Which Social Media Platform Is Right For Your SME?

Last week we spoke about the basics of social media marketing and what you need to do to stay on top of the game. And one of the most important tips in there was to avoid trying to master all social media networks. Ideally you want to start off with one, learn everything you can about it and master it before taking on any other social ventures. Make your first social platform your bread and butter when it comes to social media marketing going forward and you’ll find that your efforts become more successful. However the most important question now is – which social media platform is right for your SME?

Twitter

Our personal favourite. Twitter is the wondrous place where you can share your thoughts with he world in 280 characters or less. (Who remembers the 140 character days?!). Anyway, we think Twitter is one of the more liberal social platforms where all sorts of people and businesses are welcome to share their ideas. So no matter what your SME’s core business is there is a place for you on Twitter. You can join weekly chats, start up conversions and of course share your content. The only sort of business we would say that Twitter wouldn’t be ideal for as a first platform would be more visual businesses. So if you’re a photography, craft store, artist or interior designer you may want to skip down the list to Snapchat or Instagram.

LinkedIn

Day by day LinkedIn is becoming less of a stiff business platform and more of a place where people can share their stories with people who are interested in personal development, entrepreneurship or really want to get involved with or change the industry they’re in. The audience on LinkedIn is usually people over the age of 18 who are either in established careers, setting up their own business or recent graduates looking for their first big break. Because of this we would highly suggest starting on LinkedIn if you run some sort of consultancy, training or education based business.

Facebook

Similarly to Twitter, Facebook is somewhere that a variety of different businesses can gain an audience and get some exposure. There aren’t too many restrictions here as to which sort of SME will do well on Facebook. Therefore we recommend it as a starting point for most people. However due to some Facebook algorithm changes, it has become harder for businesses and brands to reach users organically. So it’s probably a good idea to read up about algorithms first before making a decision.

Instagram

According to some statistics from last year Instagram is the fastest growing social media network at the moment with thousands of new users joining everyday. But what do you need to be successful on Instagram? The best way to gain a following quickly and receive great engagement is to ensure your Instagram account sticks with a theme so that your “grid” looks aesthetically pleasing to look at as one piece. Because of this, the SME’s that would do well on here are ones with a more visual product. For example: photography studios, craft stores, make-up artists, hair dressers ect.

Snapchat

Snapchat is a social platform where people tend to share videos and photographs of themselves along with a small caption and perhaps a silly dog filter. Although it sounds pretty fun this is the most difficult ones to get right and we’d say avoid it as your first platform if you can. The demographic of Snapchat is general is quite young. So if you’re target audience is young teens and young adults this is a good platform to capture them on. However, you don’t just have to think about your target audience before picking a platform – you need to think of your core business too. What are you selling? Because, for instance, fashion, fragrance and beauty brands usually do quite well on Snapchat – so do gossip magazines. This is probably because statistically more young people have these interests. Furthermore these sorts of brands can also deliver the correct content for Snapchat. It needs to be engaging from the start, entertaining throughout and finish with some sort of CTA like “swipe up to read more”.

YouTube

Everyone knows YouTube. YouTube is actually the second most visited video website of all time so there’s obviously lots of reasons as to why you may want to showcase your SME on here. However YouTube is all about interesting personalities, ideas, places and products. It is highly saturated with competition (like all social networks) but it seems to be particular fierce on there more than any other social network. Similarly to Snapchat, because YouTube is all about videos you need to make sure your video is capturing people’s attention. It doesn’t stop there though, not only do you have captivate people with your videos – you have to optimise your videos to be found with eye catching thumbnails and wacky video titles. To be honest the bottom line with YouTube is you’re going to struggle to stand out unless you’re some sort of original unique brand or a celebrity.

So those are the different social media platforms and what sort of SMEs they are most relevant for. However, of course, remember that these are just general tips and that how you should utilise and market your business is very dependent on what industry you are in as well as your target audience.

As always, if you need any further assistance with any social media marketing projects then please don’t hesitate to contact us either here or on LinkedIn or Twitter. Until then, happy marketing!