Branded social networks, essential or not? Which ones to choose?

We can’t do without social networks anymore! Essential for going after your target where they are and expanding your audience, Facebook, Twitter, Instagram, LinkedIn and YouTube (the 5 most used channels in a professional setting according to a Buffer study) have gradually become the ally of brands that want to make their difference heard. But contrary to what one might think, being present on all networks is counterproductive for brands. So the goal is to mark your presence on the social network most used by your target… but you still need to know it! Our tips for choosing the right social network for your brand’s goals. 

Social networks: a must for brands

More than 4 billion, that’s the number of active social network users in the world! This number alone is enough to measure how important it is for brands to have an active presence on social media. This is a essential way to reach your customers, gain valuable insights into your market trends and grow your brand. 

Concretely, not leveraging social networks as part of your digital marketing strategy is like depriving yourself of a quick, inexpensive, and effective way to reach nearly half the world’s population! So you get it: for businesses, a presence on social networks is no longer a choice, but a necessity! 

Among other benefits, social networks can help you increase your brand awareness. Today, platforms like Facebook, Instagram or Twitter are THE place to reach new, highly targeted potential customers. According to a study conducted by Instagram, 83% of users of this social network say they discover new products on the platform. 

Also, posting on social networks is a key way to drive traffic to your website. Sharing quality content your blog or website on your social channels is a great way to reach new users. And then let’s not forget that lead generation is one of the main strengths of social media, so much so that many of them offer ad formats specifically designed to collect leads. 

Finally, it’s important to know that your social media accounts are now acting as true sales platforms, and all brands are getting in on the act, from big global names like Nike to the small local shopkeeper! It’s called social selling, or Social Selling. As the number of people using social media continues to grow and social selling tools evolve, Facebook, Instagram and company will become more and more important for product research and e-commerce. You might as well take advantage of it!

One question remains, however: which social network to choose for your brand? That’s what we’ll explain in the following. 

Facebook: the mainstream social network

Everyone is on Facebook, or almost everyone. Facebook is the world’s leading social network in terms of user numbers. So it’s the perfect platform to let the world know your brand exists. Because it’s a general public network, and therefore a rather generalist type, Facebook is the ideal place to increase your brand awareness by publishing precisely generalist content in an attractive and user-friendly format. On the other hand, if you’re looking to share professional reviews to show your expertise, Facebook is not the right place to do that (think LinkedIn instead).

Be aware, moreover, that Facebook’s algorithm is giving less and less space to brands in the news feed. That’s why it’s more interesting to buy advertising inserts to promote your brand, products and services, rather than relying on the response potentially generated by your posts. In short, being active on Facebook is mainly about marking your presence, saying “you exist” and informing about your brand’s news. No more. 

LinkedIn: the ultimate network for professionals

Build your expertise, find talent, forge partnerships… more than a social network for connecting professionals, LinkedIn is a showcase platform for your brand. Basically, LinkedIn is the ultimate professional social network, where you can find new partnership leads, recruit talent to support your growth, communicate your expertise, and learn about trends in your industry and affiliated sectors. But unlike other more mainstream social networks like Instagram or Facebook, it’s the quality of posts that takes precedence over quantity on LinkedIn. In other words, you don’t need to post every day. One quality post that creates interaction per week is enough. 

Instagram: the realm of visual content

Instagram is a platform that offers maximum opportunities for brands for several reasons. First of all, it’s a photo sharing app and visual content app more broadly. As you probably know, it is this type of content that generates the most engagement. In the same vein, it is THE place to bond with your community, to show a more “human” face. In other words, Instagram gives you the opportunity to “humanize” your brand, for example by sharing behind-the-scenes videos of your business. 

Be aware, however, that Instagram requires a large presence. You need to post daily, ideally several times a day at times that get the most engagement from the community. You also need to follow other accounts, interact by commenting and liking so that you are well taken into account by the algorithm. 

Twitter, to gain credibility

Twitter is the ultimate social network for sharing your brand’s news. In fact, everyone is getting into it, even former U.S. President Donald Trump, who exclusively uses Twitter to communicate with the world! The platform is also ideal for press relations and client management, but also to build your credibility by speaking out in your area of expertise. That said, to succeed on Twitter, it is essential to have a predefined editorial line. This is what will allow you to drive engagement and build a community of followers.