If in 2021 you had to concentrate on one social media platform to achieve your marketing goals? Which platform would you choose?
I am sharing some pros and cons on Facebook, Instagram, LinkedIn and Tiktok:
Pros:
· Can reach most people
· Advertising is very affordable
· Great potential to target and build new audiences
· Tools to analyze data and improve future results
· Great platform to gauge customer feedback and foster a two-way communication
Cons:
· Organic traffic is very minimal
· AI tools assessing your ads may be inaccurate and result in ads being stopped
· Requires good knowledge of Facebook advertising to get the best result
Pros:
· Amazing platform for visual content
· Affordable advertising
· Great place to tap into new audiences through hashtags and geo-targeting
· One of the fastest growing social media networks
· Many brands (including your competitors) may not see it as a priority yet
Cons:
· Requires creating A LOT of content
· Organic reach may be very minimal
· It may not have your target audience (the majority of users are millennials)
· Hard to direct people to a specific website, as posts don’t support URLs
Pros:
· The best for B2B marketing activities
· Easy to get organic traffic to your post
· Great for personal branding
· Less personal, more professional
Cons:
· Advertising is very expensive
· Niche audience
· Might be less interactive than other social networks
TikTok
Pros:
· Big audience
· Many businesses haven’t started using it yet
· Great place to catch attention creatively and get discovered organically
Cons:
· Limited data analysis
· Your target group may not be on TikTok
· Currently not possible to link the video to your website
Brands shouldn’t jump and get a presence on all platforms at the same time. It is important to plan and be prepared. Assess what benefits a presence on a new platform will give to your existing communication.
So, which platform do you want to grow in 2021?
