Where do you go when you want to get the word out to as many people as possible, as cost-effectively as possible? Social media.
Because creating great content isn’t enough. You also need to promote that content, and the big four social media channels, with users numbering in the billions, comprise the world’s largest audience.
Monthly users: ~320 million.
Twitter is great for curating your content — for instance, posting links to your recent blog posts and press releases. It’s also good for sharing company news. It’s especially effective during events — “live-tweeting” is a thing.
Twitter is more forgiving of text-heavy posts. Yes, there is a character limit of 280, but witty one-liners, quotes, rants (presidential or otherwise) and even entire “Moments” (slideshow-like stories) are not uncommon on the platform. Twitter also has a paid function in the form of “Promoted Tweets” that help extend your audience.
Monthly users: ~2.5 billion.
You can do a lot with Facebook: share company updates, post links to your new blog articles, create event pages, start user-generated content campaigns (such as social media contests) and much more. But video is king on this platform.
Video posts get about 60% more engagement on Facebook than any other type of content. Next in the pecking order is questions, followed by photos.
In general, the platform is very noisy. Point of fact: Facebook engagement for businesses has been declining for a few years now. It’s not a lost cause, though. Facebook has a huge audience and is still a great channel for posting links (with images) and videos.
Monthly users: ~260 million.
LinkedIn is the place for B2B businesses. By some estimates, more than half of all social traffic to B2B sites comes from LinkedIn. It’s the perfect channel for posting your original blog posts, graphics, and video content.
LinkedIn users are not as active as on other channels. Of the 660 million total members, only 260 million use the platform at least once a month. But this downside is offset by clear benefits. You get direct access to decision-makers and historically high rates of success for B2B companies that use LinkedIn for marketing.
Monthly users: ~1 billion.
Instagram is all about visual branding. It’s a godsend for retailers, cafe owners, manufacturers, and anyone else with products and services that lend to visual demonstrations.
Additionally, Instagram users are relatively prolific. Its total monthly user count closely mirrors total number of accounts, and of those monthly users, half are active every single day. Keep in mind that it’s particularly popular with Millennials and Gen-Z, and a highly valued social network for consumer brands. A B2B software company with a Gen-X and Baby Boomer audience may have better luck on Facebook and LinkedIn.
Other Platforms Worth Exploring