The 7 Varieties of Social Media and Execs & Cons of Every (Analysis)

In the case of social media, I‘m fairly the professional. I needed to tireless scrub via social media for potential tales again after I was a journalist.

Now, I’m HubSpot‘s go-to blogger for nearly something social media-related, so I’m at all times maintaining with the newest on-line happenings.

Plus, I‘m a youthful millennial who grew up alongside social media. So for those who’e a marketer making an attempt to determine the correct social media platform to extend your model’s consciousness, generate leads, and enhance visitors, you’ve got come to the correct weblog.

That will help you make the very best choice on your model, I’ve compiled an inventory of core forms of social media, examples of platforms inside every class, and the professionals and cons that every sort would possibly current.

By the tip, you need to have a clearer concept of what social media technique will work for your enterprise. Let’s dive in.

The checklist of social media platforms is rising, and well-known platforms like Fb are always evolving and including new options.

With a higher and higher want for a social presence and an amazing quantity of platform selections, it may be onerous to choose which social channels to make use of.

You won’t wish to unfold your self too skinny by managing a channel on each conceivable platform, however you don’t wish to miss nice model consciousness alternatives.

Social Networking

Examples of Main Platforms

Social networking is probably essentially the most conventional type of social media, and most social media platforms fall underneath the social networking class. So, you will possible see at the very least one of many aforementioned platforms (*cough, cough* X) pop up once more later on this put up.

Platforms like Fb, X, and LinkedIn are sometimes known as “networking” platforms as a result of they permit consumer accounts to work together (community) in numerous methods.

Skilled Makes use of

Fb

Many manufacturers and companies are leveraging social media direct messaging (DMs) for customer support.

Actually, our 2024 Socia Media Report exhibits 88% of entrepreneurs are rising or sustaining their funding in social media DMs for customer support.

Fb Messenger is a superb platform for this technique because it lets you reply to messages out of your model‘s Fb followers.

Plus, as a fellow client, I can guarantee you it leaves a terrific impression in your clients once you’re reply promptly to their DMs.

There have been many instances after I‘ve slid right into a enterprise’ DMs as a result of I wanted an replace on an order, extra details about a product, or troubleshooting.

And when the enterprise responds again with useful info, I at all times made a word to maintain shopping for from them.

In the event you’re a small enterprise, like a restaurant, I like to recommend a platform like Fb as a terrific place to start out your social technique. With Fb, you possibly can construct a enterprise profile with hyperlinks to your web site and particulars about your menu.

I‘m particularly keen on Fb’s group characteristic, which it’s also possible to leverage to create a group web page for patrons to ask questions or rave about your services and products.

Actually, we discovered that companies that leverage social media communities will see glorious leads to their advertising and marketing technique.

In line with our State of Social Media Survey, 90% of entrepreneurs say constructing an lively on-line group is essential to a profitable social media technique.

I am not shocked, contemplating our Shopper Traits survey discovered 20% of social media customers joined a web based group up to now three months, and 22% actively participated in a single.

LinkedIn

LinkedIn emphasizes career-related networking, and, for years, I solely ever used LinkedIn when looking for jobs or to assist mates discover alternatives. It seems, nonetheless that LinkedIn could be very useful for companies.

For firms trying to supply knowledgeable service, equivalent to B2B or publishing firms, LinkedIn is one other glorious technique to develop a following.

In line with our Socia Media Advertising and marketing Survey, LinkedIn is among the many prime six social media platforms yielding the best ROI for entrepreneurs.

Moreover, of the entrepreneurs who at present leverage LinkedIn of their technique, 90% plan to take care of or improve their funding in 2024.

Manufacturers trying to construct an viewers of pros from a selected business can create a enterprise profile there, categorize it with an business sort, after which use posts and messaging to publish updates.

They’ll additionally use messaging and remark options to work together with their audiences or customers who touch upon their posts.

X (The app previously often known as Twitter)

An X account might be useful to firms in a broad spectrum of industries, from leisure to e-commerce. This platform equally lets you create a profile the place you possibly can checklist and hyperlink firm info.

You possibly can then use X to put up about firm updates, tag firms or clients in posts, repost optimistic buyer tweets, and reply to buyer questions by way of posts or direct messages.

