Social media apps do more than entertain and connect us. Social media has become our go-to source even for news and information, and a hub for colleagues or schoolmates in the wake of a global pandemic. It has also become one of the greatest marketing tools for businesses in this digital age.
In fact, if you have a business, you need to have brand territory on social media platforms. If you want to be successful as a brand, you will leverage social media optimization (SMO) along with search engine optimization (SEO).
Why Market Using Social Media?
Social media marketing can bring your revenues a mile further.
Firstly, you reach a wider audience because of its 49% penetration of the global population. There are almost 3.81 billion monthly active users (MAU), and to have a brand position on social media platforms is but sensible. Out of that, 3.76 billion access social media through mobile phones.
Secondly, you can engage with your audience more. Connection and community are a social media trend that businesses can optimise. Communities that gravitate towards each other based on similar interests, backgrounds, career, political views, and the like, form these social media communities to stay connected, get and share information, and build relationships.
Digital marketers love this because they can specifically target the groups that belong to their niche and concentrate engagements and campaigns towards them.
Third, social media is a great avenue to build a customer relationship. It helps you foster long-term relationships with your client because social media engagements are more personal than website engagements. In your social media platforms, your customers see a less-serious, more intimate side of your brand.
Through posts, stories, and social sharing, a community that believes in your brand will grow around you. It continues to build brand awareness, strengthens brand positioning, and boosts conversions and sales. 71% of customers who have a positive experience with a brand on any social media channel will likely recommend the brand to their circle of family and friends.
Lastly, social media marketing is a cost-effective way to establish brand authority. Brand awareness and territory are so easy to build through social media. There is a chance to go viral or trend even with a single post. Although this is not enough to sustain brand authority, it is a good launching pad.
Even if you do not go viral, consistently producing high-quality content that solves problems can help you engage with social media users and boost your conversion.
It is why marketing in social media is important to boost online business. Here are the top social media apps for marketing that will help along with that.
Social Media Apps Marketers Must Master
Social media marketing or social selling is a recent eCommerce trend. 91% of retail brands are on a couple of social media platforms, at least. Most brands serve a wide range of age demographics. They tend to target more platforms for marketing strategies.
A significant number of business start-ups and small to medium enterprises (SMEs) also use social media for marketing. In fact, 81% of SMEs use social media for brand promotion.
Social media is so popular that websites are getting lots of leads from it. Lead generation is the strategy employed by marketers to gain prospects and convert them to leads or customers. Through social media platforms, users can click through to your site and increase your organic traffic.
Marketers focus on platforms that hit the target demographics for most of the business they are handling.
See the best social media apps for marketing that every marketer must master:
TikTok comes first in this list because of its phenomenal increase amid the pandemic. As doors to businesses and schools closed, and people were encouraged to stay at home for their safety, TikTok’s popularity surged fast.
Video-content sharing apps like TikTok became a sure hit with social media users under lockdown. TikTok not just eased people’s boredom but filled the need to create and be productive at a time when the outside world stood still.
Video content is more engaging than traditional content, so this is not surprising. More information can be packed in a minute of video.
Even people who lost their jobs in the wake of the pandemic upgraded their resumes to video resumes that got them hired more efficiently.
The sudden upsurge of demand for video content has fueled TikTok’s popularity. Its short-form videos brought humour and great enjoyment to homes that were under a lot of stress and anxiety due to the global crisis.
TikTok now has 800 million monthly active users, 115 million of which gained in March 2020 alone.
Brands have flocked to TikTok to continue staying in touch with their target market. Physical, social distancing was compensated with increased social media engagements and stronger online connections.
As brands sought to be one with the community through social media platforms like TikTok, they are being rewarded with a noticeable upsurge in brand authority and conversion. In any case, pandemic or no pandemic, greater engagements in the social media world always translates to better brand positioning and sales.
TikTok thrives on UGC (User-Generated Content) if you are thinking of optimizing TikTok for your social media marketing strategies, master how TikTok app works.
Take trending challenges and make original and fun videos that will make an impact on your target market while communicating with you are your brand is about.
Take advantage of TikTok advertising through Infeed Native Content, Hashtag Challenge, Branded Lenses, and even Brand Takeover.
- Infeed Native Content: stories, where you can attach download of apps and backlinking of websites.
- Hashtag Challenges: the hashtags in its promotions help you go viral through and get more engagement.
- Branded Lenses: 2D and 3D glasses for viewing videos
- Brand Takeovers: you can take over TikTok for a day and promote your brand with images, videos, GIFs, and selected hashtag challenges. You are also allowed to include backlinks to your videos that users can click through your landing page or site.
You can easily download this app from Appstore, Google Play. For those using Microsoft Windows 10, you do not need to run the app on an Android emulator. Just go to the Microsoft store, download “TikTok,” and you can TikTok from your Microsoft device as well.
Facebook is one of the longest-running, most successful, and highly downloaded social media app in the world to date. Its curated content of posts, images, videos, stories, news and information, live feed, games, and so much more have brought a total of 2.5 billion monthly active users to the app.
