FOR YOUR BUSINESS DEVELOPMENTS

Keep up to date with social media statistics

Whenever a new social media platform emerges, it’s essential to know the difference between a shiny new object and a fast-growing platform that has the potential to stick.

Although no one can tell the future, one way to know if a platform has staying power is to compare its statistics to established social media platforms.

If you’re not sure where to find recent stats, we’ve got you covered:

• Instagram Statistics

• Facebook Statistics

• Twitter Statistics

• YouTube Statistics

• Pinterest Statistics

• TikTok Statistics

Types of social media platforms and formats you should know in 2021

1. Social audio platforms and formats

Examples: Clubhouse, Twitter Spaces, Spotify

Used for: Listening to live conversations on specific topics.

How your business can use them: New social audio platforms (like Clubhouse) and formats (like Twitter Spaces) have thrived during COVID-19 lockdowns while people have been at home with more time to join live conversations.

The most significant advantage of audio social media platforms and formats is the high attention and engagement you’re likely to get from opt-in listeners.

Lively, engaging conversations can help you build your image as a leader in your niche and introduce your business or products to valuable audiences already interested in topics related to your niche (otherwise, they wouldn’t be tuning in).

Here are some thought starters for using audio social media platforms:

• Host industry panels.

• Broadcast news and big announcements.

• Host interactive sessions (such as AMAs) with your audience.

• Record interviews during a live Clubhouse/Twitter Spaces chat and upload them as a podcast (example: The Social Media Geekout show).

• Build your business’ thought leadership through a 30-60 minute show.

Matt Navarra does a great job of combining Twitter Spaces AND podcasts:

2. Video social media platforms and formats

Examples: YouTube, TikTok, Instagram Stories and Reels, Facebook Watch

Used for: Watching videos in short and long formats.

How your business can use them: Video social media platforms are great for capturing attention, driving brand awareness, and bringing products to life in a way that still photos can’t.

Any video content that you publish should be designed to entertain, educate, and/or inspire your audience. Videos made purely to sell aren’t going to engage viewers.

Some of the best examples of businesses using video social media platforms are:

• Ryanair on TikTok — highly entertaining, show a good understanding of the humor and nuances of TikTok users.

• Notion on YouTube — creates educational content that’s both helpful and inspiring for its users.

• Beautiful Destinations on Instagram Reels — provides travel inspiration through short, professionally shot clips.

3. Disappearing content formats

Examples: Snapchat, Instagram Stories, Facebook Stories, LinkedIn Stories

Used for: Sending ephemeral messages privately and publishing timely, in-the-moment content for all of your followers to view for up to 24 hours.

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How your business can use them: Ephemeral formats like Stories are well-suited for posting timely content, such as announcements, limited edition items, or live events.

Most Stories and Snapchat content also feels more genuine and less polished due to the 24-hour shelf life. As such, it allows businesses to show a more human side.

Here are some ideas for how your business can use disappearing content:

• Polls, voting (using interactive Stories stickers)

• Teasers/countdowns to product launches

• Behind-the-scenes content

• Time-sensitive announcements

A great example is from one of my favorite local bakers, who posts their weekly specials on their Instagram Stories

4. Discussion forums

Examples: Reddit, Quora

Used for: Asking and answering questions, networking, forming communities around niche- and interest-based topics.

How your business can use them: Be genuinely helpful to your customers by lending your business’ subject matter expertise and answering questions related to your industry. Bonus points if you can share information about your brand and products in your answers, but that shouldn’t be your primary goal of participating in discussion forums.

One thing to note: On Reddit, it’s highly frowned upon to insert any self-promotion into answers. If you’re posting as a business, make sure to answer the original question and only add links to your products if they’re genuinely helpful. Before posting in a subreddit, check the rules to verify if including links to your own business is allowed.

While Microsoft didn’t create the /r/XboxOne subreddit, once they saw how popular it was, they started engaging with Redditors by hosting AMA sessions with game developers.

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