After determining your target audience and goals, it's time to select the platform(s) you want to launch a campaign on. There are many social networks, but that does not mean that you have to be present everywhere, not all these networks are necessarily suitable for your activity.
Let's now review the most popular social networks and their specifics to help you identify the ones you need.
Facebook is the most popular social network that currently exists, it is also one of the platforms with the most users (along with Instagram, Whatsapp, and Messenger). In addition to offering you a very large potential audience, it is also a very visual platform that offers many segmentation possibilities. Getting started on Facebook is never a bad idea. However, the problem with Facebook is that it can be difficult to reach a new audience. There are indeed so many people using Facebook that your posts will only have a limited reach, even within your own network. However, if you are looking to stay in touch with your customers and retain them, Facebook is still a very good option.
Instagram is among the most rapidly growing platforms, particularly amongst younger generations. Instagram depends on pictures and videos to create interactions and conversations. As a result, the platform is ideal for businesses that focus on the image, such as art, cooking, retail, or beauty sectors. Facebook and Instagram ads are managed from the same interface: Facebook Ad Manager. You can target Instagram users based on their location, demographic criteria, their interests, but also certain character traits. Instagram allows you to create custom and lookalike audiences to find new users who share similar characteristics to your ideal buyer.
LinkedIn is a professional social network that allows brands, but also employers and employees, to promote themselves. It is the social network that attracts the most Internet users in the 30-49 age group and its audience is generally older than that of other social networks. The targeting options offered by LinkedIn are a little different from those offered by other platforms, they are mainly focused on professional criteria, such as training, sector of activity, or the title of the position occupied for example. This specificity makes LinkedIn the perfect solution for B2B lead generation, general networking, and employee recruitment.
Twitter is a great platform to get your brand out there. It is a social network on which hashtags are particularly important. Twitter uses hashtags, in particular, to tell you what the trending topics on the platform are, which is a great source of inspiration for companies that want to adapt their communication according to the interests or concerns of consumers. As Twitter is often used to inform the public in real-time, many brands combine Twitter with offline engagement, such as events.