What social channels should your brand be using?

What social channels should your brand be using?

5 minutes
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When you’re defining your social media strategy it can be incredibly tempting to sign up to every channel that’s out there and start publishing content. But that will not only take A LOT of time (there are hundreds if not thousands of social platforms to experiment with), but it could also be a big waste of time. Here’s why:


  • If your social media strategy isn't streamlined and you have several accounts lying dormant then followers may feel underwhelmed by your lack of updates.


  • Having lots of different accounts can make it difficult to set specific goals, and you may find you're updating some accounts without clear objectives.


  • Your audience might not be operating on some of the platforms you have chosen, so you could be creating content that’s not reaching your target audience.


So, how do you choose the right social media channels for your brand?

Identify your audience

Firstly, consider who you are trying to reach on social media. Create buyer personas to really understand your customers’ wants, needs and motivations. Knowing basic details about your audience will help you to identify the social channels they’re likely to be using, and can help you to understand their pain points and any problems you can solve.

Choose your platforms

The most popular social media platforms are: Facebook, Twitter, Instagram, LinkedIn and YouTube. But just because they’re popular doesn’t mean they’re right for you. Start to assess what channels you think you should be using. Here are some quick stats to help:






  • 12.6 million UK-based users

  • 25-34 year olds account for 25% of UK user base

  • Users spend an average 2.7 minutes a day on the app



  • 63% of users use the platform once a week or less

  • LinkedIn’s Marketing Solution team surveyed more than 9,000 people and found: companies/brands and peers drive most engagement, people engage most with content that gets right to the point, and people want educational informative posts that are relevant



  • Experts predict 80% of all online content this year will be video

  • A report by Com Score in October 2017 revealed: predominantly 18-24 years old use the platform, and 79% of content was consumed via mobile, with an average viewing time of 3.7 minutes



  • 700m unique monthly users and is said to be to the fastest growing social media platform

  • 18-34 year olds account for core demographic

Set goals

Define what you want each platform to achieve and how you’re going to measure success. For example, you might choose to run paid ads across Facebook and set a goal of increasing sign ups to a registration page on your website, whereas you may choose to use Instagram to build brand awareness so you could track follower count and monitor engagement metrics.

Create your content strategy

Once you know where your audience is and what you want each platform to achieve, you can start creating a multi-channel content strategy. And to maximise your results, consider the type of content you’re going to create for each channel:


  • According to Post Planner, Twitter users who saw a branded video were 28% more likely to make a purchase than a regular web user, videos are 6x more likely to be retweeted than photos and infographics are 30X more likely to be read than text.

  • Brand-led Facebook posts perform well, as do list posts and blog articles.

  • Users are looking for easy-to-digest content on Twitter, which is why quotes, memes, infographics and lists perform well on this platform.

  • LinkedIn is most used by B2B marketers and as people dedicate more time to reading content on this platform you could post long-form articles, insights and industry analysis.

  • Instagram is all about visual content. Behind-the-scenes imagery and content that gives your brand a personality generally performs well, and with more and more people seeking out live video, it’s also a great platform to host live Q&As on your product/service.


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Hayley Clark
Hayley Clark
Hayley has over a decade of experience, starting out as a journalist before moving into digital content and strategy. She has worked with clients across a variety of sectors (from property and finance to FMCG), specialising in content marketing and helping brands find their tone of voice.
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