90 percent of all USA and Europien companies now rely on social media , reports the Google Trendz and Institute for Marketing statista . That means: For a clear majority, the use of social networks is an integral part of the marketing mix .
Nevertheless , many find it difficult to identify the right platform or platforms and use them efficiently. Anyone who produces content past their own target group or does not reach them at all because they do not use the selected channel quickly gets the impression that social media does not “suit our companyâ€.
But we are certain: there are now suitable platforms for every company, for every industry and for every target group . In our overview, you can find out where which target group is – and why some supposedly unsuitable channels could perhaps be exciting for you at second glance .
The Mothership: Facebook
Facebook is the oldest still relevant network. And even if it seems that there is not much going on here anymore: Appearances are deceptive. With 59 percent , Facebook is still the top dog among the other major social media channels.
Who is Facebook ideal for?
In short: For all companies . Because nowadays a Facebook presence is just as important as a website . Certainly there are companies for which other platforms are better suited. Nevertheless, no company should do without a well- maintained Facebook presence. Various goals can be achieved on Facebook, from branding to brand building to building up expert status .
There are industries for which Facebook is particularly well suited . Here we present a few examples:
E-commerce: Facebook is ensnaring this e – sector more and more , and this seems to be a very clear focus in the future. In May 2020, the new Facebook Shops function was presented, which will in future enable companies to offer their own shop directly on the Facebook page. We will of course keep you informed of developments.
Cities, municipalities, public institutions, further education institutions: The target group on Facebook is very interested in these areas. Inform your target group about news, post your seminars as events or moderate a Facebook group .
Gastronomy: Reserve tables via Messenger or find out about new menu items: G astronomy has always been popular and successful on Facebook. Mobile research on the smartphone while on the go is practical and quick. In addition , the user reviews for local businesses are very useful here . Why should your restaurant be missing here?
Companies with an older target audience :
Anyone who only keeps an eye on a young audience in the social networks squanders the opportunity to retain a somewhat older audience that is usually more affluent . While Facebook has slipped out of focus for the very young, the 50+ generation has long since discovered Facebook as a favorite pastime and information channel . This target group is very active in interacting and networking.
Aesthetics and lifestyle: Instagram
The be-all and end-all to be successful on Instagram : You need very good picture and /or video material ! Captions and hashtags , while important, aren’t of much value without a good image . Well-chosen hashtags may get you to the Instagram Explore page , but if the associated visual (i.e. the image or video) doesn’t appeal to anyone, nobody will click on it. In the center of the K This is followed by branding and image building . The interaction rate is very high.
Who is Instagram ideal for?
The usual suspects are representatives from the fashion, lifestyle, beauty and food sectors, but also cars and sports . Here it is easy to produce appealing images, since the products themselves often have a “wow†factor. It is almost mandatory for these companies to play on the platform .
>> But that doesn’t mean that other industries can’t score on Instagram too !
Businesses that seem unsuitable at first glance , let’s take a provider of further training seminars as an example , should illuminate their services or products on the channel from a different angle and create an Instagram – compatible aesthetic . That can work great ! Precisely because the competition here is not as high as, for example, for a cosmetics brand. Make good use of your niche!
The e-commerce sector should always deal with Instagram.
The Instagram Shopping feature is a great feature for online stores that allows you to create collections and custom product detail pages , as well as tag products directly into posts .
Anyone who is mainly looking at sales and has been rather skeptical about Instagram up to that point has had an exciting feature at hand with the shopping function for some time now, in order to push sales directly via the channel . And the Instagram stories are also being equipped with more and more features that are interesting for marketers. This makes Instagram increasingly interesting for sales-driven campaigns – especially since it is still not possible to place links in Instagram posts.
The B2B professionals: XING and LinkedIn
The two business networks are ideal for the B2B sector . Those who are out and about here don’t want to see holiday pictures or chat privately, they want to network and exchange ideas professionally . The ideal prerequisite for getting involved as a company. It is irrelevant whether you want to sell office furniture , advertise seminars or do employer branding . Company news is brought directly to interested users in the newsfeed on both platforms, and they frequently comment and share here. In addition to a basic version, both channels also offer a paid premium version , which offers , among other things, extended options for presenting companies, a more detailed search for contacts and companies and more information about profile visitors .
