What are the best Social Media Marketing platforms to use for consumer (b2c) products?
Just like in life, there’s no easy answer. The social media channel that you focus on should reflect your goals. Are you looking to gain a wider audience? Consolidate an existing audience? Or just strengthen your brand image?
So here is a short guide on which platform best suits your goals
I want to increase engagement
Facebook still has the widest range of content and engagement options. On Facebook you have a lot of options for getting people to interact with you – you can share informational or inspirational posts from other pages, add your own photos, videos, infographics, articles, and pepper in ads to try and direct people to your products. The great thing about Facebook is that using the Facebook business suite will also let you see insights about who is engaging and how. This will show you what works and what doesn’t – so you’ll know how to increase your engagement even more. Facebook is the right platform if you want to get people engaged.
I want to give my products more exposure
Instagram and Youtube
How often do you see an ad on Facebook or Youtube and think – yeah, I really want to buy that! Pretty seldom, I’m guessing. That’s because ads aren’t there to sell – they’re there to create brand awareness. So how does the selling get done, in the end? One of the best ways to convince viewers of the quality of your product is through testimonials – i.e. influencers. There are hundreds of thousands of (usually young) people on Instagram that are building up a following in the hopes of getting spotted by your company. Don’t forget about Youtube – unboxing videos are super popular, and a great way to get your product reviewed. Finding the right influencers for your brand (you will need a few) shouldn’t be too hard – there is a page theme for every category of product. For example, a fitness influencer is going to sell your energy drinks far better than a pet page. Influencers usually have thousands of loyal followers that are likely to listen when told that a product is good. For exposing and selling a product – Instagram and Youtube personalities are key!
I want to interact with my customers
With its short character limit, Twitter is not the place to convince people to buy your product. So why do so many companies bother? Twitter is usually used in a fairly conversational way – people Tweet and reply to each other’s Tweets. Many customers also use this to share their opinions about a company – which makes it the perfect place for your company to respond. Client/customer concerns can be easily addressed on Twitter, and it gives you a platform to show the rest of the site that you care about helping out. Our suggestion is to ditch the formality on here and just talk like a person – you might even go viral if your Tweets are funny enough. What makes Twitter different from other platforms is also how fast communication goes – you can ‘livetweet’ your thoughts or opinions about a relevant event. If you want to make your brand seem more interesting, friendly and helpful, Twitter is the way to go.
I want to seem more professional/academic
This one is usually used for B2B marketing, but that doesn’t mean it won’t work for connecting you to customers. Twitter, Instagram, and Youtube are frequented by younger generations – if you’re looking for an older demographic, then LinkedIn might be for you. The content there is high-quality, academic and thought-provoking, which is why well-written articles tend to work best. Engage with your audience’s intellectual curiosity – you can do it no matter what you sell. Everything has an angle – if you sell donuts, write about the historical origins of the pastry. If you create websites, talk about the racial and gender biases that get put into programming. If you are a fashion magazine, write an article about sustainable fashion initiatives. If used correctly, LinkedIn can be a way to make your brand more thought-provoking.
Whatever your business goals, there is always a platform out there that can help make them a reality. It may take some training, and a little bit of time and effort, but the results are always worth it. A strong social media strategy is necessary for a business to grow, and it takes the right knowledge to get there.