ImagiNation: Kelsey McKeon


In the News: Imagine Media’s Rachel Knights Comments on Social Media Trends

At Imagine, we know that social media is the best way for companies to cultivate relationships with clients while building an authentic brand. With so many social media platforms to choose from, however, it’s easy for small businesses to feel overwhelmed by choice.

Rachel Knights was recently featured in a survey report from Visual Objects that explored how small businesses use different social platforms and manage their accounts. 

Visual Objects is a sister website where companies listed on Clutch and The Manifest can showcase their portfolio items, and this new report provided actionable insights for small business decisionmakers looking to improve their presence on social media. Here are some of the key findings from the report.

Social Media Use Depends on a Company’s Industry

Small businesses should research social media trends in their industries to understand how their peers and competitors use different channels. Different channels have different features to suit the needs of any business.

The Visual Objects study showed that 56% of small businesses in the retail industry, for example, use Instagram. 

Rachel pointed out that B2B companies use social media differently than B2C companies, and that B2B companies might not experience the same returns from Instagram as a B2C brand.

“If you’re a B2B company and you’re looking to generate leads, LinkedIn would be a good place to spend your money,” she said. “LinkedIn is going to cost more per result because generating a lead takes a lot more than just getting a ‘like’ or having somebody follow you. The cost per result might be a little bit more, but it’s worth it.”

Businesses should invest their social media budget in the platforms where they are most likely to build relationships with their target audience.

Small Businesses Should Embrace Instagram

Instagram is a versatile platform that has benefits for both B2B and B2C companies, according to the survey. It combines the data and resources of Facebook with an image-rich, interactive platform.

Small businesses can use Instagram’s new features to learn more about their users.  

“Recently, Instagram added a quiz option on [its] Instagram stories,” Rachel said. “It’s a fun way to build engagement while also educating your audience on your brand.”

Instagram’s quiz feature allows businesses to pose questions in their Story – an opportunity to learn more about your target market’s interests and values.

Pinterest Works for B2C Companies

Pinterest is smaller than Facebook, but with the right Pinterest marketing strategy, businesses can reach the platform’s 250 million monthly active users.

According to Visual Objects, 10% of small businesses will increase their investment in Pinterest in 2019. 

“Pinterest is an important platform for B2C brands because that’s where people are going to plan big moments in their life, and they’re looking for inspiration," Rachel said. "If you can get your products in front of them, at that early stage, … then you’re going to set yourself up for success in the future.”

Pinterest is a great opportunity for B2C companies to provide value for their audience because of the depth and variety of content on the platform. The visual content on Pinterest can also benefit small businesses who struggle to integrate visuals into their web design. Businesses can promote their brand without overselling to their potential customers. 

Small Businesses Should Start Small with Social Media

With so many platforms to choose from, it’s important that smaller teams don’t sacrifice meaningful connections for the largest social presence possible.

The survey found that small businesses with teams of 50 or more employees are able to invest in more platforms than teams with 10 or fewer employees.

“Small businesses should start with their two most relevant platforms,” Knights said. “Don’t try and spread yourself across all the platforms just to be present. You want to actually create good and meaningful content on the platforms that you’re on.”

By choosing two platforms and dedicating all social media efforts there, small businesses can maintain high quality content and connections with current and potential customers.

Imagine Media Consulting Offers Social Media Solutions

As one of the top social media marketing agencies in the country, we help our partners build relationships on different platforms.

We’re glad Rachel was able to contribute her expert insights to this exciting new research, and we hope to remain a resource for companies in Atlanta and around the United States!

By: Kelsey McKeon, Clutch Content Writer and Marketer