How to Use Today’s Top Social Media Platforms for Your Business

As a business or marketing leader, we know you’re always looking for ways to expand your reach and better connect with your audience digitally. Used strategically, social media gives you a wealth of opportunities to accomplish your goals. 

But there’s no one-size-fits-all social strategy. When you deeply understand your audience and where they spend time online, you can create a customized social media marketing strategy that aligns with your specific audience and your business goals and increases engagement.  

Let’s look at some high-level tips for utilizing today’s top social platforms to fit your business.

Understand Your Audience

Don’t discount this step just because it seems obvious. It’s foundational to every marketing strategy, whether traditional or digital, and social media is no exception. 

Choosing where and how to present your brand on social media starts with truly understanding your customers and potential customers. If it’s been a minute since your team has thoroughly analyzed your customer base, you need to workshop questions like: 

• Who is your primary audience? 
• What are their pain points? 
• What are their key demographics, including factors like:
  • Age?
  • Gender?
  • Level of education?
  • Income range?
  • Interests?
  • Purchasing habits?

Forming a clear buyer persona is key. From there, you can learn which social media platforms your audience is likely using most. 

Hang Out Where They Hang Out

Once you’re clear on your audience, you can identify where they are spending most of their social media time.  

That means it’s time to do your homework on who’s using today’s top social platforms and why. Our blog on The Top 6 Social Media Platforms, Explained is a great place to start!

Naturally, there’s crossover among platforms. Your primary audience may be spending a lot of time on both Facebook and Instagram, for example. But don’t worry, you don’t have to be everywhere all at once. You can form a multichannel strategy focused on the top 2-3 platforms where your particular audience is most active. 

Tailor Your Content to Each Platform

You also need to understand what types of content your audience is consuming and most likely to engage with on particular platforms. 

If your brand strategy includes targeting Gen-Z customers on TikTok, for example, your content should be videos that are quick, to-the-point, and use humor or emotion to stand out. 

On the other hand, if your goal is to reach B2B customers on LinkedIn, you may use long-form thought leadership posts about key industry issues to provide value and build brand awareness. 

Pro Tip: Work smarter, not harder, in your multi-channel strategy by repackaging the same content to fit different platforms. (For example, shorten the script and video for an Instagram Reel into a much shorter video for TikTok.)

Learn more about which types of content get the best engagement on the major social platforms here. 

Balance the Social Media See-Saw

Once you choose which platforms to focus on, use a blend of paid ads and organic posts – what we at Asen call the social media see-saw – to reach more people, build credibility, and ultimately close more deals. 

Organic posts and engagement increase your visibility and build rapport with your audience, while paid social ads help you reach new audiences to grow your brand and ultimately encourage actionable decisions. Together, organic and paid ads can be the ultimate combo for achieving higher awareness and greater ROI from your social strategy.

Level Up Your Social Media Strategy

The social media landscape is always changing, and it can be hard to keep up. We’re here to help with comprehensive social media services tailored to your unique brand and goals.

At Asen, our multigenerational team understands complex social media tactics and the latest trends, including the best B2C and B2B strategies in many industries. We thrive in the social media realm and we’re ready to help you thrive there, too!Ready to get started? Let’s talk about your social media goals and see if we’re the right fit for you! You can also follow Asen on social media (@thrivewithasen) to learn more about what we do and how we do it.