There are dozens of social media platforms. Each one with its specific usage & audience demographics. Which social media platform for business should you be on? This article will break down all the biggest social media platforms for business, and analyze their strengths and weaknesses. I’ll also go over the pros and cons, give tips for using them, and where you can get help if you need it.
Social media platforms have made a tremendous impact on how users communicate with businesses through the internet. Business owners have taken advantage of the opportunity to interact with clients, promote their brands and increase profits using social media. There are pros and cons associated with each social media platform. These social media platforms for business give your company a great opportunity to improve your ROI by providing a cost-effective way to interact with a larger audience.
Your Ultimate Guide
Are you looking for the best social media platforms for business so you can work on your social strategy and see a larger ROI?
Social media can be one of your company’s most profitable marketing channels. It’s an excellent way to build brand awareness, connect with existing customers, and generate new leads to fill your funnel.
But with over 65 social media platforms in existence, which one will give you the most bang for your buck?
Today, we’re going to answer that exact question. We’re going to share the top 8 social media platforms for business. Then, we’re going to teach you how to use those platforms to help your company reach its growth goals.
First, though, let’s get clear on what social media marketing is and why it’s such a valuable tool.
Why Use Social Media for Business?
There are many reasons why you’d want to use social media for business. Here are a few of the top 5 advantages:
1) Build Brand Awareness: Being active on social media helps you stand out and keeps your name on peoples’ minds throughout the day. After enough exposure, you’re bound to get more interested people checking out your brand’s content.
2) Connect With Customers: It’s a rookie mistake to think that your business just needs to “close the sale.” Instead, social media opens the lines of communication between you and your customer base. This reduces your churn rate and leads to repeat customers in the future.
3) Boost Your SEO: By promoting your content on social media, you can get more likes, views, shares, and engagement with your content. Then, you’ll drive more traffic to your site which boosts page views. These are all positive signs to search engines like Google, and these factors help improve your SEO.
4) Grow Your Mailing List: Once people get to your website from your social media content, you’ll have more opportunities to turn traffic into leads. Over time, you can use this traffic to grow your email list and generate even more revenue from your email campaigns.
5) Drive More Revenue: Each of the advantages listed above leads to one thing: leading customers down your sales funnel and generate more profit for your business.
Now, you may be wondering, “With all those benefits, why aren’t more people successfully using social media for business? Why do so many brands seem to get it wrong?”
The problem most businesses face isn’t whether or not to use social media: that’s kind of a given these days.
The real question is which platform is best and how can that platform specifically encourage growth.
Best Social Media Platforms for Business:
Then we’ll talk about how to use each platform to grow your company with them:
It shouldn’t come as a huge surprise that Facebook is number one on our list of the top 10 social media sites for business.
With 2.41 billion daily active users, Facebook is the most widely used social platform.
Whether your business goal is brand awareness, website traffic, lead generation, or online conversions,
Facebook should (and more than likely will) make a notable difference in reaching your goals when used properly.
Facebook’s wide user base and demographic of users is the main reason it’s at the top of our list.
Almost anyone can find their target audience on this platform and get in front of them.
You may be thinking, “Okay, so my target audience is on Facebook, but how do I make sure they see my business page?”
The answer is Facebook advertising (and a lot of great content!).
Facebook’s advertising platform is by far the most developed of all of the social media platforms.
Yes, even out-performing Twitter and other channels that have been around a lot longer!).
On Facebook, you can target by age, gender, employment, interests, purchasing behaviors, relationship status and so much more!
This gives you the power to target your exact audience and put your ads and content in their newsfeed where they are already scrolling.
If you’re wondering if Facebook is for you; our answer 9 times out of 10 is yes.
There are only 2 instances when we may suggest another platform over Facebook.
The first is if you do not have a social media budget.
And the second is if your type of business is prohibited to advertise on Facebook based on Facebook’s ad policies (i.e. a vaping or tobacco company).
