Let’s do a quick recap:
There is a single, most important question to ask yourself when deciding which social platforms to focus your business energy on. If you didn’t read part one, you can find it here.
Where are your customers?
If you don’t know, it’s time to start digging into market research- or meet with our marketing consultant to do so for you. Potential customers can’t support your business if they don’t know you exist.
Social Media is heavily utilized across the globe (users average about 2 hours and 24 minutes of social media app usage per day), but if your business is looking to expand past the tourist season, it’s important to know where your Atlantic Canadian customers are spending the majority of their online presence.
In Part One, we covered Facebook, Youtube, and Instagram. Check Here if you missed that article! While Twitter and LinkedIn are popular in Atlantic Canada, they are more specific niche social media platforms and are not globally as popular as TikTok, Snapchat, and Pinterest. We’ll cover these latter 3 here in Part Two.
TikTok
Active Users 689 Million, growing rapidly. It’s been touted as one of the most downloaded apps of 2018, and in 2020 was the most downloaded non-game app.
Largest Age Demographics 47% of its user base is under 30, but its Millennials and GenX user base is growing strong. NOTE: TikTok has been banned in India. Pakistan, Indonesia, and Bangladesh have attempted banning the app, but it hasn’t stuck (yet).
Unique Aspects
- TikTok’s short-form video content makes it easy to produce a high quantity of content in a short amount of time.
- TikTok has been lengthening its video options, but users are still prefering short-form. Still, the option makes it a competitor to YouTube as well as Instagram’s Reels.
- TikTok claims users spend about 89 minutes per day in the app, with Android users now spending more time watching TikTok than YouTube.
Cautions
- TikTok’s algorithm for being seen is based on quantity over quality. This means that to be successful, you have to be willing to churn out content daily, if not multiple times per day. It doesn’t mean it needs to be perfectly curated, edited pieces, though.
- This social platform is still catching up in Canada, so if you want to be ahead of your competition locally, this may be the social channel for you.
Snapchat
Active Users 498 Million
Largest Age Demographics 59% of US internet users ages 13-24 are on Snapchat. It has dominated social media as the most popular app for teens and young adults since 2016. (Statista) Millenniels and GenX are still strong demographics on the app, but only about 4% of those ages 50+ are on Snapchat.
Unique Aspects
- Snapchat was the first social platform to push augmented reality, filters, and lenses. This success has spilled into other social platforms and helped viral videos and creative content makers stand out.
- The concept that things delete FOREVER after a certain period of time creates the feeling of exclusivity and urges immediate action (great for clear CTA’s).
- Users are considered “noisy” on Snapchat, meaning that the engagement rate is extremely high compared to other apps. Users share and open the app more regularly than other social platforms.
Cautions
- Content is quick coming and going, so (similar to TikTok) spending too much time creating may not be the best route. Repurposing content will help with this.
- If you’re looking for older travelers, this is not the app for your business.
- The use of Filters and Lenses are expected, so being creative is a must to be successful on Snapchat.
Active Users 442 Million active users
Largest Age Demographics 38% of total Pinterest users are 50-64. GenZ, Millennial, and GenX make up the rest in a nearly even split.
The Gender split is about 60/40 Female/Male on the platform, but male users are increasingly becoming more active on it and are known to have a high change of purchasing products found on Pinterest.
Unique Aspects
- One of the few social platforms with such an even split of age demographics, this app is wildly popular amongst wedding and travel planning households.
- 45% of North American households that make over $100k/year are on Pinterest, making it a great platform for higher end products, services, and travels.
- Pinterest isn’t for entertainment and liking friends dog photos, unlike most popular platforms. It’s focused more on education, planning, and product research.
- 97% of Pinterest user searches are unbranded. This means that users are looking for something, but not loyal to a set name brand. This is great news if you’re a start up or offer something that is already popular amongst big box stores/brands.
- Shoppers on Pinterest spend twice as much monthly as shoppers on other platforms. (SproutSocial)
Cautions
- Pinterest “pins” are what your audience sees and chooses to click on or save to their own boards. This means that stunning visualsWITH text is crucial to the success of your Pinterest strategy planning.
- Since users come for inspiration and shopping, it’s imperative that you are transparent about pricing on or within the pin.
Feeling overwhelmed with this information? There are many things to consider when looking where to put your marketing budget (both time and money). Remember the things to consider are
1. Where are your customers?
2. What kind of content can you consistently create without getting burnt out or running out of ideas?
3. How much are you willing to engage with your social community (if at all)?
Bottom Line: You can’t avoid social media if you want your business to organically reach your target audience. Social will help you be seen, build your community, and get new leads invested in your brand’s story.
Skye Glen Consulting Inc. 