Like Fb, it’s also possible to put up content material like photographs or movies.

One in every of my favourite X options I believe entrepreneurs ought to look into is Areas, which permits customers to create stay audio chatrooms and speak amongst one another.

Firms will usually use Areas to host Q&As, interview thought leaders, or preserve audiences knowledgeable in regards to the newest happenings with the model or business.

On all three social networks, customers can simply talk with others via easy actions like tagging, hashtagging, commenting, personal messaging, reacting to posts, and re-sharing content material.

Except for social interplay, feeds on frequent social networking platforms are designed to point out off a mixture of textual content and visuals somewhat than one main content material sort.

This flexibility makes it simple to start a social technique on social networking platforms as a result of you possibly can experiment with totally different types of content material earlier than branching out to platforms that require extra particular content material sorts.

For many who wish to dabble in video or graphics, these platforms might be a terrific place to check this new content material.

With the expansion of video advertising and marketing, many have begun to launch extra superior options like Fb Tales and X’s stay streams.

Platforms like Fb and X have additionally began encouraging native video and picture uploads extra closely.

Just lately, Fb adjusted its algorithms to favor stay video and picture uploads. This has precipitated a majority of these native content material to achieve higher consumer engagement.

In the event you’re not sure the place to start out, take a look at our newbie’s guides for Fb, X, and LinkedIn.

I will be sincere, the newbie information for X was revealed earlier than the platform rebranded from Twitter, nonetheless a lot of the knowledge nonetheless applies at present.

Execs and Cons

Execs

Cons

• These taken with posting hyperlinks could have extra issue getting engagement than importing photographs and movies.
• Some platforms, like Fb, put particular person consumer posts greater than enterprise posts in newsfeeds.
• Fb might not be the correct platform for you enterprise for those who’re trying to goal youthful customers like Gen Z, who’re extra possible to make use of TikTok, X, or Snapchat.

Photograph Sharing

Examples of Main Platforms

Photograph-sharing social media platforms are precisely as they sound — they’re platforms the place sharing pictures is the secret. I bear in mind the times when Instagram was essentially the most distinguished photo-sharing platform.

However that was then and that is now, so for those who‘re questioning why Instagram isn’t talked about right here — don‘t fear! I’ll have extra on that after I get to the video platforms.

Skilled Makes use of

Pinterest

One of many greatest platforms focusing on picture sharing is Pinterest. Pinterest is a “visible discovery engine” for customers searching for cooking, fashion, residence decor, and common visible inspiration.

Personally, I‘ve been utilizing Pinterest for over 10 years and, like most customers, I work together with different accounts on the platform via tags, likes, feedback, or direct messages.

Within the early days, Pinterest wasn’t as synonymous with manufacturers and corporations as it’s now.

It was extra so about crafting digital imaginative and prescient boards primarily based round aesthetics.

Nonetheless, manufacturers, firms, and creators discover it helpful whey they wish to take images, show content material, and replace followers about their meals, items, or merchandise.

Pinterest is well-suited for e-commerce firms, equivalent to those who promote residence items and companies that would really like a spot to share crisp standalone product pictures with hyperlinks.

The platform gives a photo-based feed with posts that may embody a photograph and a brief description.

In the previous few years, Pinterest has additionally shifted to incorporate extra video content material to compete with platforms like Instagram Reels and TikTok. Nonetheless, the platform nonetheless stays a spot for customers to share their favourite photographs.

Here is little have a look at my Pinterest feed.

The platform additionally permits all customers to hyperlink on to web sites or product touchdown pages in posts. I particularly love Pinterest’s Discover web page and might see a whole lot of alternatives for manufacturers there.

The Discover web page updates every day and operates virtually like an old-school weblog with how one can scroll to see the earlier days’ themes as effectively.

The discover feed options boards curated by celebrities, creators, and types sharing pictures their followers could be taken with. And, in fact, there are alternatives for customers to buy.

I clicked on the board known as Pinterest Predicts: Spring 2024 Procuring Concepts, and was proven totally different traits anticipated to take over this season together with hyperlinks to purchase them.

Manufacturers options on the board embody Tory Burch, Nordstrom, and STAUD. Unrelated, however I‘m stil laughing at Tennis Aesthetic being the development of the season as a result of I don’t do sports activities.

