Social media channels are great platforms to showcase your business while engaging your target audience creatively in a fun way. When done rightly, social media helps your business gain valuable leads, improve search engine rankings, drive relevant traffic, and generate more conversions. 

But, how'd you ascertained which social media sites you want to build your presence on? Different platforms have different features that you can leverage as a business, so you should invest in those closely related to your niche. 

Tips to Choose the Best Social Media Channel for your Business

Several factors weigh in when you're trying to figure out the best social media channels to invest in. Here are some factors you should consider before building your social media marketing campaigns:

Business Goals

The first thing to consider is what are your end goals when you consider social media marketing? Is it better market penetration, generating leads, grabbing more online market share, etc.? Whatever it is, it'll help you filter out the right platforms that would help you realize those goals. 

Target Audience

Where is your target audience active the most? Is it Facebook? Instagram? Twitter? 

Understanding user behavior, buying journey, and interests will help you select the right demographics to target your ad campaign. 

Competitors

Analyze which platforms your competitors are active on, what kind of content they share, and how much engagement those posts generate. This analysis will help you to identify opportunities and threats in their social media strategy, which you can use to evaluate your own strategy. 

Content-Type

Knowing what kind of content you'll post will largely influence the social channel you should target. If you're a B2B business, then LinkedIn and Twitter are the best-suited platforms for your business. Alternatively, if your content is more visual, you should go for Instagram, Pinterest, YouTube, TikTok, etc. 

Marketing Budget

Adopting multiple social channels is good for gaining more visibility and generating brand awareness, but you have to strike the right balance. Focussing too much on a single platform may end up stretching your resources without giving you the results you were looking for. It may also become difficult for you to manage multiple platforms at once. 

Thus, to save time and money, it's advisable that you start with a single platform and then move to other platforms as you get more well-versed with them.