Social media has transformed how businesses market themselves and connect with customers. With over 4 billion users worldwide, platforms like Facebook, Instagram, and Twitter offer immense opportunities to bolster brand awareness and sales.
However, with new sites launching and trends shifting rapidly, it can be tricky to determine which ones to focus on. That‘s why we‘ve created this comprehensive guide examining the most popular social media types, their unique features and use cases, and tips to effectively leverage each one.
Key Benefits of Social Media Marketing
Before diving into the different platforms, let‘s review some of the main reasons businesses invest in social media:
- Increased brand awareness – 71% of consumers are more likely to purchase from brands they follow on social media
- Lead generation – Social media drives around 30% of website traffic, providing lead and sales opportunities
- Improved SEO – Content shared on social media can boost search engine rankings
- Market research – Real-time access to customer opinions, preferences, and trends
- Ad targeting – Granular targeting features allow tailored ads to reach specific demographics
- Community building – Humanizing a brand and providing customer support can build loyalty
Now let‘s explore some of the most utilized social platforms and how to make the most of them.
Traditional Social Networking Sites
Popular platforms like Facebook, Twitter, and LinkedIn paved the way for social media marketing. Here‘s an overview:
With over 2.9 billion monthly users, Facebook remains the largest social network. Its varied features like public news feeds, groups, marketplace, and more serve multiple purposes:
Key Features:
- News Feed – Share content publicly viewable to all friends/followers
- Facebook Stories – Post images/video that expire after 24 hours
- Live Video – Broadcast real-time video to your followers
- Groups – Create spaces focused on specific topics to connect with niche audiences
- Marketplace – Buy/sell goods locally
- Ads Manager – Create highly targeted ads
Use Cases:
- Post engaging content like special offers, behind-the-scenes footage, employee spotlights
- Run contests and special events
- Communicate news and announcements
- Join relevant groups to connect with your industry
- Advertise to different audience segments based on age, location, interests and more
Tips for Success:
- Post 2-3x per week during optimal times
- Use visual content for higher engagement
- Leverage hashtags and tagging to extend reach
- Moderate comments and mentions promptly
- Use Insights data to gauge what content resonates
The go-to platform for real-time conversation, Twitter enables businesses to tap into trending topics.
Key Features:
- Tweets – 280 character status updates
- Retweets – Quickly share and comment on others‘ content
- Hashtags – Categorize topics to tap into specific conversations
- Twitter Cards – Previews to drive traffic to websites/app
- Twitter Ads – Promoted tweets and trends based on followers and keywords
Use Cases:
- Share announcements, events, content launches, specials
- Respond to customers questions and feedback
- Monitor industry hashtags and trends
- Drive traffic to blogs and products
- Promote content during peak events like conferences
Tips for Success
- Tweet 2-3x daily, more for time-sensitive content
- Use visuals and tags to boost engagement
- Respond to every mention and question
- Leverage trends but avoid controversial issues
- Preempt crisis scenarios with prepared response plans
Trusted for B2B connections, LinkedIn enables targeted networking and lead gen.
Key Features:
- Company pages – Share news, products, jobs, content
- Groups – Discuss industry topics in niche communities
- LinkedIn ads – Highly customizable with robust targeting options
- Sponsored content – Promote organic posts for wider reach
- LinkedIn events – Virtual seminars, workshops, conferences
Use Cases:
- Establish thought leadership with long-form posts
- Promote services, openings, content to niche decision makers
- Conduct market research through polls and discussions
- Host webinars and virtual events
- Enable employees to expand networks
Tips for Success
- Keep page updated with news and milestones
- Encourage employees to engage in niche groups
- Test targeted ads and sponsored content
- Repurpose evergreen webinars as gated content
- Measure content resonance through reactions and shares
Now that we‘ve covered the major traditional platforms, let‘s explore some visual-focused ones gaining popularity.
Image & Video Sharing Networks
Visually driven platforms like Instagram, TikTok, and YouTube enable creatives storytelling that spotlights brands‘ products, services, and culture.
Leading the photo/video sharing space, Instagram offers immersive browsing paired with shoppable features.
Key Features:
- Instagram grid – Artfully arranged photo gallery
- Reels – 15-60 second multi-clip videos
- Stories – Shareable photos/vids that expire in 24 hrs
- IGTV – Vertical long-form video channel
- Live video – Broadcast real-time video streams
- Shop – Add shoppable tags to Instagram content
Use Cases:
- Showcase products with high-quality images and video
- Engage followers with behind-the-scenes content
- Promote events, sales, content launches, contests, etc.
- Collaborate with employees, customers, and influencers
- Sell products directly through Instagram checkout
Tips for Success
- Post daily using relevant hashtags and consistent filters
- Incentivize UGC and reposts with rewards programs
- Use IG stickers and AR filters to boost engagement
- Run targeted ads to expand reach
- Analyze insights data to optimize grid strategy
YouTube
Offering seamless integration across Google platforms, YouTube remains top-of-mind for video sharing.
