July 18, 2016

Do you know where you should be spending your time online?

Social media marketing is just one of the many tools a marketer should have in their kit, but which channels are right for you and your business? In part 1 of this series, I gave tips on Facebook, LinkedIn, Twitter, and Google+. For part 2, I’m focusing on more niche channels, YouTube, Instagram, Snapchat, and Pinterest.


How large: 1 billion registered users

Pricing: $0.10 – 0.30 cost per view

Who it’s good for: everyone, but especially services, bloggers

Who to target: your customers, your target audience, influencers

Types of content: educational – how to’s, product deep dives, interviews, impromptu videos to give the company a face

Video is the fastest growing type of content. So it’s no surprise that YouTube and other video-based apps (including some below) have exploded.

For content/advertising purposes, there are two main functions YouTube can provide: content repository and paid advertising. Paid advertising is covered well here, so I’ll focus on content strategies below.

The best strategies for developing content for YouTube are: make it fun, make it educational, create a dialogue. And if you’re looking to go international, YouTube is a great place to start producing content. 80% of YouTube’s views are from outside the US.

It’s also a great place for connecting with influencers. Find channels that have the kind of audience you’re looking for, and get yourself involved. Get yourself in front of that audience through a source they trust.

One word to the wise – make sure you always embed YouTube videos on your website. Don’t ever give your user a reason to leave or you might not see them again.


How large: 400 million monthly active users (MAU)

Pricing: currently only for enterprise, not SMB

Who it’s good for: local businesses, products, services

Who to target: your customers, your target audience, influencers

Types of content: items for sale, promotions, giveaways, curated images

Instagram is fairly straightforward – because they don’t have sponsored posting available for SMB yet, you should focus on building your own following. But only spend time doing it if you have something tangible to show.

For example, a clothing store could post different outfits available in their store right now: Kind Exchange in Toronto does this very successfully. If you have a service like hair styling or instrument repair, post photos of that great ‘do you just did, or the insides of an instrument that nobody usually sees. Click here for a few more tips from ShortStack.

And be sure to follow people who use your relevant hashtags.


How large: 200 million MAU (speculation)

Pricing: ?

Who it’s good for: events, larger entities, influencers, venues

Who to target: 18-34 year olds in your target audience

Types of content: live event video, day-to-day processes

Snapchat claims to be in front of 41% of 18-34 year olds in the United States on any given day. But advertising with them is not for the faint of heart. According to reports, ads on the platform initially went for $700,000 USD, though they have fallen in the past year to $100,000.

If that’s not in your budget, there are more ways than one to use the platform. Similar to Instagram – if you have product or process to show, show it! Show the detail on the shirts you make, show someone eating an ice cream you scooped, talk about what awesome new idea you have next. If you’re a part of or hosting an event, do live snapchatting as part of the live-tweeting you do. No matter what you do, make sure it aligns with the experience you want your audience/customer to take away.

Since it is harder to promote Snapchat activities (as they are private ones your audience will need to seek out), make sure you have a good following on Facebook and Instagram first – these will become your initial Snapchat audience.


How large: 100 million MAU

Pricing: $0.50 – $1.50 cost per click, $30-$40 CPM

Who it’s good for: retail, event planners,

Who to target: your customers, your target audience

Types of content: photo-heavy blogs, lists of tips, curated boards

As with most inbound marketing, you’re trying to get into your customer’s research path. People go to Pinterest to get inspiration, to plan, and to decide – which is the perfect time to offer tips, suggestions, and advice on your specialty.

Clothing retailers, wedding planners, stylists, dieticians – anyone with wares or actionable suggestions – will make the most out of Pinterest. Write a blog on the right style for a medium hair length and pin all the pictures you use – people will click to your blog when they get inspired by the picture you chose. Pin photos of the new clothes you have in stock. Curate helpful boards with specific purposes, e.g. “Fresh spring colours for your home.”

You can then bolster any Pin that seems like it’s gaining traction by making it a “promoted pin,” which will suggest it to relevant customers as they explore Pinterest.

Well that’s it! Deciding which channels to invest your time in will depend on who you’re trying to target, and where you audience lives.

Stay tuned again next week for advice on how to manage all these channels with the variety of social media management technology that’s out there. And as always, chat with me on Twitter in the meantime!

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