Which social media platform is the best for your business?

Don’t go to TikTok if you want to reach the baby boomers.

Few things in our modern world have the ability to evoke strong opinions the way social media does. I just got back more than 79 million Google results searching for “has social media destroyed society” and it doesn’t surprise me at all. I would classify it as slightly hyperbolic, but that’s neither here nor there.

As of January 2023, there were 4.76 billion social media users on planet Earth, which is 59.4% of the world’s population. That’s a lot of people, and while not all will be interested in what your small business has to offer, it’s a good bet some will. That’s why it pays to use social media platforms to promote your business. You can find new customers and easily connect with your existing ones. Plus, it’s free (unless you want to buy ad space or use sponsored posts).

Let’s look at some of the bigger social media platforms and break down which ones work best for the products or services you offer.

Instagram

Do you offer a product or service that photographs well? Build your Instagram followers to reach people who are dazzled by your artwork, pine for your baked goods, or covet your hand-dyed wool yarns. Travel, beauty and fashion are also particularly popular on Instagram.

Facebook

Facebook is older these days; Remember, it started in the mid-2000s and was our first social media platform for some geriatric millennials. Back then, you needed an .edu email address to join, but now anyone can. If you want to reach a variety of customers of all ages and demographics, you’ll find it on Facebook. You can also create a private group for your most loyal customers and give them access to offers and promotions before anyone else.

Twitter

Twitter users are connected to the news, and news is often published on Twitter these days. So if you are a content creator or content writer it is a good idea to join and follow users in your workspace as there are great opportunities for networking and promoting your expertise. Be aware that customers can tweet you directly and how you respond to requests can impact your business’ reputation, so use caution. You don’t want to go viral for the wrong reason.

LinkedIn

LinkedIn is an especially great platform if you want to market to other companies. But perhaps the best reason to be on LinkedIn is for recruitment expand your staff. LinkedIn users can create a “living resume” of sorts, and you can message users directly if they’re looking for work and a good match.

Reddit

Is there an existing community that aligns with the products and services you offer? There’s probably a subreddit for that. These are smaller groups of Reddit users that you may be able to target. Many subreddits don’t allow advertising, but you’re likely allowed to show off your work. For example, if you are an artist who accepts commissions and posts about work you create, you may be contacted by interested potential clients.

Tick ​​tock

Statista data shows that in January 2023, 71.3% of TikTok users were aged 34 or younger. As your business offerings get younger, you should have a TikTok account. The bread and butter of TikTok are short-form videos (from 15 seconds to 10 minutes). So if you’re selling a product or service that can be explained quickly and easily, it’s easier to do some of your marketing there.

As you can see, there are at least one or two social media platforms out there that give you access to a wider audience who might just be keen to hire you or buy your products. Just remember to optimize your engagement with them and post regularly for the best results.