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Quality not quantity – Pick your platforms wisely

Do you really need to be making TikTok videos? 

Finding the right social media platform for your business isn’t always the easiest task in the world.

An app like TikTok is one of the most popular social media apps in the world, but that doesn’t mean your business should be focussing its marketing efforts on reaching its users. 

Many businesses fall into the trap of thinking they need to be active on every social media platform under the sun, but that’s simply not true, especially when it comes to investing money and running paid ads. 

Before jumping onto any social media platform, you should ask yourself three questions:

  1. Does the platform match your industry?
  2. Does the platform match your goals? 
  3. Does the platform match your audience? 

Does the platform match your industry? 

Have you ever been browsing Facebook and noticed an ad that just seems out of place? There’s no quicker way to turn potential customers away than by making it look like you don’t know what you’re doing. Being overly active on a social media platform that doesn’t suit your industry is a quick way to do just that. 

When it comes to your advertising strategy, you need to be incredibly honest with yourself about what your business or brand actually is. You should also be equally as honest with yourself about the industry in which your business operates. 

Whether it’s Snapchat, TikTok, Facebook, Instagram, Twitter, or Pinterest, you should be considering what your business does, who your audience is, and where that audience spends its time online. 

Does the platform match your goals? 

What are you trying to achieve on social media? It’s a simple question, but it’s one of the most important questions that many businesses fail to ask. It’s all well and good to make a Facebook page for your business, but have you thought about your goals? 

Once you’ve considered your goals, ask yourself how this particular social media platform will help you achieve them? Let’s take Facebook as an example. Maybe your goal is to create a sense of community around your brand. If that’s the case, Facebook offers a host of fantastic tools to help you connect with your customers.

You need to consider that not all platforms offer the same features and marketing opportunities. 

Does the platform match your audience? 

If we were to look at a platform like TikTok, it’s fairly safe to assume that the user base of the app is quite young. Now, does your business make a product that’s popular with a younger audience? If you make dentures, the answer is probably no.  

But here’s the more interesting question: are you even interested in reaching a younger audience?

Just because you’re a business, you don’t need to set your sites on world domination. In many cases, it’s much more beneficial to be a big fish in a small pond. Find your lane and stick to it.

If your business’ target audience isn’t millennials or Gen Z, you should probably steer clear of social media apps that are largely used by those demographics. 

Just getting started with social media? Why not check out our online training webinars?

Quality not quantity - Pick your platforms wisely
Cal McLean
A born and raised sandgroper, Cal only ever dreamed of one thing growing up: the squeaky courts of the NBA. But his inability to dunk squashed that dream. Cal is the Marketing Coordinator at Coffey & Tea.