Marketers have exhausted Facebook and Twitter as social marketing tools, but SnapChat and Instagram have a huge following of teens and young adults waiting to be lured by your latest campaign.
most marketers understand the importance of social media marketing but participation in social media could also become a major factor in the ranking algorithm for search engines like Google.
If you’re like most marketers, you’ve focused on the “big three”: Facebook for the biggest audience, Twitter for the fastest updates and public profiles, and LinkedIn for the B2B business professionals. It’s time to take a look at these:
Instagram is one of the most popular social media platforms around, with 200 million active users and an average of 60 million photos shared every day. Since Instagram is mostly populated with individual users sharing photos with their close friends and family, marketers have overlooked it as a viable social media option. However, the sheer number of users alone makes it worth exploring.
Create an Instagram account for your business and connect it to your company’s Facebook and/or Twitter account. Instead of using the Pinterest strategy of showcasing highlights of your products and services, use Instagram to demonstrate the personal side of your brand. Take pictures of your office and coworkers, and of any events you are attending. Use hashtags wherever it’s appropriate (just don’t overdo it) and engage with other users on a regular basis by commenting on their photos and responding to their comments on yours.
Snapchat started back in 2011, but because it’s been used mostly for personal exchanges, it’s slipped by the eyes of most marketers. However, as I mentioned in my article Your Guide to Using Snapchat for Marketing, about 400 million snaps are sent each day by about 26 million users in the United States. Pictures and videos sent via this app are self-destructing as a privacy measure. That means your target audience will only have a few seconds to read and remember your message. In a way, that’s advantageous considering the painfully low attention span of your average user—it’s a way of almost guaranteeing their attention for those few seconds. But at the same time, you need to compress your messaging to ensure it is memorable.
Compared to other image-based apps, Snapchat is somewhat less efficient. It takes more time to follow and get to know your potential users, and it takes significant effort to create an image or message that will only last for a few seconds. Still, it’s worth considering as part of your broader strategy.
You certainly don’t need a presence on every one of these platforms in order to run a successful social media campaign, but if you want the most relevant audience and the best potential results, it’s important to think outside the “Facebook, Twitter, LinkedIn” box.