Successful brands leverage the particular strengths of each social media platform to demonstrate what makes their business unique.

Social media isn’t just for the casual scroller anymore: whether you’re promoting original thought leadership on Linkedin or advertising your inventory to Instagram’s 500 million monthly users, each of the major social media platforms empowers brands to reach their target audiences more directly and seamlessly than ever before.

However, a one-size-fits-all digital strategy won’t do when it comes to cutting through the noise and reaching your target users on each platform. Whether you’re looking to capitalize on Twitter’s brief, hard-hitting updates or you want to engage with Pinterest users who spend, on average, 50% more on online purchases than other internet users, certain social media platforms will play to your brand’s voice and goals better than others. So explore your options, and choose the one that best speaks (tweets?) to your needs.

Twitter: All the News That’s Fit to Tweet

With an algorithm-based feed designed to promote the content that users are most likely to be interested in, Twitter is ideal for companies that want to stay in the thick of current events, communicate regularly — and publicly — with other industry players, and craft hard-hitting tweets that land punches within a short character limit. The ability to retweet, quote, and comment directly on the tweets of prominent users empowers Twitter-savvy brands to demonstrate their relevance to the public zeitgeist.

Take Arch Grants, for example, a St. Louis-based nonprofit that awards $50,000 in grant money to early-stage companies with roots in the region. With a balanced mixture of retweets and quote tweets that draw attention to the progress of grant recipients, as well as original tweets promoting their own work, Arch Grants has carved a strategic niche for itself on a social media platform that plays well to its overall mission.

Facebook: Two Billion Strong, and Getting Stronger

Coming in at over two billion monthly users, Facebook is a social media juggernaut. Facebook’s “Pages” option is perfectly suited for businesses, allowing corporate entities to create profiles that provide for easy dissemination of multichannel content. Whether you’re hoping to post how-to videos or write longer posts that astutely lay out your company’s position on trending topics, Facebook helps brands in the B2C space reach their audience on their own terms.

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Posted by Delish on Wednesday, March 7, 2018

Here’s an entry in the Facebook hall of fame: Delish, a prolific producer of culinary videos and recipes, has garnered nearly 17 million likes on the platform. By posting regularly and fostering a massive community through informative posts related to anything and everything culinary, Delish has made a name for itself by delivering just what its Facebook audience wants: high-quality, no-fuss videos chock full of accessible food industry wisdom.

LinkedIn: Build Your Network, Professionally and Socially

Whereas Facebook thrives by promoting communication between businesses and consumers, LinkedIn aims to develop professional communities in which like-minded individuals can share industry insights, publicize noteworthy events, and develop a reputation for thought leadership. Brands looking to become a trusted voice in their industry should consider investing in their LinkedIn presence.

For Primary Freight, a shipping and logistics company with considerable experience in air and sea freight, LinkedIn provides an ideal, cost-effective way to demonstrate that they have something unique to say — which is especially important in an industry dominated by behemoths such as Amazon, Fedex, and UPS.

Instagram: Scroll, Like, Influence

Brands looking to foster as much interaction as possible between consumers and their products should consider optimizing their Instagram strategy. A great fit for B2C companies with a strong visual aesthetic — and those that have a dedicated social media manager on staff to respond to comments and messages in a way that promotes brand loyalty — Instagram makes its mark on the 250 million people who use it daily.

If you’re wondering what an established, successful Instagram presence looks like, check out Warby Parker. Their posts blend attractive textures with eye-popping colors to communicate that they know style when they see it — and they’re not afraid to have a little fun, either.

Pinterest: Craft a Digital Strategy for Crafters

Whether your business is B2B- or B2C-oriented, Pinterest is perfect for crafters large and small looking to share ideas, showcase their creations, and convey the direction that they hope their brand will go in the future. With boards and pins, corporate users can make their Pinterest profile reflect the ins and outs of their inventory as well as support brands whose style they enjoy. For companies with audiences that are primarily female, Pinterest’s majority-women user base presents a golden opportunity.

For Paper Mart, a packaging and crafts supplier with an impressive, wide-ranging inventory, Pinterest provides the perfect venue to share crafting ideas that put their products front and center. Since their audience relies on Pinterest for inspiration along with actionable tips and tricks, Paper Mart provides both — showcasing gorgeous DIY projects as well as providing insight for crafters looking to emulate the designs.

Author Jake Dawe

Jake works with our clients and L&T's content management team to create and publish cogent, effective marketing content. A recent graduate of Yale University with a B.A. in American Studies, Jake pursued independent research that traced the evolving voice of ``Shouts and Murmurs`` over ninety years. When he's not writing and editing, Jake is probably watching The Crown or making up for four years of lost pleasure reading. Thanks, college.

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