Key Features:
- YouTube Studio – Analyze data and manage channel
- Community tab – Engage viewers through polls, posts
- Channel memberships – Monetize exclusive perks for fans
- Merch shelves – Sell branded merchandise
- YouTube ads – Target based on demographics and watch history
Use Cases:
- Share video tutorials, demonstrations, and explainers
- Stream product launches, events and webinars
- Curate company playlists to display brand culture
- Run video ads on niche topics and formats
Tips for Success
- Create regular content and playlists to cultivate a subscriber base
- Use cards and end screens to drive viewers to other videos
- Ask viewers questions to spark engagement
- Collaborate with influencers on sponsorships
- Track analytics to optimize video strategy
TikTok
Tapping into viral trends, TikTok provides a creative outlet tailored to young demographics.
Key Features:
- Video creation tools – Easy editing with templates, effects, etc.
- Hashtags and challenges – Leverage trending memes and themes
- Live streams – Go live to engage followers in real-time
- Ads Manager – Sophisticated targeting by device, interests, and more
Use Cases:
- Showcase brand culture and behind-the-scenes style content
- Educate and entertain followers with engaging short video
- Encourage UGC by launching branded hashtags and challenges
- Amplify branded content through paid partnerships
Tips for Success
- Post daily, repost trending audios, tracks, effects
- Feature employees in videos highlighting company culture
- Moderate comments and hop on trending topics
- Collaborate with nano or micro influencers
- Test a variety of creatives and audiences for ads
Specialty & Niche Platforms
Beyond the heavy-hitters, specialty sites enable tailored interactions with specific groups.
The visual bookmarking site drives referral traffic through inspirational content creation.
Key Features:
- Boards – Organize images, videos, Pins by topic
- Analytics – Track traffic, impressions, saves, etc.
- Product pins – Add purchase details
- Ad platform – Promote Pins to niche audiences
Use Cases:
- Curate inspirational, shoppable boards
- Spotlight new collections, products, styles
- Drive traffic to blogs, product pages
- Gather market research through analytics
Tips for Success
- Create new boards often and update consistently
- Collaborate with brand ambassadors on guest boards
- Feature lifestyle imagery aligned to your niche
- Include detailed descriptions and optimize SEO
Known for building engaged niche communities, Reddit facilitates authentic discussions.
Key Features:
- Subreddits – User-created discussion forums
- Ask Me Anything (AMAs) – Interview-style conversations
- Reddit Ads – Target users by subs, keywords, etc
Use Cases:
- Join subs related to your industry
- Host AMAs with executives
- Promote content, surveys, special events
- Monitor discussions for market research
Tips for Success
- Review sub rules before participating
- Add value through thoughtful comments
- Respond to every question in AMAs
- Track clickthrough rates on ads
Quora
Q&A forum Quora taps collectively into experts‘ knowledge making it perfect for education and thought leadership.
Key Features:
- Spaces – Channels focused on specific topics
- Writing tools – Formatting options for long-form posts
- Analytics – Track content performance
Use Cases:
- Join Spaces related to your niche
- Answer industry questions authoritatively
- Promote brand as a thought leader
- Guest blog contributor onboarding
Tips for Success
- Provide well-researched, complete answers
- Insert relevant links to resources where beneficial
- Follow up with additional details if necessary
- Curate best answers into ebook guides
Snapchat
Offering a more personal experience through disappearing messages, Snapchat appeals to younger groups.
Key Features:
- Lenses, filters – Enhance photos and videos
- Stories – Share snapshots that disappear after 24 hours
- Spotlight – User-generated content feed
Use Cases:
- Provide a BTS look at company culture
- Encourage UGC by featuring customer Stories
- Launch branded lenses and filters
Tips for Success
- Respond to all Snaps to cultivate engagement
- Incentivize reviews, content creation with giveaways
- Cross-promote best Stories on other social platforms
Clubhouse
Gaining buzz for intimacy and exclusivity, the invite-only audio chat app facilitates nuanced discussions.
Key Features:
- Rooms – Real-time drop-in audio conversations
- Events – Private chats, panels, conferences and more
Use Cases:
- Host fireside chats with executives
- Participate in industry discussions
- Promote branded rooms across other social channels
Tips for Success
- Send post-event recordings to email lists
- Foster community by moderating regularly
- Track room analytics to gauge engagement
This covers the some of today‘s most valuable networks, but new sites continue emerging especially in tech-oriented spaces like the metaverse. Stay on top of trends and test promising platforms to determine if they deserve a spot in your strategy.
Key Takeaways
- Experiment with different formats like video, images, long-form text to convey messaging creatively
- Consistency across channels builds recognition while tailored content resonates better per platform
- Use analytics to identify your best networks and optimize your approach
- As trends shift, reevaluate channel priorities to maximize ROI
- Automate where possible to maintain an active presence across multiple accounts
Social media evolves rapidly, but ultimately each channel calls for thoughtful cultivation of communities and conversations. Put people first, and the rest will follow.
