September 26, 2023


Technology and Age

Choosing The Right Social Media Platforms For Your Business

By Carly Bauer, Marketing and advertising Specialist at Heinz Marketing and advertising

In my earlier posts I wrote about the requirements to look at before deciding on a social media platform.  Be sure to look at it out for a lot more in-depth depth but right here it is in summary.

Irrespective of whether your marketing approach is concentrated on brand name awareness, endorsing a product, or hoping to develop your possess personal subsequent – there is a established of standards you must think about and understand just before selecting the perfect social media platforms to meet your goals.

We went above deciding upon social platforms based on where your viewers is found to far better comprehend how you audience gets data and what variety of facts they are striving to acquire.

Secondly, decide on platforms that are specific to your content material type to enhance the shelf-existence of your material with your viewers.

Are you concentrating on micro-articles that is fast and easy to develop but is only pertinent for times at a time? or are you developing macro-information these kinds of as blog site posts or video clips that just take lengthier to create but audiences can refer back again to around time and requires more time for visitors to digest? These distinctive written content pieces perform better on unique platforms creating it an vital aspect to contemplate when choosing the most effective platforms for your content material.

The third conditions we talked about is restricting the number of platforms you pick out. It’s not required to be on every single platform you may well operate the threat of spreading on your own far too thin. Every platform necessitates it’s personal unique strategy in buy for you to be successful. It’s finest to ‘master the art’ of 1-2 social platforms ahead of including additional into your technique.

Now that you realize the conditions that lays the basis to be effective on social media, we are heading to dive into some of the unique social media platforms – what will make them exclusive, preferred articles formats, viewers geographics, and far more – to aid you ascertain which platforms are heading to in good shape your marketing aims most effective based mostly on the criteria we went about in my to start with write-up.

Twitter is identified as a quick textual content social system. The character limitation for posts, forces customers to be imaginative with what you really say. In typical content material needs to be brief, quick, uncomplicated, creative, eye-catching or memorable to be productive.

What sort of content material is well-known on Twitter?

  • Textual content – text is a Tweet is small and retweeting frequently comes about thanks to interesting articles, these as fascinating points, way of living suggestions/hacks, inspiring prices, or asking for retweets.
  • Images – pictures are well worth a thousand words and can develop a visible link between your product and your consumer. Unfortunately, tweets with uploads these types of as images really do not seem as a visual and viewers have to simply click the ‘view photo’ button in buy to see the impression. This doesn’t make the information eye-catching while people scroll by means of articles.
  • Movies – media performs effectively on Twitter, when carried out the right way. Make absolutely sure to preserve it shorter and simple. Behind the scene films or small but enlightening parts do properly.
  • Slideshares – can deliver useful details to your followers, particularly if you are a B2B firm. Slideshares deliver additional worth to your clients and show your business as a considered leader.
  • News summaries – a new function introduced that enables companies to share breaking information that pertains to their small business, not just specifically associated stories which gives additional value to your followers and prospects.
  • Inbound links – gives end users with a way to understand about specific information and facts. When publishing backlinks bear in mind to preserve it brief, use related hashtags, and make the call-to-action clear.

Who is applying Twitter?

Twitter has about 330 million active customers. Their most significant demographic consists of people amongst the ages of 25-34, adopted by 18-24 calendar year old’s, and 35-49 calendar year old’s.

Twitter is also not a system acknowledged to have a significant profits or education holding viewers but is good to attain customers at large.

What is exceptional about Twitter?

Twitter is a excellent platform to encourage your brand by reaching and participating with your audience. Hashtags allow for you to observe and have interaction in discussions about trending matters that relate to your small business, solution and solutions, or marketplace. Employing hashtags inside your information enable you access out to new followers when they look for for relevant written content utilizing individuals identical hashtags.

Twitters electronic advertising and marketing opportunities enable you to access your target customers with multiple ad format selections and you can personalize your advertisement encounter to in good shape your aims.

Test marketing your account or a tweet from your manufacturer and it will clearly show up in your target customer’s Twitter feed.

