19 Apr What’s the best social media platform for brands right now?
We ask three fitness industry specialists: What’s the best social media platform for brands right now?
I’ll start off by being awkward and saying that there is no ‘best’ social media platform. The best platform for your brand depends on where your potential customers are and what they want. It’s also worth saying that you can put crap content on the ‘best’ platform and it will still be crap content. Good content on socal media, in case you’re wondering, is content that’s authentic, in line with your brand values and isn’t a hard sell.
Of the main platforms, Instagram and Snapchat are the ones with most momentum. Instagram’s image-led format means that it’s easy to consume and allows brands to foster a visual identity. On the downside, there’s something quite vacuous about a lot of Instagram accounts – particularly in the fitness industry where appearance often trumps substance. Snapchat’s theoretically your line to Millenials but the personal nature means non-personality brands and big brands struggle to connect with their audience. When global brands such as Burberry do a campaign on Snapchat you sometimes wonder if it’s just to get talked about and look like they’re being progressive. Twitter is still good for conversations (don’t underestimate them). Facebook is still frequently infuriating but their new tools such as 360 photos might make it an exciting place to hang out again.
This depends very much on the brand. Every platform achieves different results for different brands and in the same vein not every platform is for every brand.
Outside of Twitter and Facebook the hottest platforms for brands today are arguably Instagram and Snapchat. Why? These platforms offer quick, instant, visuals that are easily accessed on mobile devices. Today’s consumer is very short on time. So a platform that allows them to view, understand and interact with a brand in less than 60 seconds will always be a winner.
Snapchat: The app of the moment. Big UK brands like Burberry and Domino are already on board and not to mention a host of USA Brands that are making waves on the platform.
The micro or minimal nature of the app makes it appealing to brands. Storytelling on the app requires more creativity than resources. Images and videos only have a 10 second life span and if 18 – 24 year olds are your target audience then you practically have them in the palm of your hand. On that note Snapchat is an audience based (18-24) platform and brands that create a lot of content like sports and fashion brands would thrive on this platform.
Instagram: The home of the #hashtag has seen huge growth in the last 2 years. Almost every brand is now on this platform. Again the ease of mobile access makes Instagram very attractive to brands. The visual nature of the platform means it generates 58 times more engagement per follower than Facebook and 120 times more than Twitter.
If you are targeting the so called millennials then Snapchat and Instagram are certainly the most attractive platforms for brands at the moment.
(www.misswheezy.co.uk / www.instagram.com/misswheezy1)
As a blogger I find that Instagram is definitely one of the top platforms for brands at the moment – both for building my own brand following, and for interacting with other brand’s products and experiences. Images are key for attracting both followers and consumers, and a high resolution photo can be a lot more engaging than other platforms that are more text focused.
Humans are naturally visual creatures! And I feel that a personality can be portrayed a lot better through images, to create a distinctive style associated with that brand. With the rise of digital influencers, Instagram also allows a brand to reach thousands of potential buyers with one image, by connecting with the right person. Being able to upload video content makes it an even more diverse medium, and regramming, liking and commenting allows for a variety of interaction options with your audience. Instagram has the most engaged users of any social network and with no ads to external sites to distract when scrolling through the feed, it’s able to keep consumers focused on the content that’s being posted.
Although the recent changes to the algorithms used by Instagram have made it harder for smaller accounts to get noticed, I still feel that ultimately it is the best option to promote your brand and build awareness.