Marketing on social media may sound simple, but with so many platforms it can be difficult to decide where to spend your time and marketing dollars. With social media playing an increasingly large part in brands’ marketing, it is important to have a strategy.
Each social media platform has distinct strengths and weaknesses for marketing, along with a sometimes highly specific user base. Knowing the main demographic for your product or service and choosing a social media platform that will provide the most targeted marketing could make or break your brand. Here are the six top social media sites, and who their user bases are:
Snapchat has over 1.5 million daily users, most of whom spend over 30 minutes on the app each day. With the vast majority of users under 36 years old, Snapchat is best for reaching younger demographics, who tend to prefer more interactive and interesting ads. Regarding gender, more than half of Snapchat users are female, meaning that brands that tend to have more female customers, like cosmetics or jewelry companies, may want to look into Snapchat marketing.
Snapchat allows marketers to create ads that will show up amidst users’ stories, allowing thousands of potential views. With Snapchat’s “window into people’s lives” format, ads on Snapchat should follow this model. Personifications of the brand, using phone cameras and first person POV shots, will lend themselves well.
Snapchat also offers users specialized filters to place on their photos, which marketers can engage with when creating their ads. Brand-created filters can be placed into Snapchat’s rotation and used by the Snapchat users themselves. Above, the (RED) campaign’s Snapchat filters can be seen in action. Needless to say, the more engaging and relevant the ad, the more eyes it will gain.
More resources: https://blog.hootsuite.com/snapchat-demographics/
With 79% of Internet users logging onto Facebook daily, this social media platform has one of the potentially widest reaches of all. However, the demographics of users vary almost as much as that of Internet users in general, so a more targeted approach is necessary when marketing to Facebook users.
Fortunately, with Facebook’s ad targeting service offered to advertisers, users can be broken down into demographic segments, or even broken down based on their hobbies or interests. With just a few moments spent choosing interests or groups that your customers belong to, Facebook advertising can be highly effective, with up to 89% accuracy in targeting potential buyers.
With over 400 million daily active users, Instagram is preferred more by millennials. With it, advertisers can upload permanent pictures and videos along with a short caption.
With its algorithmic newsfeed, Instagram advertising shows up similarly to Facebook ads. But with its younger, hipper user base, Instagram is the platform to use if your target demographic is mostly aesthetic-oriented millennials. Keep in mind that for content to stand out on Instagram, it must be almost excessively photogenic, so if your brand specializes in visually oriented products, Instagram is the platform to put your energy into.
More resources: https://sproutsocial.com/insights/instagram-vs-snapchat/
Interested in hearing about the other 3? Check out our break down Twitter, Linkedin, and Pinterest here.
This is a story about how Targeted Persuasion designed a comprehensive grassroots campaign to organize the voices of thousands of citizens and help our client win.
For as long as anyone can remember, blue laws in North Carolina have prevented residents and visitors in the state from enjoying alcoholic beverages in restaurants and bars or purchasing in retail stores before noon. While there was much demand from many in the business community to change these outdated laws, entrenched interests have long held sway and had been able to successfully prevent reform. We were hired to change that and rally support behind a bill that would at long last allow sales before noon on Sundays.
by Jeff Tippett and Kristen Baughman
For most businesses, a presence on social media is a necessity–it’s no longer an option. But as someone responsible for a business, you have to make sure the allocated resources provide a solid return on investment. So what are you going to do about it? Here are five suggestions to start improving your social media today:
Establish your expectations.
What are your expectations from social media? Are you looking for brand awareness? To drive sales? To put people in seats? What are your expectations or goals for social media? Once you know your expectations, you determine if they are realistic. For example, let’s say you need to put 25 people in seats at your restaurant tonight. So you take a picture of your featured menu item and post to Instagram. If you only have 100 Insta followers, the chances are very slim that you will meet your goal. Make sure you have clear, attainable expectations for your social.
Find alignment with your other communications channels.
Although social media operating in a silo can work, it isn’t optimal. So, start by asking how it aligns with your business goals. Next, look for ways to integrate with your other communications platforms like your marketing, public relations, events, etc. You’ll find social explode as you integrate and make it part of your mix.
Are you talking, listening, or engaging?
All three! All social media–regardless of platform–has three components: audience, content, engagement. These three are like a tripod: you need all three and at all times. But let’s focus on engagement. How do you get people into the conversation? Try techniques like tagging key influencers, asking questions in your posts, prompting people to respond, etc. Don’t forget that social media is social; you have to create content that makes them want to engage.
For instance, if you’re a restaurant creating a special dish feature, use an engaging photo and tag the farmer and other producers you’ll be featuring in your social media post. It doesn’t hurt to spread the love! Plus, the farmer may share your food photo resulting in even more social media engagement. Check out this Instagram repost example for Heritage Farms Cheshire Pork. This farmer reposted a chef who is using their pork for an upcoming dish special.
Face it–there’s a lot of content out there. In fact, there are apps to filter the noise. You have to bring value to your audience. Can you make yourself the self-proclaimed authority? Become the go-to person? Constantly ask yourself why should people be listening to you. Is that reflected in your content? If you are bringing value, people will engage.
Here’s an example from Nello’s, a North Carolina company offering a variety of Italian sauces. The owner Neal is photographed with Whole Foods’ CEO, which gives the brand authority. Plus, Nello’s puts a call to action out by asking followers to take and post a #SauceSelfie, and in turn, Nello’s will donate a jar of sauce to their local Food Bank.
Let’s be honest–most posts are boring. And no one cares about boring posts. You need to spice things up a bit–while staying true to your brand. Look for ways to speak in an interesting manner (maybe even shock), post eye awakening stats, staggering graphs, etc. People won’t engage and they definitely won’t share if you don’t stand out.
Check out this example from No Kid Hungry, which promotes a new advocacy program for schools to start providing free breakfast to students who are hungry. The Facebook post starts out with alarming information and shares a video with more eye awakening stats. Over 2.6K views and 46 shares later, No Kid Hungry did an excellent job promoting their new advocacy program.
Just because your social media sucks, doesn’t mean you can’t change it starting today. Start with these five tips. Test to see what works. And don’t give up. You social media can be a powerhouse to help you accomplish your goals!
About Kristen Baughman
Kristen Baughman is the founder of Tabletop Media Group, a boutique media agency based in Raleigh and serving clients in the food, beverage and agriculture industries. Her company offers consulting services in the fields of social media, graphic design, illustration, special events, public relations, website design and videography. In her free time, you can find her relaxing outside with her dog Cheerwine, watching the Wolfpack, or at one of the many Triangle breweries sipping on a North Carolina beer.