Twitter is effectively-recognized for its lookup motor. With over 2 billion look for queries for each working day it may perhaps be an perfect supply to support your demographic discover your organization when seeking for certain key terms and content material.

Facebook is not the latest or the coolest (top rated trending, for the youthful era) social media system but it is however the most significant social media system in terms of buyers with above 2 billion month to month energetic people.

What varieties of articles are well-known on Fb?

  • Picture-based posts – are incredibly well known and are most effective for featuring solutions and providers. Excellent for crucial announcements or interacting and entertaining your followers.
  • Carousels – includes a team of 4-5 but can go up to 10 pictures shown as a collection to explain to a story, elaborate on a subject, or showcase a solitary products from various angles or multiple goods. This format also has an advert solution.
  • Functions – announce and invite your target viewers for an party to raise consciousness and create alternatives for engagement.
  • Movie Posts – small, brief, and easy-to-grasp movies are a great way to bring in the correct viewers and enhance engagement. Upload a pre-recorded movie or get started a Facebook Live, which has received popularity in the final few of yrs.

Who is making use of Facebook?

Facebook is applied by a range of age teams with above 50 % of teens and practically half of persons previously mentioned the age of 65 on Fb. Utilised by multiple generations, connecting you to a quantity of people from assorted backgrounds. Fb is an ideal place to expand your brand recognition and expand your client team.

What’s exceptional about Fb?

In regard to features, Facebook does definitely perfectly at targeted electronic advertising and marketing. With Facebook adverts, you are ready to goal viewers members who are extra possible and ready to invest in your goods or services– Making certain your ads are in front on the correct consumers at the correct time. Facebook’s social media ecommerce integration is one more feature that will make the social media system stand out as an suitable social platform possibility for businesses that give on the net purchasing. Fb helps make it uncomplicated for users to purchase from your company as a result of the social media system and lets you as the organization to provide shipping updates and other buy notifications to your customers by way of Fb as perfectly.



LinkedIn obtained its start out as a small business and employment-based mostly social media system. It’s whole of experts across a vast spectrum of industries, primarily B2B firms. LinkedIn at present boasts over 300 million energetic users on a monthly foundation. Even nevertheless it is smaller than Facebook and Instagram, the more compact dimensions is truly a important strength for LinkedIn – it’s information feed. LinkedIn’s newsfeed may not be as competitive as other platforms, but it enables corporations to reach more of their connections and followers with no paying out for ads.

Mainly because Facebook, Instagram, Twitter and some of these other more substantial platforms are so crowded, they use precise algorithms to figure out what information is essentially showed in your newsfeed and your followers newsfeed. LinkedIn doesn’t do this, hence giving businesses and specialists an option to establish substantial awareness and engagement on their platform.

What varieties of material is well-known on LinkedIn?

All round material on LinkedIn does well when it is informational and delivers readers with insight and awareness that might much better their own small business or particular progress.

  • Movies – brief clips that are concerning 30 seconds and 5 minutes prolonged that provide industry insight, interviews with business leaders or area gurus, and tutorials
  • Textual content – straightforward, simple, quick generic posts. Shorten content material is far more workable to consume and can lead to modest actionable conversations as an immediate reaction to your content and can lead to additional likes and remarks on your posts.
  • Hyperlinks and Content articles – sharing files that demonstrate anything stage-by-step, share suggestions, or even furnishing further viewpoint.
  • Situation Research

Who is applying LinkedIn?

LinkedIn is largely utilised by professionals concerning the ages of 30-49 yeas of age. Nonetheless, about a quarter of gurus all-around the age of 22-29 use LinkedIn – vocation progressors, and another quarter of persons in between the ages of 50-64 use LinkedIn on a each day foundation.

Not like Fb and Instagram, LinkedIn has a larger significant-cash flow audience and a superior vast majority have higher education degrees. These demographics make sense because the system was specifically created for firms with businesspeople in intellect.

One particular of the finest qualities of LinkedIn is that it’s audiences are business-minded. They are typically open up to networking opportunities and listening to about techniques to strengthen the way they get the job done or make their job less complicated. This offers a wonderful option for B2B brands to connect with organization choice-makers throughout different industries.

What is exclusive about LinkedIn?

