If we asked a room full of people if they use social media daily the majority would put their hand up. Social media has insinuated itself into our daily lives; it’s part of language, our communities, and our media, so it stands to reason that it also needs to be a part of your marketing strategy.
The thing is if we asked that same room of people exactly which platforms they spend their time on, how, why, and for how long, we’d start to get some variations in answers. The honest truth is, although you need to have at least some focus on social media in your digital marketing, not every platform is going to be worth your time.
So what are the best social media apps for B2B in 2020? And how can you get the most out of each of them?
With over 2.19 billion active users, Facebook provides some serious opportunities when it comes to exposure, not to mention, as a platform, it definitely allows you the most freedom. Facebook is happy for you to post anything from text posts, to photos, videos, live videos in which your audience can interact, sound bites, links and so on. You can also create events or groups, and even share other people’s content on your page.
In terms of demographic, Facebook has the largest reach across the board. It wouldn’t shock you to know that (based on American research) 88% of 18 to 29 year-olds use Facebook, or even that 84% of 30 to 49 year-olds use it, but in fact (and this might shock you) 64% of 65+ year-olds are also active users. That’s a pretty good reach no matter who you’re looking to communicate with.
LinkedIn may not have the reach that Facebook does, but in terms of demographic and use this platform is a lot more focused. LinkedIn is for users from various professional fields looking to connect with like-minded people and form some mutually beneficial networks, and when it comes to achieving this, it’s incredibly successful.
It’s important to note that LinkedIn does not provide you with the same sort of freedom that a platform like Facebook does. Recent changes to LinkedIn’s posting regime limit what sort of content you can post and how often. For example, LinkedIn prefers split posting; this means that if you want your content to be seen you need to alternate between videos and photo posts (only a select few each month) as well as text-only posts. The platform also has some tight rules surrounding third-party links, meaning that if you do want to lead your audience to another page, you do have to jump through a few small hoops.
Despite this, the Unusual Team still stand firm on the fact that any B2B business must have a strong LinkedIn profile. You may have to put in a little more effort and be slightly more aware of guidelines, but ultimately it will be worth it in order to engage the audience you’re looking for.
They say a picture speaks a thousand words and Instagram is truly cashing in on this notion. Although Instagram really doesn’t engage much of the 50+ demographic, it still proves to be an invaluable marketing tool for those targeting the 18-49 bracket.
Whilst this platform does allow you to add text and hashtags, the real effort must go into that first eye-catching image that is going to capture your audience’s attention and stop them from scrolling past. In this case, an image can really be anything: a photograph, a cartoon, a quote, a product, an infographic or even a short video. Of course, Instagram does not allow you to create text-only posts, and it won’t let you post active links in your image description (hence the popular tag ‘link in bio’). As a platform, Instagram is really only focused on one thing, but it does that thing very well.
By the year 2021, 80% of all web traffic will be video. If that’s not enough to get you creating video we don’t know what will. Once you do have those videos, you’ll need somewhere to house them, and YouTube is by far the most popular place to do this.
This platform is not like other social media platforms, you don’t need to be posting daily in order to grab attention and appear in someone’s feed. What you do need to be doing is posting regular (weekly or monthly depending on your brand), relevant content that will appear in your target market’s searches.
In terms of being used as a marketing tool, this platform is really only just taking off, but already businesses are yielding great results and high levels of engagement through the app. Using Messenger to communicate with clients typically involves the use of “Chatbots” - automated software that will formulate a generic response based on trigger words.
It might feel a little impersonal but trust us when we say these chatbots are getting better than you could ever imagine and this platform is proving invaluable for brands that want to invite more interaction and foster better client-brand relationships.
The point to recognise with all these platforms is that they all serve very different purposes and often communicate with different audiences, so you can’t simply post the same thing across every platform and expect the same results. You need to be strategic.