When it comes to devising your social media strategy, it can be tough to decipher which platforms you should be using. Obviously, there are a ton to choose from, and trying to choose the best one for your brand can be overwhelming to say the least. Not to mention, after you've nailed down the platforms you're going to conquer, you still have to come up with an actual strategy for using them.
With so many different social media platforms at our disposal, how do you know which one will best serve your brand? Also, what about all the new, trending social media developments happening, and the constant changes across platforms and algorithms? It's not uncommon for brands who are just starting out to think they need to be on ALL THE THINGS in order to "be seen". Wrong. Fear not, you will actually make a bigger impact by niching down and establishing yourself on what we call, "the big three". This means that ideally, your brand should be on three platforms, chosen from the list of well-known, "big" ones available. By doing so, you're able to focus your energy, stay consistent, and build a stronger community. Below is a list of the key elements to consider when solidifying your social media strategy..
While doing your market research, you probably nailed down your target demographic, sometimes also referred to as your "client avatar". You want to really dive deep in order to truly understand these people; understand their habits, behaviors, etc. What makes your audience unique, is their preference when it comes to receiving information - or digesting content. This will of course, determine the platforms they are spending the most time on. It goes without saying that a 50 year old and a 25 year old will likely not be into the same things. The more research you can do early on regarding your target demo, the better!
Each platform is going to deliver information differently. For instance, something like Twitter is going to have a much stronger focus on"real time news". The audience that prefers to hang out on Twitter isn't necessarily looking for evergreen content. They want to see what's trending now - often time news updates - and more or less in real time, rather than suggested to you by an algorithm. On the other hand, an audience who spends most of their time on Instagram is really looking for pretty visuals. These people are typically stopping in for a good time, but not for a long time - they can be easily distracted, so your visuals should be on point in order to draw them in for the full story!
When it comes to locking in your social media marketing strategy, be sure to consider the amount of time you'll need to invest in order to properly utilize each platform. If you're just starting out, you may not have the man power, or extra team members, to help take social media off your plate. Totally understandable! In this case, it may be best to start with one of your big three and get your footing there, then move on to adding the additional platforms into the mix. What's the use in signing up for a YouTube account only to let it sit there for the next year with zero videos? Start small, and don't bite off more than you can chew. It's always better to establish your brand on a platform and build a genuine community. The key is to truly connect with your given tribe, in the environment that best serves them.