Wondering which social media platform complements your desired demographic and business KPIs? We’ve broken down each of them below.
- Active users: 2.6 billion
- Active users in the UK: 50.36 million
- Device: 96% of Facebook users are on mobile
- Demographic: 65% of users are under the age of 35
- Time spent on Facebook: 58.5 minutes per day
- Ad revenue: Facebook ads generated $17.4 billion of revenue in Q1 2020
A social platform for every age – and surprisingly, still being adopted by 18–24-year-olds – Facebook offers a wide-reaching platform for social media ads. However, the older generation is the fastest-growing demographic on this platform. Also, globally, more men use Facebook than women.
When it comes to advertising, Facebook is very switched on. It offers a plethora of options for businesses looking to promote their services – more on this below. Plus, the average Facebook user is believed to click on around 12 ads per month.
It’s also a community-led space. Consumers expect brands to engage directly with them on the platform and share more than just the latest product release.
People look at Facebook for first-hand reviews and recommendations too. This means it’s worth keeping this in mind and ensuring customers only have positive things to say when they visit your profile.
- Active users: 1 billion
- Active users in the UK: 30.36 million
- Device: Mobile
- Demographic: 71% of users are under the age of 35
- Time spent on Instagram: 53 minutes per day
- Ad purchases: 80% of consumers use Instagram to help them decide on a purchase
Put an ad out on Instagram and it has a high chance of reaching many eyeballs. In fact, according to Hootsuite, Instagram ads can reach an incredible 928.5 million people. Instagram itself offers brands several options when it comes to engaging with an audience.
The everyday Instagram feed is where you can post evergreen content that you want users to come back to or enjoy on your profile.
Then, you have the quick-fire Stories function. Here, you can interact with an audience directly with polls, questions, quizzes, countdowns and reaction sliders.
On top of this, IGTV is another feature that allows you to put out lengthier videos. This is great for long-form content that tells a story.
There’s no wrong way to use Instagram but it’s worth considering the numerous options available to brands, which create multiple ways to interact with an audience.
- Active users: 330 million
- Active users in the UK: 15.25 million
- Demographic: 63% of users are between the ages of 35 and 65
- Time spent on Twitter: 3.39 minutes per session
- Ad purchases: 40% of users have reported making a purchase after seeing it on Twitter
With an audience of 330 million, Twitter is where many go to engage with brands directly.
In fact, you may notice that a lot of brands have a customer service account specifically for dealing with customer issues.
While you may not want to air your dirty laundry in public (like talking about a customer gripe in a public forum), it is an excellent tool for direct communication and to demonstrate you care.
Examples of brands doing customer service on Twitter right:
- @asknationwide – The building society uses Twitter to engage with customer queries directly, replying to them on a thread or via DM.
- @hermesparcels – Hermes use their Twitter to interact with customers, as well as make important announcements on delays or issues.
- @dominos_UK – The pizza brand is great at communicating with customers on the social media platform and getting involved with threads featuring other brands.
- Active users: 800 million
- Active users in the UK: 3.7 million
- Device: 80% of all sessions are on mobile on Android devices
- Demographic: 41% of users are aged between 16 and 24
- Time spent on TikTok: 52 minutes per day
This is a new player in the field of social media advertising. Many would argue that TikTok’s mainstream success was actually brought about by the Covid-19 pandemic and the lockdowns it caused – which forced content creators to look for a new creative outlet.
TikTok is where Generation Z are hanging out. So, if your ideal demographic is between the ages of 18 and 24, this app is where you need to focus your efforts.
Brands have increasingly been utilising the app’s penchant for trends. Hashtags are particularly popular that content creators (and paid influencers) can jump on.
EA’s #playwithlife campaign, for example, was adopted by many creators. It offered a filter that allowed you to look like a Sim while showcasing outfits or everyday activities.
Fans of The Sims engaged with the hashtag (it’s had 15.3 billion views) which was created to celebrate 20 years of the game. It also reminded us that The Sims is always there, ready to help us escape the everyday stresses of our own lives. And wreak havoc on a computer-simulated one.
- Active users: 322 million
- Device: 80% of users access Pinterest on mobile
- Demographic: 7 out of 10 users are female
- Time spent on Pinterest: 14.2 minutes
- Ad purchases: 8 out of 10 users have bought products they’ve seen on Pinterest
Created initially as a mood board sharing website, Pinterest has evolved into every visual marketer’s dream. While some may argue that it’s not your typical social media platform, it does have that community element that brands can capitalise on.
Pinterest is highly targeted towards women but is far more than an interior design and engagement ring inspiration site. You can use Pinterest to share campaigns and link back to blogs and informational pages with a visual aid.
Adverts are presented in a user’s feed like a pin. When clicked, this then takes them through to the landing page of a site or campaign.
Scandi lifestyle and furniture brand Ikea utilises Pinterest regularly for its social media advertising campaigns – and to advertise new and popular products. Its Shop section allows users to add inspirational homeware imagery to their Pinterest boards and provides them with the option to click through and make a purchase.
Its Created section is where users can find easy to navigate links to IKEA’s on-page informational content, while also providing a visually appealing pin that can be saved for later.
For B2B (business to business) brands, LinkedIn is a worthy investment. This social media platform is for professionals and isn’t just for promoting products and services. It’s a network designed to connect with like-minded people, suppliers and even potential employees.
When it comes to generating revenue, LinkedIn is pretty influential. Many businesses will look to LinkedIn for guidance and inspiration when they’re in the market for a new service provider. If you’re considering introducing LinkedIn to your social media advertising strategy, here are some types of ads that you can consider implementing:
- Sponsored content – Ideal for sponsoring a piece of long-form content about your service, news about awards or even announcements about new hires that will entice potential customers. These ads are designed to sit naturally in a user’s newsfeed, encouraging them to click through for more information.
- Sponsored InMail – This could be considered the new form of email marketing for B2B marketers. It allows you to send a direct message to contacts advertising your services.
Programmatic display ads – LinkedIn has jumped on the popularity – and necessity – of programmatic advertising, allowing marketers to target their professional audience based on a set of desired criteria.