Using Instagram/Facebook/LinkedIn as Marketing Tools

A brand’s social media presence influences 73% of those that engage with the brand. When used efficiently, social media platforms are proven to be effective marketing tools. However, many brands misinterpret their functions, which often results in ineffective marketing.

You don’t always need an account on every social media platform. In fact, this can produce adverse effects. When using Instagram, Facebook, or LinkedIn for marketing purposes, it’s important to understand that each platform delivers information in a unique way. Here are some insights on how to effectively optimize these social media platforms as marketing tools for your brand.

 

Instagram is an image-driven platform.

Instagram’s character limit is relatively large, but that doesn’t mean that your text should be. To maximize Instagram as a marketing tool, limit your brand’s bio and captions to two sentences. Including a call of action in your text will prompt your audience to participate in authentic engagement. Hashtags are also a great way to encourage audience participation while simultaneously increasing your brand’s visibility.  

Visual elements are meant to replace text. Use Instagram’s function as an image-driven platform to complement the message you aim to communicate with your post. Images and text should be clear, compelling, and consistent with your brand’s image.   

Instagram also has a story feature that allows your brand to post content that is visible to viewers for 24 hours. Stories offer the ability to directly engage with your audience through question forums, polls, and more. Instagram stories are a great way to enable audience participation and further your brand’s engagement. 

Instagram Reels is Instagram’s newest feature and closely resembles the social media platform TikTok. Its algorithm is currently driving more traffic than any other Instagram feature. Instagram Reels is helpful for those looking to increase brand visibility.

 

Facebook is the largest social media platform in the world.

Facebook has more users than any other social media platform. This poses both an opportunity and a threat: Your brand’s range of communication is highest on Facebook, but this places a great deal of power in your audience’s hands. 

Due to the platform’s considerable audience, it’s difficult to get traffic and engagement without paid Facebook advertising. With paid social, you will expand your reach and impressions while targeting specific audiences to ensure you attract those you seek to engage with the most. Bear in mind that the process to create Facebook Ads changes periodically, so be sure to review the guidelines within the Facebook Ads Manager

Facebook allows its users to post text, images, and videos. When utilizing such a wide range of features, it’s crucial to understand that the text of a Facebook post shapes the success of its visual elements. Keep your text brief and informational. Consider the who, what, when, where, and why of your message. An unclear text will confuse your audience and may cause them to deter.

Facebook was the first social media platform to introduce the “like” function. The platform has since developed by offering additional reactions to posts. This tool is especially useful when assessing your audience’s likes, dislikes, beliefs, and values. Use this information to your advantage when crafting future posts. The share feature allows users to share posts with their Facebook friends, which offers a promising avenue for increasing your brand’s visibility.

LinkedIn is the professional network.

LinkedIn operates as a professional social network. It allows users to disseminate and engage with information that advances their professional prospects. LinkedIn remains an invaluable platform for increasing brand awareness and establishing relationships with businesses and consumers alike. 

LinkedIn’s professional nature requires careful attention to credibility and expertise. Therefore, your brand’s content must evoke professionalism. This is best achieved through using both visual and textual elements together. Your text should be concise yet informative and grammatical to complement clean and compelling visuals.

The use of blog posts and articles on LinkedIn allows for even greater use of the platform in that users can highlight their expertise while increasing their reach. Make sure your content illustrates your brand’s capabilities to expand your audience, strengthen your brand’s identity, and encourage consumer and business partnerships.

 

Maximize your brand’s potential.

Social media has changed the way we operate both personally and professionally by providing individuals and institutions with the ability to communicate to large audiences.

When using social media platforms as marketing tools, it’s crucial to acknowledge that your content is a representation of your brand. Through understanding the functions of each platform, you can help your brand nurture audience relationships, maximize its reach, and achieve its goals. Contact PivotPath’s team of innovative creatives to help your brand maximize its potential.

Not Every Social Media Platform is Needed to Promote Your Brand…Here’s Why:

Social media is a large part of everyday life, even more so now that COVID-19 has taken away the ability to connect in person. People are beginning to rely on social media platforms to make meaningful and impactful connections.

This can be intimidating for businesses. Promoting a brand on social media is difficult enough, but relying on social media platforms for all communication with your audience is a new challenge. Many businesses are scrambling with their social media strategies, creating accounts on any and every social media platform possible. Though this may seem like a reasonable option, branding on every social media platform can be ineffective, disingenuous, and a waste of time. 

Here, we outline why you do not need every social media platform to promote your brand and ways you can effectively use social media to make meaningful connections for your business. 

Your audience is not on every platform:

Not many people have an account on every social media platform, so why should your business? Your target audience is a specific group of people. They have unique characteristics and traits, and each social media platform attracts distinct groups of people.

Facebook, Instagram, and LinkedIn are all popular platforms, but each is used for a different purpose. Most of Instagram’s users are female and between the ages of 13 and 28. In contrast, the majority of Facebook users are above 30 years old. LinkedIn users range in age, but use the platform for work and business related purposes. 

The data collected on each social media platform will help your business understand where to connect with your audience. Whether your business wants to build connections with other businesses, community members, fitness junkies, gamers, etc., it is important to find which platform(s) they are primarily on. This way, you can meet your audience on the platform they use to further enhance your brand awareness and engagement. 

You do not have the time to devote to every platform:

Creating content and a social media plan takes time and organization. Your business is working hard to cover all your bases. But, when you try to cover every social media platform, your work can become sloppy and ineffective.

Without meaningful content, your audience could perceive your communication as disingenuous and calculated. This is not how you want audiences to perceive your brand. If you are going to be spending the time creating content, campaigns, and promotions, don’t you want them to be meaningful and impactful?

Always prioritize quality over quantity on social media. To do this, you need to allocate your time to the most important platforms for your audience. This way, you can spend your time creating purposeful and engaging content that will create a brand image that is heartfelt, personable, and authentic.

How to make a meaningful social media strategy without every platform:

  1. Evaluate and research your target audience– Ask yourself, who are you trying to reach? Where is your audience spending their time while online? What kind of content does your audience seem to enjoy? Does your audience even have social media? Thoroughly research your audience and their behavior. This will help you to alter your social media strategy to include the most effective kinds of content to post on the most applicable platforms.
  2. Focus your time on key platforms– After choosing which platforms are most effective for your business, focus your time on building quality profiles and accounts. Because you have less platforms to work on, you can spend more time constructing unique and substantial content. If your business is large enough, consider creating multiple specialized accounts on the same platform. This will allow you to hyper-focus on each group within your audience to create personalized content that is more relatable and powerful.
  3. Concentrate on building connections– Your business should be creating connections and relationships, not just partnerships or associations. A focused social media plan will offer the ability to create a marketing strategy that is sincere, personable, and authentic. Whether that be by conveying similar interests, interacting with customers, or using relatable humor, audiences are more likely to interact with a brand they feel personally connected to.
  4. Do not hesitate to reach out for help– Above all, do not hesitate to ask for help! Promoting your brand can be a difficult, meticulous process. Use resources that are available to you, like PivotPath, and contact us for a consultation. Our marketing focuses on building connections and relationships. We will be sure to help your business create a brand strategy that is meaningful and impactful!