Social media marketing has become an avenue for brands to share industry insights, run contests, promote products, and build brand communities. Multiple platforms have different functions, different benefits, and different challenges. When building your social media strategy, it’s important to understand each of these platforms and how to offer valuable content to your audience. This article will review five social channels: Facebook, Twitter, Instagram, TikTok, and LinkedIn. Knowing the ins and outs of each social platform can help your brand to build meaningful relationships with consumers that turn casual shoppers into loyal brand advocates. 

One of the first social media channels to gain popularity, Facebook is the most popular social platform in the world. 3 billion people have profiles on Facebook, accounting for 36% of the world’s population. With just over 66% of users logging onto the site daily, Facebook is a great place for marketers to put their products and services in front of consumers. 

Facebook is a unique social channel because it provides multiple avenues for different marketing tactics. Marketers can post text, photo, or video content in many forms, including live streaming. Other tools marketers can leverage include Facebook groups, where users can connect over topics, interests, industries, brands, and Facebook ads. Facebook’s capabilities are robust and, depending on the industry, can be a great place to engage with consumers.

Because of Facebook’s wide range of capabilities, it provides many advantages to marketers looking to share content in a creative way. Most notable are Facebook’s video features, which include live streaming and Facebook Reels. Over the past few years, interest in video content has skyrocketed. On Facebook specifically, there are more than 4 billion video views every day. Live videos provide an opportunity to engage with consumers creatively. Brands can host Q&A sessions, interviews, performances, or virtual events. For example, Buzzfeed hosted a live interview with actor Joseph Gordon-Levitt to market his latest movie. This tool can be used to build meaningful relationships and increase brand awareness. Alternatively, Facebook Reels are shorter videos that can include music, audio, AR effects, text overlay, and more. Marketers can create Reels that display products or services, reflect team culture, or share clips of longer-form content. 

Another advantage to using Facebook is Facebook ads. Brands can target demographics using Facebook’s user data, including age, location, education, life events, and interests. For example, local businesses can target people in their city to let them know they’re in the area. This tool also offers A/B testing, where marketers can run multiple versions of the same ad simultaneously to compare the performance of each. In 2021, one-third of Facebook’s users purchased an item within the platform, which is expected to grow over the next few years. 

Lastly, Facebook offers an online shopping experience called Facebook shops. This online storefront allows users to browse and purchase your products or services directly on the platform. Considering that US adults spend an average of 33 minutes per day on Facebook and consumers continue to value convenient online shopping experiences, Facebook shops are a great way to provide seamless shopping for customers. 

Facebook has various useful tools and ways for your brand to engage with customers and vice versa, but there are a few disadvantages to the social channel. First, organic engagement is lacking because the channel is flooded with ads. If your content isn’t boosted through Facebook ads, it is most likely that only 1 in 19 of your followers will see your content. If marketers don’t have room in their budget to invest in Facebook ads, this can be a major challenge that comes with the social platform. 

Next, Facebook is losing touch with younger generations. According to a Pew Research Center study, only 32% of US teens ages 13-17 regularly use Facebook. This is a lot lower than statistics from 2014-2015, which showed that 71% of the same age group regularly used Facebook. With Gen Z gravitating towards social channels such as TikTok or Instagram, marketers may have challenges reaching the younger generation through Facebook.

Lastly, because Facebook is the most popular social platform globally, it can be hard for brands to stand out from the competition. On average, Facebook users see 36 ads per day. This can result in marketers investing a lot of time and money into their ads in order to draw consumers' attention and foster customer relationships. 

Twitter is a social platform allowing users to share ideas and thoughts in 280 characters or less. The channel has 396.5 million users globally, making it less popular than other platforms discussed in this article. Users are able to post short, 280-character messages called “Tweets”, follow other individuals and brands, and direct message other accounts. While mostly used for sharing text-based content, users can also post photos, videos, gifs, and links. The younger demographic that uses Twitter is typically willing to engage with brand marketing. Statistics show that Twitter users are 120 times more likely than Facebook users to comment, like, or share a brand’s post. This means that Twitter can be a great place for marketers to connect with their brand audience.

Although Twitter does not have as many worldwide users as Facebook or LinkedIn, a few differentiating factors make the platform a useful tool for marketers. First, Twitter provides a unique space for conversational marketing. The ability to respond to tweets allows brands to build personalized connections with their audience. Because communication over Twitter is usually casual, it creates a relaxed space for consumers to become aware of and engage with your brand. 

Brands can also use social listening on Twitter. Social listening is monitoring online spaces to capture quantitative and qualitative data about a specific topic or a number of topics. This could be information about your brand, competitors, industry, or relevant world events. Once the collected data has been cleaned and organized, it’s analyzed for trends and insights. The results are then used to gauge business performance and make informed decisions with first-party data. By tracking keywords, trending topics, and hashtags on Twitter, marketers can gain important insights into the needs of their customers. 

Lastly, Twitter is beneficial for monitoring trending topics in your industry. The platform popularizes specific hashtags and topics, often providing opportunities for brands to jump in on the conversation. Twitter is known for its relevancy, so it’s a good place for marketers to have their eyes peeled for creative ways to expand their brand awareness. 

