Sometimes it seems like a new social media platform launches every year. We often hear from a chorus of pundits chiming in to tell us how this or that platform will be a game changer for small business. For a busy small business owner, it can be overwhelming. So, how do we filter out the noise? Where do we focus our energies? How do we know which social media platforms are likely to drive engagement in 2023?
The answer to these questions is simple, follow your audience. Regardless of what the spruikers say, the best platform is always the one where your audience spends most of their time. Spending time and energy creating beautiful tiles for your Instagram feed might be pointless, if your audience prefers to hang out on TikTok. Make sure you know where your audience are active. Once you know that, you can focus on your goals and content.
Have a think, why are you looking to social media in the first place? Are you trying to build brand awareness? Are you looking to grow your network? Or are you just hoping to generate leads and grow your sales? It’s likely to be all of the above, but being clear on your business objectives is crucial, as it will ultimately dictate your content.
To help you understand who is using what in 2023, we’ve created this brief summary of the most popular platforms, as well as some of the more obscure ones!
Popular Social Media Platforms in 2023
Facebook:
Except for our youngest cohorts, Facebook remains the most popular platform for engagement, thanks to its wide user base, variety of content types, and powerful advertising tools. There are just so many tools and places to play inside the Facebook ecosystem (think personal profiles, groups, events, messenger, and pages). This is why engagement and reach within Facebook remains high, despite the competition. It’s worth realising, though, that organic reach inside Facebook is tough. However, the right use of Facebook’s advertising tools can give you exceptional reach and engagement.
Instagram:
With its traditional focus on visual content, Instagram has a highly engaged user base. It is no surprise that this platform is a dominant player in the social space. If your brand is product based, or is something that lends itself to beautiful imagery, Instagram is likely to be a happy place for you and your audience.
LinkedIn:
As a professional networking platform, LinkedIn offers unique opportunities for B2B engagement and thought leadership. Content related to professional development, industry trends, and career advice performs well here. Don’t be fooled into thinking that LinkedIn is just for recruiters, though. It is a much friendlier place in 2023 than it was in 2008. LinkedIn has evolved since then, and if you are looking to connect with people in the B2B space, government, or corporates then you need to be active on this platform. It’s not enough to simply like posts, you need to create, share, and comment on content, too.
TikTok:
Like Snapchat before it, the emergence of TikTok in 2016 has shaken up the social media industry. TikTok is particularly popular among younger users and its algorithm-driven feed helps creators reach new audiences. TikTok is a platform where users watch and listen to short-form video, kind of like YouTube, but in bite-sized packets. If you’ve already created content for YouTube and have a younger client base, TikTok could be a great fit.
Niche Platforms to Reach Targeted Groups
As any good business owner knows, understanding your target market is key to driving sales. In some instances, your targeted group could be using a social media platform that you don’t use yourself, or that your business isn’t currently active on. We’ve briefly touched on some niche platforms, below, that you may want to consider.
Twitter:
Yes, Twitter is a niche platform! Twitter’s real-time, conversational nature makes it an excellent choice for engagement, especially for news, current events, and customer service interactions. However, most small businesses don’t need to be active on Twitter. Some industries, like sport, agriculture, and science are still engaged in this space, though. So, if your audience is engaged in this space, it could pay dividends.
Snapchat:
Snapchat remains popular among some younger audiences, who enjoy its ephemeral nature and casual, authentic content. However, strong competition in the social media space has halted its growth.
Reddit:
As a platform for discussion and sharing content, Reddit offers niche communities or “subreddits” focused on specific topics. If you have a child who is a gamer, ask them about Reddit!
Quora:
This question-and-answer platform offers an opportunity to engage with users by providing valuable information and advice. By answering questions related to your industry or expertise, you can establish yourself as a thought leader and generate interest in your brand.
Pinterest:
A visual platform centred around inspiration and ideas, Pinterest is popular for sharing content related to DIY, fashion, home decor, and recipes. Brands can use this platform to drive traffic to their websites and engage users through visually appealing content.
If you’re still unsure about which platform is right for you, come to one of events or book an appointment with one of our Business Advisors today!