Social Media Stat of the Month: 91% of Retail Brands Use More Than One Social Media Platform
The More the Merrier – Multiple Social Channels Means More Success
Are you only using one social media channel for your business? You could be missing out on opportunities to expand your reach and engagement. According to Adweek, 91% of retail brands use more than one social media platform as part of their marketing efforts.
The following is a brief overview of popular types of social media and some advantages and disadvantages of each. Use this as a launch point when exploring new options:
Facebook is undeniably the most widely used social platform out there. Posts can integrate text, images, video, private messaging, and even shopping features. Facebook is the leader for news consumption among social media users. Forty-four percent of U.S. adults turn to the site as a go-to news source.
Want to announce a new product? Are you opening another location? Perhaps you need to close for renovations? Let your audience know through Facebook first. With such a heavy focus on news consumption and the ability to integrate more media than any other platform, you can rest assured that Facebook is the peoples’ newswire.
However, the drawback with Facebook is that the users’ newsfeeds are often busy and cluttered with content shared by others they are connected with. You need to make sure that you incorporate striking visuals or interesting text-based content in order to catch the attention of users.
The micro-blogging king of social media, Twitter allows you to send short messages out to your follower base. For the casual browsers, this platform is ideal. People who just want the latest information in a quick and easy-to-consume manner will turn to Twitter feeds.
There are two challenges with Twitter. One is the character count. You can only post up to 140 characters per tweet. Make sure your content is concise and to the point.
The second challenge is finding the right frequency at which you should be tweeting. Tweet once-per-day and your content will easily get lost in your followers’ feeds. Tweet too much and your audience may see your posts as an annoyance. Through trial and error, you have to find the right balance.
Instagram is all about the visuals. Here, a picture could be worth a thousand words, or maybe even a thousand bucks. The advantage is that you can communicate with pictures and engage your audience on a visual level. However, the drawback is that there is perhaps too much of an emphasis on visual. Audience members are more inclined to ignore the caption on your photo unless the picture captures their interest.
LinkedIn is the ultimate networking tool. Connect with employees, employers, fellow industry workers, and potential networking opportunities. While this platform is great for providing connections on the business end, it does little to engage with consumers. For companies that rely on consumer revenue, LinkedIn should be treated as a supplement to social media marketing efforts rather than a solution.
YouTube is the world’s largest video hosting platform. Their videos are easy to embed across other social media platforms and can allow you to engage the eyes and ears of the audience member at the same time.
With your YouTube channel, you could offer product demonstrations, discuss business-related news, and show your company culture better than any text or image could. Here, though, the challenge is producing content that meets the quality demands of today’s audience. The videos need to have a moderately high production value in order to attract a sizable following.