With nearly 200 social media platforms available today, identifying which channels are most effective for content placement is essential to the success of any social media marketing strategy. The challenge lies in determining where to focus your efforts amid such a wide range of options.
Close to 86% of marketers say they receive more brand exposure from social media, which along with increased traffic and lead generation, makes social media marketing a go-to vehicle for promoting products and services. The organizations getting the most out of it are looking in one specific direction first: target audience preference.
Most people think of Facebook, X, Instagram, LinkedIn and TikTok first, but is this where your audience is spending their time? Your most likely customers may flock to other channels first, like YouTube, or maybe even Snapchat. The most important place to begin in your social media marketing journey is to know your audience’s preferences.
There’s also the matter of how each of the platforms relates to the goals you have. For the organization deeply concerned about increasing sales, they might consider the rapidly growing e-commerce tools on TikTok or Pinterest, where lifestyle brands succeed with direct links to purchases. If one of your goals is engagement, Instagram’s visual storytelling opportunities where people comment, like and share, could be as valuable as the trend-based engagement seen on X.
Which Content is Valuable?
So, you’ve nailed down where you need to place your content, but now you need to craft words, images and videos that help you connect with audiences. You can’t just post for the sake of visibility or in an effort to jump on a trend, because your audience has specific needs that you should be addressing instead.
This is made somewhat easier once you’ve selected your channels. For example, short-form video is king on TikTok, so you know you’ll have to begin with a catchy, quick theme that condenses everything you need to say in a matter of seconds.
The priority in content creation must be information that is clear, relevant and offers value. You will need to determine if this is content offered as inspiration, education, entertainment or as a solution to the problems your audience faces.
So, not only are you creating content based on the channel, but you’re also considering your audience.
There is a lot to consider in your social media marketing strategy, but rest assured – when you get it right, there is a solid ROI. Let us at SJC Marketing assist you with your plan for success. Contact us and let’s discuss the path to more engagement on channels that matter most to your brand.