In this digital age, it’s important for businesses to get on board with social media and utilise it to reach their target audience. With the wide variety of social media platforms that we have today, it can be overwhelming when deciding how best to reach potential customers. In this article, we’ll discuss the best social media platforms to reach certain groups of people as well as provide some helpful tips on how you can grab the attention of your target market.
The Best Social Platform to Reach Young People
Instagram stands out as the go-to platform if you want to reach Gen-Z or young millennials. With over 60% of Instagram’s users being aged 18-34 and Instagram rapidly catching up to Facebook with its ad reach, it’s the perfect choice for businesses who want to advertise to young people. Instagram’s focus is on photos and videos, so it’s the ideal option for brands to post ads with strong visual elements. The constant stream of visually appealing content as well as the stories feature make Instagram one of the best possible options for advertising to young people.
TikTok is another option to consider when marketing to the younger generation; its growing popularity and short-form videos provide a fantastic opportunity for businesses to showcase their products or services in a fun way. By using TikTok to post short yet attention-grabbing videos, brands can give their target market an insight into their core values and a glimpse at their behind-the-scenes life to create an authentic advertising experience.
The Best Social Platform for B2B Businesses
There are more than 900-million professionals on LinkedIn, so it’s a no-brainer that this is the first social media platform you should consider for B2B marketing. LinkedIn provides companies, brands and businesses a space to showcase their expertise; with features such as LinkedIn ads and Company Updates, businesses can target decision-makers and create new partnerships.
YouTube can be a great option for sharing in-depth content such as product demonstrations and tutorials. Although TikTok has grown exponentially in the last few years with its short-form videos, there is still a place for long-form content in the world of B2B marketing. These videos can be an extremely effective way to get across your brand messaging and to share explanations behind products.
X – formerly known as Twitter – is another great asset for B2B marketing. It’s one of the few social media platforms left that still prioritises engaging and informative content rather than brands with high following, meaning that brands can use Twitter as a tool to build a positive reputation.
The Best Social Platform to Reach Boomers
While young people tend to stick to Instagram and TikTok, Facebook is still the go-to platform for most boomers. Facebook is extremely user-friendly and supports a wide variety of content types, so it’s no surprise that up to 68% of baby boomers are Facebook users. Facebook is the largest social media platform in the world, with its ads reaching 38.4% of all internet users. With features such as running targeted ads and creating business pages, it can be extremely beneficial for businesses to tap into the boomer market using Facebook.
Despite being primarily known for B2B interactions, LinkedIn is also very popular among boomers. Boomers are often known for valuing expertise and experience, so this can be a great choice of platform for businesses looking to connect with boomers on a professional level.
Pinterest users are also made up of a high volume of boomers who are looking for DIY or home-related inspiration. By curating visually appealing pins and boards, your business can aesthetically display its products or services to the boomer market.
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Tips To Help You Reach Your Market
1. Know Your Audience
You’ll need to properly get to know your target audience by conducting market research to understand their behaviours and preferences, as well as where and when they’re most active online. You’ll be able to gather a good amount of knowledge about them which will help you to make a decision on which platform is best for reaching your target market.
For example, if you’re an ecommerce business trying to reach Gen Z, consider using TikTok Shop to sell your products. Showcasing your products on a platform that the majority of young people use will result in more engagement and sales than using a platform that isn’t as popular with this demographic, ie. Facebook.
2. Tailor Your Content
It’s important to tailor the content that you’re posting to the right target audience; the more targeted your content is, the more successful you will be in engaging with your target customer.
It’s equally as crucial to ensure that your content is compatible with the platform it’s being posted on so that it can receive optimal views and engagement. You’ll want to ensure that if you’re posting a video to Instagram that it’s clear to watch on mobile, as this is how the majority of your consumers will see it.
3. Engage with Your Audience
Building rapport between your brand and your target audience is a crucial step in creating loyalty within your customer base. Afterall, social media is not a one-way street when it comes to communication; it can be an effective way to build relationships and foster a sense of community in your audience.
By responding to comments and messages in a timely manner, you’ll build engagement as well as a more positive opinion in the mind of the customer. People are more likely to leave a review for your business if they’ve had a good experience, so it’s worth keeping on top of engaging with your audience.
4. Track & Analyse
It can be extremely beneficial to utilise the analytics tools provided by social media platforms in order to keep track of the performance of your content.
By being able to analyse metrics such as engagement and reach, and which demographic is interacting with your business most, you’ll gather invaluable information to help your business grow.
5. Be Consistent
Consistency is key when it comes to showcasing your business online. To create a prominent online presence, you will need to maintain a consistent brand voice and post regularly so that your audience knows that your brand is reliable.
You can take advantage of the scheduling tools available on most social media platforms to ensure you’re reaching your target audience at optimal times and to keep your potential customers engaged.
Choosing the right platform to reach your target market is extremely important when advertising your products or services, otherwise it can be like shouting into the void. By properly connecting with your target customer, you will be able to increase awareness of your brand as well as improve engagement and sales. By incorporating our tips into your marketing strategy, you’ll optimise your online presence and be able to grow your business within your chosen demographic.
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