With approximately 239 million U.S. social media users, it’s hard to make a case not to be on social media. Does that mean you must be active on all of the platforms? If not, which platforms should you spend your time and marketing dollars on? We are here to answer that question.
It Depends on Your Business Goals
Your social media strategy should always align with your business goals. If your goal is to increase your visibility, you should focus on platforms with a broader reach, like Facebook and Instagram. LinkedIn or targeted advertising on Facebook and Instagram can effectively generate leads. If you are engaging with a specific community, platforms like X, Instagram and Facebook groups are ideal.
It’s safe to say that you do not need to be on every platform. Always think about the types of clients you want to attract, and they’ll point you toward the relevant platforms your firm should target. When establishing target platforms, remember that they all have their own personalities. Users’ content preferences change across platforms—which is why we emphasize the importance of knowing your target audience.
Social media offers an opportunity to engage directly with clients and prospects. To engage clients, you first need to understand what they might be interested in. Understanding what your audience is most likely to engage with can help guide your content and platform strategies.
Consider Who You’re Targeting
Demographics play a vital role in identifying your target audience, so one step is integrating generational marketing insights into your strategy.
Baby Boomers (1946 – 1964): The Baby Boomers are moderate social media users – active but not checking it as much as younger users. They use Facebook to stay connected with family and friends, YouTube for educational and tutorial content, and LinkedIn for professional networking. This group prefers text-based posts rather than short-form video content. While engagement and frequency are not high, they spend more time reading posts and comments when they do engage.
Millennials (1981 – 1996): Millennials are heavy social media users, checking their accounts multiple times daily and actively participating in online discussions. At the top is Instagram for sharing photos and short videos of their lifestyle. Facebook is much less dominant but is still used to connect with family and friends and participate in groups (rising in popularity daily); X, YouTube and TikTok are also widely used in this group. Millennials are drawn to visually appealing content. They are more likely to stay current and engaged with new platforms and content types.
Gen X (1965 – 1980): We went in non-chronological order because Gen X falls between the Baby Boomers and Millennials regarding social media usage. Like Baby Boomers, they use Facebook the most to stay connected with family and friends, but like Millennials, they also prefer Instagram for sharing photos and keeping up with trends. While not as frequent of a user as Millennials, they are much more regular than Baby Boomers. They tend to favor platforms that offer a mix of personal, news and entertainment. They’ve been known to engage with creator content and content that “takes risks.”
Gen Z (1997 – 2012): The first generation to have social media as a constant part of their daily lives. Their go-to platforms are TikTok and Instagram, with Snapchat and YouTube as follow-ups. They primarily use social media for entertainment (sharing and creating memes, viral videos, etc.) and self-expression. They’re known as trendsetters – creating new slang or dances. When it comes to educational and news content, they tend to prefer bite-sized variations.
Industry Plays a Role
Much like generational marketing, you should consider your industry and its impact. For example:
B2B vs. B2C: Businesses targeting other businesses often find platforms like LinkedIn more effective for networking and sharing industry-specific content. For B2C businesses, platforms like Instagram, Facebook, and TikTok are generally more effective.
Visual vs. Non-Visual Industries: Industries like food and travel naturally lend themselves to visually-driven platforms like Instagram and Pinterest. Non-visual industries may focus more on content marketing through LinkedIn, blogs, or X. Consider whether your firm is able and committed to producing high-quality content.
Regulations and Compliance: Certain industries, such as finance, have strict regulations regarding what can be shared on social media.
Partner with a Trusted Marketing and PR Agency
Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success in securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more.
Looking to grow your firm with a proven marketing and PR agency? Contact Berbay at 310-499-2584 or info@berbay.com
