Choosing your social media platforms is one of the most important aspects of creating a communication and content plan. The platforms where you engage with your customers dictate the type of content you should create, the frequency of your posts, and the type of engagement you can expect from your customers. When you’re creating a communication plan, you should use the intersection of your brand, your customers, and your capabilities to determine which platforms are right for you and your business. It’s important to consider where your potential customers are particularly active and the type of business you operate, particularly when choosing social platforms.
If you have a visual brand and your audience is women over 25, Instagram or Tik Tok might be the right social media platform for you. If your audience is younger and you can create long-form content, you might choose to become active on YouTube or create podcasts for your brand. If you want to target small business owners, LinkedIn might be the right platform for your business. If you cannot create videos, but can take great photographs, choose a platform where photos still grab your audience. If you are just starting out and don’t know where to begin, Sprout Social puts out social media demographics to help you determine where your audience currently spends their time on social.
No matter what social media platforms you choose, it’s important to choose social media you are willing to use regularly. Social media marketing is about engagement. The days of setting up automated posts are over. Your audience will expect you to be active and engaging on every platform you choose to use for your business. Social media algorithms are set up to increase the audience for the most engaging posts, so it’s important to like or respond to customer comments to continue the conversation. Choose your platforms based on your goals, audience expectations, and capabilities.
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