Every brand needs a platform to communicate updates, news & offers to their digital audience. You might be wondering “Which one is right for me?”. Well, choosing the right platforms for your
business doesn’t have to be something difficult, in fact, the answer is very straight forward and in this article we’ll give you the run down of where to start.
First thing’s first, you need clear objectives for what you want to achieve and who you want to have as an audience. The principle is simple and will dictate which platforms to be active on…
But let’s talk about those objectives, if your objective is to start to build an audience for your product, there are a few platforms for you to consider starting your brand awareness journey with.
First up is YouTube. This platform is a free to use video streaming and sharing site that allows users to upload their own video content as well as view eachother’s and according to E-Commerce Nation (2021), should be your platform of choice if you wish to build up your audience and form a community / build notoriety. YouTube can also be a useful tool for building on your SEO efforts and a primary means for showcasing your products or services.
As you know, this platform is extremely popular with approximately 2.1 billion active users and it can be all to easy to sink into the sea of sameness in the companies across your industry. Therefore, when making content for this platform, you really need to double down on your brand identity to create an authentic experience unique to you. It is also best to upload your content and be active on this platform during the weekends due to the traffic the site gets at this time. Since this is a platform that can enhance your SEO a good rule of thumb for YouTube is to include all sorts of keywords into everything from your video title to your descriptions so that your audience can easily find your content.
Finally, the best thing you can do for YouTube’s almighty algorithm is to keep a consistent upload schedule.
Another great platform for building audiences is Facebook. While yes, older than most others, typically accompanied with an older audience, Facebook is still the most popular social media platform and a powerful tool to not only build brand awareness, but to showcase your products & services and share relevant content like this blog for instance!
Facebook has a staggering 3.51 billion active users across the globe which makes it a compelling choice when choosing a channel to deploy your ad content. Speaking of which, content in Facebook is best kept to visual content such as videos & images, keeping in mind that video content here statistically has the best engagement rate! Content here is best uploaded during Monday, Friday, Saturday and Sunday and marketers can also rely on relevant publications to the industry for sharing in order to further drive impressions.
Now, if you’re looking to showcase your products and services to a more younger audience, you consider beginning activities in some of the more “unorthodox” platforms, like Twitch. Twitch is the internet’s number 1 streaming platform with over 30 million daily users. The best practises for providing content on twitch is not so much the day of the week, but rather, to be consistent in your content delivery and to advertise the coming stream beforehand on other platforms.
Successful marketing of your products on this platform can happen by revealing products yourself or placing your products in the hands of “affiliates”, a good example of this could be from a company called “Razer”. Twitch is an especially good platform for perhaps older companies looking to refresh their image or launch new lines or services aimed at the younger generations.
Another choice that’s a little more popular is Instagram. Another branch of Facebook, Instagram is the part of Facebook for younger generations and the whole culture of Instagram makes it hands down the best place for you to show your audience a little bit “behind the curtain”, begin humanizing your company and begin to form a bond with your customers.
Instagram allows you to highlight and showcase your products & company life through short “stories” and posts and it can be a main channel for you to build your online presence. Some things to keep in mind for Instagram is to remember to use relevant hashtags and that the best days according e-commerce nation (2021) for posting on Instagram are Monday and Thursday.
The other platform in question is TikTok. You’ve all heard of it by now, some of you perhaps use it yourselves. This platform, much like Twitch, is best utilized after working and school hours, any day of the week works otherwise though.
TikTok is a new player in the social media world and has taken it by storm with an active 74 million users. TikTok really shines amongst the rest for being a platform where you don’t have to take things too seriously, humanize your company and get your brand involved with the younger generations. This platform should be used as more of a supplementary channel to your other
social outlets as people are always sharing its content across other platforms anyway.
Maybe you’re more than comfortable in the strength of your digital presence and your objectives are to simply supplement this existing presence? There are still ways to do that through social media, one site we would recommend for example is Pinterest. Not only is this site a fantastic way to post high definition images, but also aids greatly in bringing in organic traffic from search to your website through your “pinned” content. This content can be anything from your other social posts, website content and blogs like this one.
There are around 455 million users on Pinterest providing you with ample opportunity to create
collaborative community boards for your brand. Content is best posted to Pinterest on weekends and towards the end of the day typically yields the most engagement (E-Commerce Nation, 2021).
Another possibility to supplement your main channels is Twitter. Twitter is a place for posting short-form “tweets” or messages to the world. Limited by 300 characters per “tweet”, activity on this platform in terms of marketing is used for improving your visitibility through the use of popular hashtags and image content. Image and video content here stands out especially as it creates a sort of “banner” in your audience’s twitter feeds. The platform is quite often used as a secondary customer support channel companies of all sizes and is best posted on during weekdays, both in the morning, and the afternoon.
Finally, the penultimate business platform “LinkedIn”. LinkedIn is fantastic for professional use and for networking with other companies. As such, depending on your target demographic, it can either be used as your primary means of visibility & advertisement or as a means for you to
network with other businesses & potential partners in your industry.
Otherwise, you can use LinkedIn for sharing company developments & announcements, your own content such as blogs and industry news with the best posting practices being to post during office hours on weekdays.
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