Earlier than beginning on a platform like Pinterest, you’ll wish to decide whether or not your purpose is to achieve model consciousness, or link-based or e-commerce visitors.

BeReal

In the event you haven‘t heard of BeReal, I don’t blame you. It is a pretty new app that launched in 2020 and is fairly widespread amongst Gen Z customers.

The app’s essential characteristic is that it permits customers to share a photograph of themselves and their instant environment throughout a randomly chosen two-minute window every single day.

The thought of BeReal is to step away from the overly filtered and curated content material customers usually see on different platforms. Simply be actual. Get it?

With the apps premise being candid and unfiltered, how can manufacturers leverage BeReal? One of the best ways I might consider is to make use of the app to construct belief together with your viewers and solely share behind-the-scenes candids.

Nonetheless, that may be tough given customers are solely given a random two-minute window to put up.

Execs and Cons

Execs

• These sorts of platforms assist with model consciousness. Roughly 80% of Pinterest customers say they’ve realized about services or products on the app.
• Pinterest offers an outlet for displaying off visible content material or product pictures.

Cons

• Maintenance on these platforms would possibly require a photograph finances or devoted manufacturing time.
• Some platforms require you to put up from a cell app.
• BeReal is beginning to wain in reputation as its consumer base has dropped by 18% from its peak.
• BeReal is hottest with Gen Z customers and there’s no alternative for e-commerce or paid content material on the app.

Video Sharing

Examples of Main Platforms

Video has been the dominant sort of content material advertising and marketing over the previous few years and it has no signal of slowing down — particularly short-form video.

53% of entrepreneurs whose firms are at present leveraging short-form video say they’ll improve their investments in 2024.

Including a video platform to your social technique might make your model look related and preserve you up to the mark together with your opponents.

Video may be useful to a variety of industries. Whereas a restaurant might have a vlog with cooking ideas, a expertise firm would possibly focus its video technique on product demos.

Skilled Makes use of

There are various method companies can leverage video sharing platforms like YouTube. YouTube gives each short-form and long-form capabilities.

Relating to short-form video makes use of, YouTube Shorts generally is a platform your enterprise makes use of to put up product demos, explainer movies, and extra.

If you wish to get interactive, it’s also possible to host live-stream Q&As to reply client questions and construct group.

In the case of long-form movies, YouTube is without doubt one of the main platforms. In comparison with competing video-sharing platform like Vimeo, YouTube has an in depth viewers base and higher search engine marketing capabilities.

YouTube additionally appears to have higher alternatives for advertisers and monetization, whereas Vimeo gives viewers the perk of no pre-roll adverts.

For an extended checklist of similarities and variations, take a look at this head-to-head piece the place we evaluate the enterprise capabilities of Vimeo and YouTube.

Together with YouTube and Vimeo, the extra conventional social networking platforms have begun to aggressively embrace video advertising and marketing.

Instagram

One other prime contender for video platforms is Instagram. You‘re in all probability pondering, “However isn’t Instagram a photo-sharing app like Pinterest?” Properly, it was once.

Nonetheless, to compete with TikTok, Instagram has shifted away from being a photo-sharing app.

Actually, Head of Instagram Adam Mosseri clarified in 2021, “We’re now not a photo-sharing app or a sq. photo-sharing app.”

Whereas customers can nonetheless put up photographs on Instagram, the platform primarily promotes reels and video tales. It is also price mentioning that Instagram video posts are greater than twice as more likely to generate engagement than picture posts.

Like YouTube Shorts, Instagram Reels is a superb platform for posting short-form content material like product demos and explainers. Nonetheless, YouTube, as a complete, nonetheless permits long-form video whereas Instagram doesn’t.

TikTok

I‘m going to revisit TikTok once more later on this put up as a result of it additionally falls underneath one other class of social media platforms, nonetheless, it’s nonetheless a video-sharing channel.

What I really like about TikTok with reference to advertising and marketing is that it’s a really various app with many advertising and marketing alternatives.

Sure, you possibly can put up short-form demos and explainers like on Instagram Reels and YouTube Shorts, however TikTok has extra alternatives to construct group together with your viewers.

