Social Media Optimization: When to Use Facebook vs. Pinterest vs. Instagram

Social Media Optimization: When to Use Facebook vs. Pinterest vs. Instagram. Because there are so many people and brands using Facebook daily it had to develop an algorithm to decide which posts to show its users in order to surface the most relevant content for each person. If you are an e-commerce brand or a service that can help with food, home decor or clothing it makes a lot of sense for you to make Pinterest your social network of choice. This is especially true because Pinterest users like to shop. This is primarily because Instagram doesn’t allow brands to link posts back to a website. Similar to its parent company, Facebook, Instagram allows brands to use the social network in a business friendly way if ads are purchased. In fact, Instagram offers a robust set of Instagram ad offerings which are powered by Facebook’s ad engine. Whether you’re a B2B or B2C company your target audience is almost certainly using Instagram. Just remember, similar to Facebook, you’ll need to set aside a healthy advertising budget to drive traffic back to your site from Instagram unless you can use Shoppable Posts or the Link in Bio strategy works for you. Which social network is going to be the one that you focus on?

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There are many social networks available today that provide a platform for connecting with your customer base and target audience. Big enterprises have the advantage of large marketing teams, which means they can be on as many platforms as makes sense.

A different team member (or even team) can focus on creating content for each specific platform, ensuring it’s unique, engaging and optimized for the social network it’s being posted on. After all, there are different sizing options that work better for different social networks, and there are even different timing options that work for different platforms.

However, small to mid-sized businesses don’t always have the luxury of hiring multiple social media managers. In fact, sometimes it’s a struggle to find the budget to hire even one marketer or one agency.

So, how do you take advantage of social media if you’re strapped for time? Focus on using just one platform to the best of your ability. Instead of spreading mediocre content around to multiple platforms and not being able to truly engage the community there, just pick one network to spend all of your available energy on.

How do you decide which network to focus on? Today’s post is going to be your go-to guide for picking the right social media site for you.

Facebook

The beauty of Facebook is that it’s been around the longest and has the largest user base. As of March 2017, the network sees 1.28 billion daily active users per month. The demographics of Facebook range from young teenager to senior citizens and everyone in between.

A group of people from any walk of life – from interests to financial status to career choice – can be found on Facebook, making it a great platform for any company, right? Sort of.

Whether you’re B2B or B2C your audience is on Facebook because, at the end of the day, even a business buyer is a real person making him or her likely to have a Facebook account. With 1.28 billion daily active users, the Facebook crowd encompasses everyone.

Because there are so many people and brands using Facebook daily it had to develop an algorithm to decide which posts to show its users in order to surface the most relevant content for each person.

This algorithm prioritizes friend updates and makes Facebook Page updates less of a priority unless a person engages with that page a lot. According to Facebook some pages will achieve less than 2% organic (free) reach. That means of the total number of people who like your Facebook Page, you can only reach 2% of them.

In order to gain more reach you’ll need to pay Facebook to get to the 98% of the other people that Like your page. You can do that in the form of Boosted Post which is a type of ad that Facebook…

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