Deciding Factors You Should Consider...

Business Goals

Do you want to extend your online reach? Are you more interested in improving your customer service? Or do you want to increase your customer engagement levels?

What you want to achieve will determine which platforms you should focus on. 

For example, if you want to expand your online reach, Facebook and YouTube have 2.958 and 2.514 billion monthly active users. In terms of global reach, these platforms are the best there are and, thus, offer you the best chance of increasing your customer base.

On the other hand, if you intend to increase customer engagement, you should opt for TikTok, which has the highest engagement rates per post. You can also use Instagram, which takes a distant second position, or Facebook, which is further down in engagement rates.

Ideal Customers

Remember, the age, gender, and race of your target consumers and where they hang out matter greatly. So, choosing a social media platform where your ideal customers are is essential.

For example, if your target consumers are Millennials or Generation Z, then Instagram and TikTok are where you should be. On the other hand, Baby Boomers and Generation X prefer Facebook over the other platforms. 

Determining your ideal customers' preferences to achieve your goals is best.

Nature of Your Business

What works for a business-to-consumer company vastly differs from what a B2B company does. If you belong to the latter category, you must consider where the decision-makers hang out for networking purposes. 

For example, studies show that 97 percent of businesses incorporate LinkedIn within their content marketing strategy. Using LinkedIn for B2B marketing helps businesses connect, build networks, and find potential leads.

Best Practices for Social Media in 2023

Establish a Presence on Multiple Platforms

Because consumers tend to hang out on multiple platforms, you should do the same. Sometimes, you need several tools to get the job done.

For example, you can network with other professionals on LinkedIn, answer customer queries on Twitter (now X), and engage your followers on Facebook, while consistently uploading content on Youtube!

Specific Content for Specific Platforms

It makes no sense to use text-based posts on YouTube. Instead, using YouTube to create video tutorials, product demos, and other how-to videos would be best. 

On the other hand, you can use TikTok for short-form videos, LinkedIn for thought leadership articles, WhatsApp to answer customer queries, and Instagram for live video sessions, depending on your objectives.

Using the right tool for the job is vital to achieving the best results!

When You Feel Ready, Partner with Influencers!

Having a highly engaged audience of 10,000, which is more likely to buy your products or services, is much better than having an audience of 1,000,000 who are mostly uninterested in what you offer. And this is where micro-influencers come in.

The average micro-influencer has anywhere between 10,000 to 100,000 followers. In addition, they tend to charge lower fees, ranging from $20 to $1250, depending on whether they are tweeting, posting, or sharing videos on your brand's behalf.

It’s also worth noting that micro-influencer audiences have high engagement rates. So, if you partner with the right influencer of this kind, you are more likely to achieve your social media marketing or sales goals faster.

With That Being Said...

Social media can be a very effective tool for marketing your business and selling your products or services. But its effectiveness and your ROI depend on the platforms you choose to achieve your goals and how you use them. So, take the time to select the right social media platforms and implement the right strategies.

If you need help managing your social media platforms, the HubSpot social media management software will come in handy. You can use it to keep track of your social media metrics so you can refine your campaigns.

Best of luck!