The Ultimate Social Media Marketing Guide For Local Businesses

Introduction
Since its inception in the late ‘90s, social media has completely changed
the way we communicate and connect with one another. It’s an essential
part of our everyday lives, and there are no signs it’s slowing down.
Social media is also a powerful marketing tool used by businesses of all

sizes. It’s especially important for local businesses looking to connect with
their communities and grow their customer base.
However, understanding how social media works and how to effectively use
it can be challenging. In this guide, we’ll walk you through everything you
need to know about social media marketing for local businesses. We’ll start
by discussing some of the key concepts and benefits of using social media.
Then, we’ll take a look at some of the more popular platforms and dive into
a number of social media marketing strategies that are proven to work for
local businesses.
THE ULTIMATE SOCIAL MEDIA MARKETING GUIDE FOR LOCAL BUSINESSES
Table of contents
Introduction
Chapter 1: Social media overview 1
Chapter 2: Social media in practice: Getting started 13
Chapter 3: Social media reporting: Measuring performance 25
Chapter 4: Social media management platforms 27

Conclusion 29
THE ULTIMATE SOCIAL MEDIA MARKETING GUIDE FOR LOCAL BUSINESSES • CHAPTER 1
CHAPTER 1
Social media overview
1
What is social media marketing?

At its most basic, social media marketing is the process of using platforms
like Facebook, Twitter, and Instagram to build relationships and interact
with customers. By sharing valuable content, engaging with customers,
and running targeted ads, businesses can create a connection with their
audience and promote their brand.
When used effectively, social media marketing can be a powerful tool for
driving sales and growing a business. Of course, social media marketing
is not without its challenges. From managing negative comments to
staying up-to-date on the latest platform changes, businesses need to be
prepared to put in the time and effort to make their social media presence
successful. For those willing to invest the time and resources, social media
marketing can be an effective way to take their local business to the next
level.
Benefits of social media marketing

• CHAPTER 1
The benefits of social media marketing are vast and varied. Businesses that
take advantage of this powerful tool can see tremendous results. Benefits
include:
• Targeted reach
Social media platforms allow businesses to target potential

customers based on demographics, interests, and behaviors.
• Increased traffic
By sharing engaging content and running ads, businesses can drive

more traffic to their website, store, or event.
• A personal touch
Social media puts businesses within reach of their customers. This

can help customers feel more connected to the business and may
make them more likely to return in the future.
2
• Brand awareness
In today’s highly connected world, people are constantly sharing

information and experiences online, and by creating a presence on
popular social media platforms, businesses can tap into this large
pool of potential customers.
• Generate quality leads
Continuously generating new leads is important to a business’s

success. By building a presence on popular social media platforms,
businesses can reach a wider audience and create more
opportunities for engagement.
• Increased sales
Some businesses may be able to increase sales directly through

social media marketing, while others may see increased sales
indirectly through improved traffic and brand awareness.
• Relationship building
To continue to grow, businesses need to listen to what their

• CHAPTER 1
customers are saying and customers need to feel like they’re being
heard. That’s where social media can help. By engaging on social
channels, businesses can build the kind of relationships that lead to
loyalty and repeat business.
3
Popular social media platforms

There are many things to consider when choosing a social media platform
for your business. Each platform has its own unique user base and set of
features, so it’s important to select the one that best suits your needs. Here’s
an overview of some of the most popular social media platforms that could
benefit your business.
Monthly users/demographics Content types
• Long-form content
LinkedIn
875+ million • Industry news
users worldwide
Strategy
Largest age group • B2B
25-34 (58.4%)
• CHAPTER 1
• Organic
• International
Gender
BUSINESSES
52% male Limitations

CHAPTER 1
48% female
• Niche audience
FOR •LOCAL
• High ad cost
RATINGS
SELLER GUIDE
MARKETING
LinkedIn is focused on business and professional networking, making it a

GOOGLE
natural choice for companies looking to promote their products and services.
MEDIA
You can create company pages and share content with your audience to
GUIDE TO
help generate leads or increase brand awareness.

