In the fast-paced world of digital marketing, social media plays a key role in connecting brands with their audiences. Keeping up to date with the functionalities of platforms such as Instagram, Facebook, Twitter, LinkedIn or TikTok is essential to develop effective strategies. In this article, we will explore the most important features of social media and how you can make the most of it for your digital marketing strategy.
Which social networks should I use?
First of all, you need to identify which social networks you want to use, as not all of them work in the same way or are aimed at the same audience, so first you need to be clear about your target audience and how you want to communicate with them.
- Facebook: This social network is mainly used to connect with friends and family, share photos, links, events and news. The most popular target audience is people aged 30 and over.
- Instagram: This social network is used to share stylish photos and videos, follow celebrities, brands and friends. It is predominantly used by users aged 18-34.
- X: The old Twitter is mainly used to post and follow brief updates, news, and engage in public conversations. In terms of its audience, this is very broad, but with a significant presence of users between 18 and 49 years of age.
- LinkedIn: It is used by professional audiences between 25 and 64 years old and is used for professional networking, job search, and sharing career-related content.
- TikTok: The trending network is mostly used by a young audience (16-24 year olds but with a growing demand from audiences in their 30s) and is focused on short, entertaining video content. Its goal is to create and consume short videos of comedy, dance, and other creative content.
- Pinterest: Pinterest is mostly used by a female audience (18-49 years old) and is focused on visual inspiration. Its aim is to discover and share creative ideas, especially related to fashion, home decoration and cooking.
How to leverage social media for your marketing strategy
Knowing how to make the most of social media to reach your audience is a key issue today. Social media is important for brands for 2 reasons:
- They serve to make the potential audience aware of the brand and thus to reach new markets.
- It serves to establish a closer and more human communication with customers who are loyal to the brand.
How to take advantage of the functionalities of each social network is a key aspect to achieve this goal. Below you will find some of the functionalities of each of the social networks, so that you can see in detail how to apply them:
Instagram: Beyond Photos and Videos
Instagram has evolved beyond simply being a photo-sharing platform. In 2023, the platform continues to lead innovation with functionalities that go beyond static images and videos. These are some of the new features on instagram that you can take advantage of:
- Instagram guides:
- Instagram Guides is a feature that allows users, including brands, to create more structured and detailed content. You can create step-by-step guides, recommendations and detailed lists to provide valuable information in a more organised way.
- Marketing use: Brands can use Guides to present products, tips, tutorials and other content in a more structured way, which can improve the user experience and increase engagement.
- Instagram Reels:
- Description: Reels is Instagram’s answer to the popularity of TikTok. It allows users to create and discover short, creative videos of up to 60 seconds.
- Marketing use: Brands can use Reels to create engaging and entertaining content, taking advantage of the short video trend. It can be an effective way to reach a younger audience.
- Instagram Stories:
- Description: Stories allows users to post photos and videos that disappear after 24 hours. It offers an ephemeral way to share moments and content with the audience.
- Marketing use: Brands can use Stories to share behind-the-scenes content, temporary promotions, polls and other creative interactions that generate interest and engagement.
- Instagram Live:
- Description: Instagram Live allows you to stream videos in real time to your followers. Viewers can comment and ask questions during the broadcast.
- Marketing use: Brands can use Instagram Live for live events, product announcements, Q&A sessions, and other real-time interactions to connect directly with their audience.
TikTok: The network with the highest user rate
The arrival of TikTok revolutionised social media. It currently has more than 1,051 million users worldwide and is the network with the highest engagement rate, with 5.69%, surpassing even YouTube.
These figures make TikTok a great way for brands to leverage these effects to create engaging and distinctive content that stands out on the platform and aligns with popular trends to increase brand awareness and promote products or services in creative ways.
Facebook: Groups at the Interaction Centre
Facebook groups have become more relevant, becoming active spaces for the exchange of ideas and experiences. Brands are taking advantage of this trend by creating and participating in groups related to their niches. The “Groups for Pages” feature facilitates direct interaction between brands and their followers, encouraging the building of loyal communities. Integrating marketing strategies into these groups can generate a deeper and more authentic connection with the audience.
X: Spaces for Authentic Conversations
With the introduction of “Spaces”, X (formerly Twitter) seeks to provide a space for more authentic, real-time conversations. This feature allows users to participate in audio chat rooms, giving brands the opportunity to host virtual events, discuss relevant topics and connect with their audience in a more intimate way. The immediacy of X is now combined with the authenticity of voice interactions, opening up new possibilities for influencer marketing and active engagement.
LinkedIn: Beyond Professional Networking
LinkedIn has evolved from being simply a professional networking platform to a valuable content space. The LinkedIn Events feature allows you to create and promote virtual or in-person events on LinkedIn to engage your audience and encourage participation.
At the marketing level, it allows you to organise webinars, talks or networking events and use the events function to promote them and reach an interested audience.
Pinterest: Traffic to the website
Pinterest, the visual discovery platform, is not only a place to find inspiration, but also a powerful tool to drive quality traffic to your website. With its unique focus on images, Pinterest offers brands the opportunity to stand out and reach specific audiences.
Useful tips on how to get the most out of social networks
Now that we have seen what types of networks there are and what tools are available to you, don’t forget these last tips:
- Video is king: On the one hand, regardless of the platform, video is still king in digital marketing. From live streams to short-form content, brands are capitalising on audiences’ preference for visual content to stay relevant in the competitive world of social media.
- Advertising campaigns: In addition, running advertising campaigns on social media offers a number of benefits and advantages for companies looking to increase their visibility, reach their target audience and achieve their marketing objectives.
- Schedule content: Most social networks allow page administrators to schedule content for specific dates and times in the future. On a marketing level this is very practical as brands can plan their content in advance, ensuring a constant and timely presence on the platform.
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In conclusion, the latest social media functionalities are transforming the digital marketing landscape. Brands must constantly adapt to take advantage of these innovations and stay at the forefront of consumer attention. Whether through interactive content, focus groups or video strategies, the key is to understand and use these tools creatively to build meaningful connections with the audience. In an ever-changing digital world, the ability to adapt and the willingness to explore new functionalities will be key to success in digital marketing.
Finally, if you are thinking of creating your own digital marketing strategy and need professional advice, don’t hesitate to contact Trucker360. Here you will find professional tips to boost your business.