On Facebook, you have to pay to play.
So while your target audience is more than likely using the channel daily, you’ll need an advertising budget to reach them.
But even so, many of our clients have seen significant ROI after investing in Facebook ads.
Combining great content and A/B split testing, with Facebook’s extensive data, user base, and ad platform can be one powerful combination for your business!
While Facebook Messenger is a part of Facebook, you have to download the Facebook Messenger app separately from Facebook to use it.
It contains a few additional features outside of the ones mentioned above for Facebook!
Thus, Facebook Messenger is number 2 on our list of social media sites for business.
Facebook Messenger is an app that allows Facebook users to send direct messages to one another.
And lucky for you this functionality also extends to business pages!
Because Facebook Messenger is a part of Facebook, it has the same access to Facebook’s large user base and advertising platform.
You can use this to your advantage!
Facebook has advertising campaigns that are specifically developed for Facebook Messenger.
When someone clicks on an ad, they will be prompted to start a Facebook Message with your business page.
And if they do, your business page can follow up with them in messages from that point on.
If your business model is more focused on lead generation as opposed to eCommerce or more immediate online conversions…
…then this may be a good option for your business!
Outside of using Facebook Messenger advertising, you can also set up automated messages for your business page.
This way, if someone messages your Facebook business page organically, Facebook Messenger will send an automated message back to them.
This is one that you have crafted.
Oftentimes, these automated messages say something as simple as, “Thank you for reaching out to us!”
Someone will respond to you within 24 business hours. “Thank you and have a great day!”
Even a message as simple as that one helps build trust between your business and potential or existing customers.
Therefore bettering the chances of you making a buyer or repeat buyer out of them.
Instagram comes very close behind Facebook and is number three on our list of social media sites for business.
Instagram is owned by the same person who owns Facebook and has 500 million daily active users.
Mark Zuckerberg, CEO of Facebook, saw so much potential in the platform.
And the benefits of Instagram are that he bought it out just 18 months after it launched for $1 billion, and the platform has continued to grow since.
Because Instagram is owned by Facebook, it has access to the same extensive user base and advertising platform just like the Facebook Messenger app does.
So Instagram has all of the same paid benefits as Facebook, but Instagram also has its own set of organic benefits.
When we use the term “organic,” we mean functions you can perform or results you can achieve without directly paying for them in advertising dollars.
On Facebook, you have to pay for advertising campaigns to grow your followers and increase the reach of your page and posts.
On Instagram, you can grow your followers organically and therefore grow the reach of your profile and posts organically as well!
This makes Instagram a great option for both businesses with and without an advertising budget.
Instagram is also a visual platform, as you can only publish posts that include photos and videos (as opposed to posting copy without a visual creative).
This works to your advantage as a business since people remember 80% of what they see as opposed to what they read or hear!
If your business falls within a creative industry of any kind or caters more so to females, then Pinterest is a social media platform you want to be on.
Pinterest has 291 million monthly active users.
Out of those users, 81% are women, 93% of active pinners said they use Pinterest to plan for purchases.
And 87% said they’ve purchased something because of Pinterest.
Food recipes, lifestyle how-to articles, wedding inspiration, and outfit ideas are some of the top searches on Pinterest.
So if you’re business falls within any of those industries, you need to be utilizing Pinterest as one of your social media sites for business.
Though Pinterest’s advertising platform isn’t as advanced as Facebook’s, you can still use paid ads to boost the reach of your posts.
And, track online conversions through your Pinterest ads.
Additionally, Pinterest has some organic capabilities that other social platforms do not.
Organic reach on a Pinterest post is determined by the number of keywords in a post and if they align with what a user has searched on Pinterest.
This gives businesses a chance to strategically plan their content to contain words that are searched a lot on Pinterest.
And that is without having to use extra advertising dollars!
Snapchat is an app that allows users to send Snapchats (a photo or video) either directly to another user or their Snapchat Story.
