The role of social media

According to experts, Americans spent more than two hours a day on social media in 2020. Today, 2021 finds more than 3 billion people on social media, with Facebook welcoming 1.8 billion daily active users. Americans spent an average 58 minutes a day on the Facebook app – or 325 hours a year. However, the social network has been on the decline among younger users, who are increasingly gravitating towards Instagram and TikTok – which allow them to be more creative and express themselves.

Instagram was the second most used service, and it remained most popular among Gen-Z users, who spent almost 53 minutes per day, or 297 hours a year; while Snapchat was also popular with the younger crowd, who spent up to 50 minutes per day on the app or 277 hours a year. These robust numbers make a compelling reason for major brands to spend their advertising dollars to reach their audience on social media platforms.

In 2020, 13 new social media networks were launched, which means there are now more than 100 social media sites in existence today. Fast-growth platforms like Clubhouse came on the scene with a unique value proposition, focusing on voice and collaboration via group audio discussions. Soon after, major platforms created their own version of Clubhouse, including Twitter Spaces, Spotify Locker Room and Facebook Live Audio Rooms. Similarly, TikTok’s success has led to Snapchat’s Spotlight, Instagram Reels and YouTube Shorts.

Social media management is constantly evolving, and while it may be easy to navigate for some, others are overwhelmed by the process of even logging on and creating an account. With new platforms popping up every few months and some more familiar platforms changing their interfaces and functionalities, it feels like once you’re confident that you’ve mastered something, it’s only a matter of time before you have to start learning again.

Statista estimates that there were over 3.6 billion people using social media around the globe in 2020 and that this number could grow to nearly 4.41 billion in four years, so it’s vital that businesses have a presence. While it may feel easy to ignore social media and focus on growing your business organically, these platforms offer huge opportunities to reach potential clients.

But, how do you consistently produce content that’s not only fresh and engaging but feels native to the respective platform you’re posting on? How should brands decide which platforms are worth their time, energy and advertising? What’s the best way to track ROI?

It’s important to prioritize which platforms a brand should use today versus what might make more sense down the road. For now, it’s wise to select outlets and features that are visually stimulating and engaging as consumers are more drawn to act when they are exposed to eye-catching, compelling imagery. This is why Facebook, Pinterest, Instagram, Snapchat and YouTube are — and will likely remain — category leaders.

To gain success with any medium, you’ll want to track ROI by choosing a platform based on the age, psychographics and demographics of your audience. For example, seven in ten US adults use Facebook, while platforms like Snapchat generally skew younger as it is the most popular social network among teenagers as of fall 2020. Develop content that not only speaks to your specific audience but does so in a way that also feels native to that platform.

Determine whether to tap into influencers or produce content, adding a layer of credibility to the respective influencer’s audience. Choose a channel and content format that allows users to align with your company brand, mission, products and content. Keep your social strategy focused and only tap into the platforms that make the most sense for your brand.

Focus on the platforms you know your target market is using and set up accounts. These platforms are generally designed to be user-friendly when it comes to setting up your professional page, and there are plenty of tutorials out there to get you started. Some of the top platforms today for businesses are Facebook, Instagram and Twitter, but check out TikTok if you have a younger audience, Pinterest if you have a strong desire to build your e-commerce sales and LinkedIn if your product or service is a professional one.

TMP’s role

Here at TMP, we help sell the product and get customers via various social media platforms such as Instagram, TikTok, Facebook, Twitter, WhatsApp, YouTube, Snapchat, Pinterest and LinkedIn as part of our omnichannel strategy, as it is one of the fastest-growing channels, with a focus on lead generation.

We also provide extended hours to handle overflow and guarantee superior customer service, documenting experiences, answering questions, especially converting negative reviews, dealing with influencers and trolls. We help the client get a good rating and secure a customer for life.