This essay originally was published on January 19, 2023, with the email subject line "CT No.151: The social media channel–brand fit questionnaire."
In 2012, a meme called Social Media Explained With Donuts circulated online and at professional marketing meetups and conferences. In the original version of the meme, Doug Ray of Three Ships Media explained how to use the popular social media networks of the time. Looking at these services now, many of which are dead and buried, it’s clear that we’re due for version 2.0.
So much can change in a decade. No one is “checking in” on Foursquare. Google finally admitted that Google+ pulled the plug in 2019. LastFM is far from the go-to listening platform, if it ever was. And Instagram’s utility as a tool of business and pleasure has far surpassed its hipster origins as a home for vintage photo collections.
Fast forward to the present where frequently changing social algorithms, upticks in bot commentary, and complaints of low engagement rates leave us to question if social media is a waste of effort for our business. What makes it all worth it?
Some social content is the digital equivalent of the garbage island, but it’s undeniable that social media evolved into an ecosystem of powerful tools that produce measurable impact on both brand marketing and the bottom line. It’s not often you hear about a wildly successful business that isn’t using any form of social media.
But which constellation of social channels is the key to making your business wildly successful? Where should you be spending your precious time and energy to grow your brand awareness on social media?
Not sure where to begin? Enter in the Social Media Explained 2.0, featuring the common complaints surrounding today’s channels and how they can keep your audience coming back day after day.
The kombucha tester’s 2023 social media dilemmas
Those are the players of the present day, but much like the donut meme, check back in a decade. Take note: even though a platform is relevant, it doesn’t mean that investing in it as a content distribution channel will produce results worth the time and resources spent.
To narrow it down, I’ll focus on the channels that would help your business grow if you started a new account today, from scratch. Based on recent business changes, in most cases, this would rule out:
- Twitter, despite the great success of the creators who built engaged communities during its heyday;
- Snapchat, which is only a worthwhile venture for influencers of younger audiences;
- Mastodon, which was never designed for marketing purposes and will likely never fill that role, and
- BeReal, which is still in the development phase in terms of how businesses can leverage their offerings.
Which social channels will help your brand thrive?
Unlike the multiple choice quizzes in a teen magazine where “Mostly As” means you‘ll marry Pedro Pascal and “Mostly Bs” gets you Ryan Gosling, choosing your social media approach is not a one-size-fits-all answer, but rather a self-guided reflection.
If you’re serious about putting your social media efforts where they matter, open up a Google Doc (or grab a pen and paper if you’re feeling old-school) and get ready to write, because we’re about to work through questions to determine which social media channels will drive results for your business.
When you choose the right ones, creating content and measuring results comes with less skepticism and more reassurance.
The social media channel–brand fit questionnaire
- What are your goals? Are you looking for direct product sales, promoting your or your employees’ charm, seeking to start a conversation with your audience, or just trying to keep users informed about what’s new?
- How can you best portray your offering to your audience? Is it through visual displays, verbal explanations, or a combination of both? If you weren't there to explain it, how would your audience understand it?
- Do you offer a physical product? Instagram and Pinterest are excellent channels for showcasing product photography.
- Do you typically see more success when you provide an explanation of how to use your product(s)? Product demonstrations can spark conversation on TikTok or even on Instagram or Facebook Reels.
- Are you running a service-based business and know your audience responds positively to seeing evidence of the results they can expect? Or a retail business that strives to convey the craftsmanship of the products you sell? If your customers want to see real-use examples before they buy, you may see the greatest brand awareness generated from Instagram, Facebook, or Pinterest by sharing photos or videos of what products or results you’ve produced for clients.
- Does background information on the work that goes into your offers better boost the confidence your client needs before spending money? Then, short-form video on Instagram and TikTok will help you demonstrate your processes and what the client experience of working together is like.
- Do you consider your business an industry leader who executes on big ideas explained with long-form stories? If you rely heavily on user case studies, and reviews from past clients, using channels receptive to longform content — such as LinkedIn or YouTube — would be a great way to showcase the results your clients can expect in both written and video form.
- Consider further: If my ideal customer were here, would I be demonstrating or describing what I offer? Your answer will guide your decision: should you focus on more visual channels like Instagram, Pinterest and TikTok, or storytelling channels like LinkedIn, TikTok and YouTube?
Who is your audience, and what are their behaviors?
Think beyond age, location, and gender demographics. Consider your audience’s content consumption behaviors and use of search.
- What is your target audience looking for, and how are you helping them find it?
- How are your current or potential customers using content? Are they using it to improve their lives with it?
- Are they scrolling aimlessly on social platforms like Instagram or TikTok, stopping only for the most eye-catching products and shopping trends?
- Or are they getting their decision-making criteria from industry thought-leaders on LinkedIn?
Do you offer a solution that meets a need users are actively seeking? If so, don’t automatically write TikTok off as just another video distributor: the NY Times declared it “the new search engine for Gen Z.” According to Google SVP Prabhakar Raghavan, almost 40% of young people will turn to TikTok or Instagram when searching for everything from lunch options to asks for letters of recommendation.*
*Editor’s note: It’s worth mentioning that Google is actively fighting U.S. antitrust regulation, so it’s in their best interest to appear as if their market share is declining. Google’s U.S. and global market share for search remains upward of 80%. —DC
How much content do you have? Are you investing in content creation?
Are you a business that already has photo, text, or video assets and just needs to start using them to your advantage, or will you need to create all your content from scratch?
Take inventory of your content: you might be surprised what can be repurposed. Quotes from interviews can be turned into quote graphics for Instagram or LinkedIn posts. Audio clips from podcasts can be turned into videos with audio wave graphics and posted to Instagram and YouTube or transcribed and written into a LinkedIn post.
If you’re lacking visual content, start with a text-based channel like LinkedIn and establish yourself as a thought leader, building brand awareness among professional audiences. Realistically, a visual-first channel’s not the best bet if your brand has five photos and no one who’s interested in being on camera.
Seeking more visuals for your content? Consider these investments:
- hiring a visual strategist (rather than a generic “social media specialist”)
- developing templates within a brand-oriented designs SaaS like Canva
- outsourcing product photography and videos to a social-ready content production service like Soona
Let’s review your social media notes
What jumps out at you about your business? Are your responses leaning toward more visual, storytelling, or a hybrid approach? Did any one tool jump out at you while reading this post? What channels do you have time where you can create content sustainably and in line with your business goals?
Chances are, your unique brand will require a nuanced analysis and a thorough consideration of your company’s resources and goals. But hopefully this starting point has you thinking more strategically about how to decide what’s right for your brand.
Remember, it’s okay to feel uncertain before you jump in. Believe it or not, no one’s certain of what they’re doing on social media. The best we can do is strive for authenticity and let the algorithms decide.
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Deborah Carver
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