If you do social media management for one or more brands, you know how complicated it is to create content suitable for different platforms and gather communities in different areas of social media. That’s because each platform has its unique audience, style, and interests, and some may be totally inappropriate for certain brands. So, a “gotta catch ’em all” type of strategy may make the work of a social media manager unnecessarily difficult.
That’s why it is crucial to choose the ones that align best with your brand’s identity and goals. To help you make informed decisions, we’ve put together a complete guide on which social media platforms your brand should be on, along with examples of brands that communicate perfectly in line with their identity on these platforms.
Facebook.
Facebook is considered outdated, a platform occupied by boomers and unattractive to young people. And yet, meta ads still work and some brands have an active audience here. We dare to say that Facebook has not gone out of fashion, but has remained a point of intersection where several types of audiences meet. Facebook is great for inviting people to debate arguments, creating events and communities.
Audience: Broad, diverse age range, ideal for both B2C and B2B.
Strengths: robust advertising platform + great for building community through groups + comprehensive analytics.
Example 1: Coca-Cola.
Coca-Cola uses Facebook to engage with a global audience through visually appealing posts, videos, and community-centric campaigns. Their content often includes user-generated content and brand stories that resonate emotionally with their followers.
Example 2: National Geographic.
National Geographic excels at using Facebook to share stunning visual content and engaging stories about nature, science, and culture. Their posts often include high-quality photos, videos, and articles that align with their educational and explorative brand identity.
Instagram.
Instagram remains the platform where you find the most millennials. This platform is perfect for sharing as natural and less edited images as possible. This is where you can best interact with user-generated photo and video content and create content with your products used in everyday life to illustrate how they can impact the customer experience.
Audience: Younger demographics, highly visual, ideal for lifestyle and e-commerce brands.
Strengths: high engagement rates + visual storytelling + features like Stories, IGTV, and Shopping.
Example 1: Glossier.
Glossier excels on Instagram by leveraging user-generated content, influencer partnerships, and aesthetically pleasing visuals. Their posts and Stories consistently reflect their brand’s clean, modern, and user-focused identity.
Example 2: Jacquemus.
Jacquemus uses Instagram to present a visually stunning and cohesive brand aesthetic that highlights the simplicity and elegance of its designs. The brand’s feed is a curated mix of minimalist fashion, serene landscapes, and artistic visuals that reflect the French Riviera lifestyle. Each post is meticulously crafted to tell a story of effortless chic and modern luxury, perfectly aligning with Jacquemus’s identity as a contemporary fashion brand that values both creativity and authenticity.
X (Twitter).
We would venture to say that X is not that popular outside of the US, being a platform used by a smaller audience in Europe, for example. And yet, for brands looking for a more open to discussion audience, it can be the ideal platform.
Audience: Diverse, real-time news and updates, ideal for customer service and real-time engagement.
Strengths: real-time communication + effective for customer service + great for sharing news and updates
Example 1: Wendy’s.
Wendy’s has mastered the art of witty and humorous interactions on Twitter. Their snarky tweets and playful banter with competitors and customers alike have made their Twitter account a must-follow, perfectly aligning with their bold brand personality.
Example 2: Netflix.
Netflix uses Twitter to engage with fans through clever tweets, memes, and real-time updates about new shows and movies. Their playful and informal tone resonates well with their audience, keeping the brand top-of-mind for entertainment lovers.
LinkedIn.
Okay, this is pretty obvious, LinkedIn is the official platform for a professional, serious business approach. And for B2B it is the ideal social platform.
Audience: Professionals, B2B, industry-specific content.
Strengths: professional networking + B2B marketing + industry insights and thought leadership
Example 1: Microsoft.
Microsoft uses LinkedIn to share industry insights, company news, and thought leadership content. Their posts often highlight innovation, corporate responsibility, and professional development, aligning with their brand as a leader in technology and business solutions.
Example 2: HubSpot.
HubSpot uses LinkedIn to share valuable content about marketing, sales, and customer service. Their posts often include informative articles, industry reports, and tips that align with their brand as a thought leader in inbound marketing.
YouTube.
YouTube is like TV, but for millennials and Gen Z. Young people often can’t eat lunch without playing a YouTube clip, and that speaks volumes about how relevant the platform is for brands looking to educate or entertain customers with long-form video content.
Audience: Wide-ranging, video-centric, great for tutorials, product reviews, and vlogs.
Strengths: long-form video content + educational and entertaining videos + high engagement potential
Example 1: Nike.
Nike utilizes YouTube to showcase inspirational stories, athlete endorsements, and behind-the-scenes content. Their videos often focus on motivation and empowerment, aligning perfectly with their “Just Do It” mantra.
Example 2: Sephora.
Sephora uses YouTube to provide makeup tutorials, product reviews, and beauty tips. Their content helps educate and engage their audience, aligning with their brand’s focus on beauty and self-expression.
Pinterest.
This social media platform, often ignored by brands, is established as the place where millennials and even people over 30 get their inspiration for DIY, gardening, recipes or interior decor. But recently, Gen Z took over this platform to look for outfits, accessories and aesthetic images, which were previously specific to Instagram.
Audience: Predominantly female, interests include DIY, home decor, fashion, and recipes.
Strengths: visual discovery and inspiration + great for driving website traffic + ideal for e-commerce
Example 1: Etsy.
Etsy uses Pinterest to highlight unique, handmade products and DIY ideas from its sellers. Their boards are visually appealing and inspire creativity, perfectly fitting with Etsy’s brand identity as a marketplace for unique and creative goods.
Example 2: Martha Stewart.
Etsy uses Pinterest to highlight unique, handmade products and DIY ideas from its sellers. Their boards are visually appealing and inspire creativity, perfectly fitting with Etsy’s brand identity as a marketplace for unique and creative goods.
TikTok.
TikTok is the platform where you find everyone. Youngsters or even grandparents, they all consume short-form video content for fun. But on TikTok, the competition is high and you need to always have updated content.
Audience: Younger demographics (Gen Z and Millennials), short-form, highly engaging video content.
Strengths: viral potential + creative and entertaining content + high engagement
Example 1: Chipotle.
Chipotle has embraced TikTok by creating fun, engaging, and often humorous content that resonates with a younger audience. Their campaigns often involve challenges and collaborations with popular TikTok influencers, aligning with their brand’s fun and fresh image.
The Washington Post uses TikTok to share news and behind-the-scenes content in a humorous and relatable way. Their approach helps humanize the brand and make news more accessible to a younger audience.
Example 2: The Washington Post.
Snapchat.
This is another less popular platform among brands, but it already has a younger community rallying around it and can be the unexpected solution to reach a certain more selective audience.
Audience: Younger demographics (teens and young adults), ephemeral content.
Strengths: ephemeral and interactive content + strong AR capabilities + high engagement with younger audiences
Example 1: Taco Bell.
Taco Bell uses Snapchat for playful, creative campaigns that leverage the platform’s AR features. Their approach aligns with their brand’s youthful, fun, and adventurous spirit.
Example 2: Gatorade.
Taco Bell uses Snapchat for playful, creative campaigns that leverage the platform’s AR features. Their approach aligns with their brand’s youthful, fun, and adventurous spirit.
Our conclusion.
Choosing the right social media platforms for your brand involves understanding where your audience spends their time and how each platform’s unique features can be leveraged to reflect your brand identity. By learning from brands that have successfully aligned their social media strategies with their brand identities, you can create a more focused and effective social media presence.
Remember, it’s not about being on every platform, but rather being on the right platforms that will amplify your brand’s message and engage your target audience effectively. So, you don’t “gotta catch ’em all”.
