Humble Beginnings
In 2009, Facebook was the most widely used social media with a whopping 360M users worldwide. It was a perfect storm of social media being newly à la mode and the air of optimism that permeated the late 2000s zeitgeist. During that time, we think of social media as something that connected us to the rest of the world. As the landscape evolved, marketers soon realised the untapped potential of humanising brands and utilising various platforms to provide information and promote services. And thus, social media marketing emerged.
Today’s Major Players
When we think of each social media platform, different audiences come to mind. LinkedIn is where we rub elbows with fellow professionals; Instagram is an all-rounder of information, advertisement, networking, and everything in between; TikTok is where social media managers’ skills (and patience for trial and error) is put to the test as every content competes for Gen Z’s attention, time, and emotional response. Each platform appeals to different types of audiences, which goes to show that content strategy can never be one-size-fits-all. So, how do we determine what works and what doesn’t for each audience, and how do we tap into each platform’s sweet spot?
Speaking Each Platform’s Language
Let’s start with LinkedIn, with its neatly defined platform purpose and audience. LinkedIn is the bona fide hub for brands to get into potential stakeholders’ radars with posts that feel clean, polished, and focused – with special emphasis put on milestones and major announcements. On LinkedIn, it’s not about clickbait-y titles or publicity stunts. Here, credibility matters most.
The vibe takes a 180 on Instagram. This is where marketers connect the most with fans, supporters, customers, or curious bystanders. Visual storytelling wins as brands try to build a sense of belonging and deep understanding of what people want to see and hear. From interactive quizzes, reward-based campaigns, IRL event rallies to influencer collaboration and user-generated content, the sky’s the limit on Instagram, and each decision made contributes to a brand’s reputation and public perception.
With Instagram being such an all-rounder, one might wonder how come TikTok, an exclusively short-form video platform, gains notoriety at all. Thanks to the pandemic contributing to a hefty 180% percent rise in user base, and 40% of Gen-Z using TikTok in lieu of a search engine, the platform’s significance became unignorable. Fortunately, this is where content can be its most fun. TikTok is chaotic, playful, and relatable with less emphasis put on polish. Got anything fun going on behind the scenes? Put on the latest trending audio and, when done right, watch your numbers go up. Approach is still key in this versatile ecosystem with authenticity, genuine or otherwise, being the best policy.
Our Bottom Line
To navigate an audience’s needs, one requires a strategic, bespoke approach that combines understanding, technical expertise, and a steady finger on the pulse of industry knowledge. By knowing the strengths of each platform and remaining agile in your content approach, you will be able to connect and resonate better with any intended audience.
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