Whether you love social media or hate it, there’s no doubt that it is here to stay. The ability to instantly connect with people across the world and to share news, opinions and art has changed the way that people communicate forever.
Social media is no longer just a personal tool. In fact, its biggest contribution to the world may be in the form of commerce. Almost every major company is active on the big social media platforms, and even more small businesses are jumping on board as well.
These days, it is vital for small businesses to stay engaged with their audiences, and social media is one of the best ways to do so. But with so many apps and platforms available, what are the best ones to use to boost sales and engagement for your business?
If you are a small business owner looking to take the social media world by storm, make sure you’re active on at least these five platforms.
Facebook may not have been the first social media platform, but to this day, it is by far the most influential. With over 2 billion active users, Facebook gives businesses the potential to reach over 25% of people in the world.
While it isn’t likely that your business will be targeting all of these users, it’s nice to know that there is such a large pool of people available, especially because Facebook has such a strong ad program with incredible targeting abilities. Any business that is using Facebook for leads should be using Facebook ads.
The one downside to Facebook is the result of a recent change in its algorithm that focuses less on public posts and more on sharing content from friends and family. This means that your ads won’t be as prevalent and your posts will not show up as often.
Instagram was bought by Facebook in 2012, but the two operate as entirely different platforms (although you can easily link your accounts). Instagram has become incredibly popular with small businesses and freelancers because it is all about quick content, focusing more on stunning images and videos than on comments and opinions.
Because of its Facebook connection, you still get access to Facebook ads and strong targeting abilities. However, you likely won’t need to spend as much on ads to grow your following. It is a lot easier to gain a large number of followers organically on Instagram because there isn’t as much “fluff” as there is on Facebook.
Instagram is a highly visual platform, and most interactions will be on captivating photos, videos and stories, rather than on lengthy ad copy or discussion. This is beneficial because images are the best way to capture somebody’s attention right away. Use this to your advantage by showcasing your products and creating interesting videos for your stories.
Twitter is quite a departure from Facebook and Instagram because it isn’t just about connecting with friends and family. It is a platform that is known for breaking news, strong opinions and fast-paced action. Many businesses shy away from Twitter because of how controversial it can be, but there is no reason to do so if you have a strong social media team.
Twitter is great for creating engagement with other power users and brands in your industry. You might gain clicks by getting retweets from news outlets, celebrities or partner companies. People won’t be shy about giving opinions, but if your product or service is satisfactory, this will help with engagement.
YouTube
Videos may require more effort than simple posts on social media platforms, but they are worth it. Potential customers flock to YouTube to watch videos about a variety of products, especially those that require some sort of assembly or instruction. Short videos on Instagram or Snapchat may get a prospect’s attention, but lengthy, informational videos on YouTube will draw them in even further.
While there is a steeper learning curve for businesses entering the YouTube world, it is well worth investing in making high-quality videos.
LinkedIn is the powerhouse of social media for small businesses. It is the most professional social network out there, but it has become more casual over the years. Early LinkedIn users were mostly concerned with recruiting and professional networking, but it has become an excellent platform for creating engagement with customers.
You can use LinkedIn to find potential vendors, customers and business partners, allowing you to expand your professional network as well as your social one. You can even secure business funding through LinkedIn.
You can also use LinkedIn to write long blog posts and articles — something that most other platforms don’t offer. This is a great way to make a name for yourself within your industry.
In conclusion, you can’t ignore social media if you are a business owner, and you only have a limited amount of time and investment you can put behind it. So, as I advise all my coaching clients, get the knowledge, build a strategic plan and work out if you can execute it yourself or delegate it to a team member, freelancer or agency.
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