Facebook? Instagram? Linkedin? Or many others?
Updated: Jun 29, 2020
I have to be very honest; even for markets like ourselves, we often get bombarded with social media and how many different versions of ads and posts we need to create to cater to our target audiences. So, you are not alone.
One question that my clients ask the most is: where should I put my ads spends the most. Yes, it's a mathematical question again, and it's hard to provide a one-size-fits-all answer.
Why don't we start with some stats
you can reach an estimated 3.3 million Kiwis 13+ through Facebook
you can reach an estimated 1.57 million Kiwis 13+ through Instagram
According to the NZ Social Media Organisation's stats in 2019, out of 1.57 million Instagram users in New Zealand, 57% are women, and 69% are aged under 35.
According to Forrester Research, brands on Instagram have a 4.21% engagement rate, far higher than Facebook or Twitter. It isn't for everyone, but Instagram is where you'll find younger NZ customers and prospects. It's also prominent on the visual image.
Similarly, Facebook users in New Zealand is most prevalent amongst 25 to 34-year-olds. Out of 3.3 million Facebook users, 54% are women.
You might want to ask: they look very similar in terms of stats and numbers, so which one is better off? Or I should use both. My answer would be, it depends.
Facebook owns Instagram, so technically speaking, we are playing in the same playground painted in colour blue on the east side and pink on the west side.
However, Facebook predominately seen as a connection channel for people to connect, to reach out, to stay in touch with their friends, family, groups. Instagram is engagement, comment, share, post and like; it's more to keep up-to-date trend. So it's to stay in touch with what's out there and be a part of it.
When we design a marketing strategy for a brand, we do an intensive amount of consumer behaviour analysis to understand who are our end users. We must remember, people stay on Facebook to connect, and they join Instagram to engage.
Linkedin has had its unique proposition in the social media arena. It's a business to business social networking channel for professionals. Inarguably, you can post the same content as you have done for Facebook and Instagram. However, due to its unique target market, Linkedin seems to work better with the content of industry news and research, in-depth how-to and list-style post, and of course company's updates and quick photo updates.
Reddit is a new social media platform; it mainly focuses on web content rating and discussion so the users can discuss and vote on content that other users have submitted. It's "Karma" point system is quite refreshing. It indicates how much karma each user's comments have received in total and it help to boost user's standing in the Reddit community. Is it a new platform for brand awareness, it's too early to say yes or no, but the in-depth discussion of each /r/ community has certainly make Facebook Focus Group feeling the threat.
What is your take on social media, post your comments here.