Twitter is useful for connecting with brand communities but it does not come without its challenges. First, Twitter is one of the most unregulated platforms which can often lead to spam accounts. Dealing with spam accounts following your brand can be frustrating, and marketers have to be careful not to have their accounts hacked.

Another disadvantage to Twitter is the infamous 280-character limit. It can be difficult for marketers to figure out how to effectively communicate their products, services, and content within the character limit. Considering this, brands should try to draw consumers to their websites for more information on who they are and what they do. 

Starting as strictly a photo-sharing app in 2010, Instagram now has many additional features and over 1.5 billion users. 60 percent of those users log in daily and spend an average of 30 minutes per day scrolling through posts, tapping through stories, watching Reels, or shopping. The biggest age group that uses Instagram is users ages 25-34. Instagram is a great social platform for marketers to capitalize on, as 81% of users visit the site to find new products and services. 

Marketing tactics that can be done through Instagram include organic content, paid content, influencer marketing, and using the platform’s shopping tools. 90% of users follow at least one business, showing that the social channel is a space where brands can creatively connect with users through visual content. 

There are various features that give marketers opportunities to lead consumers through the marketing funnel creatively. The first is Instagram shops. Like Facebook shops, this is an online storefront where users can view and purchase your products directly within the app. 44% of users shop weekly on Instagram, and 50% of users use the platform to find new brands. Considering this, marketers should capitalize on this feature to provide seamless shopping experiences for their customers. 

Another great tool that’s accessible is Instagram Ads. The ads are customizable and can be published through posts, stories, and Reels. They cost between $0.20 and $2.00 and can be extremely effective, as 50% of users say they find businesses more interesting after seeing their ads. With Instagram’s vast user base, marketers have a good chance of connecting with potential leads through targeted Instagram Ads.

User-Generated Content (UGC) is a marketing strategy that has been successful on Instagram throughout the last few years. Brands can create hashtags that their customers can use when posting their products. For example, Calvin Klein created the hashtag #mycalvins, which customers use when posting their clothing on Instagram. The hashtag has 872,000 posts and is an excellent example of how brands can leverage UGC for free advertising. 

Lastly, Instagram users love engaging with Reels. Reels, which are also a feature on Facebook, are short, entertaining, creative videos that can include music, audio, AR effects, text overlay, and more. Marketers can create Reels that display products or services, reflect team culture, tell stories, or share clips of longer-form content. One study shows that brands can significantly boost engagement after posting a Reel. They are a valuable tool for spreading brand awareness and drawing potential customers to your profile or website. 

Although Instagram presents a variety of great opportunities to connect with an audience willing to engage with brands, there are also a few disadvantages to the platform. Many brands work alongside Instagram influencers to increase brand awareness and generate sales. This marketing strategy can be challenging for a few reasons. First, 20% of influencers buy fake followers, so your brand can’t rely on their influence being reliable. Next, an influencer's reputation can be detrimental to your brand. Since you have little to no control over the other content they post, this can be risky. Lastly, the right influencer can be hard to find. You want to partner with someone who represents the values of your brand, stands by your product, and follows through on posting content for your brand. This can be difficult to find, especially if you offer a niche product or service. 

Another small yet meaningful challenge on Instagram is that users cannot post clickable links on their in-feed posts or Reels. Links can be posted in Stories, but they are only available for 24 hours. Additionally, they can be posted in highlights or in a user’s bio, which can be an extra obstacle for potential customers. Therefore, it can be hard to drive traffic to your website. 

Lastly, Instagram’s strength can also be its weakness. Video content is engaging and draws an audience but can be very time-consuming. Text and still photos can get left behind in Instagram’s algorithm, making it a video-focused platform. In reality, many businesses don’t have the skills or time to invest in video content. 

Finally, there is TikTok. On this social platform, users can watch and share short-form video content. They can engage with other users through “response” or “duet” videos, where users can repost a video and add themselves to it. With 1.1 billion users, TikTok is close behind Instagram and continuing to grow. In the US, most of the platform’s users are below 30 years old and are most popular with Gen Z. However, many celebrities and brands like Gymshark and Red Bull have experienced success on TikTok. 

On the app, you can browse 2 different pages: “Following” and “For You”. The “Following” page shows users that you follow, and the “For You” page provides content that TikTok’s algorithm recommends based on your interests. Users can browse and post videos, like, comment, and share videos with other users.

TikTok’s popularity has climbed recently and can be a fun way for brands to interact with consumers. One of the significant advantages of the app is the “For You” page, which can highlight your brand's content and presents the potential for videos to go viral. Additionally, TikTok ads look similar to other videos, so they seamlessly integrate into the “For You” page, which is great for brand awareness.

Next, TikTok is great for diversifying your audience. Since the app has only been popular for a few years, there is the potential for your brand to connect with a new audience through this platform. TikTok is also great for your brand to try out creative video content that doesn’t work for other platforms. 

