BP Web Search Social

Thoughts and musings from the BP team

Do I need to be on EVERY social channel?

Do I need to be on EVERY social channel?

Understanding which social platforms work for your business

It’s the 21st century and it’s easy to feel like you have to keep up with every technology, every single trend, and every new media outlet.

But we’re here to tell you NO. You don’t need to put your brand on every social platform. 

Only entertain ideas, outlets, projects, and in this case, social media channels, that help you get to your end goal. It’s OK. Give yourself permission to say no to whatever doesn’t suit you. 

Well, what is that? We’re here to help you figure that out.

What are the main social media platforms? What purpose do they serve?

To understand whether or not your brand should be on social media, it’s important to know what they are and why they’re there. So here’s the rundown in simple terms.

Social media — Digital platforms to broadcast information to broad audiences, particularly favorable for one-way communication. 

Some examples are videos, blogs, and podcasts. The primary focus of disseminating information to vast audiences. 

Social media networks — Digital platforms to share information with the ability for two-way communication. Platforms that encourage community responses, networking, and nurturing relationships. 

Some examples that foster this type of communication are Facebook, Twitter, and LinkedIn.

Which social platforms should my brand be on?

As with any business plan, consider your brand’s goals when assessing which social media to participate in. 

Here are some questions to consider.

What do you offer? 

  • Do you have a product promoting efficiency for small businesses?
  • Do you provide a service to help families cut down on prep time? 

What are your goals?

  • A monthly subscription for your service?
  • A single purchase with a conversion to a repeat customer? 

Who is your target audience? 

  • Are you customers other business professionals or brands?
  • Do you sell to the general consumer?

Where does your audience spend most of their time? 

  • Do market research and analyze industry trends. 
  • Review your website’s analytics. 
  • Analyze competitors. 

Who are your competitors? 

  • Where are your competitors? 
  • What are they posting? 
  • Is there content generating engagement?

As of 2021, an estimated 4.26 billion people across the world are using social media platforms. And as of January 2022, the average daily use is around 2 hours a day.

Which platforms are best for brands with US-based consumers?

Facebook continues to be the leading platform used most commonly used around the world and is widely used in several industries for advertising their brands. The platform changed over the years to include more ways for “friends” and “followers” to interact with one another. Some are Facebook groups, direct messaging, reviews, and more. 

US users: Nearly 180 million 
Largest age group: 25–34 years old
Industries most benefited: 

  • Food & Beverage
  • Retail
  • Financial & Investment 
  • Real Estate 
  • Auto 
  • Health & Fitness

US users:
247 million 
Largest age group: 15–35 years old 
Industries most benefited: 

  • Tech 
  • Arts & Entertainment — Particularly gaming 
  • Food & Beverage 
  • Retail — Particularly Fashion & Beauty
  • Health & Fitness
  • Real Estate — Home & Garden 

Looks matter. It’s particularly beneficial for industries where capturing beautiful things comes easy. Industries with breathtaking sceneries, carefully curated outfits, photos of irresistible entrees, and motivation to improve the quality of your life tend to do best on the image-focused platform for obvious reasons.  

US users: 160 million
Largest age group: 25–34 years old 
Industries most benefited: 

  • Retail — Particularly Fashion & Beauty 
  • Travel
  • Food & Beverage
  • Health & Fitness 

Inspiration is everywhere. 443 million people use Pinterest per month, a high majority looking for inspiration for everything from outfits and makeup tips to recipes and home decor. With the platform being used as a search engine tool amongst its users. 

US users:
88.6 million 
Largest age group: 50–64 years old 
Industries most benefited:

  • Food & Beverage 
  • Fitness 
  • Real estate — Favoring Architecture & Home Decor
  • Business or entrepreneurship coaching 
  • Retail — Particularly Fashion & Beauty, Graphics & Arts
  • Nonprofits 

TikTok is a social channel that uses video content to generate buzz. Several reports indicate that TikTok is the fastest-growing media platform to date. According to Wyzowl, more than 60% of consumers prefer to watch a video about a product over reading about it. Many businesses already incorporate video reviews or product/service descriptions on their websites and social profiles. 

US users: 138 million 
Largest age group: 10–29 years old 
Industries most benefited: 

  • Retail — Particularly Fashion & Beauty
  • Food & Beverage 
  • Travel 

While we highly recommend businesses have some sort of presence on social media, it is not a one-size fits all formula. Take time to answer the questions above and if you’re still stumped, give us a call.

We will listen to you and understand your brand’s goals. Then we’ll go from there. Give us a shout.