This as a result of the app is a breeding floor for brand new viral traits any can participate in, and the app offers some ways for audiences to work together by way of liking, commenting, stitching, and repurposing sounds (the latter two actually assist the app stand out).

However we‘ll dive inter TikTok’s interactive alternatives within the subsequent part.

Execs and Cons

Execs

Cons

• Video content material, significantly long-form, would possibly take extra money and time to create.
• Vimeo and YouTube require extra backend duties like search engine marketing.
• Instagram doesn’t have longform video capabilities
• TikTok appeals to a youthful viewers identified to mistrust manufacturers, so you’ll possible must spend money on influencer advertising and marketing to achieve traction on the platform.

Interactive Media

Apps like Snapchat and TikTok permit customers to share photographs and movies and have numerous distinctive interactive and extremely experimental options.

These two apps embody AR/VR filters, musical overlays, and interactive video games. Their viewers bases are additionally predominantly Gen-Z.

Skilled Makes use of

Snapchat

Manufacturers with massive followings would possibly think about publishing Snapchat Tales or movies curated by followers.

With no high-budget or big on-line following, it could be tough for an organization simply beginning out on social media to leverage Snapchat.

Manufacturers and influencers on Snapchat are inclined to cater their content material to the platforms’ youthful audiences. For instance, on Snapchat, you would possibly see tales that current magnificence tutorials, wellness ideas, information, or fashionable new merchandise.

In the event you’re taken with interactive media, there are nonetheless a number of viable methods you may get entangled with Snapchat.

Whereas main manufacturers, like VICE and BuzzFeed, have turn into Snapchat Uncover companions, the typical enterprise can nonetheless create a Snapchat enterprise account that customers can seek for and good friend.

This account lets you publish momentary tales like particular person accounts. Nonetheless, these with a enterprise account may buy advert house.

In the event you’ve arrange an account, take a look at this information to getting began on Snapchat.

TikTok

When TikTok first rose to prominence in 2020, it primarily an app-based platform catering to a Gen Z market that wished little to do with manufacturers.

Since then, TikTok has grown to shift its focus to some longer-form content material, and types are far more conscious of the right way to leverage the channel.

Actually, a couple of quarter of entrepreneurs in our Social Media Advertising and marketing survey say TikTok yields the best ROI in comparison with different social media platforms.

The important thing to TikTok is to spend money on influencer and creator advertising and marketing. Construct a partnership with a creator who aligns together with your model’s values and might introduce your services and products to their viewers.

Execs and Cons

Execs

• These platforms are very inventive and experimental.
• They’ve younger audiences, which will help manufacturers higher goal Gen-Z.

Cons

• Producing common content material might be costly and time-consuming.
• Enterprise accounts aren’t promoted up-front on the Snapchat interface. You might wish to promote your channel in your web site or different social channels as a result of customers should seek for you together with your Snapcode or username.
• Snapchat is restricted to cell and is not as simple to make use of as different platforms.
• You’ll most definitely must spend money on influencer advertising and marketing to achieve traction on TikTok, and discovering a creator aligned with your enterprise could also be tough.

Professional-Tip: It is best to attempt to accurately estimate the money and time which may go into protecting these accounts up-to-date and related.

In the event you’re not sure how brief video adverts can profit your enterprise, do not forget that short-form movies have the best ROI in comparison with different video codecs.

Running a blog/Neighborhood

Examples of Main Platforms

Tumblr and Reddit permit customers to put up about thrilling area of interest matters, like memes, occasions, politics, and popular culture.

When customers publish a put up, these platforms permit others to share it or add it to the dialog with their commentary.

Skilled Makes use of

Each running a blog and community-building platforms might be useful to those that wish to encourage dialogue round very area of interest industries or matters.

For instance, on these platforms, you would possibly see discussions about something from different well being to machine studying.

By running a blog, you possibly can write posts about your organization’s business matters and hyperlink them to your product or website.

Whereas many individuals have a weblog on their web site, platforms like Tumblr could be nice to make use of for those who haven’t set this characteristic up — or simply wish to see what others in your business are running a blog about.

With a dialogue website like Reddit, you may share a hyperlink or a put up a couple of particular matter on a dialogue board associated to your business and see how customers reply.

