This post was originally published July 11, 2019 and was updated January 16, 2023.
So you know all about the preferred social channels for B2B companies, but what about those B2C businesses? The good (and obvious) news is that social media is still a great tool, the only difference is that consumer-focused businesses should engage on different channels. Social media is the first stop for most people when they are looking for a new business to buy from. The key is picking a social media platform that will attract your target audience.
Now, don’t panic if you’re a B2C business that’s currently using an “unpreferred” channel. If it’s working, then it’s working; who are we to tell you how to run your social media? But, for those companies not seeing the amount of engagement they would like, maybe it’s because you haven’t found the best platform for you.
Similarly to B2B companies, Facebook is a great platform for B2C marketers because 95% of businesses worldwide are on it. It’s established and cost-effective, and by being able to advertise and promote posts, companies can get their content in front of a broader audience.
However, for B2C companies, Facebook should be used more to establish oneself as a brand. Use the platform to show new and potential customers that your brand is reputable and give users a feel for who you are. Facebook is a place to create a community of users, one where internal customer service and the external community come together. Show your potential buyers who else uses the product and how they feel about it. Thanks to the revamped and upgraded Facebook groups, as of May 1, 2019, the way companies are able to interact with customers is changing.
Given groups’ newfound prominence on Facebook, think about creating one for your business! It makes it easy to keep your current users in one controlled space to keep them up to date on your product(s). But, don’t just think of the group as a marketing space; share articles, videos, and photos that may be relevant to your users, and encourage group members to do the same. The more you make your group a place of honest interaction between users, the better the engagement and brand trust you’ll see.
Just like B2B marketing, Instagram is a great place to leverage user-generated content. Customers want to buy your product because others speak highly of the company or the product, NOT because the company itself is touting how great their product is. And you know what they say, a picture is worth a thousand words, so why not lead with what sells? It’s recommended for B2C businesses to use Instagram if they have a visually appealing product and their customers value: design, style, aesthetics, and are younger than 30.
With over 2 billion monthly users you are sure to find your target audience on the platform. You can use Instagram to increase your brand awareness and create a relationship with consumers to create a loyal following.
If a product user is willing to share a photo of themselves using your product, that means they believe in it. Very few people are willing to share a photo and therefore associate themselves with a product/service/brand if they weren’t a fan. By taking advantage of this, your brand trust can skyrocket! Plus, Instagram is a platform that makes its content very easily digestible. Seeing is believing for most people, and a company Instagram makes that easier than ever.
With 332 million daily active users, Snapchat is a likely place to meet your target audience, especially if they trend younger. Nearly half of all Snapchat users are between the ages of 15 and 25, and the network sees nearly 10 billion video views daily (more than YouTube’s eight billion per day).
Snapchat is loaded with great B2C marketing features, like Discover and Snapchat stories. Snapchat stories are short-lived content, appearing for only 24 hours. These images, videos, and ads can include links back to your website, allowing your marketing content to appear alongside content from friends and family. The Discover feature is more brand-focused, as it’s a dedicated section where Snapchat users can see content made by brands using Snapchat for marketing. Some established players in this space are Cosmopolitan magazine, MTV, Disney+, and even Chipotle! In 2021, 25 of Snapchat’s Discover Partners reached over 50 million unique Snapchatters from around the world (Hootsuite, 2022), so cash in on that engagement by getting your business into the Discover section.
Snapchat also offers deeper advertising functionality, such as their Snaps —10-second vertical video ads— or Sponsored Lenses, which are “filters” that showcase your brand and can be used by prospects for private or public posting. Snapchat also offers localization options; both Geofilters and Our Story features help you target users in your area and refine whom you show your stories and ads to. The best part about these paid options is that they subtly—but effectively—weave your messaging into a user’s experience with the platform, moving you away from overt advertising.
In recent years, a new social media channel has skyrocketed to prominence. TikTok has become the largest growing social media platform in the world, with over 1 billion active users on the site (and counting!). The success of the platform is largely due to their highly intuitive algorithm that tailors each user’s content to their interests. By using a person’s likes, comments, shares, completions, and re-watches, the app creates a “For You Page” (FYP) made specifically for that user.
Many businesses have transitioned their company to this platform to reach a new audience. While some are quick to drop TikTok from their list of media channels due to the perception of the demographic of the app being tailored for a younger audience, 42% of users on the app are in the 30-49 age bracket. Furthermore, data shows that there is a healthy breakdown of all ages on the platform.
Lots of businesses have found overnight success on the platform after having a video go viral on the app. But how have these folks found success? They have figured out ways to create short, engaging bits of content to draw the user in within the first few seconds of watching. Whether it is tutorials, reviews, participating in popular trends or partnering with influencers, many businesses have utilized these strategies to reach a new customer base. Use trending hashtags and sounds to increase your visibility and, most importantly, have fun with it! Give your brand a personality that people will relate to and connect with.
As with any new platform, there is a learning curve that comes with it. Don’t get discouraged if your first few TikToks don’t perform well. If you keep with it and follow along with the platform and trends, you will see an increase in engagement and following.
By focusing your efforts on the appropriate channels, your business is more likely to see the level of engagement they’re hoping for. But, the right channel will still fall short if you’re not posting the type of content your users want to see. What content is that? The answer depends on your business and audience. Get in touch – we can’t wait to work with you to create a winning content strategy that’s sure to boost your engagement.