What is the difference between the two platforms?
XING is a German company and is only used in German-speaking countries . LinkedIn operates internationally and is therefore the right choice for all companies that operate beyond the DACH region. But companies limited to the German-speaking market are also in good hands on LinkedIn, because the importance and use of the channel is also growing in this country . Meanwhile , over 16 million people in the DACH region use the LinkedIn platform .
The video giant: YouTube
Who is YouTube suitable for? The answer is short and simple: For everyone who regularly produces video content , regardless of the industry. You should definitely collect and optimize your company videos (whether commercials, explanatory videos, tutorials or reports) in playlists on your own YouTube channel. Not least because users can also use YouTube without registering and the platform is also used as a search engine .
It is even the second largest search engine after Google. It is therefore important to optimize the channel and the videos accordingly: create playlists, conduct keyword research, write SEO-relevant headlines and descriptive texts, create a clickable thumbnail (i.e. the preview image of the video) and use all the features provided by YouTube sensibly. Since YouTube is owned by Google, videos also show up there in regular search results .
Pinterest is a comparatively small platform, but it has made itself really comfortable in its niche (which also includes seven million active users in Germany ). If you want to score points on a manageable channel that has dedicated , loyal and active users , Pinterest is the right place for you.
Who is Pinterest ideal for?
Good image material is also the be-all and end-all here . The topics that Pinterest users are interested in include lifestyle – not unlike Instagram – but with a clear focus on DIY and crafting , from jam-making to crocheting. Links to your own website can be inserted into the pins – as the posts are called on Pinterest . Products, in turn, can be provided with a shop link . This makes Pinterest a good source of traffic and conversions.
The short message service: Twitter
Twitter is mainly used by politicians and celebrities – at least that’s the public perception. But Twitter offers even more. In Germany, for example, public institutions and transport companies like to use Twitter as a service to provide information about the latest news, answer questions from citizens or provide information about changes to the timetable.
Who is Twitter ideal for ?
“Fast and up-to-date” is the motto on the short news channel. Companies that frequently have news or have questions about their products and services can set up Twitter as a very good service channel. You can also entertain your followers with industry news and stimulate discussions. Many Twitter users are very interested in technology and digital topics , but also in business, culture, politics and current affairs . Liftestyle can work, but here you should only consider Twitter as a supplementary channel.
The Shooting Star: TikTok
The video app TikTok is shaking up the social media world with its rapidly growing number of users. The app has now been downloaded 87 million times worldwide , 5 million of them in Germany . The target group is mainly teenagers between the ages of 13 and 18. But the so-called Millennials (20 to 30 years old) are also increasingly using the app.
Users can upload, edit and share videos accompanied by music on TikTok . Hashtags are used to search and find . Phenomena such as the “Challenge” format or the “Lip Sync” videos have long had cult status.
Many companies are now asking themselves: Why should I use TikTok? The question should rather be: Why not? The young target group is open-minded, consumption-oriented and appreciates creative hands-on content . The monthly engagement rate is still at 70% . In addition, the platform promotes business customers with its “TikTok for companies†offering with specific marketing solutions. Particularly exciting: Companies can start a challenge by means of so-called brand takeovers using their own hashtags. The community thus becomes a co-creator of your content.
Mercedes -Benz is leading the way: With the #MBStarChallenge campaign from December 2019, Mercedes-Benz has been able to raise a total of 890.5 million to date . generate views. The community should create their own interpretation of the Mercedes-Benz star – whether on paper, with full physical effort or in their own way.
You can also read more about the new popular platform TikTok here: https://youtu.be/nDcnqGM1R9o
Social media advertising: possibilities, target groups, potential
Social media advertising is now possible on all of the channels mentioned. You can soon read here on our blog what exciting possibilities paid advertising in the social networks offers you, how the channels differ in terms of features and target group possibilities .
Would you like to add social media to your marketing mix and would you like professional support? As a full-service internet agency, we develop innovative social media concepts for you and help you to achieve your individual marketing goals.
[…] we can effectively employ owned, earned, and paid media to grow your presence and increase your social conversions, through us.Request a Free […]