Navigating the social media environment can seem as foreign as traveling through outer space if you don’t prepare yourself beforehand. Before you dive into any network, it’s important to understand the market, and audience that each networks specializes in. This way you can cater your content to the unique needs of your followers on each site!
Below is a field guide to the nooks and crannies of Facebook, Twitter, LinkedIn, Pinterest, YouTube and Google+. Marketers: read carefully!
Facebook’s highly active user base makes it the ideal place for B2C marketers to promote their brands to existing customers. 76% of Facebook users log in at least once each day, spending about 20 minutes on the site per visit – this means Facebook users spend about 8.3 hours on the network each month! 21% of Facebook users are between the ages of 45 and 64. Another 50% users aged 18 to 24 visit Facebook first thing in the morning. Perhaps this is why 42% of marketers believe that Facebook is critical or important to their business, and 16 million local business pages were created as of May 2013 – a 100% increase on the previous year.
Twitter is a great place for B2C marketers to appeal to new customers. 230 million people use Twitter every month, completing 2.1 billion searches every day. When it comes to tweeting enticing messages to these users, marketers should remember that tweets containing images receive two times the engagement of those that do not. You’re also 12 times more likely to be retweeted if you ask to be retweeted and 23 times more likely to be retweeted if you spell out the word “retweet.” When it comes to brand awareness, Twitter is bubbling with opportunity. 66% of user-generated tweets that mention brands come from mobile users, a sign that users tweet about brands while actually using their services (i.e. while eating at a restaurant or shopping in a store). 75% of users are more likely to purchase from a brand they follow on Twitter, and 42% of users learn about new products and services through Twitter.
LinkedIn is ideal for B2B marketers looking to reach decision-makers – 50% of Fortune 500 companies hire through LinkedIn, after all. The network boasts 238 million users in over 200 countries, 30% of whom access the site daily. Like other networks, LinkedIn is often accessed by mobile users, with 30% of total visits to LinkedIn being done via a mobile device. Plus, over 28 people are searched for in the mobile app each second. If you’re looking to increase your visibility on LinkedIn, you should know that endorsements make your profile four times more likely to be viewed.
Pinterest is useful to B2C marketers looking to sell physical items to new customers. 12 million people in the U.S. alone use Pinterest, spending one to two hours on the network each week. Though Pinterest initially launched as a way to collect attractive pictures and ideas in boards, it’s now a great place for shopping, too. 69% of users engage with pins of things they’ll eventually own, and pins that contain price tags are 36% more likely to be clicked. Perhaps this is because 34% of Pinterest users have a household income of at least $100,000.
YouTube is a B2C marketing site that sees 1 billion unique users each month. Monthly, over 6 billion hours of video are streamed over YouTube – that’s almost an hour for every person on Earth. YouTube is especially popular among the younger generations; according to Nielson, YouTube reaches more adults in the U.S. aged 18 to 34 than any cable network. YouTube is popular outside the U.S. too, with 70% of traffic originating outside the country. Maybe this is because YouTube is localized in 56 countries and across 61 languages. Like other social networks, mobile is a big player on YouTube; 25% of YouTube’s global watch time comes from mobile. That’s more than one billion mobile views each day!
With its 600 million (somewhat forced) registered users, Google+ is a great place for B2C marketers to reach new customers. Posting to Google+ can really pay off, considering the network sees 35% more monthly visits than Facebook, and that 100% of Google+ content is indexed to appear in Google search results! Plus, Google+ is the only network that integrates seamlessly with the world’s number one email client, Gmail.
View the social media field guide in its entirety below to learn more about marketing over the major social networks.