Facebook’s popularity has also elevated small businesses that do marketing primarily on social media. Even during the massive lockdown in different countries, some people found the Facebook marketplace as a chance to bounce back from job loss or closing of brick-and-mortar stores. eCommerce boomed even more amid the pandemic.
Facebook is great for marketers to use due to its vast number of users covering almost all demographics by age, gender, location, work, or school, among others.
Small niche marketers use “Groups” where people with similar interests, backgrounds, or demographic come together to stay informed and stay connected with like-minded people.
Brands can engage with these specific niches, establish their brand identity and territory, which also increases organic content through social media engagements, and click through to websites.
YouTube is still the trendiest video-content and video-streaming platform in social media. YouTube’s revenues were at $4.04 billion in the wake of the global pandemic. Its YouTube’s most popular YouTube channels increased to over 100 million DAU or daily active users.
YouTube alone has access to Google’s advertising platform because it is owned by Google. Just like Google’s SERP (Search Engine Results Page), YouTube also relies on keywords to rank its different channels on its very own SERP. The importance of video content in SEO and SMO must be optimized by marketers if they want to create greater brand awareness for their business.
Instagram is now owned by Facebook and has 1 billion daily active users as of date.
Instagram was launched in 2010 and set the trend for multiple filters and high-quality, creative images generated by users themselves. It has evolved into one of social media’s most reliable app to engage with the generation that has the highest purchase power right now—millennials.
Brands can now run advertisements on the platform, much like running paid ads on Facebook. In fact, through Creator Studio, marketers can run ads harmoniously on both apps and get metric reports in the same place.
One of its breakthrough products recently is its “stories” feature and IGTV, which marketers optimized for lead generation, engagements, and conversions.
Twitter is the ideal platform for social media engagements because it allows users and brands more freedom to build relationships and engagements.
Its @mentions, retweets, and DMs or direct messages is a great marketing tool for 1:1 engagement.
This app is best to use for brands aiming teens and younger millennials, mostly of the male demographic. There is no one formula to go viral or trend on Twitter through hashtags, but if a brand hits that, it boosts brand awareness and drives conversions beyond expectations.
Brands also need to be creative in compelling their audience to clickthrough links or posts with limited characters. This kind of short-form content works for Twitter well as it serves a highly active, easily bored demographic.
Twitter reaches 330 million monthly active users, of which 145 million are daily active users. Among their users, 63% are between 35 and 65.
Pinterest is the virtual bulletin board that lets you “pin” images, short videos, GIFs, and links to websites of things you love.
During the pandemic, there was a rise in infographics and how-to-videos, something Pinterest is best known for. 32 million new users downloaded Pinterest. Its current subscribers are at 367 million monthly active users.
Pinterest notes in a letter to its shareholders that people on the app were searching for “…practical solutions on how to educate and entertain their kids; how to clean during quarantine; what food to put in the pantry and how to make masks..” and some “future-oriented interests” like a future vacation or travel plans.
Use Pinterest to get your material out there. Properly tag your posts, so the right people from the right niche find it. Once users click the pin, they get directed to another Pinterest window where they can either pin your post, share it, or clickthrough your website.
So, make sure you use compelling images and short videos to signal to users your link is worth clicking through.
LinkedIn is 575-million-user strong, 260 million of which are monthly active users. The app is perfect for those whose target market is professionals and entrepreneurs. It is well-used by B2C and B2B companies that market to this niche.
For example, Softvire, a B2B software company, is active on LinkedIn, where it shares blog posts that support their community on the app. The demographic of its consumers and followers are enterprises, other corporate accounts, and wholesale retailers. Softvire posts articles related to software, technology, and even Digital Marketing. These niches are where most of its clients are a part of.
Regarding modern technology and social media, Softvire notes: “The most remarkable change is in how we communicate with each other, and one of technology’s greatest boon, social media, has undoubtedly overtaken traditional methods of communication… It revolutionized our world by opening wide avenues, even for ordinary people to get information quickly and share content on a global scale.”
Social media now has a secure footing, with 49% of the world’s 7.75 billion population. Marketers need to take advantage of the influence social media has and put it to good use for their business or businesses.
Conclusion: Optimise Social Media for Marketing
Marketers need to choose the best social media apps that best reach their target market. Determine the most appropriate kind of content for the apps and start creating high-quality content that makes an impact.
Set your social media marketing strategies at work and see your brand name and position improve. Be that brand that people can trust, can connect well with, and best relate to.
Mayleen Meñez worked for seven years in TV and Radio production, and also as a Graphic Artist/Editor. Finding her true passion, she devoted 15 years in NGO and community development work, where she experienced being a coordinator and teacher, travelling both in the Philippines and countries in Asia. She homeschools her three kids and reinvents Filipino dishes in her spare time. Writing has always been a hobby and pursuit, and she recently added content writing with https://www.softvire.com.au/ and https://www.softvire.co.nz/ up her sleeve, while preparing for her next adventure in the nations.