Which social media platform is best for companies?
A survey by the American Chamber of Commerce in January 2020 found that 87% of small businesses use at least one large digital platform to provide information to customers. But which platforms should you use and what kind of marketing strategy for social media should you use? Or should you use all possible social platforms to promote your business and to place links to the articles you have written so that you can improve the Google position of your website? Whatever your choice may be, below you’ll find the answer to the question “What is the best social media platform?”.
Advice: Start with one platform.
Many large companies maintain multiple social media profiles to maximize their user audience. However, there is a lot of user overlap between platforms, so it makes sense for small businesses to focus on one social network platform in the beginning. The latter is also much less work compared to using multiple platforms. There are plenty of platforms, but the following list shows the most important ones with each of them over 200 million active users per month:
With 2.45 billion monthly active users in the first quarter of 2020, Facebook is the dominant social network and there you will find the largest target market for any company. Facebook launched in 2006 and has grown steadily – and is unlikely to disappear anytime soon. Creating a business page can be complicated, but 87 % of small businesses in the US are still present by March 2020. It’s easy to link to external sites, so it’s a natural solution for those who already have a website. In recent years, Facebook has fallen out of favor with younger people, but it still has wide popularity across all age groups and is a safe choice for any business.
Instagram was launched in 2012 and had in March 2020 more than 1 billion monthly active users. Its icon is a camera for a reason – user engagement is built around sharing photos and videos. Partly as a result of this, it has become very popular with 18 to 29 year olds. Instagram benefits from more customer engagement than any other platform, with companies encouraging users to upload content about their brand. However, you should be prepared to spend time entertaining your users with regular posts and impressive images.
In Feb 2020, Snapchat had 210 million monthly active users. It is Instagram’s main competitor with a focus on messaging (chat) rather than images. Snapchat has the unusual functionality of deleting images from recipient phones pretty soon after receiving them. Disappearing content and the popularity of image modifications we call filters means that this platform is all about fun. That makes it ideal for a company with a lively and youthful customer base.
As of January 2020, Twitter had 330 million monthly active users. However, it should be noted that this data is likely to be misleading. It is now known that there are incredible numbers of fake accounts on Twitter or accounts that are rarely used by the owners. In addition, it is known that hundreds of thousands of Twitter bots (software) operate on the platform that are programmed in such a way that they appear as real users. It is generally believed that Twitter does not target fake users so as not to disappoint shareholders and advertisers.
The simple interface and focus on short snappy messages known as tweets has become popular with celebrities. However, Twitter suffers from poor user engagement, as many users read tweets but don’t reply or share (retweet). We have already explained above why. The result is that the platform actually is only suitable for sending timely information about your company and for customer service . We consider Twitter to be basically unsuitable for acquiring new customers or promoting your business to new audiences.
With 303 million monthly active members, LinkedIn is an employment-oriented platform and the tone is quite professional. Business pages may be suitable for business-to-business companies, but it is not influential for customer-focused businesses such as restaurants or hotels. The platform is considered by many to be ideal for wholesale businesses.
Hopefully this list will help you find the platform that is right for your business. We are sure, depending on what kind of company you represent or own, you will now be perfectly able to determine what is the best social media platform for you. Stay tuned for our next social network article as we give you expert tips on developing a successful social media strategy.