Paid Social
June 29, 2020

Which Social Channels Should I Advertise on?

Twitter, Facegram, Instabook, Tiktok, Linkedin - which one do you choose?

Does your business need a business presence on all of these platforms to gain any traction?

No. 

But Big Brands use all of them, shouldn’t I use them too?

I think it’s easy to get caught up in this dilemma if you’re a startup who’s just cooked up a product with the devs and need to start getting users in.

Surely, the more platforms I post on, the more people will see my product and use it.

Not necessarily. 

I’m going to talk you through the things you need to understand so you can choose which social media platforms you need to be active on so you can grow your business.


Don’t worry, the decision can seem debilitating, but making the choice is much simpler than you think. 

Understand where your audience is

The most important thing that you need to understand is: 

Where is your ideal customer?

I don’t mean where they are physically, but where are they digitally, where do they hangout? 

The most important thing that you need to understand is: Where is your ideal customer?

Is it on Snapchat or TikTok, Instagram or Pinterest, Facebook or Twitter.

Do your research. Understand who your ideal customer is.

Sprout Social have a great article that explains and shows demographics across a variety of channels.

Facebook usage among key demographics [1]

Based off the information in this graph, we can see that Facebook is a great place to be if your audience is between 18-49.

Instagram usage among key demographics [1]

This graph tells us that Instagram is not a great place for people aged between 50-64.

There are many learnings to be had from taking a look at data. 

Be sure to actually go on the platform and have a look at the general feel of how people are responding to the industry at the moment. 

You can use the Facebook Ads Library [2] for example, (other platforms have their own versions) to have a sneaky peek at your competitors marketing activity and see how other players in your industry are using the platforms. 

If a competitor is very active, chances are they are having success from that platform and it’s something that you could consider too!

Understand how your audience consumes in the digital space

The second thing I want you to consider is how your ideal customers use the digital space. 

How do they consume on digital?

Answering this will tell you exactly what types of content you need to be producing and exactly which platforms you need to be on. 

It’s not as easy as looking at a graph to figure this one out unfortunately. 

It requires some digging around.

How do they consume on digital? Answering this will tell you exactly what types of content you need to be producing and exactly which platforms you need to be on. 

You need to:

1. Look at what content your competitors post

  • Figure out what the engagement is like
  • If it’s good, chances are that’s something you can draw inspiration from and improve on (no copycat’s, within reason)
  • If it’s not good, then steer clear for now. Of course what doesn’t work for a competitor might work for you, and that is why testing is such an important part of growing and scaling in digital marketing. 

2. Talk to any potential customers you may have already, figure out where they spend their time and what they enjoy watching, what catches their eye, what stops them from scrolling. 

Understanding these things will give you a much clearer picture of how your potential users are consuming in the digital space.

BUT, above all the most valuable source of information to consider is your own. So sift through your activities and see what’s working and what’s not.

Do more of what’s working and less of what’s not, generally.

Download the full case study of kwiff and learn how they acquired over 350k+ new customers

Make sure you test 

This I wanted to add in because I think it’s integral to success for everything in the digital space. 

Even if you think that Facebook is the only social media platform to house your brand, make sure you test out small scale activity on other platforms. 

Make sure you are clear with measuring and learning from your results.

Take those learnings and implement them into your next campaigns.

Even if you think that Facebook is the only social media platform to house your brand, make sure you test out small scale activity on other platforms. 

It’s as simple as this, things change very fast in the digital world.

This doesn’t mean that what you’re doing will stop working suddenly (this certainly can happen btw), but it means that new doors are being opened up that could be more efficient and profitable. 

So new opportunities for growth are being created all the time, without testing new things, you are never going to discover them. 



Thanks for reading!

Of course, get in contact with us via the button below if you want to talk about any digital marketing projects. We are well connected with many agencies within the UK so we’ll do our best to make sure you get pointed in the right direction if we can’t help ourselves!

Be sure to connect on LinkedIn and Twitter - feel free to reach out with any suggestions or questions! Happy to chat all things digital. We’ll be dropping content regularly for those who want to grow their business using the digital space, with a focus on digital marketing. 

Stay safe!
Omar

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Article links:

[1] https://sproutsocial.com
[2] https://www.facebook.com

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