In our modern digital landscape, social media is inescapable. People use it for social connection, entertainment, and of course, business. Everyone from small businesses to multinational corporations use social media. Some leverage it to maintain their brand image or strengthen customer loyalty, while others simply use it to promote their products or services. However, like any tool, social media is only as powerful as your ability to wield it. Different platforms and content connect with other people, and if your goal is to maximize your lead generation, you need to understand how these variables can help you find your target demographic. This information may help direct your content creation.
The site that launched social media on an international scale and continues to lead the frontier in social media innovation, Facebook has many great options for those interested in expanding their brand. The primary demographics on Facebook are older adults, many of whom primarily use the site for entertainment and to stay up to date with their friends and family. However, people have been using Facebook for their business since the site began, and Facebook has taken note of that. Business pages are a great way to keep your customers informed about your business, while Facebook Analytics and Facebook Marketplace are excellent tools to drive and shape your business. This is why ads run on Facebook often see great success. On Facebook, products and services aimed at mature people in your area will excel. It’s the perfect platform for local small businesses.
The direct successor to Facebook, Instagram caters to a slightly younger demographic, particularly Millennials. Like Facebook, Instagram makes ample space for their business profiles. Businesses have the option of running targeted ads to pinpoint the exact demographic they’re seeking, which often prove successful in garnering attention and views from the desired audience. Instagram also offers businesses the opportunity to open an Instagram shop, where users can purchase products directly from an Instagram profile. However, unlike Facebook, Instagram focuses on visual content. Users visit Instagram with the expectation of viewing posts, very rarely glancing at the caption. This means some products and services will be better received on this platform. For example, a general beauty supply company may do equally as well on both Facebook and Instagram, but a cosmetic company aimed at younger people interested in a specific type of image may get better lead generation on Instagram. Businesses may also more easily leverage sponsorships on Instagram, as influencers using their products or services are often seen as a mark of approval. In fact, the modern “influencer” was born on Instagram.
Popular with all demographics, Twitter is unique because of its ability to connect people. Users often get the opportunity to directly convey messages to celebrities or important officials, and vice versa. People know Twitter for its hot takes and witty quotes, that is why content creation on this platform needs to be highly specialized. To get attention from Twitter users, businesses need to appeal to their personalities or specific needs. For example, the Wendy’s Twitter account reached viral fame for its snarky quotes and quirky personality. Although lead generation on Twitter can be quite challenging, Twitter does provide an excellent environment for relatively easy content creation and unique branding.
The current leader in social media, TikTok is the place to be for younger demographics. This ranges from younger Millennials to Gen Z, as well as people from niche demographics. Many people use TikTok, and more than any other platform, products, and services advertised on TikTok have the best lead generation. However, content creation on TikTok is perhaps the most challenging of all social media platforms as it requires both visual and verbal or textual content. Small businesses marketing on TikTok often depend on influencers and content creators to drive engagement, as sponsorships on this platform are highly recommended. It should also be noted that unlike the other social media platforms mentioned, TikTok may have more limitations because of the reduced purchasing power of its users, so certain products and services may not do well even if they are able to gain popularity.
How Much Marketing is Done on Social Media? According to Statista, 92.1% of marketers in the United States used social media for marketing in 2022, and that number is only growing. The vast majority of modern digital marketing is conducted on social media. In fact, the retail landscape has become so enmeshed in digital marketing that many businesses operate solely from their online shops, which often exist exclusively or lean heavily on social media. This is why social media marketing is essential to your business. Those who struggle in this area may benefit from the advice and support of digital marketing professionals.