Close to 5 billion. This is the projected number of social media users by the end of 2023, with each spending an average of 2 hours daily across approximately 6-7 different social platforms.

While these statistics might be intriguing for users, they present a more complex challenge for businesses. Navigating the landscape of online presence and selecting the right social media channels has become tricky. It depends on factors such as location, demographics, interests, user-consumed content, and platform formats. Here is a breakdown of some of the most impactful social media platforms for businesses today, and what you should know about them to effectively engage users and position your products, services, and ideas:

LinkedIn: The First Choice for B2B Marketing

Our first recommendation might not surprise you, given the growing popularity of LinkedIn worldwide. The platform has evolved beyond being just a recruitment tool, now serving as a B2B communication hub and the most widely used professional network globally.

Why LinkedIn?

You've probably heard of H2H marketing (human-to-human marketing), and LinkedIn is a prime platform to fully implement it. Once you've defined your product or service specifics, target audience, and ideal client, you're just a few clicks away from direct communication. LinkedIn connects you with the right people in companies, decision-makers and process managers you need to reach with your message. Here's why LinkedIn stands out:

• Over 930 million global users
• More than 61 million companies presented
• Majority of users are active professionals, entrepreneurs, business owners, and managers
• Focus on professional and business topics, emphasizing quality over quantity of content
• One of the highest potentials for generating quality B2B leads

LinkedIn's Effectiveness for Different Business and Marketing Goals

B2B Marketing

Undoubtedly, LinkedIn is the go-to for B2B marketing. With detailed user demographics, experience, interests, and incentives to stay active, you can craft highly relevant business content. Data is definitive: LinkedIn is the most effective platform for creating organic B2B content via personal profiles and company pages.

Establishing a Strong Business Image and Authority

A robust LinkedIn presence showcases your business's authority and engages potential clients interested in career development. Regularly share company news and participate in industry-related discussions to build credibility.

Positioning as a Desired Employer

LinkedIn users often explore career opportunities and compare companies. It's crucial to differentiate your business as a potential employer. Industries experiencing workforce demand can leverage LinkedIn to attract candidates.

SEO Benefits

Content from business pages and personal profiles on LinkedIn is indexed by search engines, boosting brand visibility and Search Engine Optimization (SEO).

Best-Performing Content Formats on LinkedIn

Here are the formats that yield the best results in terms of reach and engagement, as of late August 2023. It is important to use them purposefully, aligning with relevant and intriguing content:

• Carousel Posts
• PDF Documents
• Polls
• LinkedIn Newsletters
• Images, Graphics, Infographics
• Text
• Content from Personal Profiles

Pinterest: To Stand Out in Your Niche

"Discover new home decoration ideas, guest menu options, business meeting outfits, blog content, entrepreneurial ventures, and more." This is what Pinterest offers, catering to your interests and goals.

Why Pinterest?

Pinterest's core positioning is about inspiring new ideas, giving brands a chance to stand out in specific industries and showcase products/services. If you use Pinterest to position your business, your content will reach users already interested in your category. Key facts about Pinterest's reach and consumption:

• Nearly 500 million active monthly users, with 80% being women
• 80% of users discover new brands, products, and services through Pinterest
• Largest user group is aged 25-34
• Over 55% of Pinterest users see it as a platform for purchasing products

Pinterest's Effectiveness for Different Business and Marketing Goals

Retail Brand Advertising

Owners of small product brands investing in retail sales report higher satisfaction with advertising results in relation to their budgets.

Establishing a Startup Brand in a Product Category

Pinterest is a direct way to position your startup among an interested audience. It offers a more effective path to results compared to other paid methods on different social platforms.

Engaging Target Audiences

Users can create and personalize boards on Pinterest, leading them to spend more time on the platform. This provides more interaction opportunities with brands.

SEO Advantages

Remember, Pinterest content is indexed by search engines, as well. Providing detailed product descriptions and using external links to your website and other business channels improves SEO.

Top Content Formats on Pinterest

Beyond image sharing, Pinterest offers additional ways to engage users. Here are a few valuable pointers:

• Think in terms of the big picture (boards), not just individual images.
• Include videos.
• Utilize carousels.

YouTube: Extend the Added Value for Your Clients

Every minute, over 500 hours of video content are uploaded to YouTube, with users spending more than 1 billion hours watching videos each day on the platform. At first glance, standing out amidst this vast sea of information might seem challenging, but in reality, the situation is quite different.

Why YouTube?

