Social Media Marketing: One Size Does Not Fit All

Social Media Marketing

It’s no secret that digital marketing and advertising encompass a growing portion of companies’ brand-building and lead generation budgets in the 21st century. With the trend set to continue indefinitely in the years ahead, veteran PR professionals, as well as those just beginning their careers, have quickly realized just how much time and energy is required to make full use of the ever-expanding lineup of social media mediums.

In response to these continuous developments in online outlets for customer-engagement, in-house and external marketing teams have adopted an approach that seeks to utilize any and all social media and video platforms available.

The issue with this approach stems not only from the immense time commitment and creative bandwidth required to maintain a presence on all available sites but from the fact that many, if not most, of these online sites, will yield no return for most companies.

To mitigate such a dilemma, marketing teams would be wise to adhere to the principles outlined below, both for their own companies and the clients they represent.

Know Your Demographics

As the saying goes: fish where the fish are. Determining which social media channels to engage with for digital marketing starts with understanding what platforms most people spend their time on.

According to the Khoros 2020 Social Media Demographics Guide, a whopping 2.7 billion monthly users access Facebook, which not only makes the social media giant the world’s most visited website for social engagement but the most invested in outlet for companies looking to grow their following, drive traffic to landing pages, and convert followers into customers.

While Facebook boasts the largest user population at just under 3 billion accounts active monthly, the platform consists mainly of adult users. This has caused many companies and brands to shift their gaze to some of the younger and newer social platforms.

This includes Instagram and its 1 billion monthly users, 67% of which are millennials. It also includes Twitter’s 330 million monthly users, the majority of which are also millennials, as well as Snapchat’s 381 million monthly users that tend to be gen-z and millennial members. Not to mention YouTube’s lofty 2 billion monthly users that are spread rather evenly across most age groups. Even LinkedIn’s 260 million monthly active users and Pinterest’s 322+ million monthly members are up for grabs, most of whom also tend to be of a younger generation.

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Businesses have begun showing an interest in these younger demographics in hopes of providing their respective brands a strong level of recognition and trust amongst the sects of the population that are soon to take over as the dominant consumer force in the US.

This practice shows an interesting deviation from the typical aim of trying to immediately attract customers and instead shows how different businesses are investing more for name recognition down the road.

Spread The Wealth

In order to successfully navigate the road ahead, it’s imperative that digital marketers transition with the marketing methods of the future, all while keeping an eye on the past. This is to say that, at least for the time being, investing in traditional forms of media in addition to recently developed forms of media may very well be the most prudent campaign strategy for consistent ROI.

It’s worth noting, however, that such a full-scale social strategy is only advised if your product/service is attempting to appeal to all levels of the consumer population, rather than one specific niche.

If the aim is to appeal to younger generations or older generations alone, you’d be wise to invest in the social outlets that best cater to those demographics. Spreading and concentrating the budget provided by the company is crucial to a team’s overall success.

It will save you from spending the maximum dollar figure for minimum or mediocre engagement and/or customer acquisition, and inversely, can save you a tremendous amount of money and headache while still achieving a high volume of online results.

The Right Content for the Right Platform

A common habit for many marketing, public relations, and digital advertising agencies is following a one size fits all mentality when it comes to curating content for their social media channels.

Such an approach not only fails to recognize the intrinsic differences that exist between many of today’s social media outlets but squanders a brand’s opportunity to truly develop worthwhile and impactful content for current and potential followers.

When it comes to appealing to the public’s online consumption preferences:

  • Twitter users want pithy statements and insightful/entertaining dialogue.
  • Instagram users tend to look for clean and concise infographics and picturesque images.
  • TikTok users want short, whimsical videos that offer a certain level of humor and/or entertainment.
  • Success on YouTube demands well-edited, original content that goes beyond talking about the history behind a brand and instead explains why viewers should care about the company’s story.

All of this is to say that in order to maximize results through social media efforts, brands need to be prepared to curate content that is entirely unique to each individual platform they operate on. Once social media teams adapt to the challenges of meeting this standard, they’ll witness a level of organic growth and interaction, unlike anything they’ve experienced in the past.

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