In last week’s post, we discussed the finer points of what types of content to post on the most common social media platforms: Facebook, LinkedIn, and Twitter. Each platform requires a slightly different treatment and focus because the audiences and purposes are varied. If you’re wondering how you might branch out into something a little different on social media, consider the more visual—and arguably more mobile—platforms: Instagram, YouTube, and Pinterest.
- Instagram. This photo-sharing app had 55.4 million unique users in 2015, and is in the top five most downloaded apps since 2010. As much as 55 percent of those users are in the 18–29 age group, according to a 2015 Pew Research Center poll. This suggests that if you offer a product or service that can be visually represented and is relevant to millennials, you should probably be on Instagram. Similar to Twitter, be sure you’re paying attention to trending hashtags and tagging the appropriate accounts to boost your views.
- YouTube. This video-hosting site has more than 1 billion regular users, including viewers, commenters, and video posters. What may set YouTube apart from other video sites is its international presence. According to its own statistics, YouTube boasts an 80 percent viewership outside the United States and has versions in 76 different languages. YouTube is a great option for companies with products and services that cater to many different cultures or regions and have something to show off in more than just a photographic medium. YouTube can be connected to Facebook and Twitter accounts so your videos are automatically shared with your other audiences across platforms.
- Pinterest. This idea-sharing site began in 2010 as an invite-only social media platform. The exclusivity arrangement definitely piqued the interest of many users: In just a little more than a year after launch, the site showed 11 million visits in one week. The site is now open to anyone who wants to join, and the user demographic is definitely something companies should pay attention to. The majority of users are women ages 18–49, which is a very specific group. Pinterest is a great way to get each of your departments active on the same social media platform. Your marketing team, your sales team, and your production team could all have a board on the company page. Everything is in the same space, but there is a dedicated section for each group.
As you evaluate your social media presence and determine how you might want to increase your visual and image-based representation online, consider these new content marketing tools as reinforcements to your existing platforms.