Which Social Media Platform Should You Use? - THINK DIGITAL » Digital Marketing for Business

Which Social Media Platform Should You Use?

Part Two

Today we add Instagram and Pinterest to our post from last week, continuing the discussion of why and how you should use each platform to build a relationship with social media users.

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The numbers:

Over 500 million active users as of June 2016
90% of Instagram users are under 35 years old
Gender ratio is close to even – 49% of users are female and 51% are male

Who Should Use It:

Any image-friendly business (restaurants, fashion/clothes, travel, etc) should focus on building an Instagram presence, as well as any business that serves a younger demographic. Instagram is dominated by teenagers who tend to engage  – 32% of teens in the US list it as their most important social media platform and most use the app multiple times a day. Since Instagram is almost entirely mobile (there is a web platform but it offers drastically reduced functionality), in-the-moment content is important just as it is on Twitter. Brands also see a much higher percentage of engagement on Instagram than anywhere else, making it incredibly worthwhile to take advantage if you fall within the right demographic.

Tips:

  • You might be seeing a trend here – variation is important. You can’t vary your post type (photos or video only!) so make sure you vary your content. Too many pictures of your product? Post a group shot of your employees having a good time. Running out of pictures to post? Host a user-submitted photo contest! There are many ways to creatively build a gallery that excites your followers.
  • If you want engagement, you’ve got to engage. Posts that tag other users and locations or utilize hashtags tend to see more interaction. 
  • Instagram + high-quality phone cameras = a world of amateur photographers. If you want to stand out, make sure you start with high-quality photos. Do your research on photography basics and place priority on posting great photos.
  • Themed content is always fun, so take advantage of holidays, special events, etc. Do a photoshoot of your product dressed as a turkey for Thanksgiving! Come up with an elaborate April Fool’s Day prank for your followers! Instagram’s young demographic appreciates fun – you don’t have to shy from humor just because you represent a brand.

 

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The numbers:

Over 100 million active users as of September 2015
85% of users are female
67% of users are under 40 years old

Who Should Use It:

Pinterest’s membership is overwhelmingly female, so any business that markets to women should put effort into developing a presence there. Male membership is growing steadily though, so don’t assume that they’re off the table! Pinterest is a buyer’s paradise – for example, my family uses it frequently to create and share wish lists for birthdays and holidays. Shopify collected data on the platform’s users and found that 93% plan their purchases with Pinterest, and the average value for their purchases is $50. This is the highest of any social media platform, so it pays off big time if you fit the demographic well. There are many options available for businesses to promote content and the Pin It web extension make it easy to link anything from your site. When used well, Pinterest can not only promote your product – it can also illustrate the interests and beliefs of your company.

Tips:

  • Similarly to Instagram, you want to make sure your pins aren’t just links to your products. There are many ways to show your business’s unique personality. The ability to create different boards helps – you could post relevant articles, blog posts, inspirational quotes, music, anything that connects your client base to you in a personal way.
  • Keep track of outdated pins. Pins continue to show up in search results regardless of their age, so make sure any links are up-to-date and products you’ve pinned about are in stock.
  • Pinterest seems at first like just a bookmarking platform, but there are opportunities to engage as well. Repinning, commenting, and liking work similarly to the way they do on Twitter, and to similar effect. Using effective keywords will increase traffic and help to bring in new followers.
  • Use Pinterest analytics to learn more about your audience and their interests. You can get great insight on which keywords to use by simply observing how your pins are received. If you take advantage of the data analytics provided by Pinterest, each pin will be smarter and stronger than the last.

 

There you have it! There are many paths to success on each social media platform, so make it work your own way – and if you need a little assistance, the strategists at Think Digital are ready to help you make it happen.  

Find Part One (Facebook and Twitter) here.

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