Everyone (pretty much). More than 2.9 million Kiwis use Facebook regularly. That’s well over half the country’s population. It’s got the most varied demographic of the social media platforms, too. Grandma uses it to keep up with Jimmy’s trip around Vietnam; Susan uses it to find out what Billy’s new girlfriend wore to that cocktail party; and Jimmy uses it to chat to Billy about his new crush (you get the drift).
Facebook’s good for building brand loyalty and reputation. You’ll use it to confirm your business as an authority in its industry through high quality content. It’s the most prominent social media platform for brands because of its sophisticated advertising and targeting capabilities and analytics platform. But it’s good for more than just sharing content; Facebook allows you to build relationships with customers, join in on brand-relevant conversations and give your brand human-like attributes.
It’s a brand-saturated space. It’s got the largest audience pool of all the social platforms, which can be a blessing and a curse; if your brand sells a niche product or service, you can use its advertising tools to target your audience and it can be super effective. But if you don’t have any (or much) money to spend, it could be a pool that’s too big for you and there’s a chance you’ll sink. As more brands enter the Facebook playing field, organic reach is slowly dying (but not that slowly). This means brands with the deepest pockets, and not necessarily the best content, tend to get the highest reach. To cut to the chase, Facebook isn’t good for targeted outreach if you don’t have money to spend.
More than 900,000 Kiwis are on Instagram. Its demographic is slightly skewed towards females, but it’s generally big amongst people who appreciate beauty and creativity. It’s youth-dominant; internationally, 53 per cent of users are 18-29, but the above-30 age bracket is growing.
Instagram is your art gallery. It’s great for brands with artful and editorial-quality images and video snippets. It’s also super easy to use and as a result, 85 per cent of its users use the platform while they’re at work (that’s why your content needs to provide an escape, but we’ll get to that in a second). It’s also hashtag-centric, meaning using hashtags wisely can genuinely increase engagement and brand awareness. And, of course, with the arrival of Instagram advertising, we can target Instagram users in the same way we can target Facebook users.
If you don’t have high quality creative, don’t bother. If you want to share links, don’t bother. Instagram is a visual creature, so treat it that way.
LinkedIn is less about play, more about work. It’s where the world’s professional population comes together to gloat, network and pat each other on the back. Its audience is a little older, too; 51 percent of its users are 30-64 years old.
If you’re a business-to-business company, LinkedIn is for you. Over the past few years, it has evolved from a cocktail party for recruiters and job seekers to a resource for valuable content for professional minds. Users scroll their newsfeeds for success stories, job offers and employee updates. Aside from content, it’s also good for nurturing staff loyalty; people should take pride in being associated with your company page. It’s also unique in its native long-form publishing function; users can publish blog posts to share with their connections.
LinkedIn means business. If you’re selling fluffy slippers, LinkedIn isn’t where you’ll do it. The platform’s tone is the most formal and its purpose for users is to foster meaningful, professional relationships. Leave your banter about slippers for other platforms.
Hopefully, this rundown has given you some direction on where to invest your time and money, platform-wise, so you can go out and enter the right social communities. Remember: your audience comes first and the platforms come last. And like any business tool you’re investing in it needs time spent on it to make it relevent, so put a good content strategy in place before you start.