Everyone understands social media’s importance, but with so many options, how can a company answer the question "Where should this content live?"
Will your efforts be most successful on Facebook? Or does the nature of your audience warrant a second look at a newer platform like IGTV?
The key is to correctly align the goals of your content and user behaviors of your target demographic with the right platform.
How to Determine Where Your Audience Hangs Out Online
Social media was initially embraced by digital natives (millennials,) but older generations have now moved toward social platforms, changing the game for social targeting and content creation. And, in case you forgot, Gen Z is now owning the next wave of the web.
From a brand’s perspective, trying a new social network or feature can be advantageous. But with limited resources, you might want to focus initial efforts on building a social strategy on a tried-and-true option instead.
Whatever you decide, it's worth checking out Sprout Social’s guide to social media demographics for details on users by platform.
Also, check with other teams at your company for audience insight data. You’ll want to be sure audience and platform sync for maximum impact.
Identify the Type of Content that Performs Best on Each Platform
While you don’t have to limit yourself to one social channel to start, it’s good to keep efforts manageable. Also, don’t be tempted to auto-post from one social network to another.
According to Hootsuite, “Cross-posting is like putting a text through Google Translate. You run the risk of getting a very weird result that looks careless and unintentional.”
Different social networks have different guidelines, so cross-posting without taking this into account can come across as tacky.
Each platform comes with a new set of user expectations. Demographics aside, to create the right kind of content for today’s top social networks, consider these general guidelines:
Scaling Content Across Online Channels
Once you’ve gotten into the groove of creating content and building a social strategy, you’ll want to start to think of how to increase efficiency and effectiveness.
Here are a few ideas to explore for multiplying growth:
Final Thoughts: Scaling Business Growth on Social Media
It’s not easy to be effective on social media in 2019. But with a solid strategy, rooted in an understanding of where your audience hangs out online and how to properly engage them on each platform, you’ll pull ahead of your competitors who are taking the one-size-fits-all approach to social marketing.