I’m regularly asked which platforms people should be on with their business. The answer? There is no one answer.
I would normally ask a few questions before advising – the most key of which, who is your target audience? In order to work out which platforms your business should be on, we must first evaluate who you’re targeting.
Where are you audience ‘hanging out’?
When you’ve worked exactly WHO your audience are, you can research where they spend their time. The following questions should help you establish that ideal avatar;
- How old is your ideal client?
- What are their interests?
- What are their hobbies?
- Which category do they fall into – lower class/middle class/upper class?
These 4 basic questions can really help you establish the person you’re targeting. The most important of these is point 1, how old is your client?
Isn’t age just a number?
Yes, age is just a number. But, when it comes to targeting, a number has never been so important. There are 4 key platforms that businesses use to promote their brand and their offering. Facebook, Twitter, Instagram and Pinterest. The first 2 are the ‘go to’ platforms. They’re the ones that most businesses set up as soon as they launch.
The chart below shows why this initial research is so important. If you’re targeting the over 50’s, Twitter really isn’t a key platform for you and your time would be much better spent making the most of Facebook. The younger generation are seemingly everywhere and reports state they watch online videos for a staggering 2 hours per day. Source: Target Internet. So if you’re targeting a younger audience, should you be on all platforms? Well, first things first, you need good imagery. Even if your target audience is the 18-29 group, without good imagery, time on Instagram would be totally wasted. If you have an image-rich brand with beautiful design and must have products, then Instagram is definitely for you. If however, you’re a business targeting women over 50 (for example, you help them through the menopause,) then you really needn’t be on Instagram.
It all comes down to your audience. Where do they hang out? Do some research – are they on Instagram? Are they on Twitter? Wherever they appear to be, is where you need to spend some time. Don’t just follow suit and assume you need to be on all of them. This is wasting both time and money and you’ll soon resent the platforms that don’t appear to be working for you.
Already on one of them and feel you’re not getting the results you want? Leave it. Deactivate your page and drive your following to other platforms. While Facebook continues to make algorithm changes I would avoid leaving it for now, see the changes out and reassess in 6 months when ew can establish if the platform is still working for us. At the end of the day, your customers are still going to be spending their time there so you may just need to touch up on Facebook ads or utilise Facebook groups a little better.
Good luck – as ever, if you have any questions, please do get in touch! I’d love to connect with you across the platforms – just search Tara Punter PR and let’s get social!
Research source: https://sproutsocial.com/insights/new-social-media-demographics/