Building a social presence without knowing your audience is like shouting into a dark auditorium. You may have something worthwhile to share, but you’ll never know if your message resonated with your audience.
Don’t beat yourself up if you’ve built your social channels with such a non-targeted approach. Most social marketers fall into this trap — especially during the early days of building their brand. However, it’s easy to make a course correction; it just requires a little research.
Luckily for you, the Sensai team knows which social networks make sense for you to build your presence.
Even though YouTube is considered by most marketers to be only a video site, it has become the most popular social network for users to create, share, and comment on content. Additionally, YouTube is the world’s second-largest search engine, ranking only behind its sister site Google, and most people go straight to YouTube when they’re searching for information or entertainment that’s best expressed with video.
In fact, 73 percent of American adults surveyed use YouTube as a social network, and 45 percent of users visit the site on a daily basis, according to a Pew Research report.
Pro Tip: YouTube fans like creative, entertaining or educational content. If you produce anything that’s best expressed with video, whether it’s a demonstration, a talent, or a how-to, YouTube is a great place to market yourself with searchable titles and tags. If you’re starting out, try to collaborate with another successful YouTube influencer to produce video content that may help you reach new followers and broaden your social presence.
The same survey reported that 68 percent of American adults use Facebook. (Caveat: This survey was conducted before the social network’s privacy issues.)
What’s more, the platform has become a habit — 74 percent visit the site daily.
Pro Tip: Facebook users visit the network to consume content and receive updates on friends and family. Establishing a connection with new followers requires delivering relevant content (images, videos, articles) that’s engaging, but not intrusive. Facebook has also recently restricted free exposure to businesses and creators, but it still surfaces content that drives conversation among friends.
Nearly 35 percent of adults surveyed use Instagram, and anecdotally it’s become far-and-away the most popular social network among teenagers and younger adults. The fast-growing social network also has one of the most frequently visited networks — 60 percent visit Instagram daily.
Pro Tip: Instagram is all about appealing imagery and entertaining videos that inspire people. Visual artists, lifestyle bloggers, entertainers and influencers know this well and use various multimedia elements in their posts to engage and grow their respective audiences.
Twitter has become the go-to social network for politicians, celebrities and entertainers. Pew Research says 24 percent of American adults use the platform, and 46 percent visit the micro-blogging network daily.
Pro Tip: Twitter is a great place to use imagery, videos, or polls to start a conversation with your audience. Consider retweeting, liking, and replying to other influencers’ content to attract more followers and expand your network.
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