Social Media Marketing has created a web around us. We are more socially active on social media than in our daily life. According to a report, in 2019 United States users spent an average of 28.4 minutes in a day on WhatsApp.
Likewise, the average time spent daily on other platforms like Facebook, Instagram and Youtube have also increased. That’s the reason why most of the brands are taking advantage of our extensive social presence in the form of SMM (Social Media Marketing).
If you are also a small or big business then it is high time to get active on social media. In this article, I am going to give you a detailed explanation of Social Media Marketing.
Social Media Marketing Overview
So mainly social media marketing is done in two ways first is reaching out to your audience in an organic way. The second and most preferred social media marketing is paid advertisements.
Why I am calling the second one as the most preferred? Because these days organically reaching your targeted audience on platforms like Facebook is very hard.
These platforms want you to pay them to get that reach. Also, if you are just starting your social media journey then the paid method is the best. By this method, you create brand awareness or if you are already an established brand then you can also gather your audience online easily and quickly.
But for a successful social media marketing campaign, you have to choose the right social media platform.
Choose the Right Platform
Yes, you heard it right that choosing the right social media is the most important step. Okay, let me explain it to you with an example.
Suppose if you are a business to the business brand then Linkedin will work better for you than Instagram.
Because on each social media platform you will get a different type of audience. On LinkedIn, you will find professionals whereas on Instagram the audience is the ideal one for a lifestyle brand.
So let’s discuss some social media platforms with the genre of their users with in-depth knowledge. This will help you design your social media campaign.
According to a report, there are more than 3.4 billion people who use social media and out of them, there are 2.2 billion active users of Facebook.
So yes facebook has a lot of potential for any business.
But from the year 2012 to 2017 facebook’s organic reach is almost dead. If today you will post anything on Facebook you will to only get 2% of the reach as compared to what you used to get in 2012.
It means you have to spend more on paid advertisements on Facebook. So now if we are talking about paid advertisements then facebook is the best in terms of helping the advertiser.
On Facebook, you can specifically target your customers based on demographics, age, gender, interests and lots of other characteristics.
Also, you can integrate your Instagram to Facebook to manage the campaigns on both platforms from a single dashboard.
So if you are targeting people from the 35 to 50 age group then facebook will work better for you.
Why am I talking about this age group? Because in the past years it is seen that youngsters are shifting from Facebook to other platforms like Instagram.
Instagram has over 1 billion active users every month and 60% of them log in every day to check their feeds. On this list, Instagram is currently one of the best in terms of organic reach and engagements.
So according to all the marketers, engagement is the main factor why businesses are preferring Instagram these days.
On Instagram, you can use various hashtags to reach out to more people organically. By the time I am writing this post in 2019, hashtags work perfectly to get your organic reach. But for that, you have to be consistent with your posts. According to a report, 75% of Instagram users take action after seeing a business post on Instagram.
But that doesn’t mean it will be like this forever. After some time it will become much harder to grow organically on Instagram.
Two types of marketing are leveraging on Instagram and brands are using both of them to engage their customers.
First is influencer marketing, Instagram is the hub of influencers. You must have seen your favorite influencers collaborating with brands in their niche and promoting the brand’s products.
I think this is the best way to reach your potential customers. This saves you from the hecticness of running any campaign and optimizing it every single day.
In the second marketing tactic, you run paid advertisements just like facebook and optimize it. Brands in their campaigns focus mainly on engagements.
But from 2018 we have observed that people are also interested to buy lifestyle-related products like clothing and other accessories from advertisements.
So if you are in those businesses you can also try shopping ads on Instagram.
As I mentioned that lifestyle and luxury brands often perform well on Instagram. This may be because 60% of the Instagram users are from 18-29 age demographics.
Youtube is the world’s largest video sharing platform. It is the world’s second most popular website that has grown immensely in the past ten years.
Youtube has over a billion active users every month. Youtube is slightly different from other social media. Because it is the world’s second most popular search engine. So, in other words, it is not completely social media.
There are two reasons behind youtube dominates its niche, the first one is that youtube has a first-mover advantage. When youtube was launched in 2005 there was nobody competing youtube. Second is that it has always keep getting better and better.
Video is the future of this digital world. People love video-based content and youtube has pretty much content on every niche. So if you want to reach your audience through videos Youtube marketing will work best for you.
Marketing on Youtube:-
So depending on the type of your ads, you can choose either to make them skippable or youtube will make the viewer watch the full advertisement.
Youtube is pretty much for everybody since it has most of its users between the age of 18-49. Here you just have to target your audience with the help of demographics.
Twitter is one of the most powerful platforms when it comes to interacting with your audience. Twitter has 313 million monthly active users.
Here people use hashtags to make their content reach more people. Twitter marketing is not just about posting your content, it is about interacting with your customers.
Since twitter is an interaction-based platform, brands are mainly using Twitter to interact with their customers, to do content marketing and reputation management.
Advertisements & Genre:-
So twitter is an interaction-based platform but that doesn’t mean people are not spending money on paid advertisements there. In the year 2018 twitter earned revenue of 2.61billion dollars.
Twitter is a good platform to do promotions on if you are from the entertainment industry. This is also a platform used by B2B businesses to do paid advertisements.
So last on this list is LinkedIn. As I told you earlier that if you are a B2B business then LinkedIn is the best platform for you.
On LinkedIn, you have to be professional. Content that works on Facebook will not work on Linkedin. Although Linkedin doesn’t have billions of users like Instagram and Facebook still they are best in their niche.
People Spending time on LinkedIn are not looking for how to make pasta guides but they want something that can help them in their business and job.
According to research, there are 87 Millennials (people between the age of 18-24) on Linkedin and that makes 25% of its total users. 49% of Linkedin users earn more than $75,000 per annum.
So this is an overview of social media marketing and 5 major platforms where you can promote your brand.
For a successful social media marketing campaign, first of all, you have to choose the right platform. And the best way to do that is to first understand your target audience.
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