5 Social Media Platforms You Can't Ignore Any Longer in 2020 Unless Your Business Is Aiming To Fail!
Don’t we agree that marketing is a process of communicating the value of a product to a potential-eager-to-know-and-use consumer? Indeed! Then, by proxy social media is a tool or channel for marketing in aiding brands to build their visibility, hence their social currency. Social Media is not a one-way street, but rather a Freeway with multiple lanes to foster communication between brands and their audience with one global purpose - to convert a lead not just into a one-time customer but hopefully to create brand evangelists, as Neil Patel explains it in his Forbes article: “A brand evangelist is a person who believes in your product or service so fervently that he or she aggressively promotes it to others.”
So which social media platforms are relevant to your business in 2020It all depends on who is your average customer. Yes, that is the question. I hope you do know who is a primary target in your advertising campaigns. What are the demographics of your potential client? Why is it important? Will you sell a tool shack primarily to a female population between the ages of 15 and 25? To some maybe yes, but to the most no. Visa versa, will you be selling some teenagers gearing vitamins to the population over the age of 50s. No, because you would know it will be the wrong target. The same is relevant for any product we may sell. Unless we know who it’s geared for, what makes such product special, which social media platforms your potential customer ‘hangs out,” you may make lots of mistakes.
Do you due-diligence, please: research, test, analyze, again test, and evolve! That’s a-must!
There are lots of researches and blogs are available, just do not be stagnant
To help you decide which social media platforms are going to be right or wrong for your brand this year, here are some picks for the top social media sites you should care about (and invest in) during 2020 and guidance on where to place your bets.
IG is the home of influencers, brands, bloggers, small business owners, friends and everyone in between. Instagram has topped well over 1 billion monthly users for some time now. If you’re wondering whether a meaningful segment of your audience spends time on the platform, the answer is almost surely a loud yes.
Who populates Instagram:
According to AdobeSpark IG has become one of the most popular social media platforms for teens and young adults, females, and males mostly under the age of 40, especially in the US. The use of the app slowly drops off with age but stays consistent across both men and women.
The best content on Instagram is great and impressive photography, stunning visuals, unique designs, a selfie-style video that speaks directly to your audience and a cohesive theme to your content will help you stand out on Instagram.
You Definitely Should Prioritize Instagram if your target audience is under the age of 40, you run a lifestyle, eCommerce, or photography business.
Helpful Hint: are you looking for a great, easy and free (YES!!!) tool to create stunning infographics? Canva is your answer! Millions of royalty-free images, basic animations, and customization beyond your imagination! Just check my own Instagram to verify my words!
YouTube holds a second place as the most popular search engine in the world today, right behind its parent company, Google. I’d say any business with rare exceptions will benefit from producing video tutorials or walkthroughs, visually-driven instructional content, product reviews or interviews, then this social media platform is a must for reaching their more than 2 billion monthly users.
Who populates YouTube: A whopping 73% of US adults according to AdobeSpark are regularly using YouTube, with a heavy concentration in the age range of 15 to 34 years olds. YouTube is broadly popular amongst both men and women, and usage tends to go up alongside income and level of education.
The content that works best on YouTube will be Videos and Videos only! Depending upon your type of business and who your audience is, both long-form and short-form video content can work very well on this platform. Most viewers tune in for a combination of education and entertainment, so whether you’re teaching your audience about new marketing tactics or streaming video gameplay, you’ve got to work hard to retain their attention throughout your videos. Your content indeed needs to be very relevant to captivate so much awaited attention. You should consider tapping into popular YouTube trends like morning and nightly routines, drive-through-taste tests, tutorials on beauty or hair products, reactions, collaborations, closing hauls, unboxing videos (especially if you rep a physical product) and “with me” content that takes viewers along with you for the ride, and so much more.
Try to follow and partner up with YouTube influencers whos excitement about your mission could help you test the waters before you dive in. You probably should prioritize YouTube if your audience is below the age of 50 and consumes video content as a means of either education or entertainment.
Helpful Hint: YouTube Creator’s Studio gives you tools and sounds effects to produce your own video content. When you will have 1000 subscribers and a total of 4000 public hours of watching in 12 months than your channel will be eligible to be monetized. All this depends on your content!
With nearly 2.5 Billion monthly users, Facebook is definitely the largest social media site in the world. While that practically ensures at least some of your audience regularly uses the platform, it’s developed a somewhat negative reputation amongst younger users that are increasingly turning to other alternative sites.
