The number of social media users has been on the rise and is expected to continue to grow. The pandemic has resulted in people staying at home more, and this will probably boost social even further. In 2021, it's expected that the total number of social media users will reach an estimated 3.35 billion. This means it can be worth taking the extra time to evaluate the different platforms when choosing channels for your content. Here is a quick overview of the leading platforms to help you decide which platform to use.
Your audience expects you to deliver high-quality content that is relevant to them. If not, your audience will quickly move on to something else, so choose your platform wisely.
Think about the needs of your target audience and where they spend their time. You want to meet your potential customers where they are today and where they are likely to be tomorrow. If you already use social media, you may conduct a social media audit to find out how well your current social media plan is working for you.
The most-used social media platforms in 2021 are Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, Snapchat, and TikTok. In China, WeChat is the largest social media platform with over 1,2 billion monthly active users in Q1 of 2020. According to China Internet Watch, the Twitter of China, Weibo, had 550 million active users in March 2020.
This overview of the platforms will help you make a decision on which one to use.
More than 700 million professionals gather on LinkedIn. It is the most effective place for B2B marketers to engage with decision-makers, influencers, leaders, and users. These potential buyers of your products and services use LinkedIn for business purposes, connect on a professional level, and consume and share knowledge. This is a very different intent and mindset from other social media platforms. And it's precisely this aspirational mindset that has led to the explosion of content now shared weekly on LinkedIn. Learn how to make the most of your LinkedIn Page and how to outsmart the LinkedIn algorithm.
Being present on LinkedIn is relevant when you want to increase the interest of potential and existing customers. Furthermore, you can find the right job seekers on LinkedIn.
Facebook is still the most popular social platform, with more than 2 billion monthly users. This means that a large part of your company's target group is most likely active on Facebook every day. Facebook is a crucial tool for businesses and should be an essential part of your social media plan. With Facebook, it is easy to turn your customers into a community by creating a Facebook page. Use your Facebook channel to promote your content and direct them to your .com/.xx using paid advertising.
A Facebook presence gives you good ground to reach potential and existing customers.
Over 1 billion Instagram accounts worldwide are active every single month – from users to influencers and companies. The platform can help companies grow awareness, target the right audience, and convert visual content into sales. Global brands and local businesses alike are driving proven results with Instagram. Learn more on how to drive traffic from Instagram to your .com/.xx.
Like Facebook, Instagram is a platform worth going for when trying to reach potential and existing customers.
With 2 billion monthly users, YouTube is the second-largest search engine after Google. Once you make a video, it'll show up in Google and YouTube search results. Marketing is moving towards video over static content, and YouTube is a key player. You can create a YouTube channel for your company to upload videos for your subscribers to view, like, comment on and share. It is best for entertainment, brand awareness, and supporting existing customers with education and video help content. Get some tips for creating engaging video content online.
YouTube is a good choice for getting potential and existing customers interested in your business.
Twitter is a powerful platform to increase your business's online reach. 80% of all Twitter users have mentioned a brand in a Tweet. It gives its users a constant stream of information and new content from all over the world. Twitter has more than 300 million users every month.
It is an excellent platform when you want to expand brand awareness through credible ambassadors' accounts. Twitter is often used to provide real-time updates to an audience. Many brands combine Twitter with offline events.
Pinterest is a place to share visual content - everything from a scarf to a truck. The 300 million monthly users visit Pinterest to discover new things and be inspired instead of engaging with the brand, unlike most social media sites where engagement is the primary focus. According to Pinterest, 55% of Pinners are explicitly looking for products. And 83% of weekly users have made a purchase based on the content they see from brands on Pinterest.
Out of 300 million users, Snapchat's audience is primarily Generation Z. Snapchat is an app that focuses on sharing stories. The Stories feature allows users to post photo and video sequences that disappear 24 hours after being posted. Snapchat might not be the best social media channel for every business.
However, if your business wants to connect with people under the age of 35, Snapchat is the right place to be. That's because 82% of all Snapchat users are 34 years old or younger. It is best for brand awareness and advertising.
It's difficult to talk about social media in 2020 without mentioning TikTok. B2C brands are already jumping on board and creating great viral content on TikTok, and it's beginning to look more and more like a potential tool for B2B marketers as well. The global user numbers of the latest social media platform TikTok is already 800 million monthly active users after its launch in 2018.
Read the complete social media guide to learn how to build a social media plan that will work for your business, or download the guide as a PDF below.