How is each social media platform different?

Facebook – While Facebook is the largest social media platform, it is mostly used to connect with people you already know.  If you have a business, your business should have its own designated business page.  At least 70% of your posts should be related to your business on your business page but only up to 30% of your posts should be related to your business on your personal page. 

Reels (video) will help you reach people that you are not already connected with.  These should be shot in a vertical format.  Stories should be used for things happening right now that do not need to be achieved on your page and should also be shot in a vertical format.  Posts should be both entertaining and educational in nature.

Instagram – Instagram is widely considered to be the most used social media platform.  There are really only two things that work on Instagram.  People like to see content that either entertains them or educates them.  Just like Facebook, Instagram has reels, stories and posts that act the same way on both platforms except Instagram always requires an image.  Successful Instagram content tends to be shorter and more polished. 

TikTok – Currently, the biggest demographic on TikTok is 25-34 years old.  TikTok is known for short video, but people will watch long-form video if the content is interesting enough.  TikTok requires video that is shot vertically and successful content on TikTok is usually less polished and more authentic. 

LinkedIn – People who frequent LinkedIn are using it to accelerate their career, find jobs or hire employees.  The types of posts that work well on LinkedIn are professional or educational in nature.  Videos can drive higher initial reach and brand awareness, but text or carousel posts tend to generate more engagement and direct leads.

YouTube – YouTube is driven by video, particularly long-form video.  Shorts, which are shot vertically, are better for rapid subscriber growth.  Long-form video, which should be shot horizontally, is better for accumulating watch time, building trust and making ad money.  The largest demographic is adults ages 25-34, but YouTube reaches almost every demographic.  Educational content, entertainment and lifestyle Vlogs tend to do well on this platform.

Pinterest – Originally, Pinterest was launched as a tool to help people collect things they were passionate about online.  It has now grown into a visual search engine offering inspiration on crafts and projects.  This platform reaches mainly women, but Gen Z is emerging as the largest and fastest-growing group.

X – The social media platform X (formerly known as Twitter) skews heavily male with the largest concentration between the ages of 25-34 years old.  Posts on this platform typically follow current events, politics or are heavily educational in nature.  X has kept the 280-character format from Twitter, (unless you upgrade to the paid version), but posts that do well on this platform are brief and better suited in the 280-character format.