In class, we discussed the different channels, their demographics and needs. This lesson really resonated with me because working in the digital marketing field everyone asks me which is the best platform for them to run advertisements. This is an answer I always struggled to answer. I have attended conferences where they said Snapchat is the way to go. I have other colleagues who believe Facebook is the solution to all. Diving deeper into each channel really helped me understand the answer to the question posed before which is one size fits no one when it comes to social media. It’s entirely dependent on a variety of factors, but most importantly the company itself. Some questions a company or brand should consider when determining which platform to use are (1):
- Who is your target market (demographics, usage)?
- What platform is most accessible to them (preferred media)?
- Where will they engage most with ads?
By understanding the answers to these questions, determining which channel to advertise on will become much simpler. Although each channel falls under the category of social media, they all have a different indented purpose. Facebook is used to connect the world and make it more open. This makes sense because users tend to dig deep in their posts. YouTube gives everyone a voice (2). If you think about it, anyone can make a video about anything. Instagram is used to share experiences. Most content is of adventures people are going on, whether that be near or far. LinkedIn is used to network and help build professionals. This is where users go to discuss careers, enhance their skillset, and hear about different companies. Pinterest is used for inspiration. It’s where users go to get ideas for DIY’s, home decor or anything really. Twitter is where users share information and thoughts in the moment. News can be announced, or personal opinions confessed. Snapchat is used as a form of self-expression and fun. With the variety of filters, users can really transform into anything (3). TikTok is used to present the worlds creativity, and knowledge (4). Each short video is so unique.
Going back to the basics and understanding the intended purpose of each channel can also aid companies in deciding which would be best for them. The three medias that interest me the most are Facebook, YouTube and TikTok. Facebook because it has the most users (5), YouTube because it’s the second largest search engine right behind Google (6) and TikTok because it’s a refurbished YouTube and has the potential to be top (7). TikTok is used to seek information, but since users have short attention spans, the videos are short. This is unlike YouTube where a video could be 14 mins long. The challenge for TikTok will be expanding their age demographic. As of right now they have advertisements for almost every industry (beauty, insurance, pets).
Questions For Reader: What do you think is the best platform for companies to run advertisements? How do you determine which channel to go with? How do you think social media will continue to evolve?
- 22nd, LIlly Tam on April, et al. “The 6 Most Effective Types of Social Media Advertising in 2021.” The BigCommerce Blog, 19 May 2021, https://www.bigcommerce.com/blog/social-media-advertising/#the-6-best-social-networks-for-ecommerce-advertising.
- “YouTube Mission, Vision & Values.” Comparably, 24 Sept. 2021, https://www.comparably.com/companies/youtube/mission.
- Class Powerpoint. https://digitalmarketing.temple.edu/2021fall5603and5606/wp-content/uploads/sites/404/2021/09/Learnathon-2-1Sept2021.pdf.
- “About: Tiktok – Real Short Videos.” TikTok, https://www.tiktok.com/about?lang=en.
- 22nd, LIlly Tam on April, et al. “The 6 Most Effective Types of Social Media Advertising in 2021.” The BigCommerce Blog, 19 May 2021, https://www.bigcommerce.com/blog/social-media-advertising/#1-facebook-advertising.
- Wagner, Adam. “Council Post: Are You Maximizing the Use of Video in Your Content Marketing Strategy?” Forbes, Forbes Magazine, 23 Aug. 2017, https://www.forbes.com/sites/forbesagencycouncil/2017/05/15/are-you-maximizing-the-use-of-video-in-your-content-marketing-strategy/?sh=6640fd2b3584.
- “Tiktok Overtakes YouTube for Average Watch Time in US and UK.” BBC News, BBC, 6 Sept. 2021, https://www.bbc.com/news/technology-58464745.