Business owners know that a well-thought marketing campaign can drastically improve their sales and brand awareness. But the days when TV commercials and billboards were the preferred advertising methods are long gone. Now, it’s all about who has a better online presence through social media platforms.
Unfortunately, maintaining an active account on all these platforms can be very expensive. That’s why it’s best to focus on one or two at a time. Yet, choosing the right platforms is not easy, especially if you are new to this way of advertising. In fact, you’ll need to take into consideration everything from your target audience and brand identity to your marketing goals.
However, you don’t have to do all that work by yourself! Today’s article is here to help brands that are on the fence about joining a specific social media platform. Featuring pros and cons for each option, it will help business owners like yourself make an informed decision!
Facebook is one of the most popular and well-known social media platforms, with almost 3 billion users. As a result, it’s no wonder why so many brands are focusing their marketing efforts on this platform in order to advertise their products and services.
Pros
Unlike other platforms, Facebook caters to a wide range of people, from students and office workers to retired veterans. Therefore, any brand can efficiently market toward its specific target audience.
Additionally, Facebook encourages direct communication between brands and individuals, which can help improve your relationship with your customers. And, with the help of Facebook Groups, you can even build a community of loyal consumers.
Cons
Despite its success, Facebook is pretty infamous for its frequent privacy leaks, which has led to some users seeking safer alternatives. So, by associating your brand with this platform, you might actually damage your reputation and the way consumers perceive you.
Furthermore, many companies use Facebook. Thus, the market is saturated with ads and commercials. As a result, the platform has decided to heavily filter the ads it shows to its users, which might prevent you from reaching the intended audience.
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With more than 200 million daily active users, Twitter is still incredibly relevant and popular. And while its reputation has always been a bit questionable, Twitter is worth checking out.
Pros
Few platforms have such an extensive reach as Twitter, making it very easy to spread your brand awareness and name. Posting content on this platform is also very simple. As a matter of fact, due to the 280 tweet limit, you don’t have to write long essays about your brand. Instead, you can just focus on ways to entertain your audience and capitalise on existing trends.
Cons
It’s important to note that more exposure is not always better. More specifically, Twitter users are tech-savvy, meaning that they can quickly discover if your post is an ad or not. So, if your content feels pushy and sales-driven, it will quickly put off and drive away your users. However, you can circumvent this by focusing on connecting with other users and building a community instead of using traditional marketing ads.
LinkedIn is dedicated to professionals looking to connect, find a job or hire people. As of 2022, this platform has reached over 800 million users, with the number constantly growing. That’s why many companies are shifting their efforts to LinkedIn.
Pros
While other platforms focus on attracting as many users as possible, LinkedIn aims to provide a professional environment. If you are a B2B company, this is the ideal platform for finding prospects and reaching out to your partners. It also offers special tools for brands looking for employees or wanting to learn more about their competitors.
Cons
Sadly, LinkedIn requires a considerable time commitment. You should keep in mind that people who use this platform are looking for jobs or want to hire people themselves. Thus, they will tend to skip content that they find irrelevant. In other words, using LinkedIn for your advertising requires you to reach out directly to prospects, which can be time-consuming.
Snapchat
Although Snapchat started as a simple messaging app, it now includes many features you would expect from a social media platform. As a result, there’s no wonder why they have 332 million daily active users worldwide.
Pros
Snapchat provides a great way to engage directly with viewers, making your interaction feel more personal. It is suitable for companies that want to reach younger audiences, as they comprise the platform’s primary user base. And lastly, people consider Snapchat a fun, relaxed platform, allowing your ads to seem more natural and subtle.
Cons
The biggest drawback of Snapchat is that it doesn’t encourage people to respond directly to specific ads. That makes it hard to determine how your audience feels about your content.
Furthermore, the platform features time constraints for any content you post or advertise. It also doesn’t provide an accessible option for viewers to share your ad with their friends, limiting your reach.
TikTok
Even though it was launched in 2016, TikTok has become the go-to social media platform for most people. It garnered over 1 billion users in just a few years, and its growth doesn’t seem to slow down anytime soon.
Pros
Thanks to its automatic video playback, TikTok makes it easier for your content to be seen. That is very useful as it allows you to draw the attention of potential customers in a matter of seconds. And with countless trends and features, TikTok provides a continuous stream of marketing opportunities that you can take advantage of.
Cons
TikTok doesn’t offer a straightforward option to link your website to a specific video. Sure, you can always attach it to its description. However, if consumers find it hard to navigate to your website, they are less likely to do it.
Not only that, but while ads are more visible, they are also easy to skip. All users have to do is swipe away your video, and the platform’s algorithm will never show them your content again. Therefore, you will have to come up with creative and eye-catching ads to lock in potential consumers.
The Bottom Line
Social media platforms offer incredible advertising opportunities for companies of all sizes. However, you must carefully consider each platform’s pros and cons before making your choice. If you are more on the professional side of the industry, LinkedIn and Twitter are no-brainers. Or, if you prefer a younger, more impressionable audience, then TikTok, Facebook or Snapchat are your best bet. But with a bit of research and dedication, you, too, can grow your brand with the help of social media platforms!
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If you need even more info about social media marketing or any other related subject, we are here for you. You may also browse our promotional items if you want to even strengthen your brand the traditional way. Give us a call at 0800 0148 970 or simply email us today, and let’s discuss how social media advertising can benefit you.