LinkedIn has many electronic promoting opportunities. Even though electronic adverts are a lot more costly on LinkedIn in comparison to Fb, B2B brand names are able to specify specific marketing campaign objectives, make the most of various ad formats, and focus on precise audiences’ members, groups, and industries.

LinkedIn Groups is a different specific attribute people can be a part of and take part in based on their market, task operate, or career interests. This is a wonderful possibility for models to drive real engagement with influencers and decision-makers across different industries through natural article engagement, discussions, and advertisement concentrating on.


Centered on storytelling, Instagram has grow to be a common social media platform to share photos and films with followers, and has allowed firms to get creative in how they emotionally connect with their audiences.

What information formats are common on Instagram?

Instagram’s exclusive social media system can allow for you to convey to your brand’s tale with artistic and participating visual material. In contrast to other social media platforms, Instagram is greatly concentrated on visuals, both visuals and videos. No make any difference what field your organization is in, you can use Instagram to showcase your products and explain to your brand name story in a way that is visually desirable. For the reason that of this, Instagram is not meant for articles that involves a lot of studying. Preserve it visible centered with limited captions that are clear-cut.

Instagram was the to start with and is the most popular system to develop and share ‘Stories’. Choose reside movies, post pre-made visuals or films, and share other material in 24-hour prolonged ‘reels’ to your followers. Instagram tales are meant to be fast quick articles that is suitable limited time period. It is a excellent way market brand name awareness, product sales or special product or service discounts, and announcement updates.

Who is applying Instagram?

If you are focusing on a younger demographic, Instagram is an excellent system to advertise your organization. Because of the youthful demographic of Instagram customers, there are much less customers with a college or university education and learning and superior earnings in contrast to Facebook and other platforms.

What is special about Instagram?

Like Fb, Instagram also enables you to concept end users instantly. This can be a good instrument for fast buyer service to solution inquiries and tackle fears immediately.


YouTube is one particular of the longest operating social media platforms out there. New platforms arrive and go and other folks try to mimic 1 yet another to continue to be pertinent but no just one has dared consider to switch YouTube. With around 1.9 billion individuals employing YouTube on a normal foundation, this places YouTube over Instagram and practically eye-to-eye with Facebook in terms of usage.

Just powering Google, YouTube is the 2nd largest search motor in the world. Giving to the skill to reach a broad viewers, but also be reachable for folks looking for you.

What content material formats are well-liked on YouTube?

YouTube is a video clip-dependent system which is good given that online video is a very most popular media structure at present, but it does acquire a ton of do the job to build content material.  Just to create the content by itself it can demand an complete video clip setup, with a camera, lighting, microphone, and movie modifying.  The amount of professionalism you want establishes the stage of function that desires to be done to set your video clip articles together.

On the other hand, it’s vital to preserve in brain that movie articles has been recognised to have some of the greatest levels of viewers engagement, in particular when accomplished dwell, you can see the rapid final results of your information by means of serious-time viewers engagement and conversation. If pre-recorded films, podcasts, or other are living streaming online video information is a thing you can see promoting your merchandise, companies, or help with brand advertising and you are keen to set the time and do the job into, YouTube could be a platform for you.

Who is utilizing YouTube?

Individuals of all ages use YouTube, there is not 1 unique demographic that dominates in excess of the others.

Since YouTube is made use of by all ages, we see a higher share of customers with higher-revenue and college or university levels utilizing the social media platform.

What’s special about YouTube?

One particular of the greatest benefits about YouTube is that it will allow makes to accessibility an unrestricted amount of video clip hosting, earning it an cost-effective way for organizations to publish video content material to generate engagement.

YouTube information can also be conveniently integrated with other social platforms and internet sites for increased arrive at.

Material posted on your YouTube channel is also searchable in each YouTube and Google, creating it easier for your viewers to find your content. Let’s not overlook, YouTube can also enable with your lookup engine optimization (Search engine optimization), helping your content  surface larger up the success web page for key phrases you’re seeking to concentrate on.


I hope this tidbit on diverse social media platforms was practical and gave you the essential perception to enhance your social media promoting tactic.