Social network for business: which social network to choose for promotion
One of the main factors that affect the construction of an SMM strategy is the right choice of site. Different social media have different audiences and reach different reach. In this article, we will discuss recommendations that will help you choose a social network to promote your business.
According to Brand Analytics, at the end of 2020, the most used social media in Russia were Vkontakte, Instagram, Facebook and Odnoklassniki, so it’s worth focusing on them first. Then you can develop the brand’s presence on other social networks, which we will talk about later.
So, how to approach the choice of a priority social network for promotion?
Related material: Basic rules for promoting a business on the network
Social media business development: estimate audience size across different social media
An assessment of audience coverage will help to choose a social network for promotion. To begin with, it is necessary to clearly define the characteristics of the target audience of the business, which include:
- Geography (city, region, country).
- Marital status.
- Income level.
After that, you need to go to the advertising account of each of the social networks – Vkontakte, Facebook and Instagram have their own advertising accounts, but advertising on Odnoklassniki and Vkontakte can also be launched through the MyTarget platform. For each ad space, you can target audience according to the characteristics of the brand’s target audience and see what projected audience reach each platform offers. Priority should be given to the social network that predicts the maximum reach.
Forecasting audience coverage on the MyTarget advertising platform
The role of social networks in business: which social networks bring clients
To do this, analyze the statistics of your site and pay attention to the traffic sources: whether users come to the site from social networks and from which ones. This can be done using Google Analytics or SimilarWeb services. Social networks that bring more visitors to your site should be prioritized.
Sources of traffic from social networks in SimilarWeb
How competitors use social networks in business
It will also be useful to analyze competitors’ sites and understand from which social networks more users come to them. To analyze the very accounts of competitors in social networks, you can use Popsters.ru: this service analyzes the coverage of brand publications and the engagement rate, that is, likes, reposts and comments. An analysis of competitors’ communities through Popsters will help to assess which of the social networks users interact with the content more actively, and to identify the optimal characteristics of publications to attract activity: how long posts should be and at what time it is more effective to post them.
In this case, you should not copy the strategy of competitors, because you risk making the same mistakes or missing out on the same opportunities. Competitor analysis is essential in order to outperform them when promoting your business.
Doing Business on Social Media: Learn Social Media Rules
Each network has certain restrictions regarding the ads that can be placed there. Perhaps a product or service cannot be advertised everywhere, and this will also affect the choice of a social network for brand promotion. You cannot advertise tobacco and alcoholic beverages, adult products and gambling via social media. And in order to advertise drugs, you have to provide a license. We share links to the ad placement rules:
Rules for placing advertisements on Vkontakte
Facebook and Instagram Advertising Policy
Rules for advertising in MyTarget
Business promotion on other social networks
In addition to the main social networks that we discussed above, there are other popular platforms – Twitter, TikTok and Youtube. Next, let’s look at what options each of them provides.
TikTok has become one of the fastest growing social media in 2020. This social network is dominated by young users, so the application is suitable for brand promotion if its target audience is youth between the ages of 14 and 24. Back in TikTok, users actively share content with each other, so the social network provides high organic reach.
Related material: Business promotion on the TikTok social network. Part 3
TikTok offers opportunities for creating engaging content, but it’s worth taking the time to understand the functionality of the app. Creating a video on TikTok looks easy, but before you start shooting, you should think over the idea of the video and prepare the script.
To find a popular video format you have to experiment here, but you can also follow popular trends. Once you feel comfortable and attract your audience, you can try launching your own trend, for example, in the form of a challenge.
Twitter is convenient for posting brand news and answering user questions. Popular tweet formats are a short call to action or a question to your audience. Also in this social network, “hot” events and news are often discussed, and this opens up the opportunity for the use of situational marketing: for example, you can create an original meme to attract the attention of users. Keep in mind, however, that the 280-character limit per tweet will not allow you to post lengthy text.
YouTube videos help build brand image. However, if a business has recently begun to promote itself on social networks, then experts do not recommend going to YouTube. Developing a YouTube channel takes time, effort and money: it takes a team of professionals to produce high-quality videos on a regular basis.
Related material: Promotion on Pinterest. How to make money on the Pinterest social network?
Social Media Business Promotion Tips
- There is no perfect social network for business promotion. You should develop a presence on those social media where the target audience of the brand is better represented.
- Don’t focus too much on your competitors. Each business has its own goals and objectives, and the choice of social networks may differ from the set of social networks that similar companies use to promote. If you focus on the strategy of competitors, then there is a risk of repeating other people’s mistakes.
- Do not be afraid to use Odnoklassniki for promotion, because this social network has an adult solvent audience. Many brands are not on Odnoklassniki, so the competition here is likely to be less than on other social networks.
- Test your ad campaigns across multiple social networks and don’t be afraid to change your priority social network if your ads aren’t producing the desired results.
Author: Aita Luzgina, project director of digital agency Interium.