So, what's the difference between all of the different social media platforms? YouTube, Instagram, Pinterest, and Snapchat are all highly visual platforms, with pictures and/or video being the central focus. Twitter features condensed posts with mostly written content, and you can generally find a balanced combination of photos, video and written content on Facebook. LinkedIn focuses on business networking and hi-lighting individual's work skills and experience.
So where should your advertising dollars be going? What your product or service is will make a big difference on where to find the right audience. If you have a highly visual product, try testing out a highly visual platform. Demographics such as location, age, and gender are commonly collected upon registration, and most social media websites are skilled at collecting general data from its users, which in turn can help you target your audience more effectively.
Though many social media platforms now offer advertising today, Facebook has extremely advanced ad targeting capabilities that advertisers can leverage to find their ideal audience, right down to income level, interests and purchase behaviors. The only downside to this is that you are often advertising to cold traffic, and a proper followup strategy along with re-targeting must be implemented to see the best results.
With these advantages, as well as extremely cheap costs to reach thousands over other more traditional marketing methods (such as newspaper and TV ads) there is no doubt that social media advertising is on a skyward trajectory!