With over 30 social media platforms that have more than 100 million active users per month, it can be overwhelming to set up your business on social media. This article will discuss the merits of each platform and how small businesses can benefit from using them.
Key takeaways
- TikTok is best for reaching new audiences
- Reddit is best for targeting niche audiences and conducting market research
- Facebook is best for reaching local groups
- LinkedIn can broaden your professional network
- Paid social media can boost your sales – if done correctly
Using social media as a business
Social media is pervasive nowadays, with an estimated 54.8 million users across the UK (nearly 80% of the population). On average, people spend over two hours a day on social media, providing a vast pool of potential customers. Most people use at least three social media platforms.
However, using social media as a business is different from using it as a user. As a business, you need to make your profile public, meaning everything you post can be seen by everyone.
Here are some tips for running your business’ social media channels:
- Consistently post to keep gaining new followers
- Plan content in advance and repurpose it for each platform
- Focus on organic growth before considering paid ads
The best social media platforms for businesses
TikTok
TikTok is one of the most popular social media platforms in the UK, with approximately 26.8 million users, mainly Gen Z and Millennials. It is primarily video-based, known for engaging and fast-paced videos.
What content works on TikTok?
TikTok is best for short, engaging videos. Posting still pictures can work if paired with trending audio.
How easy is TikTok to use?
If you are familiar with video editing, TikTok is easy to use. Content that works on Instagram usually works well on TikTok as well.
Staying updated on trends will help your content reach a wider audience.
What is TikTok best used for?
TikTok is great for improving brand awareness and reaching a larger audience. Converting views into sales can be challenging, especially for businesses without online merchandise.
Analytics on TikTok Studio can provide valuable insights for your content.
Paid advertising solutions
TikTok for Business is a useful advertising tool for UK small businesses. Setting up campaigns can help generate leads, increase sales, or boost brand awareness.
Special promotional offers are available based on your advertising spend.
Facebook is still a valuable tool for small businesses, focusing on community, local discovery, and marketplace features.
What content works on Facebook?
Facebook allows posts, reels, and stories. Posts are suitable for business updates, reels for engagement, and stories for interactive experiences.
How easy is Facebook to use?
Facebook is user-friendly and doesn’t require high-quality content for success.
What is Facebook best used for?
Facebook is ideal for providing business updates and engaging with local communities through groups.
Most towns have Facebook groups for residents to share information.
If the group moderator allows it, you can share information about your services in the group, preferably in the form of an image with accompanying text.
Local small business groups can also be joined for Business-to-Business (B2B) sales rather than Business-to-Consumer (B2C) sales.
### Analytics
Navigating Meta Business Suite for analytics may not be easy, but it provides essential metrics and insights for your content, including views, interactions, visits, follows, link clicks, and audience demographics.
### Paid Advertising Solutions
Meta Ads is a straightforward tool for advertising to Facebook users. Your ads will appear on their feed or in Messenger as display ads with a call to action. The success of your ads in the auction is based on various factors, not just the highest bid.
As part of the Meta group, Instagram is a popular platform for businesses, especially among Gen Z and Millennials. It offers various content formats like posts, reels, and stories.
### What Content Works on Instagram?
Posts are ideal for business updates or visually appealing images. Reels are popular for sharing memes and funny videos, while stories engage followers with polls and daily updates.
### How Easy is Instagram to Use?
Uploading content and engaging with followers on Instagram is simple. Stay active on the platform to increase visibility.
### What is Instagram Best Used For?
Instagram is great for brand awareness and showcasing your brand’s personality. However, converting views into leads or sales may be challenging.
Reddit has become increasingly popular and offers valuable insights for businesses through authentic posts and engagement.
### What Content Works on Reddit?
Authenticity is key on Reddit, whether it’s a photo or a text post. Businesses can benefit from observing and learning from Reddit rather than constantly posting.
### What is Reddit Best Used For?
Reddit is excellent for market research, improving SEO, and reaching niche audiences. It can also boost your business’s visibility beyond Reddit through high-ranking Google search results.
### Analytics
Reddit analytics are available through Reddit Ads to track campaign performance. Tracking metrics such as clicks, impressions, click-through rate, cost per click, conversions, cost per acquisition, return on ad spend (ROAS), and video completion rate is essential for analyzing the performance of your online advertising efforts.
If you’re looking to reach a wide audience or target niche audiences through paid advertising, Reddit Ads offers various options such as promoted posts, display ads, video ads, carousel ads, and text ads. By leveraging keywords and selecting communities, you can cultivate your ideal audience on Reddit Ads.
LinkedIn, on the other hand, is more suited for connecting with other businesses and professionals in your industry. While LinkedIn posts that celebrate achievements or provide insights tend to perform well, the platform may not be ideal for B2C sales. LinkedIn Ads provides paid advertising opportunities where you can control bids, budgets, and scheduling to reach your target audience.
YouTube is a popular platform for sharing videos, and businesses can use it to create informative content related to their expertise or talents. However, creating high-quality videos on YouTube requires good editing skills, equipment, and consistent posting to attract views. YouTube Studio offers analytics to track the performance of your channel and content.
When choosing the right social media platform for your business, consider your industry and target audience. Facebook, Instagram, Reddit, and TikTok are essential platforms for different marketing purposes, depending on your business goals and content strategy.
Curious about the current state of this social media platform?
While not as popular as it once was, the platform has been under fire for its use of AI-generated images and a large number of bot profiles. Despite these challenges, it still offers valuable resources for businesses.
