LinkedIn: Networking & Long Form Content
You’re probably already familiar with this one. A staple of business-to-business networking and recruiting nationwide, LinkedIn provides a reliable platform for businesses to establish meaningful relationships in and outside of the workplace. These relationships can be formed through networking, such as job advertisements, the LinkedIn messaging system, webinar hosting and joining professional groups. LinkedIn articles also provide a great form of education regarding a particular business. These articles often follow a blog-style format, though they’re circulated through a smaller network than a typical blog.
Additionally, their content is usually longer-form than what you’ll find on other social media platforms. The platform’s articles provide insightful perspectives on an author’s particular area of expertise that can be extremely useful for prospective recruits or potential partners. According to linkedin.com, while content at a shorter, more digestible length may be easier to produce, longer articles will typically produce a higher level of engagement. However, businesses also have access to a multitude of tools that can increase their engagement specifically. According to sproutsocial.com, these tools include fully customizable polls, the LinkedIn Live feature and the relatively recent introduction of post reactions.
Instagram: Reels, Photos & More
Instagram serves as the proverbial hub of branding within the social media space. It allows your business the freedom to truly convey your company and its ideas to a large consumer. Instead of long-form content, you can connect with your audience through photos, videos, and for e-commerce businesses, the “Shop” tab. Instagram’s “Reels” feature is able to spread your company’s content across feeds in a short amount of time, which exponentially increases the impressions, shares and interactions your post may get – all valuable metrics in determining a post’s success, and ultimately, your company’s at large. New York by Rail uses reels to their advantage by posting attention-grabbing content and collaborating with other accounts. The publication is partnered with Miss New York, who posts reels of her travels by Amtrak. Collaborating with other accounts is mutually beneficial to both your company and another.
You can also pay to have your content sponsored, which will allow their content to appear in the feeds of users who are not necessarily following them but may have expressed interest in similar businesses through their behavior on the platform. Story advertisements function similarly to reels, allowing for a greater level of interactivity and professional presentation. Direct links can be provided through story advertisements, increasing the consumer’s level of convenience and likelihood of visiting a business’ page or website.
TikTok: Short Video Content
While not wholly dissimilar to Instagram, TikTok’s main demographic and shorter-form content can greatly expand a business’ client base through viral posts, informational advertisements and a seamless platform that produces an extraordinarily high level of engagement. TikTok’s design philosophy prioritizes an efficient and fast-paced distribution of content to consumers, allowing for more content to be absorbed relative to Instagram or LinkedIn.
Educational videos will often see more engagement in a one-minute-or-less span than articles containing the same information – provided these videos are entertaining, problem-solving or otherwise engaging for TikTok’s typically younger audience. TikTok users can often invest a substantial amount of time into one business’ page, simply because the videos keep them engaged. It’s a great platform for businesses producing tutorials, showcasing products through short clips, “hacks” and other tips to keep prospective customers informed.
Facebook’s audience-building features are excellent means for businesses to take advantage of, as a strong consumer base is a fundamental aspect of business success. One of the main features of Facebook is its group functionality. Businesses can create groups, allowing users to then join the group, be invited to the group and otherwise interact with the group. According to adespresso.com, these groups can be public or private, and both have benefits and varying implications. Public groups are found by any user who searches for the group, while private groups tend to be more exclusive, and more engaged. Private groups are categorized into hidden or visible groups, with private hidden groups only being found through invitation or members who have already joined, and private visible groups being found through searching, though only joinable through approved requests.
Facebook’s demographic is older than other platforms, which allows businesses to target a different audience than previously accessible on Instagram or TikTok. Through Facebook’s expansive Meta Business Suites, longer-form content, and in-depth analytical tools, businesses can manage advertisements, review engagement data, and cater their content to the older audience that will be engaging with their product or service. Facebook also allows businesses the opportunity to organize and schedule posts on other platforms, such as Instagram.
Some social media platforms may appeal to you more than others, so it’s important to assess which ones are right for your business. Content Studio NY specializes in social media services and can get your business where it needs to be.