A Snapchat sent directly to another user can only be viewed once.
But a Snapchat on a Story (such as your business’ Story) is visible for up to 24 hours after it’s published.
If your target market is mostly comprised of a younger demographic, Snapchat may be one of the more effective social media sites for business for you!
There are over 350 million monthly active users, and 203 million daily active users on Snapchat.
And 71% of those users are under 34 years old. Specifically, almost half of its users are aged between 18-24.
Snapchat shares Instagram’s advantage of visual content since Snapchat posts have to include either a photo or video to publish.
Snapchat has more than 10 million daily video views. Are your company’s videos tapping into these daily viewings?
Snapchat also offers advertising options where you can pay to have a linkable Snapchat in the Discovery section of Snapchat.
Between organically posting content on your Snapchat Story and paying to post Snapchat in your target audience’s Top Story and Discovery feed…
…you’re sure to reach your market on one of the youngest and fastest-growing social media platforms!
YouTube is a video platform that allows users to watch videos and/or upload them.
YouTube has 2 billion monthly active users.
Thus, giving your business the chance to share company content wither over 30+ million daily active users who are likely to watch it.
Similar to Instagram, Pinterest, and Snapchat, YouTube has the benefit of visual content.
But unlike the other social media sites for a business that we’ve listed so far, it has the unique stance of being owned by Google!
Because of this, YouTube has access to Google’s advertising platform, and you can use this to your advantage when running YouTube ads.
It also mimics its parent company in that you can optimize the search of your company’s YouTube videos with the proper keywords.
Without having to spend extra money on advertising dollars, you can make your YouTube videos have higher search rankings.
You can achieve this by including the searched keywords in your title, video description, and the actual list of keywords in the keywords tool.
Twitter is one of the older social media platforms, and it has 336 million monthly active Twitter users.
You can post photos and videos along with the character-limited copy, but Twitter is most known for its feed of real-time updates.
Is the term “live-tweeting” ringing a bell now?
Twitter is also great for engaging new potential customers through its use of hashtags.
Similar to Instagram, you can search a hashtag and find other posts from consumers and businesses alike that have used that hashtag.
This means that you can find consumers searching for something that your company offers and vice versa!
For example, if you’re a car wash company…
…you can find people tweeting about how they need to get their car washed depending on how they’ve used hashtags in their tweets.
You can then tweet them with a discount for your car wash, and voila, you’ve most likely got a new customer.
If your business follows a B2B model or targets consumers based on job titles, then LinkedIn can be a powerful tool for you!
LinkedIn has 303 million monthly active users, almost all of which are in the working world or close to it.
Because LinkedIn is considered to be a social media platform for business, people often include more accurate information about their:
- job positions,
- work email addresses,
…and more than they do on other social media platforms that are utilized more for personal use.
LinkedIn’s advertising platform is not as advanced as Facebook’s in terms of its campaign functions.
But it does give you a lot more job positions to target than Facebook does.
This can be crucial if the bottom line of your business is dependent upon targeting specific businesses or job titles.
TikTok is a new social media platform that was launched last 2018.
It’s an app that allows its users to create their 15-second video clips and share them.
Now it has 1.2 billion users worldwide with 500 million monthly active users.
With these figures, it has now surpassed Twitter, LinkedIn, and Snapchat – platforms that are older.
However, although it has so much potential to capture the attention of Gen Z, it still has a long way to go when it comes to advertising.
The only way for marketers to use this platform for advertising is through influencers.
And since it is still not that saturated compared to other social media giants like Facebook, Instagram, and Twitter…
Social media platforms are the best means to engage with customers. The best social media platforms for business are those which are free, easy to access, have a large user base, and are secure to use by businesses. Business owners must concentrate on the addition of relevant content that will be shared by their followers or other users.
So those are the top social media sites for a business that our specialists recommend!
Think you know which social media sites for business are right for you but don’t have the time or know-how to manage them?