The Art of Platform Picking: A Guide to Choosing Social Media Channels

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With the introduction of new social media channels, choosing the best ones for your brand has become a crucial component of effective online marketing. You must research and find the social channels where your audiences are the most active. We will highlight the current social media platforms to make that journey easier.

We’ll go over three essential foundations in this essay that will give you the power to make wise decisions: ‘Know Your Audience’, which forms the basis of your social media strategy, ‘Trending Platform Specifications’, which provides a summary of the current market, and ‘Content Repurposing’, which is a method to make the most of cross-posting. So, let’s dive in and explore the dynamic world of social media channels.

Know Your Audience

Creating a comprehensive customer profile based on your brand specifications is essential to targeting a relevant audience. Here’s how to do it:

Demographics

Age: Consider the age range of your audience. Are they predominantly teenagers, young adults, middle-aged individuals, or seniors?
Gender: Understand the gender distribution among your potential customers.
Location: Determine the geographical areas of your audience, as this can influence platform preferences.

Interests and Hobbies:

Analyze your audience’s interests, hobbies, and passions. Are they into fitness, travel, technology, fashion, or something else?

Behavior and Habits:

Study their online behaviour. Do they prefer visual content like images and videos, or are they more text-oriented?
Explore their online habits. Do they frequently engage with social media, and at what times of the day?

Pain Points and Needs:

Identify your audience’s challenges and needs that your product or service can address.

Values and Beliefs:

Understand their values and beliefs, which can influence their choice of social media channels.

Influencers and Role Models:

Determine who influences your audience. Are there specific personalities, bloggers, or celebrities they admire and follow online?

Technological Proficiency:

Assess their level of technological proficiency. Are they early adopters of new platforms and features, or do they prefer more established and user-friendly options?

Customer Surveys and Feedback:

Feel free to contact your existing customer base through surveys and feedback forms. Their insights can be invaluable in shaping your customer profile.

Trending Platform Specifications

TikTok:

Audience: Primarily Gen Z and young adults.
Content: Short, engaging video content with music and creative effects.
Trend: Viral challenges, influencer marketing, live streams and monetization.

Facebook – Meta:

Audience: Broad demographic appeal, including a wide age range.
Content: Ideal for videos and streaming.
Trend: Video content, Facebook Groups, video content monetization.

Instagram – Meta:

Audience: Predominantly younger users, visually oriented.
Content: Highly visual content like photos and Reels.
Trend: Influencer collaborations are currently in vogue.

X (Twitter):

Audience: News-hungry users, often professionals.
Content: Short, concise text-based posts, Twitter cards, and other developing content types.
Trend: Live tweeting, Twitter Spaces, and interactive polls.

LinkedIn:

Audience: Business professionals and job seekers.
Content: Professional articles, industry insights, and networking.
Trend: Leadership posts, B2B advertising and networking.

Pinterest:

Audience: Mainly female, interested in lifestyle, fashion and DIY.
Content: Visual pins for inspiration, tutorials, and product discovery.
Trend: Video pins, Story Pins, business profiles, search bar and shopping ( available in limited locations).

YouTube:

Audience: Broad appeal, video enthusiasts.
Content: Video content, tutorials, vlogs, shorts and product reviews.
Trend: Monetization and collaborations are on the rise.

Snapchat:

Audience: Younger users who enjoy ephemeral content.
Content: Short-lived photos, videos, and Stories.
Trend: Augmented reality filters, Discover content, and Snap Ads are popular options.

Emerging Platforms:

Keep an eye on emerging platforms like Threads, BeReal, and new features from existing channels. These can provide unique opportunities for early adopters.

Content Repurposing

With so many social media channels available, providing new and exciting material can be challenging. The practice of content repurposing is then necessary in this situation. You can not only save time by repurposing current content but also reach a larger audience on a variety of social media platforms. Some types of content repurposing include and are not limited to the following examples:

Website videos to YouTube videos
YouTube videos to Instagram Reels and TikTok
Blog posts to social media posts
Blog posts into emails
Testimonials to social media posts
Webinars and Podcasts to Bite-Sized Clips
Statistics infographic to PowerPoint presentation
Video into blog
BTS photos to Instagram highlights
User-generated content to original content

The art of platform picking involves more than just choosing social media channels; it consists of balancing your brand’s distinctive character with the preferences and behaviours of your target market. You can start a successful and long-lasting social media journey by knowing your audience, paying attention to platform requirements, and embracing content recycling. Explore the countless opportunities that the dynamic world of social media channels has to offer by jumping in with confidence.

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