Engagement
Pick the right platforms to reach your audience.
Sharing content that sparks conversations and motivates people to take action.
Audience engagement involves sharing content that sparks conversations and motivates people to take action. This section provides articles with inspiration for your engagement strategy and links to resources on major social media platforms you can use to connect with people and share your stories.
As always, the first question to consider is: Who is your audience? Different platforms tend to reach different audiences.
Different platforms may specialize in different formats, with an emphasis on short videos, brilliant photography, or long-form text. You might make the same story in different formats for different platforms.
Below are short descriptions and links to resources for widely used social media platforms. It’s worthwhile to do your homework and explore each platform’s audiences, strengths and weaknesses—and learn how you can use it most effectively to engage your audience with your stories.
Articles explain how to use advertising to expand your reach and how to build relationships with your audience on social media platforms. You’ll find smart tips like this one from Drive Results with a Strategic Engagement Strategy: “Even if your organization is already on every social platform, it’s important to identify the platforms where your audience is interested in building community and to invest your time there.”
You can dig deeper into the subject of audience engagement here, and see research exploring why people take action, what they’re interested in doing, and how they want to be engaged by organizations.
Social Media Platforms and Best Practices
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Description
Facebook is the largest social media platform in the world with over 3 billion users. Its strengths include its extensive user base, advanced advertising capabilities, and diverse content formats like posts, photos, videos, and stories. Facebook is part of Meta which also owns Instagram, WhatsApp, and other apps.Main Audience
Facebook caters to a broad demographic, from teenagers to older adults, offering a platform for connecting with friends, sharing updates, consuming news and entertainment content, and connecting with and purchasing from small businesses.Best Practices
Click here to read more about best practices for this platform:Creative Practices:
https://www.facebook.com/business/help/304846896685564?id=2331035843782460Marketing and Advertisement:
https://www.facebook.com/about/ads/
https://www.facebook.com/business/help/370852930116232?id=271710926837064 -
Description
Instagram is a visual-centric platform focused on sharing photos and videos. Its specializes in highly engaging visual content, including photos, videos, stories, and reels. Instagram is part of Meta which also owns Facebook, WhatsApp, and other apps.Main Audience
Most Instagram users are 18-45 and it is popular among influencers, brands, and creatives for showcasing lifestyles, products, and artistic expression. Users are looking for funny, creative, relaxing and inspirational content on Instagram. They are less likely to use Instagram for news and information.Best Practices
Click here to read more about best practices for this platform:Creative Practices:
https://business.instagram.com/instagram-post-tipsMarketing and Advertisement:
https://www.business.com/articles/instagram-best-practices/ -
Description
LinkedIn is the go-to platform for professional networking and career development. Its strengths are facilitating connections between professionals, job seekers, and businesses. Content primarily includes industry news, job postings, thought leadership articles, and networking opportunities. LinkedIn also has its own publishing platform that allows you to write articles and blog posts.Main Audience
LinkedIn caters to a diverse audience ranging from entry-level job seekers to seasoned executives, making it ideal for professional networking and B2B marketing.Best Practices
Click here to read more about best practices for this platform:
https://business.linkedin.com/marketing-solutions/linkedin-pages/best-practices -
Description
Medium is an online publishing platform designed for both amateur and professional writers to share their ideas, stories, and expertise with a wide audience. Medium allows users to write and publish articles on a variety of topics. Readers can discover content via personalized recommendations and curated collections, while writers can gain visibility and earn money based on engagement.Main Audience
Medium serves a broad audience, including bloggers, professionals, thought leaders, and avid readers looking for quality content on technology, culture, business, and more.Best Practices
Click here to read more about best practices for this platform:
https://medium.com/creators-hub/ten-medium-tips-from-the-creators-who-know-best-23f821c552b9
https://medium.com/learning-new-stuff/tips-for-writing-medium-articles-df8d7c7b33bf -
Description
Pinterest is a visual discovery platform where users can find, share, and save ideas on various topics such as home decor, fashion, recipes, and DIY projects. Its strengths are searchable visual information and stickiness—users can curate and save collections of images and links called "pins" on themed boards.Main Audience
Pinterest appeals to a predominantly female audience and is popular among individuals seeking inspiration and ideas for hobbies, projects, or events.Best Practices
Click here to read more about best practices for this platform:Creative Branding:
https://business.pinterest.com/creative-best-practices/Marketing and Advertisement:
https://blog.hubspot.com/blog/tabid/6307/bid/31147/the-ultimate-guide-to-mastering-pinterest-for-marketing.aspx -
Description
Snapchat is a multimedia messaging app known for its ephemeral content, including photos, videos, and messages that disappear after viewing. Its strengths include its focus on privacy, visual communication, and interactive features like lenses and filters.Main Audience
Snapchat's audience consists primarily of younger users, making it popular for casual communication, storytelling, and sharing moments in real time. It has a smaller US base than TikTok or Instagram.Best Practices
Click here to read more about best practices for this platform:Creative Practices:
https://businesshelp.snapchat.com/s/topic/0TO8b000000P8Z6GAK/creative-best-practices?language=en_USSpotlight Content:
https://creators.snap.com/learn-shine-in-the-spotlight-spotlight-content-best-practices -
Description
TikTok is a short-form video platform where users can create and share entertaining content, often featuring music, dance, challenges, and comedy. Its strength lies in its algorithm-driven content discovery and virality, allowing users to gain exposure and build a following quickly.Main Audience
TikTok demographics skew younger than other platforms with the majority of users between 12 and 34. Influencers and celebrities use the platform to launch products, promote music, and increase community engagement.Best Practices
Click here to read more about best practices for this platform:Marketing and Advertisment:
https://www.tiktok.com/business/en-US/blog/tag/best-practicesCreative Practices:
https://www.tiktok.com/business/en-US/blog/creative-best-practices-top-performing-ads -
Description
X is a platform focused on real-time microblogging and short-form content sharing. It is known for its concise format, allowing users to share thoughts, news updates, and opinions in 280 characters or less. X's strength lies in its role as a platform for instant news dissemination, public discourse, and viral content.Main Audience
It attracts a broad audience including journalists, celebrities, politicians, and the general public interested in real-time updates and engaging in conversations. There are twice as many men as women on the platform. There is a high audience crossover between X and Instagram (nearly 87%) but they are used for different reasons.Best Practices
Click here to read more about best practices for this platform:Growth and Engagement:
https://business.x.com/en/basics/organic-best-practices.htmlMarketing and Advertisement:
https://business.x.com/en/advertising/ads-best-practices.html -
Description
YouTube is the world's largest video-sharing platform, offering a vast array of content ranging from entertainment, education, tutorials, vlogs, and more. Its strength lies in its diverse content ecosystem, catering to a wide range of interests and demographics. YouTube being owned by Google makes content on the platform rank high in search and your content highly discoverable.Main Audience
YouTube reaches a global audience of all ages, with users consuming content for entertainment, learning, or product reviews.Best Practices
Click here to read more about best practices for this platform:Growing the Channel:
https://www.uschamber.com/co/grow/marketing/youtube-channel-best-practicesMarketing and Advertisement:
https://www.youtube.com/intl/en_us/ads/resources/best-practices/
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