90 percent of all German enterprises always put men now on social media. That means: The use of social networks as an example has clearly become an integral part of the marketing mix for a clear majority .
Nevertheless , many find it difficult to identify the right platform or platforms and use them efficiently. Anyone who bypasses their own target group or does not even reach them because they do not use the chosen channel quickly gets the impression that social media “does not fit our company”.
But we are certain that there are now suitable platforms for every company, every industry and every target group . In our overview to find out where the target group is staying – and why some seemingly incongruous r Kan al maybe at second glance exciting might be for you.
The social media mother ship: Facebook
Facebook is the oldest still relevant network. And even if it seems that there is n’t much going on here : Appearances are deceptive. With 59 percent , Facebook is still the top dog among the other major social media channels.
Who is Facebook ideal for?
In short: for all companies in social media For a Facebook presence today is just provided as a Website. Surely there are companies for whom other platforms are more suitable. However, no company should a good gep fl refrain EGTE Facebook presence. Various goals can be achieved on Facebook, from branding to brand building to expert status building .
There are industries for which Facebook is particularly well gee i gnet . H ere we you a few examples of it:
E-Commerce: Facebook ensnared this e industry increasingly more , here is a very clear focus in the future seems to lie. In May 2020, the new Facebook shops function was presented, which in future will enable companies to offer their own shop directly on the Facebook page. We will of course keep you up to date on developments.
Cities, municipalities, public institutions, further training institutions: the target group on Facebook is very interested in these areas. Inform your target group about news, set your seminars as events or moderate a Facebook group .
Gastronomy: reserve tables via messenger or information on menus-innovations: The G astronomy has been successfully represented always been happy and on Facebook. Mobile research on the smartphone while on the go is practical and quick. In addition, the user reviews are very useful here for local companies . Why should your restaurant be missing here?
Companies with an older target audience :
Whoever squints in the social networks only to a young audience, gambled the chance a little older s in which Rule purchase more powerful s audience to be bound. While Facebook for the whole J is out of focus Ungen that has 50+ long Facebook as a preferred pastime and information channel discovered for themselves. This target group is very active in interacting and networking.
Aesthetics and lifestyle : Instagram
The alpha and omega of being successful on Instagram : You need very good picture and / or video material ! Captions (in German about “labeling”, these are the descriptive texts for a picture) and hashtags are also important, but without a good picture they are of little value. Although comes well-selected hashtags on Instagram Explore page – but speaks the corresponding Visual (ie. the image or video) no one on, no one will even click on it. The focus of the K anals stand s branding and image building . The interaction rate is very high.
Who is Instagram ideal for?
The usual suspects are representatives from the fashion, lifestyle, beauty, food, but also automobiles and sports sectors . It is easy to produce appealing images here, as the products themselves often have a “wow” factor. It is practically mandatory for these companies to play along on the platform .
>> But that doesn’t mean that other industries ca n’t also score on Instagram !
At first glance, inappropriate business , we take as an example a provider of training seminars , should their services en or products on the channel from a different angle and illuminate an insta gram suitable aesthetics create. This can super work ! Precisely because the competition here is not as high as, for example, for a cosmetics brand. Make clever use of your niche!
The area of social media should basically deal with Instagram.
Who switched mainly on sales and Instagram has therefore rather skeptical view until then, did the shopping function for sometime an exciting feature on the hand to jump over the channel to push sales . And the Insta gram -Stories be with more and more features that are of interest to marketers, equipped. This makes Instagram increasingly interesting for sales-driven campaigns – especially since you still cannot set links in Instagram posts.
The B2B professionals: XING and LinkedIn
The two business networks are ideal for the B2B area . Anyone who is out and about here does not want to see holiday pictures or chat privately, but rather network and exchange professional information . The ideal prerequisite to get involved here as a company. It does not matter whether you want to sell office furniture , advertise seminars or do employer branding . Company news is brought directly to interested users in the newsfeed on both platforms, who often comment and share diligently here. In addition to a basic version, both channels also offer a paid premium version, The extended, among other forms of corporate representation, a more detailed search for contacts and companies and more information about profile visitors offers .
