If you want your business to be a success, participating in the social media universe isn’t an option – it’s a must.
It’s estimated that the number of social media users will hit around 5.85 billion globally by 2027. That’s a huge number, and no matter what your business is, it’s highly likely that at least a fraction of your audience will regularly visit a social media site.
Social media is a fast-moving world, and it’s important to keep up. Yet, with so many different platforms to navigate and trends to unpack, how do you decide where to concentrate your efforts?
From TikTok and Instagram to LinkedIn and Facebook, each platform has its strengths when it comes to business. Here, we will take a closer look at which channels to prioritise, and offer practical advice on navigating the social media universe.
Consider your audience
Social media success comes down to effectively targeting your audience. Start with the basics – who is your audience? How old are they? What are their needs, interests, and priorities?
There is little point in spending time and money on a social media campaign if the right people won’t see it.
If you run a restaurant, for instance, with a strong visual aesthetic and a younger customer base, then a visual-based platform such as Instagram or TikTok is the way to go. With the average UK TikTok user aged between 18 and 24, brands looking to capture Gen Z’s attention need to show up where this audience is already spending their time.
Similarly, if you are a business owner looking to make more industry connections, then platforms tailored to professionals, such as LinkedIn, may be best suited.
Think about your goals
Once you’re clear on who your audience is and which platforms they spend most their time on, you must consider your business goals and create content that engages and aligns with your ambitions.
Do you want to inform, educate, or entertain your audience? Would you prefer written, video, or image content?
Always keep in mind what you’re trying to achieve and how best you can reach your audience. The world of social media can be complex and competitive, but with a solid, strategic focus, the path will become clear.
Build relationships
Social media is all about relationships – it’s in the name, after all. And businesses need to remember this.
Posting without engaging with your community will only get you so far. According to Sprout Social, up to 57% of consumers have contacted a brand on social media to ask a question, 45% to resolve an issue, and a further 34% simply to praise a brand.
In other words, social media users want to engage; they don’t want to see passive posting. Therefore, replying to comments on Facebook or Instagram, encouraging followers to share their thoughts on industry topics on LinkedIn, tag-a-friend competitions, or reposting product mentions on Instagram are key to strong relationship-building online.
Embrace trends – but with caution
Trends are part and parcel of social media and can be a light-hearted way to engage with your audience and tap into popular conversations.
But before you jump on a trend, take a moment to think about whether it really aligns with your business goals. Is the latest TikTok dance craze an appropriate way to establish yourself as an industry leader?
Audiences are savvy and will see through businesses that jump on trends without clear intention. Your social media presence is an extension of your brand, so keep your actions aligned with your goals.
The world of social media is fast-paced, which can come with some caution, confusion or uncertainty. But navigating this space doesn’t need to be difficult. By considering your audience and goals at every stage, building relationships, and embracing appropriate trends, your business can take centre stage and prove why it’s worth engaging with.
If you would like to hear more about how we can help you elevate your brand and amplify your message, contact hello@makemorenoise.co.uk or call 0121 594 0712.
