Social commerce is projected to achieve a 25% penetration rate in 2024, meaning that one in four potential customers will be using social media platforms to make purchases. With this growth, it's crucial to choose the right platforms for your brand to reach the audience most likely to make a purchase.
How to choose the right platform and content type for your brand
Senior Team Lead at Hubspot gives a beautiful reminder when thinking about socials. Source: LinkedIn
Step 1: Identify where your target audience is most active
When choosing social platforms consider:
Where your audience is: By knowing where your audience is most active, you can focus on the platforms that will give you the best results. For instance, older adults prefer Facebook, while younger audiences favor Instagram and TikTok.
Where your competitor posts: See which platforms your competitors are using, understand what works and what doesn't, and how engaged their audience is on each channel so you can make informed decisions.
What your metrics tell you: Review your metrics from different platforms to look at the performance of your posts in terms of engagement, reach, and conversion.
Step 2: Building a social media presence
To establish a strong social media presence, use strategies that attract followers and keep them engaged with your brand. But how should you start?
Post consistently: Algorithms favor those who post high-quality content consistently. They tend to show your content to the audience who previously engaged with you, snowballing your engagement and reach; which eventually becomes a loop to push your content.
Adobe’s suggestion for optimum posting amounts
Engage with followers: 83% of consumers say they care as much about how brands treat them as the products they sell. The more you talk to your audience, the more they feel connected to your brand. You can do this by answering comments and using GIFs, videos, and emojis in your messages. This helps create a community around your brand and shows your audience that you value their opinions, increasing brand loyalty.
Run paid promotions: Create value-packed content instead of hard selling. Think styling tips, quick tutorials, or fun challenges related to your products. Jump on trending topics when relevant, like how all brands jumped on the Olympics 2024! But in that mix don’t forget to balance between organic and paid promotions for a boost in your engagement, especially as a new brand. Allocate about 15% of your marketing budget to social ads, sponsored content, or boosted posts. You could even choose to partner with influencers whose followers match your target audience. And for more advice, listen to Andrea Bossoni, a renowned marketer who actively posts on LinkedIn.
