Published By Janet Gershen-Siegel at April 29, 2018
If you’re wondering which are the biggest and best social media platforms where your business should be, you’re not alone. With a myriad of choices out there, how can you know what’s best? We’ve done the digging for you and found great social media channels for you.
Let’s start with the 800 pound gorilla.
Facebook is truly, astoundingly, enormous. According to Statista, Facebook has 2.2 billion monthly users worldwide, as of the end of 2017. Yes, that’s ‘billion’, with a B.
In the United States and Canada, Facebook has about 239 million monthly users, per Statista.
In America, Facebook’s distribution by age and gender (as of 2018) works out to a larger percentage of men being on Facebook when you look at ages 18 – 34. However, for ages 45 and up, the numbers flip, with a higher percentage of women within the overall user community.
That is, about 20% of US Facebook users are women ages 45 and up, whereas only about 16% of Facebook users were men aged 45 and up. And with the genders combined, 25 – 34 year olds make up one-quarter of all American Facebook users.
Facebook is so large that, even if your customers aren’t in its demographics at all (such as children. Technically, the minimum age for Facebook is 13, but there are parents who look the other way and allow their underage children on the site), you need to have a presence there. After all, parents and grandparents do make most of the purchasing decisions for children. And Facebook has (according to a 2011 study cited by the Atlantic) a good quarter of all American children on it, ages 8 – 12.
To not be on Facebook means you are missing out on customers, big time. Even if you don’t sell on Facebook, you will need to have a presence there, however small it is. Even if you don’t have a presence there, someone inevitably will create one for you. And you can’t count on them to be kind.
Next up is YouTube.
The video platform of choice also has a robust search engine, good enough that it’s second only to Google. Yes, the YouTube search engine is bigger than Bing and Yahoo. There are a good billion mobile video views per day, according to Brandwatch. YouTube is also the third-most visited site on the internet, after Google and Facebook.
If Facebook is the 800 pound gorilla, then YouTube is the 700 pounder.
Don’t think your product or service will go over well on YouTube? Terrified of appearing on camera? Don’t think you can attract attention? Think again.
While the biggest videos have views in the billions, you don’t need that much in order to make an impact. It’s better for you to target your customer base well and make as many views count as possible.
Ideas for videos can include a look at your operations, or a how-to, or a demonstration. Health clubs can demonstrate exercises or show off equipment. Auto repair shops can show the parts of an engine and explain how it works. Accounting firms can bring to light more obscure tax deductions.
If you don’t like appearing on camera, you can always go with a slideshow. PowerPoint has lots of good templates; just pick one and add your own verbiage or pictures, or even a voice over.
Better photography deserves a better image platform, and that’s exactly what Instagram is. Instagram skews heavily toward younger folks, with nearly two-thirds of all 18 – 29 year olds reporting they are on the platform, according to Statista. Monthly usage climbs every month, and has since 2013. In September of 2017, per Statista, there were 800 monthly users worldwide.
Here’s where equipment, or hiring a professional, will do you the most good. A few blurry photos from your phone’s camera are not going to cut it here. Selfies are fine in smaller doses, but Instagram really shines with good-looking imagery.
Don’t think your business can be beautifully photographed? Think again. You can show off new machinery or your location, or just your employees, if you like. As with other platforms, even a small presence is better than none.
In Part 2, we’ll go into more great social media channels your business should be on. Stay tuned! Check out how this will help your company leverage the power of the internet and social media.