When starting a Social Marketing campaign, one of the questions that Marketer will ask himself first is: Will the business promotes on Twitter, Facebook, or Instagram? Currently, these are the three biggest names in the social networking market, providing opportunities for businesses to connect and interact with a large number of users, thereby increasing brand awareness and attracting visitors. visit your website. However, each social network has different characteristics as well as serve different purposes. That is why businesses need to understand these characteristics and then have the most suitable choice to reach the right customers.
Regarding Facebook, the main purpose of the platform is to connect people together, from friends to family members. People use Facebook to share pictures, videos, and updates about their daily life. Twitter, on the other hand, is used to share ideas, real-time information, and the latest news and trends. Although many people still use Twitter to connect with friends and relatives, most of them use it for a larger purpose – namely, connecting with the wider outside world, updating, and listening. waiting for messages, movements in life around them. As for Instagram, this application is used to share pictures and videos. Users use Instagram with the main purpose of posting outstanding moments in their life, as well as following influencers here. This is the place for everyone to be a part of the social networking community.
Of course, these are just the basic characteristics of these three social networking platforms, it still has not fully answered the question: Should businesses choose which social network? In order to get the correct answers, one must further analyze both the pros and cons of these three applications. Specifically, follow the section below:
Twitter and Facebook
It is very important to distinguish the intended use of Twitter from Facebook. As mentioned above, Twitter is mainly used for sharing ideas, thoughts, and personal perspectives while Facebook is for connecting with friends and relatives. In addition, Facebook has a broader and more diverse range of users, with many different age groups. Meanwhile, Twitter’s user base is narrower, mostly between 18 and 29 years old. Because of this, businesses need to identify their customers, then choose the right platform and create content that is compatible with either platform.
Twitter and Instagram
If Twitter is used to share thoughts, as well as keep up with the latest news or trends in the world, then Instagram is used to share the best-invested photos and videos. Both platforms have the same user group, mainly from 18 to 24 years old, but their intended use is markedly different.
Comparison between users of Twitter, Facebook, and Instagram
First, consider the demographics of the audience that businesses can reach through each social networking platform. In particular, the total number of adults in the United States using Twitter is 24%. This number is much lower than Facebook when nearly 70% of adults in the US use this social network. For Instagram, the rate is 37%.
Twitter appeals to younger users, with 40% of Twitter users between the ages of 18 and 29, and less than 20% of users over 50.
In addition, Facebook is also an attractive platform for 18 – 29-year-old users (with more than 80%), not only that, the older group also likes to use Facebook when 65% of Facebook users are from 50 age and up. With Instagram, the platform has a demographic ratio quite similar to Twitter when the majority of users are 18-24 years old, accounting for 75%.
Conclusion: Though the above statistics, it can be seen that in terms of mass reach on a large scale, Facebook completely overwhelms the other two platforms.
Either way, you should consider quality over quantity. With social media, the engagement rate is one of the top quality metrics. Specifically, how long will customers stay on the platform, or how long they spend each day using social networks. Here are a few preliminary stats: About 46% of Twitter users are on the platform every day, and 81% of Millennials users check Twitter at least once a day. Not to mention, Twitter is very popular with journalists, politicians, and celebrities, a lot of people use this app to keep up with the latest news and 74% of users agree with the statement. this. In addition, Twitter accounts for 16% of referrals for long articles and 14% for short news articles.
Because of this, Twitter is a suitable place if businesses own short, quickly-received content such as expert advice or short news articles to share with viewers. However, it should also be noted that Twitter owns a post system (here is the Tweet) fast – neat with a maximum of 140 characters. This implies that the number of Tweets of an account could be a part and of course, ancient posts will rapidly be “buried” by modern Tweets. Therefore, Twitter is a good place for businesses to increase brand awareness. However, because of its “fast – compact” nature, it will cause difficulties in maintaining interaction for the article.
In terms of long-term engagement, Facebook is a much better alternative. For example, a brand owns 1 million followers, each article can collect 700 likes, comments, and shares. With Twitter, with 1 million followers, a brand can only generate about 300 interactions per post. In addition, people tend to check Facebook about 8 times a day, compared to Twitter 5 times. It can be seen that the nature of Facebook makes users linger longer, even creating “addictive” with them. That is why businesses should consider investing in building content, attracting users on Facebook instead of Twitter.
On the other hand, with Instagram, users access this app about 6 times per day. However, one factor to keep in mind here is that the fewer followers your account has, the more interactions your account has received. One statistic has shown, accounts with 1000-5000 followers have an engagement rate of 5%. While accounts with more than 1 million followers had an engagement rate of 1.97%. Because of this factor, it does not matter how many followers you own, it matters whether your content is attractive to viewers or not. Then surely your engagement rate on Instagram will be better than Twitter or Facebook.
Habit of use
The fact that Twitter only allows a maximum of 140 characters per tweet, means that the business wants to convey the brand message will not happen as usual. Instead, considering Twitter as a “push” for the business is more appropriate because it can convey content to customers quickly – neatly – concisely. Maybe many people will worry that the content of the business is passing quickly, but today social network users always encounter the situation of “fed up” with the huge amount of content created every day, that is why they are easily distracted and distracted. Therefore, the fast – neat nature of Twitter can help brands reach customers at the appropriate time, just enough to make them pay attention without distracting the focus.
In contrast, Facebook is a place for businesses to engage with customers with more in-depth content. A marketer can create a personal page for his business, share content, images, videos to promote his brand image on it and create special promotions to excite visitors. interactive goods on Facebook. Typically, a 10% discount on orders when customers click “Like” and follow the personal page of the business.
With Instagram, Marketers can create a true community of interactions, because this is the social networking platform that users interact the most. People will often go to Instagram to see posts from influencers or brands they’ve followed, interact with them through comments, drop hearts, or share them with others.
Advertise on Twitter, Facebook, and Instagram
In general, advertising on Facebook and Instagram both allow businesses to reach a large number of users above, not to mention Instagram is now owned by Facebook, so both apps bring many similar advertising tools. In addition, Facebook advertising also has a number of tools to accurately locate customers, allowing businesses to limit down to many factors from income level, shopping habits, interests, Facebook community, and Moreover. The interface of Facebook ads is relatively easy and intuitive to users. Facebook Ads can also be relatively cheap, users can set a budget for their ad campaign for as little as $ 2 – $ 3 per day.
Although Twitter also gives users many features to locate customers, including shopping habits, language, preferences, … However, the advertising price on Twitter is much more expensive than Facebook. Sometimes, though, spending more often results in better results. Because the engagement rate of ads on Twitter is quite high, up to 1-3%, compared with the average Facebook CTR rate of 0.1119%.
After all, if Marketer still can’t decide which social media platform to use, experiment on Twitter, Facebook and Instagram for a while, thereby measuring and analyzing to find the right application. consolidate with your business. Over time, Marketer will surely gather valuable Insights, as well as know the effectiveness of content posted on these platforms, thereby making a more accurate decision, anyway. Twitter, Facebook or Instagram are all free social networking apps, it doesn’t hurt to test all 3, right? When you see real, valuable engagement on one of the three platforms, you might consider implementing an advertising strategy to convert that traffic into conversions.