Naturally, this platform boasts the highest user engagement and the most time spent consuming content. Video formats are the preferred way for the majority of online users to absorb information, making YouTube an excellent channel for showcasing products and services, providing tutorials, entertainment, and more. Here are key consumption statistics as of the second half of 2023:

• Over 2.5 billion active users per month
• An average of around 30 hours per month spent watching videos by each user
• YouTube is the second-largest search engine after Google

How YouTube Excels for Business and Marketing Goals

Product or Service Presentation

Around 70% of YouTube users have been introduced to a brand, product, or service through YouTube videos. Additionally, users are twice as likely to make a purchase if they have encountered a brand's content on YouTube.

Demonstrations, Instructions, Training, Tutorials

You're likely already thinking of brands that successfully use YouTube to showcase their products' features or assist users in their utilization. By doing so, they elevate user engagement with the brand and increase the likelihood of turning them into loyal customers and brand advocates.

Essential Video Marketing Platform

If video marketing is part of your content strategy, creating videos for your website and other online platforms is crucial, but having a presence on YouTube is indispensable.

Leveraging SEO

As we mentioned, YouTube is the second-largest search engine on the internet. It's essential to capitalize on all organic and paid content opportunities within the platform.

TikTok: Staying Relevant

Generations "Z" and "Alpha" would likely be suspicious of your business, especially if they don't find it on TikTok. This platform has shown remarkable growth in user numbers over the recent months and years.

Why TikTok?

Beyond its immense popularity, TikTok also achieves impressive engagement levels among its users, along with offline activity following content consumption. Here's what you need to know:

• Over 1.6 billion active users
• Around 2/3 of teenagers worldwide use TikTok
• The age group of users between 18 and 24 is the largest on the platform

TikTok's Effectiveness for Business and Marketing Goals

Engagement through Entertainment

The primary reason TikTok users visit the platform is for entertainment and amusement. If you can present your business through these creative tactics and consider "Z" and "Alpha" generations as your target audience, then TikTok is the right platform for your business.

Collaborating with Influencers and Content Creators

Instagram and TikTok have popularized the term "influencers" or "content creators." These individuals hold significant sway over their followers' opinions and purchasing decisions. If respected and authoritative influencers exist in your category, collaborating with them to promote your business on TikTok can yield powerful results. Two-thirds of TikTok users would trust their opinions and recommendations.

WhatsApp, Viber, or Telegram: Personalized Experiences, After-Sales Service, and "First Aid"

Remember, your journey doesn't end with online visibility and successful sales. The customer's brand experience continues and you must remain accessible for follow-up consultations, questions, support, and assistance at all times. The more accessible you are, the better.

Effective Business and Marketing Goals with WhatsApp, Viber, or Telegram

User Retention, Loyalty, and Upselling

If a user has already made a purchase from you, you likely have their contact details. With their consent, you can leverage this information to send them personalized communications about your value-added products and services. You can also create distinct groups or channels where users can join and interact with other customers who share similar needs and interests. Messaging apps grab user attention more effectively than sales emails or online ads.

Quick Consultation or Technical Support via Your Team or Chatbot

When a customer encounters an issue or has a question while using your product or service, they need instant assistance. Thanks to popular platforms like the ones mentioned, you can be close to your customers and users at all times.

Facebook and Instagram: The Universal and Essential Solutions

Though we are discussing these platforms last, they are of crucial importance. While it is challenging to stand out on them, not having a presence means missing out. Facebook has over 3 billion Internet users, while Instagram boasts more than 2 billion. They all expect high-quality content, but capturing their attention amid various business posts and ads is increasingly challenging.

Successful Business and Marketing Strategies on Facebook and Instagram

There's no reason not to have your business present on these two social media platforms if you don't want to lose consumer trust. Keep in mind that if your business doesn't have a well-functioning website, your Facebook page will be the first thing users find when searching for your brand. If that's also absent, your chance of making an online impact remains minimal.

Product Marketing on Instagram

Instagram, being the leading platform for image sharing, provides an ideal environment to position and sell products more effectively than services.

Online Advertising

Meta's advertising platform is highly advanced, offering numerous functionalities and tools for precise ad targeting. With a vast array of user data, metrics, and other capabilities, you can create and promote ads in various formats across Facebook, Instagram, and partner networks.

User Interaction

These platforms are where users often engage in conversations, whether in chats, interest groups, feed comments, and more. Utilize formats that not only convey your business information but also stimulate two-way communication.

Top Formats on Facebook and Instagram:

• Live
• Reels
• Stories
• Videos
• Images

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