There are so many social media networks that it’s impossible to post on all of them all the time. So how can you decide which social network you should share content on most frequently? 

In today’s digital age, smart businesses or brands will optimize their social media marketing. When planning your marketing campaigns, your impulse might be to do more by joining as many platforms as possible. This is a big social media marketing mistake!

Instead of just joining every social media application you’ve ever heard of, identify which ones suit your brand best in three, quick steps, and go from there. 

3 Questions To Ask When Deciding Which Social Network You Should Share Content On Most Frequently

1. What are my brand goals?

Brands can do so much on social media: sell, promote products, increase brand awareness, gain customers, or get to know customer preferences. Yes, there are many benefits to using social media, but you need to ask yourself what you want to achieve for your business. 

2. Who is my audience and where are they online?

A huge benefit of using social media is that it gives you access to your audience or customers in a way that traditional marketing forms don’t. You get to read comments on your product posts and gauge responses to events or other things posted on your stories. With the power of influencing and analytics, your insight into audience engagement increases significantly! 

On social media, your audience is the center of your universe. Think about where your audience is active. Unless you’re a big, big deal, setting up a page on any random network won’t bring your followers to you. You need to find out where they’re hanging out and join them there. 

The best audience discovery formula: do your research, use analytics programs, and ask your existing customers.

Hint: asking your followers to fill in a quick survey is a great way to get some insights into which social network you should share content on most frequently.

3. What kind of content benefits my goals and audience?

Content creation is something of an art. Some people just know how to make the content magic happen. You can be one of them. When you know what your goals are and who your audience is (their preferences and the platforms they use most), it is a straight road climb up to appealing content. 

Different social platforms

If you’re a writer and want to promote long-form texts, Instagram might not be the place for you. If you’re a Human Resources officer looking to target professionals, Instagram still probably isn’t suited to you. But… if you’re a foodie, a creative professional, a brand selling clothing, jewelry, décor, etc., then Instagram and even Facebook are the best places to be.

Different things can direct the content you should post including your industry, your brand’s personality, target audience, etc. Once you’ve figured these out, here are some of the content types you can choose from: 

  • Podcasts
  • Videos
  • Images
  • Music and sound 
  • User-generated content
  • Live streams
  • Documents (ie: eBooks, PDFs)
  • Blogs

Finding the right social network for your content

When finding out which social network you should share content on most frequently, there are several considerations. Let’s think like a foodie for a moment. We’ve mixed all our ingredients into a bowl: goals, audience, and content. Now, it’s time to get cooking. You can’t bake a good cake on a stovetop or get fluffy dumplings from a scathing oven. Where you put the ingredients matters. 

Just like when you’re trying to cook the perfect dish, there are so many things to consider when setting up profiles for your brand. Demographics, app features, popular types of content shared on each platform, and more. 

It’s a good idea to check out other businesses offering the same product as you, just to see where they’re targeting their customers and if that’s working for them.  

Networking

Networking platforms allow users to interact in mixed ways. The top networking platforms are Facebook, Twitter, and LinkedIn. 

You get the general feel of what networking sites are about, right? You post about things that are interesting to your businesses and can share videos, pictures, or text to keep your customer updated on the stuff that matters to you. These are good places to establish online communities. 

Platforms like Facebook are great for general content posting, as well as more written content on specialized topics. By posting on Facebook, your followers can easily open links you post and respond to them on the same platform by commenting. 

While you don’t have a lot of space to make your point, Twitter is also a great platform for sharing links to your other content. Your followers can easily retweet, which expands your reach. Whether you share your own content or post relevant links to industry-related things, Twitter is a great place where you can post to your heart’s content.  

These platforms let you get to know user preferences in more detail, scope out what your competition is up to and boost your web presence.

Types of content - video and photo

Photo and video

It’s no surprise that Instagram is one of the top photo-sharing platforms at the moment (followed by Pinterest). With its diverse features and increasing focus on e-commerce, Instagram is the place to be for audio-visual content. Their longer-form content feature, IGTV, is still relatively new though, which puts them light-years behind YouTube and Vimeo when it comes to video content. 

YouTube is the biggest video content sharing platform with over 2 billion monthly active users.

So, on which social network should you share content most frequently?

Let us wrap up by giving you the best posting practices for the Big 4 so that you have a better idea on which social network you should share content most frequently. But remember, it comes down to where your audience is and what type of content you’re posting.

  1. Facebook: 2-5 posts a week
  2. Twitter: The more you post, the more visibility you get.
  3. LinkedIn: 2-5 posts a week
  4. Instagram: There is no magic number, as long as you’re consistent!

When it comes to frequency, the best thing to do is to establish a schedule and stick to it. Social media users love consistency so make sure to keep content coming using a scheduling platform like Preppr! 

Author

Account Manager | Contentellect - Intelligent Content Creation

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