Lastly, TikTok’s collaborative nature provides unique opportunities to start partnerships with other brands, influencers, and users. For example, Lululemon partners with different content creators and studios to promote their content. If brands want to create authentic connections and build brand communities, TikTok can be the perfect place to start the process.  

Since TikTok is a new platform, many brands are still trying to figure out how to use it to benefit their business. Similar to Instagram, the challenge of TikTok is the lack of content formats. You cannot post any still graphics, meaning you’ll have to invest time and budget in producing quality videos that draw an audience. This can be overwhelming for brands who can’t spend time or money on video production. 

Additionally, TikTok advertising can be expensive. The minimum daily budget to publish an in-feed ad is $50, much higher than comparable social platforms. This can be a stumbling block for marketers on the platform, as it can be challenging to increase your content reach without boosting your posts through ads. 

Lastly, TikTok’s younger demographic may be a challenge for brands. Although many people use the platform, it might not be the right reach for your brand. If your business is focused on providing products or services for Gen Xers or Baby Boomers, TikTok might not be worth the investment. 

LinkedIn is a professional networking site that individuals and companies can use to publish job postings, apply for jobs, and establish professional connections. Although the platform focuses on professional networking, it also includes social networking. Over 810 million people worldwide use LinkedIn, making it a prominent place for people to share relevant information, boost helpful content, and seek job opportunities. 

Some key features of LinkedIn include:

• Connections: Similar to “following” someone, connecting with another individual on LinkedIn allows you to view what they post and direct message them. Typically, your connections are people that you have already interacted with.

• Resume: LinkedIn can function like an online resume. You can list your skills, experience, and certifications on your profile for others to see. 

• Groups: Users can join industry and interest-related groups to be in the loop with industry news, stay updated on current trends, or network with other professionals.

• Jobs: Employers can post job opportunities on the job board, allowing users to see what is available in their field or area of expertise. 

• Company pages: Brands can build their own company pages, which allows them to announce products, run contests, share valuable content, seek out potential leads, and engage with customers.

• InMail: This feature is included in LinkedIn’s premium account. It allows users to contact anyone on the site without needing to be connected to them.

• Endorsements: Other users can endorse the skills that you post on your profile, allowing you to establish credibility. 

LinkedIn stands out among other social platforms because of its professional nature, which provides many advantages to its users. First, it is a great platform for generating qualified leads. Through LinkedIn’s expansive search capabilities, brands can connect with potential clients and drive traffic to their websites by sharing blog articles, white papers, infographics, or other types of content. While SEO can take time to generate traffic to your site, having a company page on LinkedIn can be a great way to increase brand awareness among your target audience. 

Next, LinkedIn ads are a useful tool to boost relevant content to your target audience. The ad tool has the capability to target ads to users based on their job titles, company sizes, or other relevant factors. Because LinkedIn is a platform that emphasizes professional networking, 72% of LinkedIn members are open to seeing ads from brands they know. This means that ads on LinkedIn have a high potential to generate qualified leads. Whether you’re sharing through your brand page or as an individual, LinkedIn is one of the best platforms to exercise thought leadership in your industry. Leveraging your content to establish your brand’s reliability can help you to increase social proof and draw in consumers that will find your products and services valuable. 

Lastly, LinkedIn is an excellent social channel for full-funnel marketing. From awareness to loyalty and advocacy, LinkedIn offers features that support every stage of the funnel. A brand can communicate who they are, invite members to sign up for its newsletter, ask potential customers to book demos, and post testimonials and referrals. 

There are many benefits unique to LinkedIn, but the platform also comes with its disadvantages. For example, there is a potential for spam because of LinkedIn’s InMail feature. Professionals might receive many unwanted messages from individuals trying to locate leads, and recruiters might receive unwanted messages from members looking for jobs. This is one of the drawbacks of the platform that is difficult to avoid. 

Although LinkedIn ads are a great tool for reaching potential leads, the platform can be challenging to use for beginners. The ads also come at a high cost, drawing in many impressions but often resulting in low clickthrough rates. Additionally, the targeting options are not as specific as those on Google Ads or Facebook. 

Lastly, the price of premium accounts on LinkedIn can be a challenge for those who want access to premium features but can’t afford to invest in them. Ranging from $47-$140 per month, premium accounts can be costly for LinkedIn members. 

Amplify Your Brand Awareness With Social Media Marketing

Social media marketing is a strategy that brands can no longer ignore. While being active on every platform might not be right for your brand, finding which social channels provide the most value to your consumers is important. Whether you’re investing time and effort into video content on TikTok or posting valuable insights as a thought leader on LinkedIn, each platform provides unique advantages and disadvantages. 

3 tier logic’s PLATFORM³ helps brands create programs like gift with purchase promotions, sweepstakes, loyalty programs, and more in order to drive customer loyalty and capture valuable first-party data. Our diverse team of experts can help you create a social media marketing strategy that makes a lasting impact on your promotion, contest, or loyalty program. Modules like Social Sharing, Dynamic Messaging, and Data Capture & Analytics give marketers the tools they need to strengthen their connections with their customers and make informed business decisions. To learn more, book a demo with our team today.