Nowadays nobody can deny that social media platforms can make a significant contribution to the success of companies. And now there are numerous networks through which you can reach your target groups. But not every social media platform fits every company. Rather, you should find out in advance where you will meet your target group and whether the platform also suits your products or services. So that you can assess what is important for the individual platforms, we want to compare 3 popular networks here.
Instagram is a free social network that is mainly used by users between the ages of 18 and 34. The focus of the social media platform is on posts in the form of photos and videos that users can share with other followers. Functions such as liking, commenting, and sharing contributions are available to users as interaction options. The chat function is also used to network and exchange ideas. Regardless of whether you have a private account or a company profile – this platform posts articles on the topics of travel, beauty, lifestyle, nutrition, and fitness created and published. But niche content also finds its place and increases its attention on the platform. Instagram has now developed into the digital business card of many companies that want to reveal more about their business than the information that is on the website.
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OPPORTUNITIES
For many private users and also for companies, Instagram is the number 1 social media platform. And Instagram is particularly suitable for displaying attractive products. Because here it comes down to an appealing design and professional preparation of the contributions. So if you want to be at the forefront here, you should take a lot of time for the posts. Functions like IG TV, a shop connection, the swipe-up button in the stories, and many more features enable you to present your products and your company perfectly.
In addition, the network has developed into one of the most lucrative channels for influencers in recent years. The number of users is also quite high at around one billion and thus enables you to contact a large number of users. So if you want to work with influencers or micro-influencers to advertise your products or services, Instagram is the right place for you. Even the affiliate marketing you can implement marvelously here.
ADVANTAGES
You can also benefit very well from influencers on YouTube because the network offers a large number of celebrated influencers from every area. Whether beauty and lifestyle, gaming, comedy, or information formats, there is a multitude of topics that inspire users. Anyone who can perform here with their products or services should take advantage of the opportunities. Also, the switching of Ads can be for you a proper chance to make to your attention. Once you have developed a good format for your videos and generated high-quality content related to your company and your products or services, YouTube can be an excellent choice of social media platform.
DISADVANTAGE
At YouTube, you have the option of having your own video content financed through a partner program in order to participate proportionately in the advertising measures. However, in recent years it has become quite difficult to get accepted into the partner programs. To do this, your channel must have at least 1,000 subscribers and a valid playback time of more than 4,000 hours for public videos. You should know that the income only really pays off after several hundred thousand clicks.
The competition has also grown significantly in the meantime so that the establishment of this channel is difficult and a long process. In addition, the quality of the videos should be flawless, as this is the focus here. Video material that is published half-heartedly and in poor quality can only harm your business. Therefore, both the recordings and the content format must appear well prepared and of high quality.
The newest social media platform of the networks listed here is TikTok. It’s a video social network and can be viewed as a mix of musical.ly, Vine, Twitch, YouTube, Snapchat, and Instagram are designated. TikTok users can consume short videos on the platform and also upload short videos they have created themselves. The vertical video format of the platform is particularly characteristic, which means that its use is specifically geared towards smartphones. Above all, the “Challenge” format and the “Lip Sync” videos have established themselves as social trend functions in the network. In Europe alone, more than 100 million people use TikTok at least once a month. User analyzes of the network show that the majority of users are between 16 and 24 years old.
ADVANTAGES
Every company can be active on TikTok, but this social media platform is particularly worthwhile for companies that want to communicate with their young target group in a targeted manner. The focus here is on creativity, trends, challenges, and having fun with entertaining videos. You can advertise products here by embedding them in your videos. A more personal look at the company and the people behind it also works very well with TikTok. If you use the trend hashtags correctly, you can increase the range of the videos and encourage other users to imitate them.
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DISADVANTAGE
If you don’t regularly lookout for trends and don’t really have your finger on the pulse, you can’t achieve much with TikTok. Real-time communication is the key here. Hardly any other network is as fast-paced and shaped by trends as TikTok. In addition, the protagonists of the videos should appear authentic. If you want to convince here, you have to adapt to the young target group. Since this network is also experiencing rapid growth in the number of users, it is not easy to expect a large range directly. Smart, entertaining, and funny videos on current trends are the be-all and end-all here.
YouTube is currently the largest video platform and has almost two billion registered users. YouTube uses the 16: 9 format for the player. Vlogs, music clips, special interest formats, or excerpts from TV programs and shows are particularly suitable for this format. The user guidance on YouTube, on the other hand, looks very different. Because YouTube relies on a system of individual pages and not on streaming or swiping, as Instagram does. Only the videos are sent via YouTuber clips that have been selected and clicked on by the user. The suggested videos are based on recently viewed videos or on YouTube content you have subscribed to. YouTube works like a video library, which makes finding content a lot easier. You also have the option of using the search function to select users, titles, or keywords. But the target group is somewhat different: the majority of all users end up in the group of 25 to 44-year-olds.
ADVANTAGES
You can also benefit very well from influencers on YouTube because the network offers a large number of celebrated influencers from every area. Whether beauty and lifestyle, gaming, comedy, or information formats, there is a multitude of topics that inspire users. Anyone who can perform here with their products or services should take advantage of the opportunities. Also, the switching of Ads can be for you a proper chance to make to your attention. Once you have developed a good format for your videos and generated high-quality content related to your company and your products or services, YouTube can be an excellent choice of social media platform.
DISADVANTAGE
At YouTube, you have the option of having your own video content financed through a partner program in order to participate proportionately in the advertising measures. However, in recent years it has become quite difficult to get accepted into the partner programs. To do this, your channel must have at least 1,000 subscribers and a valid playback time of more than 4,000 hours for public videos. You should know that the income only really pays off after several hundred thousand clicks.
The competition has also grown significantly in the meantime so that the establishment of this channel is difficult and a long process. In addition, the quality of the videos should be flawless, as this is the focus here. Video material that is published half-heartedly and in poor quality can only harm your business. Therefore, both the recordings and the content format must appear well prepared and of high quality.