You would additionally begin your board if a subject you’re trying to encourage dialogue on doesn’t have one but.

These two platforms particularly encourage net chatter and put up shares from customers who care about the identical matters.

Each additionally permit customers to comply with you or subscribe to your blogs or Reddit boards so your content material can seem on their feeds. Right here’s an instance of what Reddit’s feed seems like.

Different customers can up-vote or down-vote when somebody publishes one thing on Reddit. Up-voting makes a put up present up greater in Reddit feeds, whereas down-voting does the alternative.

On Tumblr, the feeds are organized by time. Nonetheless, a put up can present up greater when it’s re-shared by different customers. When a consumer shares or interacts together with your Tumblr content material, they offer it a word.

Once they reshare, they will put up a remark with the put up that will get added to a thread.

Right here’s an instance of how notes and threads can be utilized to encourage dialogue:

Execs and Cons

Execs

• Each platforms will let you share textual content posts, photographs, and movies about your enterprise, model, or particular person ideas.
• These platforms allow you to start out conversations a couple of matter.
• Each platforms permit linking to exterior web sites.

Cons

• Longer weblog posts would possibly take time to craft or write.
• Getting downvoted on Reddit or having no response from Tumblr customers means your posts could go unseen.
• Your viewers could be too area of interest or restricted to simply these on the precise platform you utilize.

Microblogging

Microblogging refers to posting brief blogs which can be meant for fast viewers interplay. Each Threads and X fall underneath this class as they permit customers to put up weblog content material with very restricted character counts.

Skilled Makes use of

For years, firms have used X to put up fast updates relating to their services and products or to interact with their viewers in a humorous or relatable method. For instance, Wendy’s will usually put up content material like under to humrously entice their viewers.

The identical may be stated about Threads, although the platform has solely been round since July 2023.

Each platforms permit customers to add mini blogs, photographs, and movies to interact audiences. So, actually the chances are infinite when it comes to the right way to use the platform.

Execs and Cons:

Execs

• In case you have a terrific humorousness (like who ever runs Wendy’s social media) you’ve a terrific likelihood of entertaining audiences and elevating model consciousness on microblogs.
• Microblogs are very versatile when it comes to the form of content material you possibly can put up.

Cons

Personal Neighborhood

Few issues are extra irritating and terrifying to me than after I put up one thing on social media that’s meant for my mates, followers, or my audience and it “leaves the neighborhood.”

By that, I imply the put up leaves its supposed viewers and takes on a lifetime of its personal.

Generally, as a marketer, you wish to guarantee your content material is simply being share amongst your viewers. You additionally wish to construct group and foster belief, which can result in longterm customers.

Enter: Personal social media group platforms like Discord.

Discord is a voice and chat platform the place customers be part of dialog servers, usually via unique invitations, and speak to different members about area of interest matters.

Skilled Makes use of

Platforms like Discord are nice as a result of they will let you communicate straight together with your customers, share content material that’s extra possible to stick with your audience, and construct group together with your followers.

You need to use Discord as digital focus group the place you possibly can have interaction together with your customers straight to grasp their habits, issues, and desires.

For instance, I’ve a Discord server I take advantage of a content material creator to interact with my followers, sustain with the newest happenings in my area of interest, and construct group.

Execs and Cons

Execs:

• Like I stated, personal group platforms like Discord are glorious for group constructing together with your followers and likeminded people. You possibly can foster group and keep tapped into your viewers.

Cons:

• Discord doesn‘t have options for native promoting, and it’s solely actually useful if you have already got a steady viewers who desires to be in group with you. So, you could have to give attention to constructing your model’s following earlier than investing in Discord.

A Few Issues to Think about

Earlier than you begin logging in and establishing your accounts on a bunch of platforms, remember to think about these elements:

• How a lot time do you commit to strategizing round a social platform?
• Do you’ve sources for creating graphics or movies?
• Do your objectives contain boosting model consciousness or visitors and income?
• Will you want a further workers member to run this platform, or will or not it’s simple to take care of?

When you’re on a platform or two, remember to keep conscious of the way it’s altering and what entrepreneurs are doing. Try our Final Information to Social Media Advertising and marketing for a present outlook.