How to Choose the Right Platform for Your Brand

SMPerth // 20th March 2017

We’ve all found ourselves in the situation pictured, where “digital” is pitched as the cure all for anything ailing a brand, with too little thought given to how it will all work in practice.

“I dunno, we’ll figure it out later”, is the figurative death knell for a digital marketing campaign.

Rather than trying to “do it all”, best practice says “do less and do it well”. But how can we determine what it is we should be doing and where we should be focusing our resources in the first place?

Before you do anything, critically assess:

  • Your target audience: who are you talking to?
  • Where are they: what platforms do they use?
  • Does the platform work for you: do you have the resources to engage this platform properly?
  • Is it a good “fit” for your brand, culture, products and services? (not all platforms are for all brands!)
  • Evaluate the real benefit of adding this platform to you marketing offering: is it going to elicit measurable results?

With so many social media platforms available today, here is a quick rundown of the most popular networks:



Top of most marketers’ to-do list, the giant that is Facebook, and rightfully so – it’s still the most popular social media platform in the country.

  • 1.59 billion users globally, and 15 million Australian users.
  • 6.6 million male (47%), 7.5 million female (53%).
  • Women 25-34 are the largest demographic with 1.9 million active users.

Key benefits of the platform include:

  • Versatility: it can be used by marketers to target consumers in any industry.
  • Engage with highly targeted audiences: drill down to specific demographics and psychographics so you’re speaking to the right people.
  • Easy access to insights into your brand’s performance.
  • Drive web traffic.
  • Boost SEO.
  • It’s cost effective.
  • Mobile accessibility.
  • Relatively user-friendly.
  • It’s the platform of choice for small to medium business.



Owned by Facebook, this platform has gone from being a niche, “trendy” app to a social media and brand powerhouse, with no signs of slowing down.

Users and brands alike are enamoured by the platforms unique style of 360-degree, visual storytelling.

  • 600 million active users globally; 5 million Australian users.
  • 51% male users: 49% female.
  • 90% of Instagram’s global membership consists of users younger than 35 years of age.
  • 60% log in daily, making it the second most engaged social network (after Facebook).
  • 50% of Instagram users follow brands.

Key benefits of the platform include:

  • Engagement: users are highly active and highly engaged.
  • Build trust and brand loyalty.
  • Drive web traffic.
  • Drive sales.
  • Engage with highly targeted markets.
  • Enhanced brand storytelling.



While many pundits continue to speculate about the platform’s demise, there are many brands that can and are still finding value in the platform.

A favoured channel for news, celebrity, political and sports-junkies, Twitter is still the best way to keep ahead of the curve when it comes to breaking news; and continues to be a useful customer service tool.

  • 2.8 million active Australian users.
  • The average Twitter user follows five brands.
  • 42% of users learn about products and services via Twitter; 41% provide opinions about products/services and 19% seek customer support.
  • The last two years has seen a 2.5 times increase in customer service conversations on Twitter.

Key benefits of the platform include:

  • Breaking news.
  • Political and sports “niches”.
  • Useful customer service tool.
  • Good brand engagement.
  • Targeted advertising.
  • “On the go”, bite-sized engagement.
  • Immediacy in call to action.
  • High level discoverability thanks to hashtags.



What started as a relatively obscure social network, Snapchat is today a rising social star and competitive against Facebook in terms of popularity in the 18-34-year-old bracket.

Favoured by the Millennial cohort, Snapchat is so much more than just a young person’s platform and brands have been quick to recognise the platform’s potential to develop deeper connections with followers.

  • 150 million daily active users worldwide (more than Twitter, Pinterest and LinkedIn).
  • Average of 9,000 snaps shared every second, worldwide.
  • Projected advertising revenue for 2017 is $935.46 million.
  • Snapchat has grown as much in one year, as Twitter has in four.
  • Snapchat videos have 10 billion views every day. (Facebook has 8 billion)

Key benefits of the platform include:

  • Greater intimacy in the creator-viewer relationship.
  • Engagement with Millennial audiences.
  • High level visibility.
  • Enhanced brand storytelling.
  • Trust building.
  • Favours creativity in content.
  • Great for building momentum and hype.

1 Comment

  1. Timberlake · March 25, 2017 Reply

    Lol people are still sing Snapchat like its 2010. Eww


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