In part one of this article, we talked about Facebook, Twitter, YouTube, and LinkedIn. Now it’s time for a quick overview of Instagram, Pinterest, and Google+, as well as some discussion about picking the right platforms for your business.
Instagram is one of the fastest-growing platforms, although it only has 600 million unique monthly users. Still, that’s a lot of people. About 90% of Instagram users are under the age of 35, and 53% of users follow brands on the platform.
Instagram is a highly visual platform for photos, short videos, or graphics-based content. It’s also a great place to capitalize on the power of hashtags to deliver your content to users searching a particular hashtag.
Pinterest is also a pretty visual platform overall. With 317 million unique monthly visitors,
it’s also one of the most evenly distributed among age ranges. People who are referred by Pinterest to an e-commerce site are 10% more likely to make a purchase than users on other social networks.
One of the great things about Pinterest is that content sticks around much longer because of how it’s shared (pinned) by users. The half-life of a pin is estimated at 151,200 minutes compared to 24 minutes for a tweet and 90 minutes for a Facebook post. That’s pretty impressive!
Google+ averages 34 million unique monthly visitors, with about 73% of them being male. Of total users, 28% are between the ages of 15 and 34.
A presence on Google+ can have a significant impact on your SEO and search results, because… well, it’s Google. Your Google+ business page can make it much easier for customers to find you, which is great for brick-and-mortar establishments in any industry. It also offers some interesting ways to segment your audience based on circles and interests.
So, which ones are right for your business? It depends on your goals and your content. If you’re selling home decor or another visual product or service, Pinterest and Instagram should definitely be in the mix. A basic presence on Facebook, Twitter, and LinkedIn is a good call for most B2B businesses and many B2C as well. Plus, with those platforms and a social media management tool, it’s relatively easy to update them all at once with the same information.
If you’re thinking you only need to be on one social media platform, it’s probably time to think again, as many social users are only on a couple of platforms. Research from Tracx found that 28% of internet users are on one social site, 24% on two sites, 16% on three sites, and 12% on four or more social sites. Which means that 52% of internet users are on two sites or fewer. If you’re not posting to the site they’re on, you’re missing that portion of your audience.
Most stats in this article are taken from the 2017 State of Social report from Tracx; Google+ stats from Statistic Brain.