Who is the difference between the two platforms?
XING is a German company and is only used in German-speaking countries . LinkedIn operates internationally and is therefore the right choice for all companies that operate beyond the DACH region. But also on the German market limited companies are in good hands on LinkedIn, because the meaning and use of the channel is also growing in this country ever . Meanwhile , more than 15 million people in the DACH region use the LinkedIn platform .
The social media video giant: YouTube
Who is YouTube for? The answer is short and simple: For everyone who regularly produces social media video content , regardless of the industry. You should definitely collect and optimize your company videos (whether commercials, explanatory videos, tutorials or reports) in playlists on your own YouTube channel. Not least because users can use YouTube without registering and the platform is also used as a search engine .
It is actually the second largest search engine after Google. Therefore, it is important to optimize the channel and the videos accordingly: create playlists, do keyword research, write SEO-relevant headings and descriptive texts, create a high-click thumbnail (i.e. the preview image of the video) and use all the features provided by YouTube sensibly. Since YouTube is owned by Google, videos also appear there in the regular search results .
Social Media: Pinterest
Pinterest is a relatively small platform that but in its niche (which are in Germany after all, also pick and choose million active users include) has made really comfortable. Those on a m manageable channel , that he , however dedicated, loyal and active users boast has, wants to score, is right on Pinterest.
Who is Pinterest ideal for?
Good visual material is also essential here . The topics that Pinterest users are interested in include lifestyle – not dissimilar to Instagram – but with a clear focus on DIY and do-it- yourself , from jam to crochet. In the Pins – so be Posts called on Pinterest – can link s to own website to be inserted. Products in turn can be provided with a shop link. In social media this also makes Pinterest a good source of traffic and conversion .
The short message service: Twitter
Twitter is especially by politicians n and celebrities n used – at least the public perception. But Twitter offers even more. So this country public facilities and transport companies like to use Twitter as a service opportunity to learn about news, to answer citizens’ questions or to find out about schedule changes.
Who is Twitter ideal for ?
In social media “Fast and up to date” is the motto on the short message channel. Companies with frequent news or with frequent queries about their products and services can use Twitter as a service channel. You can also entertain your followers with industry news and stimulate discussions. Many Twitter users are very interested in technology and digital topics , but also in business, culture, politics and current affairs . Liftestyle can work, but consider Twitter as a complementary channel here.
The shooting star: TikTok
The video app TikTok is currently shaking up the social media world with its rapidly growing user numbers . The app has now been downloaded 87 million times worldwide , including 5 million times in Germany . The target group are mainly teenagers between the ages of 13 and 18. But the so-called millennials (20 to 30 years old) are also making increasing use of the app.
At TikTok, users can upload, edit and share videos with music . Hashtags are used for searching and finding . Phenomena such as the “Challenge” format or the “Lip Sync” videos have long enjoyed cult status.
Many companies are now asking: Why should I use TikTok? The question should rather be: Why not? The young target group is open-minded, consumer-oriented and appreciates creative hands-on content . The monthly engagement rate is at least 70% . In addition, the platform supports business customers with its “TikTok for Companies” offering with specific marketing solutions . Particularly exciting: Companies can start a challenge using so-called brand takeovers using their own hashtag. The community thus becomes a co-creator of your content.
Mercedes -Benz is leading the way: With the campaign #MBStarChallenge of December 2019 was Mercedes-Benz to date a total of 890 , 5 million . Generate calls. The community should be doing its own interpretation of the Mercedes-Benz star create – whether on paper, with my whole body or in an odd way.
Social media advertising: opportunities, target groups, potential
Social media advertising is now possible on all of the channels mentioned. You will soon read here on our blog what exciting opportunities paid advertising in social networks offers you, how the channels differ in terms of features and target group options .
Would you like to add social media to your marketing mix and would you like professional support? As a full-service internet agency, we develop innovative social media concepts for you and help you to realize your individual marketing goals.