When you run a small business, social media is an incredible tool for marketing. Businesses can connect directly with their audience and instantly respond and update. 

 

It can be a challenge to know which social media platform is best for your specific marketing goals. From Facebook to Instagram to Twitter to Pinterest, and more, social media platforms have a wide range of benefits and limitations. Trying to master every single one all at once can quickly lead to burn out. 

 

We want to break down the top social media platforms so you can discover which ones are best for you to utilize. 

 

Facebook 

 

There are 1.5 billion daily Facebook users, allowing business owners to reach a high number of potential customers. 

 

Key Features 

 

There is an emphasis on visuals from the profile and cover photo to uploads on a page. Businesses can advertise to users who don’t follow their page. 

 

Targeting 

 

Businesses can post and advertise in front of very specific groups based on your own criteria. You can reach out to the exact demographic you are looking for. From special interests, location, gender, age, and more, you can tailor who will see your content. 

 

Analytics

 

With Facebook Analytics, you can track conversion and measure engagement, which allows you to improve your future marketing tactics. 

 

Limits

 

The main age range of Facebook users is over the age of 35. If your target market is younger than this, you might not be able to reach as many potential customers as you could on another platform. Facebook has become more of a pay-to-play platform, where businesses need to purchase ads to be seen. Recent changes to the newsfeed make it harder to reach followers without promoted content. 

 

Twitter 

 

Twitter has more than 300 million monthly users and is a popular spot for small business owners. 

 

Communication 

Facebook is great for online advertising, while Twitter excels in its ability to allow direct communication. 

 

Connections 

 

Many users go to Twitter to get news and share opinions. People can connect and build relationships with specific people based on their interests. 

 

Networking 

 

Through Twitter, small business owners can build relationships with potential customers, network with professionals and improve their customer’s experience. 

 

Limits 

 

Twitter doesn’t offer the vast targeting potential that Facebook does. You can create targeted ad campaigns, but you’re limited to the 140 character limit post. 

 

Instagram 

 

Instagram continues to grow in popularity with 600 million+ visitors per month. It is fully integrated with Facebook and Twitter with unlimited photo uploads.  

To check out our instagram account, be sure to follow @krosecompany on IG

 

Targeting 

 

Instagram is owned by Facebook and offers similar targeting abilities to reach the correct audience. 

 

Engagement 

 

Instagrammers are nearly 60 times as likely to share an Insta-post than one from Facebook and 120 times more likely than a Twitter post. Advertising on Instagram is far more likely to get the “word-of-mouth” shares that can spread your ad. 

 

Brand Awareness 

 

You can hone in on your brand’s voice on Instagram. Images make more lasting impressions than text. You’ve heard the phrase “a picture is worth 1000 words.” The specific word count is arbitrary, but it’s true that images tend to stick with us more than words alone. 

 

Limits 

 

Nearly opposite to Facebook, Instagrammers are mainly 15-35 year olds. If your demographic is older than this, you’re less likely to reach them. Posts and messages through Instagram don’t support clickable links, which means you need to make sure everything is easy for users to copy and paste or simply remember.

 

Pinterest 

 

There are more than 290 million monthly users on Pinterest. This number is less impressive than Facebook, Twitter, or Instagram, but there are some key benefits to this lesser used platform. Pinterest users are much more likely to purchase based on what they find on the platform. Often they are looking to Pinterest for a specific purchase. 

 

Web Traffic 

 

Images uploaded to Pinterest automatically hyperlink their source. This makes it much easier to drive traffic from Pinterest to your website. 

 

Branding 

 

You can increase brand awareness with promoted pins. Tracking performance and analytics is helpful as you develop your brand further. 

 

Limits 

 

Most of Pinterest users are female, which means if your demographic is more male, you’re less likely to reach them on this platform. 

 

As a small business owner, you are going to want to sit down and decide which platforms you should put time into. We hope this helped you decide which ones are better for your demographic.