Consider using FB, if your brand stands to benefit from sharing industry-related news, engaging (short-form) videos, graphics, and other visually appealing content if your primary audience is above the age of 30. You might also consider leveraging Facebook groups to gather your customers or community in one place online. Facebook groups, unlike Facebook business pages, aren’t for advertising, but they can be helpful in creating conversation.
Who populates Facebook: According to AdobeSpark 68% of US adults report using Facebook, with 51% saying they’re active multiple times daily. Usage is spread pretty evenly amongst males and females, while users tend to get increasingly active as age increases (especially beyond the 40+ year old demographic).
The Content that Works Best on Facebook: The more interesting, engaging or even polarizing your content is, the more likely it is to go viral on Facebook. Lean heavily on short videos, eye-catching images, and attention-grabbing headlines to attract an audience. For Facebook groups, interactive content and conversation-starters are the way to go. Consider live streams and polls. I found that Facebook stories attract more attention than regular posts.
You Should Prioritize Facebook if you want to reach an audience of adults and have engaging visual (or video) content that can capture their attention, invoke an immediate emotional response and make them excited to share with their friends. Or if you want an easy way to create an online community around a topic or business.
Helpful Hint: Beware that the Facebook algorithm sometimes plays tricks on you when you are using your personal page for business and limits your friends to 5K. You have a wide opportunity to create a business page with unlimited followers or create open or closed groups related to your business page.
While Twitter’s monthly active user numbers have hovered consistently around 300 Million for a while now, a whopping 40% of those users are active on the site multiple times daily, suggesting that if your audience uses the platform, they’re likely very engaged. The popularity of this social media site remains high amongst tech-savvy users and is particularly active in B2B verticals related to business, marketing and politics today.
Who populates Twitter: 63% of Twitter users are between the ages of 35 and 65, with males making up nearly two-thirds of those people.
The content that works best on Twitter: breaking news, digest bite-sized content, and communications directly with your users in real-time. Videos yet again and images tend to stand out best, but a well-timed written tweet still works wonders if you’re hopping on trending topics and are writing a witty content.
You should prioritize Twitter if your audience deviates toward the demographic of mature males between the ages of 30 and 60. Try to experiment with a combination of content types ranging from educational videos to gripping visuals and discussion threads that offer advice & opinions. As always, collaborate with influencers and you might get so much needed support and mentions.
Helpful Hint: When I ran a Nibbler/Silktide tests on existing websites of various proposed leads, somehow I get reports of the decreased ranking when there missing relevant Twitter accounts linked to the tested site
Pinterest has become a very popular social bookmarking tool for saving ideas and finding creative inspiration when it comes to everything from cooking to DIY home projects, vacation ideas, interior design, business and everything in between. With an audience predominantly consisting of adult women, this social media platform is also often cited as a crucial part of the product discovery journey.
Who populates Pinterest: With over 320 million monthly users, Pinterest boasts one of the most concentrated audiences of women amongst all social media sites. Nearly 80% of their users are female, with a heavy concentration amongst Millennials.
The Content that Works Best on Pinterest: Vertically-formated images do best on this platform, due largely to the browsing experience users are presented with. Polished imagery with clear copy that conveys what the Pinner will see if they click through performs best. Numbers, lists, and quotes should be a big part of your strategy here. And don’t forget to consider keywords and search terms in your imagery.
You should prioritize Pinterest if your audience consists predominantly of adult women, your business is related to lifestyle, fashion, decorating, or DIY.
Helpful Hint: are you looking yet again for a great, easy and free (YES!!!) tool to create stunning infographics? Canva is your answer! Millions of royalty-free images, basic animations, and customization beyond your imagination! Just check my own Pinterest to verify my words!
Also, Pinterest allows you a free conversion to a business account with absolutely tremendous business analytics and tool
OTHER USEFUL BUSINESS SOCIAL MEDIA PLATFORMS
to consider which I am not covering in this article (please, make sure stay tuned in to read about them in the nearest future):
Google My Business, Linkedin, Alignable, Yelp. These platforms are well equipped for your customers to add reviews there. Once you will establish your presence on such platforms you absolutely must monitor the review sections and address them by thanking if there is a positive review posted or giving a plausible explanation once someone will try to speak of your services negatively. (That happens too, and I’ve got to forewarn you - it’s nearly impossible to have such bed reviews to be removed)
As always, thank you for reading and stay tuned for more helpful information.