What Social Media Platform Should I Start With?
New apps and websites pop up every single day, and only a few will actually stick around. When it comes to social media, there are a few big names that have been growing for many years now, like Instagram and Facebook, and some newer apps, such as TikTok, that have come out of the gate running. It can be confusing to figure out where is the best place to devote your time and energy. In this blog post, I’ll go over the different social media platforms, the most prevalent type of content for each, and where you should be spending your time.
For a brief overview, before we go into more specifics about the specific types of content, the current top social media platforms you’re likely familiar with include YouTube, TikTok, Snapchat, Facebook, Twitter, Instagram, and Pinterest. It’s important to note that online trends can change very quickly and one key to success is figuring out where your audience is spending the majority of their time and becoming comfortable on that platform.
YouTube, TikTok, and Snapchat are primarily video-based, although YouTube is also the second biggest search engine after Google. Facebook is community driven. Twitter focuses on short dialogue, and Pinterest and Instagram are image based, but you’ll see both are starting to also move into video content more. Let’s dive into these a little deeper.
Facebook provides the best place for people to connect over their similar experiences. These connections can be through personal contacts, but Facebook Groups are extremely popular for everything from patient support groups to reselling clothing. There’s something out there for everyone. From an online business owner’s perspective, my Pre-PA group has over 16,000 members currently that I am able to connect with directly to share about sales or products and create a smaller, more engaged community than some of my other social media platforms. Creating or participating in groups is a great way to market yourself, whether locally or from an online presence.
Twitter is short-form words and allows for sharing a quick 280-character tweet. While It's a great way to discuss and connect with others over certain topics, this will not be as lucrative if you are wanting to share great visuals, but the conversations started can be very interesting and a good way to do some market research.
Instagram began as an imaged based platform, but if you’re active on the platform, you’ll notice video seems to be taking over in the form of Stories, which are short videos that expire after 24 hours and Reels, which are similar to TikTok videos. Instagram is trying to do a little bit of everything, but primarily the platform allows for both education and promotion with various account types including personal, creator, or business. Pinterest is also imaged based and now moving into video content. The idea of curated, visually appealing boards gives an inside look into your creativity and thought process with the ability to add specific links as well.
Tiktok
TikTok is all about video content. The popularity began with short 15 second, digestible videos, and the app now also allows for videos up to 3 minutes long. TikTok is very trend based, which allows videos and users to go viral fairly easily. There are some techniques for seeing growth on the platform, but TikTok is currently the easiest place to grow quickly. For reference I started my TikTok account in early 2020 and have already surpassed my Instagram following in 2 years versus the 7 years I’ve been on Instagram. YouTube is another video based platform that also functions as a search engine with longer videos and channels. The potential on YouTube is huge, and while it can take a little while to get started, consistency pays off on this platform.
Snapchat
Snapchat is also a short form video, but the videos expire after 24 hours. Snapchat filters are also very popular. Because the videos are temporary, this tends to be appealing to younger audiences. I’ve had multiple patients ask if they can snap their procedures while in my office.
As I write this in mid-2022, one thing to consider in making this decision is that right now video content is the key to growing an account. Even platforms that were not previously video heavy are starting to transition to prioritizing this type of content over anything else. You’ll notice it as you casually scroll through your feeds. Instagram static photo posts are replaced with Reels, and Facebook is subtly including video as well. The thought of having to create video instantly makes many people clam up as they start thinking about being on camera, but you don't necessarily even have to show your face. You certainly don't have to feel comfortable on camera. I know I don’t most of the time. I often feel silly or unsure, but if you are truly wanting to establish yourself on social media, incorporating video content will be very important. A 15 second video can quickly get hundreds of thousands of viewers who turn into followers and potential clients. Like all things with social media, this could change tomorrow, but the best way to connect with your audience currently is through video. Everyone is always concerned with the algorithms and how certain content is chosen to be shared on social media, but we will likely never understand the intricacies of how that volatile system works. The best way to beat the algorithm is to pay close attention to the type of content that is successful on a platform, such as video.
If I were starting from scratch, I would spend the most time on TikTok and then repurpose those videos to other platforms. I would also focus on longer videos through YouTube and then cut the content into shorter videos to then post on other social media platforms. By batching content and using it in multiple places, you’ll be making the most of your time. If this still feels overwhelming to you, we’re here to help.