Pro Tips To Pick Your Platform
When promoting a brand on social media, ultimately you want your posts to do one thing: Make an impact.
Of course, impact can be measured in any number of ways, from view tallies to interactions to engage times and beyond, and messaging with a diverse methodology, across the different platforms, can only enhance the returns.
So what makes one platform a smarter choice than another?
Like so many things in life, there isn’t just one correct answer that applies across the board. Each option has advantages, as well as some shortcomings. One post or product works well on one while the second post is more suited for another.
While other social media platforms frame content in specific ways, Facebook provides a wealth of options, manifesting in creative opportunities for the influencer. There are Stories, traditional text and photo posts, events, contests, polls and more. Perhaps most notable: Facebook’s user count of 2.2 billion that topples those of other platforms.
That said, making sure your posts stand out on Facebook is tricky business, as feeds get ever more crowded. Over the past few years, Facebook algorithms have made it more challenging for brands to reach their audience. Typically, if you want strong exposure on Facebook, you pretty much have to pay to boost your posts. Boosting starts at just a few bucks. Maybe your followers won’t see all of your posts, but when your message does pop up, it’ll be easily recognized and more memorable.
IG boasts 800 million users but its functionality is nearly all-smartphone-only accessible. Posting on Instagram requires visually appealing content. Period. Insta-Stories, text captions and hashtags are all options, but photos are what decide if your message lands. You don’t have to be a professional photographer to watch those likes piling up, but having a consistent theme and aesthetic, certainly is a must.
Put thought into how visual your message needs to be before going to “the Gram.”
Consider watching an online tutorial (or two) to boost your pic game.
Twitter’s still-impressive 330 million active monthly users means the platform remains ever viable to influencers who want a meme, photo or video share-friendly. However, Twitter is a much more verbal medium. No photography classes required, but you brush up on your grammar! Wit is rewarded on Twitter, and you want to keep in tune with trending hashtags.
Never shoehorn your brand into a hashtagged conversation — your high-end sneakers turn into spam on a thread about saving polar bears.
Key to Twitter success is finding relevant hashtags that organically connect your brand to engaging conversations.
This platform and its 1.5 billion users have proven a huge commodity in media for more than a decade and with that kind of engagement, its appeal is obvious. But asking for a viewer to commit to a 30-second clip or 10-minute tutorial requires heavy lifting. It can be tempting to upload a quick cellphone video, but quality content (on any platform) will always win. On YouTube quality means legit video equipment, editing software, time, patience and skill. If you have the means, the rewards are worth it; not only will your message get out, but influencers can earn millions of dollars a year from advertising if their view figures are strong.
Just say “no” to quantity over quality.
Peep what is trending on YouTube and take a look at what your friends/social media connects are sharing on other platforms.
The loudest voice in any room is money, so remember that influencers can snag advertising income only if viewers like what they see.