they last?
While new social media platforms may generate buzz and initial excitement, not all of them will stand the test of time or remain relevant in the long run. It's important to evaluate the stability, growth trajectory, and user engagement of a platform before committing valuable resources to it. Focusing on established platforms with a proven track record can provide stability and a higher likelihood of reaching your intended audience effectively.
4 | Quality over quantity
Building a strong social media presence is about quality interactions and meaningful engagement, not merely the number of platforms you're on. Instead of trying to be present everywhere, concentrate on a few platforms where you can deliver high-quality content and engage in genuine conversations with your audience. By prioritizing quality over quantity, you can foster a loyal community and create a positive brand perception.
5 | Relates to your goals
Each social media platform has its own unique features, content formats, and best practices. A scattered presence across multiple platforms without a clear strategy can lead to inconsistent messaging and diluted brand identity. By developing a focused social media strategy tailored to the platforms you choose, you can align your efforts with your business goals and maximize the effectiveness of your campaigns.
Understanding the Platforms
It’s important to understand that every platform serves a unique purpose and speaks to different audiences. Once you’ve determined which platform(s) make sense for your business, it’s essential to tailor your content to each platform. Below is a breakdown of each of the platforms:
Broad user base with over 2.95 billion monthly active users.
Emphasis on personal connections, social networking, and community engagement.
Men (56.3%) use Facebook more than women (43.7%)
Allows businesses to create Pages for brand promotion, customer interaction, and advertising.
Supports various content formats, including text, images, videos, and live-streaming.
Robust advertising platform with detailed targeting options and analytics.
Owned by Meta.
Primarily a visual platform with a focus on photo and video sharing.
The platform sees the highest usage among people aged between 18 and 34. People within these age groups make up over 60% of Instagram's user base.
Ideal for showcasing products, lifestyle content, and brand aesthetics.
On Instagram, there are 6 different major content categories: news feed posts, reels, stories, lives, guides, and Instagram shopping.
Supports influencer marketing and includes advertising options.
Owned by Meta
Professional networking platform targeting businesses, professionals, and jobseekers.
Emphasizes career development, industry news, and B2B networking.
Suited for businesses in professional services, recruitment, and thought leadership.
Men (57.2%) use LinkedIn more than women (42.8%)
Content categories include: text only, single & multi-image, videos, articles, newsletters, documents, lives and polls.
Allows company pages, job postings, industry groups, and content sharing.
Offers advertising solutions for targeted B2B campaigns.
Threads
Newest social platform, released July 5, 2023
Within a week, Threads App Statistics observed that the number of people that created accounts on the platform crossed the mark of 100 million.
Built by the Instagram team, for sharing text updates and joining public conversations.
The majority of the users on Threads belong to males (68%). Females sit at 32%.
28% of the men that have signed up belonged to the age group of 25 to 23 years, while 11% of males and 5% of females are aged between 18 and 25 years.
The highest number of users are from Gen Z.
You log in using your Instagram account and posts can be up to 500 characters long and include links, photos, and videos up to 5 minutes in length.
Meant for real-time updates and public conversations.
It’s basically Meta’s version of Twitter
Your feed on Threads includes threads posted by people you follow, and recommended content from new creators you haven’t discovered yet.
Owned by Meta.
** It’s important to note that at the time of writing this article, this platform is only 1 week old, and these statistics will likely change as time goes on. Continue to monitor the data to see if this platform works for your business.
Microblogging platform focusing on real-time updates and concise messaging.
Widely used for news, trends, customer support, and brand visibility.
The platform is male-dominated, with 68.1% of all Twitter users being male.
The largest age demographic (38.5% of users) are 25 - 34 years old.
Enables quick interaction with followers through tweets, replies, and retweets.
Limited character count per tweet promotes concise and engaging content.
Suitable for timely announcements, industry discussions, and customer engagement.
When it comes to using social media sites for news, Twitter is the most popular source.
YouTube
Video-sharing platform with a vast user base and extensive content library.
Ideal for video content creators, tutorials, product reviews, and entertainment.
77% of 15-35 year-olds in the U.S. use YouTube.
Businesses can create channels, upload videos, and engage with subscribers.
Offers advertising options such as video ads, sponsorships, and brand partnerships.
Allows monetization through the YouTube Partner Program.
Visual discovery and bookmarking platform.
Users save and organize images, infographics, and videos on themed boards.
60% of Pinterest users worldwide are female.
Appeals to users seeking inspiration, DIY ideas, fashion, home decor, and recipes.
Businesses can showcase products, curate content, and drive traffic to websites.
Supports advertising through promoted pins and shopping features.
TikTok
Short-form video platform, known for its creative and viral content.
Appeals to a wide range of age groups, particularly younger users.
Ages 10-19 are 25% of users. Ages 20-29 are 22.4% of users. Ages 30-39 is 21.7% of users. Ages 40-49 is 20.3% of users.
Enables users to create and share short videos set to music or audio clips.
Offers a variety of creative video editing tools and filters.
Provides a highly engaging and immersive user experience.
93% of users have taken an action after viewing a TikTok video. 57% of users agree that TikTok inspired them to shop even when they weren't looking to do so.
Google My Business
A business listing service provided by Google.
Helps businesses manage their online presence across Google search and maps.
Enables businesses to provide accurate information, interact with customers, and manage reviews.
Supports posting updates, sharing photos, and answering customer queries.
Particularly important for local businesses aiming to improve visibility in search results.
93% of consumers use Google Maps when searching for a business.
64% of consumers use GMB to find contact details for local businesses
Understanding the differences between platforms allows for informed decision-making in developing an effective social media strategy.
So before you jump on the next social media bandwagon, ask yourself, “How is this going to serve my business and reach my customers”. Managing your businesses social media is no small feat, by optimizing resources, targeting the right audience, and prioritizing quality interactions, you can achieve better results for your business.
Don’t hesitate to reach out if you have any questions. We cover this and more in our Sales Strategy Business Lab. We blend financial planning with digital + analog sales and marketing practices. We work with you to look at the numbers, position your offer, elevate your brand, nail the sales forecast and leverage your centres of influence to scale.