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Choosing the right social media platform to meet your business objectives in 3 simple steps

The wonders that a strong social media presence can do for your brand is no secret. Whether you’re a charity, a non-profit, or a business offering various products and services, social media marketing is known to boost your brand’s visibility, engagement and, ultimately, its success.

Take the language-learning app, Duolingo, for instance.

Since 2017, the team at Duolingo have successfully integrated viral memes into its social media marketing strategy, tapping into a language that resonates deeply with the younger generation. Today, it is no surprise the group that makes up the majority of Duolingo’s user base are aged between 18 and 24.

This approach to creative marketing fostered an authentic connection with a demographic that thrives on relatability and digital culture. What’s more, earlier this year Duolingo revealed that 80% of its users were acquired organically.

In 2022 alone, the app garnered an astounding $369.7 million in revenue, marking an impressive 47.3% year-on-year increase. Its user base stands strong, with over 500 million registered users and an impressive 37 million actively engaging with the app on a monthly basis.

But make no mistake, the success of Duolingo is no coincidence! Through a profound understanding of its target audience and an astute grasp of digital trends, Duolingo has charted a course where success isn’t just a destination – it’s the journey of knowing precisely where and how to make an impact.

This is precisely the standard we hold ourselves to at Beyond Communications. With so many platforms to choose from, the challenge often lies in making strategic choices.

In this article, we lay out three simple guidelines for you to select the platforms that best resonate with your brand and audience.

Step 1: Identify your target audience

Different platforms host different demographics, so it’s important to select the ones that are most likely to reach your ideal customer.

As a media agency or business, understanding your target demographic forms the bedrock of a compelling digital narrative.

Delve into your audience’s preferences, behaviours and aspirations, to sculpt content that resonates and ensure your brand story speaks directly to those who need to hear it most.

Step 2: Evaluate each platform’s features and strengths

Each social media platform carries its own language and appetite for content.

Visual-centric platforms like Instagram flourish with imagery, which is ideal for businesses displaying products through captivating photos or videos.

Text-driven platforms like LinkedIn thrive on concise narratives, making them perfect to share news, insights and industry expertise.

Remember, the key is to adapt your content to harmonise with each platform’s unique strengths, ensuring your message resonates and engages precisely where it’s showcased.

Step 3: Test and track your results

The final step is to track your results!

Embrace the analytics tools each platform offers to gauge your content’s reach and engagement, fine-tuning as and when required.

Practice makes perfect, and this step is a continuous, ever-evolving process of discovery. Gaining insights through community management is the essence.

If certain posts deviate from expectations, ask yourself why. You’ll come to find out your customers’ favoured social media channels, content preferences and peak engagement hours. These insights transform into a valuable resource when crafting content that genuinely strikes a chord with your target audience.

At Beyond Communications, our promise is to help you thrive in the digital realm, forging connections that matter and shaping narratives that resonate.

Your brand’s triumph is our passion, outsource your digital marketing needs with us today!