Standing Out On Different Platforms
The world of social media can sometimes seem as though it’s absolutely massive, and that it’s only growing. Well, the fact of the matter is, it kind of is ever-expanding. We remember when we really only had MSN to chat with our friends. Since then, there have been a ton of platforms that have entered cyberspace. Some have survived the test of time, while others haven’t been so lucky.
So, no, we don’t blame you if you’re finding it a bit hard to keep track of what platforms even exist, let alone how to use them. That’s why we created this handy-dandy little guide to hopefully help you learn exactly how to stand out on different platforms.
When it comes to Facebook, one thing to keep in mind is to keep it small! This applies both to the length of your posts, and to the group that you’re choosing to target.
Let’s start at the beginning, though: Who should you target? It can be really easy to fall into the habit of focusing on the people who have clicked the ‘follow’ button on your page, but believe us when we say that those aren’t necessarily who you should be focusing on! In order to really make your page stand out to those who will support your business, you need to focus on targeting hyper-specific groups of people. Not only will targeting more specific groups make your marketing easier to personalize, but it will also help you find genuine leads, instead of spending potential ad dollars on people who, quite frankly, won’t be interested.
Once you have your who decided, you need to figure out your what. What will you post? What will the length be? Well, the first question is entirely dependent on what your company is. Do you sell makeup? Maybe post some tutorials, or looks created by your customers! Or, if you’re in the business of food, try posting some video recipes to give your audience inspiration! The length of the post, however, is a much easier question to solve. The answer? When in doubt, keep it short.* People simply do not have long attention spans anymore, so it’s best to say what you need to say and try not to stick around for too long. Of course, sometimes there will be posts that require a longer caption, and that’s totally fine, but try not to make it too much of a habit to have lengthy posts.
*Unless you’re talking about videos. Facebook recommends having videos be at least three minutes in length.
Instagram is different from many other social media platforms because it is, by and large, entirely visuals-based. That means – you guessed it – you need to put a lot of attention into the appearance of your posts. Sure, this is partly true for other platforms as well, but it’s undeniable that there’s a certain level of aesthetic excellence that businesses need to maintain in the world of Insta. And you may be surprised at how many businesses – small and large – don’t realize just how important it is to dedicate time and effort towards their Instagram aesthetic.
The best way to discover how to do this is to plan out what you want the theme of your account to be. Graphic product shots isolated on a high-contrast background? Shimmery pastels that almost make you feel like you’re in a champagne-induced dream? Videos shot in bright, natural lighting showing how to use your product? Whatever it is, make sure that it’s consistent. And make sure to take a step back and think, “As a consumer, would this Instagram account make me want to purchase from this company?”
YouTube has passed the test of time and has been a hugely successful social media site for over 15 years now. And for the most part, the calculation for how to succeed on the platform has actually been pretty consistent!* If there’s one piece of advice that we can give you regarding how to stand out on YouTube, whether you activated your account today or 15 years ago, is to keep a schedule! A lot of the time, people will watch YouTube videos the same way we used to watch TV shows: By tuning in on a specific day, at a specific time, to catch the newest episode in the series. Keeping an upload schedule, and sticking to it, creates a sense of anticipation for your viewers (read: potential customers), which will make them want to come back for more. As a bonus, having more frequent viewers will bring your videos even higher on the algorithm ranking, which will likely bring you more new viewers, too!
TikTok has only been around for about three and a half years (after its predecessor, Vine, said goodbye back in 2016), but it wasn’t until COVID hit that it really became popular. The thing is, with TikTok’s incredible popularity, comes an incredible amount of competition. They have over 689 million active monthly users, and in just the past 18 months, users over the age of 18 have multiplied by over 550%. That is a lot of users.
Luckily, not all hope is lost. It never is! One of the key ways to make sure that your TikToks don’t get lost in the crowd, and make sure that they do appear on a lot of For You Pages (also known as ‘FYP’s) is to keep up with the trends. Of course, there are going to be trends on every platform, but none perform quite as well, or change quite as frequently, as TikTok trends. Whether it’s a new dance, a sound, a prank, a filter, or even hashtags, as soon as you’re aware of something that’s trending on TikTok, make sure you hop on it! We don’t mean to just sloppily make a video just to make sure you’re in time for the trend, though. Still make sure to take your time, plan it so it actually makes sense with your brand image, and practice. And remember – not every video you make is going to go viral, but every single view, share, like, and comment, makes a difference! As long as you’re authentic, and in tune with what the people of TikTok want to see, you’ll see success.
Finally, we have Twitter. Tried, true, timeless. Twitter definitely isn’t where everyone goes to keep up with their favourite company, but when they do, they know that they’re in for some quality content. Specifically, they’re in for some content that (often, and most successfully) depicts a sense of relatability, and the realization that there is, in fact, a person on the other side of the computer, not just a nameless, faceless entity. Take Wendy’s, for example. A few years ago, they went viral for being up-to-date on memes, and for not taking themselves too seriously. Especially when it came to starting some beef (pun intended) with their competitors. Of course, you don’t have to be sassy to be successful on Twitter – just make sure to be yourself, and don’t feel like you have to be too ‘business-y’ all the time! People value transparency, and there’s no better place to play around with what that looks like than in a 280-character post! (We mean it – the character limit forces you to get creative with how you get your point across, so let your personality shine!)
Clearly, each social media platform can act as its own separate world. And in many ways, they are. This can seem overwhelming, but try to look at it more in this way: Being on more platforms allows you to expand your horizons, express yourself in so many different ways (while keeping your brand voice consistent), and meet your audience where they like spending their time. These five platforms that we listed here, and all of the others that we left out, allow you to not be limited to just one form of expression, which if you ask us, is pretty darn exciting. Seem like a lot of work still? Don’t worry – you definitely don’t need to be on every single platform. The most important thing is to make sure you know where your audience is, and be there!
Have questions or suggestions? We’d love to hear what you think. Leave a comment below or send us a message!