Nearly 43 million people in Italy are active on social, a penetration approaching 73 percent of the population. This makes us realize that a social media presence is now essential for any company that wants to reach and engage its audience.
But with so many channels available, how do you choose the right social media?In the next few paragraphs we will look at the most popular platforms to help you identify the ones best suited to your business needs. Not only that, we will provide guidance on what key questions to ask for an informed choice of the best social for business.
The main social platforms for businesses
Let’s start right away by clarifying that it is not important to be present on all social networks, but to understand which ones really do for your case. To do this, you need to know the channels well, the main features of each, and the benefits.
Let’s explore the peculiarities of all the major social platforms to get a complete overview of the available options:
- Facebook: reach a large and diverse audience
- Instagram: increase interaction and take advantage of influencer marketing
- LinkedIn: build a professional network through advanced targeting
- TikTok: engage a young audience with UGCs.
- YouTube: optimize your videos for search engines
Facebook: reach a large and diverse audience
With ahuge global presence, Facebook offers a huge and diverse audience, ideal for any company aiming to expand its reach.
Its versatility makes it an attractive option for a wide range of industries, including B2C, e-commerce, and professional services.
Facebook supports a multitude of content formats, including posts, videos, stories, events and groups. This diversification allows companies to adopt varied and engaging marketing strategies to tap their audiences in creative ways.
The main advantage? The advanced advertising tools. With Facebook Ads, brands can create highly targeted advertising campaigns.
Want to start advertising on social? Find out how in our article:
Advertising on social media: how to do an advertising business
Instagram: increase interaction and take advantage of influencer marketing
Instagram is particularly well suited for those ine-commerce, for brands that focus their strategy on the visual aspect, and for those targeting the B2C market.
In fact, it is the ideal platform for visual storytelling, perfect for brands that want to share photos and videos.
Some of the most advantageous features include:
- Stories and IGTV: allow temporary content and long-form videos to be posted, increasing the chances of engagement with the audience.
- High interaction rate: the engagement rate is higher than many other platforms; it is a powerful tool for building an active and loyal community.
- Integration with Facebook: thanks to the Business Manager of the parent platform, it is possible to manage the campaigns of both socials from a single interface.
In addition, this social is the realm of influencers, perfect for any company that wants to leverage influencer marketing. Instagram hosts a wide range of influencers, from micro-influencers with smaller but highly engaged followings to macro-influencers and celebrities with millions of followers. This diversity allows companies to choose the influencer that best fits their strategy and budget.
If your target audience consists mainly of young adults and consumers who are active on social media, Instagram may be the ideal choice for your company.
Speaking of influencers, you might be interested in our article at:
How to partner with an influencer to promote your brand
LinkedIn: build a professional network through advanced targeting
LinkedIn is the social network par excellence for companies operating in the B2B sector and eager to connect with industry professionals.
Because of its professional nature, LinkedIn is the ideal place to share valuable content, make business connections and recruit talent.
But that’s not all: this social offers a powerful advertising platform with one of the best targeting options on the market. Ideal if your target audience is a specific professional audience, this tool guarantees effective advertising campaigns.
If your business primarily targets other professionals or businesses, LinkedIn may be the perfect channel for building strong, lasting business relationships.
You might also be interested in our article:
LinkedIn for B2B companies: why it is particularly suitable
TikTok: engage a young audience with UGCs.
If your target audience is Gen-Z, you’ve come to the right place. With more than 1 billion monthly active users, 60 percent of whom are between the ages of 13 and 24, TikTok offers unprecedented visibility and engagement.
This platform has the ability to quickly turn creative content into viral phenomena. This translates into a golden opportunity for companies that want to express their innovative side and directly engage end consumers through the trend.
The plus? The UGC(User Generated Content). On TikTok, users post an incredible amount of content, helping to create an authenticity that other platforms struggle to replicate. This social is ideal for companies that want to promote their products organically, encouraging consumers to create and share content related to the brand.Not to be forgotten, TikTok also offers advertising, ranging from traditional advertising campaigns to sponsorships with influencers and creators.
YouTube: optimize your videos for search engines
YouTube is an important resource for companies interested in creating informative video content, regardless of their industry, whether B2B, B2C or e-commerce.
What are the main advantages?
- Variety of formats: supported, including long videos, short videos and live streaming. YouTube offers a unique opportunity to express your creativity and reach your target audience.
- Monetization: through ads and sponsorships makes YouTube not only a communication platform, but also a potential source of revenue for your business.
- SEO optimization: thanks to integration with Google, videos uploaded to this platform are more likely to appear in search results, thus improving online brand visibility.
5 questions you need to ask yourself to choose the right social channels for your business
It is not important to have a presence on all channels, but on those that matter to your business. Sloppy management of numerous accounts or pages can lead to a perception of neglect and unprofessionalism.
For this very reason, it is preferable to carefully select a few channels, managing them appropriately to ensure a consistent and quality impression.
To do so, we have selected 5 key questions that can help you choose platforms correctly.
1) Where are your customers?
The first question to ask yourself is really about where your ideal audience is located.Conduct a thoroughmarket survey to understand which platforms they use the most and what types of content they consume. This will help you focus your efforts on the channels that offer the greatest potential for engagement with your ideal audience.
2) Are you a product or service company?
The nature of your business will influence the choice of the most appropriate social channels. For example, if you offer physical products, as in the case of the clothing industry, you might turn your attention to visual platforms such as Instagram or Facebook, opting for eye-catching photos and videos of your products.
Do you work in the pharmaceutical industry? Then you may find it more beneficial to focus on platforms such as LinkedIn and YouTube, where you can share informative posts and establish your authority in the industry.
3) Who is your ideal customer?
Understanding whether your audience is other businesses or consumers is critical to your social media strategy.If your target audience is other businesses, LinkedIn is an indispensable resource for networking, lead generation and professional content sharing. If, on the other hand, you are trying to reach end customers, you should invest in platforms such as Facebook, Instagram and TikTok, where you can make direct connections with your potential customers.
4) What is your communication style?
As we have seen, each platform has its own unique communication style and tone. It is important to adapt your message and communication to the specific characteristics of each platform. For example, if your brand has a youthful and informal personality, you might get better results on platforms like TikTok, where creativity and humor are highly valued.
5) What are the goals of your marketing strategy?
Want to boost brand awareness, acquire leads, increase engagement or grow sales?
Each platform has its own advantages for achieving various goals. You can consider opening multiple channels and tailor your content to each platform, using them for specific purposes and creating an efficient multichannel strategy.
Open corporate social channels: why to rely on a web agency
Opening and successfully managing social channels for your business requires time, precision and a deep understanding of each platform, along with an ongoing commitment to community management.
Not only that, curating a presence on these platforms goes far beyond just posting random content. It is a process that requires the creation and implementation of a comprehensive social media strategy , from editorial planning to budget management.
That’s why choosing a communications agency like Isola is critical to the success of your online presence.
With a data-driven approach and careful market analysis, we are committed to answering all your questions and developing a customized strategy in line with your business goals and target audience.
What do we offer?
- Tailoring content strategy by creating a strategic editorial plan aimed at increasing organic traffic on your platforms.
- Complete management of your social media, including active interaction with comments and oversight of the online community.
- Detailed configuration of your advertising accounts, including installation of the tracking pixel, to track conversions such as purchases and registrations.
- Targeted advertising campaigns designed with specific goals, ranging from increasing traffic to generating qualified leads.
With our support, you can count on a solid and consistent online presence, perfectly tailored to the needs of your business.
Want to figure out which social media to leverage to promote your business?
Turn to our agency for a customized strategy!
