Social media platforms and marketing is an important component of every marketing strategy. That’s why it’s so important for companies to have a solid answer to the following questions: which social media platforms should be used? Is Facebook enough? Or should other platforms like Twitter, Instagram, and Google+ play a role as well? And which other social media platforms are attractive for business use? From professional social networks and platforms for finding images to options for bloggers and social video networks, you’re sure to find something that matches your needs. When choosing the right channels, marketing experts can help deliver an overview on the social media platforms with the widest reach.
Social networking websites
Social networking websites are social media channels that don’t tend to focus on any one specific topic and instead aim to attract a wide spectrum of users. Users communicate, click, and share different content types that reflect their interests, making the themes on such social networks just as diverse as the users themselves.
The behaviour of some members of social media sites allows their interests to be narrowed down to a particular category. This is due to the fact that particularly active users often follow certain profiles and channels, like certain content elements, and join or open groups that are related to these interests. Marketers are able to use this information to their advantage and can create tailored campaigns that speak to these demographics.
Facebook: the social hostess with the mostest (users)
There’s simply no getting around the original social network when discussing social media, and the rise of new competition over the past few years has done little to chip away at the market leader’s supremacy. The Social Media Marketing Report 2016, one of the premier annual reports on the sector, reported that 86% of social marketers regularly use Facebook ads and when asked to name their most important platform, 55% opted for the Palo Alto-based tech giant.
Strengthening customer loyalty
Facebook is widely considered to be the mother of all social media platforms and its most basic functions consist of providing an outlet for its members to communicate with each other as well as with private companies. The official profile pages of services or brands are home to a constant exchange of praise, criticism, and reports of user experiences. And while this real time interaction can be a challenge for community managers, it also presents attractive possibilities for strengthening customer loyalty.
Among the social networks mentioned here, Snapchat occupies somewhat of a special role. This platform isn’t so much a traditional social media platform as it is an image messaging app. The mobile app, which is available for both Android as well as iOS, is used to send photos and videos that have been created and edited (often with drawings and animation) on smartphones or tablets. The trick here is that the sent images and recordings automatically delete themselves 10 seconds after they’re viewed. It should be noted, though, that there are ways to recover and save these images. This app is particularly popular among teenagers, a fact that can partly be attributed to host of playful features the programme offers.
Snapchat has gone through some major developments over the last few years. It’s ‘My Story’ function enables users to publish pictures that have been loaded in sequential order so that they tell a story. These can then be accessed over a 24 hour-period after which they are then automatically deleted. Additionally, conventional text messages as well as video calls are also possible.
Marketing with Snapchat: still uncharted territory
Snapchat is quickly growing in popularity among marketing departments throughout the industry. But social media marketing on Snapchat is still relatively new terrain for many companies and is still being experimented with. Some companies even run their own accounts, providing relevant content for their target groups. They also often work together with influencers in order to further make potential customers more aware of their offerings. It’s more difficult for traditional advertising clips to gain traction with this app, as only there is only little user data available, making specifically targeted advertisements a challenge. What’s more, clips need to be presented in Snapchat’s vertical format, which can’t be used for almost any other format.
Target groups rather than channels
In today’s advertising environment, opting out of campaigns on social media platforms simply isn’t an option. When executed thoughtfully, businesses have the potential of starting a viral phenomenon that can translate into enormous gains in viewership, web traffic, and ultimately profit. But maintaining this wave of success is only half the battle. An expansive reach is of little use when target groups are ignored. By cleverly adding social media platforms to your marketing mix, businesses and companies are able to gather input directly from their customers, without having to perform extensive, large-scale surveys.