Welcome to #SocialSummerSchool!

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We’re thrilled to introduce our #SocialSummerSchool campaign! During the month of June, we’ll be diving into social strategy through the lens of our team of experts. Each week, we’ll focus on a different platform and be dishing out tips and tricks for how to best connect with your online audience. We strongly believe that the first step in leveraging a social strategy is understanding the purpose behind each platform. Users turn to different platforms to satisfy a motivator or driving force. Let’s dive into your first lesson of #SocialSummerSchool as we analyze the “who” and “why” behind each platform:

INSTAGRAM

Who’s on Instagram?

Of the 1 billion monthly active users on Instagram, the majority tend to be younger than Facebook users, with the app being the most popular with the millennial generation. Millennials were the pioneer age group of Instagram and the subsequent younger generation has followed in their footsteps to be engaging Instagram users. While the platform is more popular with women than men, both are active on Instagram.

Why do users love Instagram?

People turn to Instagram as a chance to connect with both brands, influencers and celebrities. The most followed accounts are Selena Gomez, Cristiano Ronaldo, and Ariana Grande. People also use this platform to learn about new products, keep up to date with the latest trends, or connect via Instagram Stories.

How should you leverage Instagram?

Influencers of varying follower counts are very popular on Instagram. Partnering with an influencer with close ties to your brand can help you connect to your target audience. Since people spend less time on Instagram than Facebook, it’s also a good idea to link your products directly to your Instagram posts. The less clicks the person has to take to get to your website, the higher the chance that person will convert.

FACEBOOK

Who uses Facebook?

Facebook is still the most widely used social media platform. Being one of the “oldest” apps still used, Facebook is the most familiar platform. The most popular age group using Facebook is 18-29, but there are many active users both older and younger. This allows for a broad reach of audience and, with Facebook’s advertising tools, you can identify specific audiences that match your ideal customer.

Why are people on Facebook?

People use the platform to connect with family, friends and engage with online communities, as well as stay up to date with events. Many users also turn to Facebook to stay informed.

How can I connect with Facebook users?

The best way to connect with users on Facebook is to create a community through the platform. Since people are already on the platform to establish those connections with users with similar interests, your business page should have this same goal. Facebook is also a great chance to communicate one-on-one with your audience by answering questions and asking for feedback either within your community or through direct messages.

PINTEREST

The Pinterest audience:

Pinterest users are predominantly women, and the platform is very popular for millennials. While many millennials use the platform, women older than this generation are also very active on Pinterest.

Why are users on Pinterest?

Many people use Pinterest as a creative outlet and to get ideas for new projects and source inspiration. Some of the most popular pins include ones relating to home decor, fashion or food. This platform serves as a virtual mood board for users.

How can I use Pinterest to connect with my audience?

One way to connect with Pinterest users is to design pins that reflect the creative interests of your target audience. Your pins should demonstrate your brand aesthetic. Pins should also include direct links to your website if you are highlighting a specific product. Dynamic, moving pins are also the most engaging types of pins.

TWITTER

Who’s tweeting?

Twitter is really popular with young people, especially teens and young adults. With Twitter’s style focusing on short, digestible content, people tend to spend less time per visit on this platform compared to other social media platforms. The spread of men vs. women on the platform is nearly even.

Why do people love Twitter?

One of the most popular reasons people use Twitter is to get real-time news and pop culture updates. Users love to get a quick summary of what is going on in the world around them when they log in. Also, people tend to come to this platform for more light-hearted, funny content.

How do I go viral?

Twitter is a great place to leverage your brand’s connection to pop culture events, since these events are already being talked about on the platform. Twitter also tends to foster a more humorous culture, so when it’s appropriate you can take a more casual, punchy approach when communicating with your audience and other brands.

LINKEDIN

Who’s using LinkedIn?

LinkedIn is unique in the fact that is focuses on all things professional. Most users are aged 18-49. The most popular industries among LinkedIn users include technology, marketing, advertising, human resources, computer software and financial services.

Why do people login?

People tend to share professional achievements and interests through LinkedIn. Users also establish themselves as thought leaders by sharing content from influencers or companies. LinkedIn is how users put their professional foot forward in front of new companies. LinkedIn has become more popular for people in the job search, as well as for B2B companies to find new leads.

How do I connect on LinkedIn?

When someone logs into LinkedIn, they have the expectation of reading longer content than other social media platforms. This is a great chance to highlight blog posts and more lengthy updates. For B2B companies, this platform is a great place to invest in advertising as well.

Understanding how and why people use each social media platform is essential to crafting your overall strategy. If you can tap into the emotions and motivators that are at play when users login, you can craft your content to match those needs. For businesses, social media is the most effective way to connect with your online audience in an authentic manner. Use each platform to your advantage to establish those important, lasting relationships.

Story By: Keagan Ross