Which is the ideal social network for your client?
There are more than a dozen social networks with over 100 million users which makes it difficult to recommend to a client in which social media platform they should invest
There is life beyond Facebook and Twitter. Honest. The number of social networks continues to grow although which makes it increasingly complex to recommend which platforms are worth our efforts and our client’s investment. Obviously, it depends on the client’s communication objectives and the audience they want to reach, but here are some tips from our experience in Canela.
There are currently more than 200 social networks, according to the latest list we have seen, and there are more than a dozen with over 100 million users. So, it’s impossible to be in all of them.
Here’s a brief overview of some platforms (not including Twitter and Facebook) and why they might be of interest for clients:
Vimeo, because it´s a glamorous YouTube: online video is the content that will have the greatest growth on the Internet (as we have seen in the previous blog post). Therefore, video-based social networks will become essential in the very near future, but we must choose carefully the right platform. Nowadays, Youtube is the leader, with an audience of more than 1,000 million unique users per month. However, there is so much content on Youtube that it’s difficult for brands to stand out. Instead, Vimeo is a far less saturated social network which provides much better user interface quality. Videos in Vimeo are of a higher quality and also reach a more “trendy” audience. These and other advantages make a presence on Vimeo a very interesting option for a brand that wants to reach a more targeted audience.
Vine, due to the popularity of micro videos: an app which allows only six seconds videos? It is a typical example of an idea that if mentioned a few years ago, it would have been met with “It won´t work”. But that’s Vine, an app and social network created in 2012 and then purchased by Twitter which has revolutionized the way to publish video content. It is an easy and original way to promote a brand, it enhances viral effect due to the easiness to share videos and it´s also practically impossible to “ignore” a Vine because by the time you’ve decided if you like it or not… You’ve already seen it! Just like Youtube, Vine allows users to create channels in order to have followers´ communities. A very useful targeting tool, for sure.
Instagram, but now with videos: it´s very possible that you´ve already been on Instagram for a while because this social network is focused initially on sharing photos, it’s a huge hit, especially in Spain and especially among the younger audience (it´s the third social network in frequency of use, surpassing Youtube, according to the VI Social Networks Report, IAB Spain). Since 2013, Instagram has allowed sharing videos of up to 15 seconds in a clear attempt to compete with Vine; and it seems to be a hit. Either through photos or videos, having Instagram within your marketing strategy is a good idea to showcase products, promote events, strengthen client relationship and gain valuable feedback from users´ comments on the posts.
Google Plus, for the positioning: there is no other social network that has received more criticism than Google Plus, Google’s attempt to compete with Facebook. While it didn´t have the expected success, neither is it a complete failure: in Spain, G+ it´s the fourth most used/visited social network and 34% of Internet users have an account on it. It is easy to criticize what it lacks, but Google Plus also has some great advantages such as the possibility to create circles and segment which publications are shared in each one. However, the main benefit of G+ is its “excessive” influence on the positioning in Google: the +1 of Google Plus are much more valuable to the search engine algorithms than Like, Retweet or any other interaction in other social networks. Additionally, the content you post easily reaches the top search results for your keywords, albeit just for a few days.
LinkedIn, although it´s not a new social network: it was created in 2002 and is, in fact, the grandfather of the big platforms. However, many companies just use LinkedIn to post job offers or to select candidates. Some of the advantages of this network are: it reaches 300 million professional users; it is the only one which allows you to know with confidence a name, surname, profile, birthday and other information for your contacts; it is great for networking private group management and event management; it doesn´t just allow you to reach clients, but also potential employees, investors, clients etc. Certainly, it has a huge potential which has still to be exploited.
Which social network do you think it´s worth to being in?