COMPLETESOCIAL
THE ULTIMATE
4
• Photos & links
Facebook
<3 billion • Information
• Live videos
monthly active users
Strategy
Largest age group
• Local marketing
25-34 (31.5%) • Advertising
• Relationships
Gender
57% male
Limitations
• Weak organic
43% female
reach
• Privacy/security
• CHAPTER 1
issues
BUSINESSES
Facebook has a large user base. This gives local businesses a tremendous
1
amount of potential customers to share their posts and ads with. Facebook
CHAPTER
also provides the capability to target posts and ads to specific audiences.
GUIDE TO
COMPLETESOCIAL
THE ULTIMATE GOOGLE
MEDIA SELLER GUIDE
MARKETING FOR •LOCAL
RATINGS
5
• News
Twitter
211 million • Discussion
daily active users • Humor
Strategy
Largest age group
18-29 (42%)
• Customer service
• Advertising
Gender
61.6% male
Limitations
• Small ad audience
38.4% female
• CHAPTER 1 BUSINESSES
Twitter is fast-paced, which offers a lot of opportunities for real-time

1
engagement. This is perfect for businesses that want to jump on current

CHAPTER
trends or news stories.

GUIDE TO
COMPLETESOCIAL
THE ULTIMATE GOOGLE
MEDIA SELLER GUIDE
RATINGS
6
• How-tos
YouTube
2+ billion • Webinars
monthly active users • Explainers
Strategy
Largest age group
15-35 (77%)
• Organic
• SEO
• Advertising
Gender
54% male
Limitations
• Video equipment is
46% female costly

YouTube is unique in that it’s primarily a video-based platform. Whether it’s

1
short or long-form, video is the preferred way to consume content. Because of

CHAPTER
this, it’s a popular choice for both businesses and consumers.

GUIDE TO
COMPLETESOCIAL
THE ULTIMATE GOOGLE
MEDIA SELLER GUIDE
RATINGS
7
• Inspirational &
Instagram
2+ billion •
adventure
Questions/polls
monthly users
• Live videos
Largest age group Strategy
25-34 (31.2%) • eCommerce
• Organic
• Influencers
Gender
51.8% male Limitations
48.4% female • High ad costs

Instagram lets you visually showcase your products or services using

1
high-quality photos and videos. Instagram Stories and Instagram Live

CHAPTER
provide businesses with additional opportunities to increase engagement

FOR •LOCAL
and connect with potential customers.

COMPLETESOCIAL
THE ULTIMATE MEDIA
GUIDE TO MARKETING
GOOGLE RATINGS
SELLER GUIDE
8
• Photos
Pinterest
431 million • Recipes
monthly active users • DIYs
• How-tos
Largest age group

Strategy
50-64 (38%) • B2C
• Organic Pins/
Rich Pins
Gender • Vertical images
78% female Limitations

22% male • Over reliance on
• CHAPTER 1
images
BUSINESSES
Pinterest is particularly well-suited for businesses that deal in visual

1
media, such as fashion, design, and food. However, even businesses

CHAPTER
without a strong visual component can find ways to capitalize on

FOR •LOCAL
Pinterest’s popularity.
COMPLETESOCIAL
THE ULTIMATE MEDIA
GUIDE TO MARKETING
GOOGLE RATINGS
SELLER GUIDE
9
• Entertainment
TikTok
1 billion • Humor
monthly users • Challenges
Strategy
Largest age group
10-19 (25%)
• Influencer
marketing
• Stories content
Gender
61% female
Limitations
• Privacy/security
39% male •
issues
Still very new

TikTok offers a unique opportunity to connect with potential

1
customers through short-form video clips. Users are typically creative

CHAPTER
and open-minded which makes it very popular amongst the younger

FOR •LOCAL
crowd – specifically Gen Z and Millenials.

COMPLETESOCIAL
THE ULTIMATE MEDIA
GUIDE TO MARKETING
GOOGLE RATINGS
SELLER GUIDE
10
• Silly
Snapchat
319 million • Feel good
monthly active users • Trends
Strategy
Largest age group
15-25 (48%)
• Advertising
• Location marketing
Gender
54.4% female
Limitations
• Relationship
44.6% male building

Snapchat sends disappearing messages that can only be viewed

1
for a limited time. This creates a sense of urgency and can help
CHAPTER
businesses to stand out from the crowd.

FOR •LOCAL
RATINGS
SELLER GUIDE
Source for user and demographic data: Statista, Inc.

GUIDE TO
COMPLETESOCIAL
THE ULTIMATE MARKETING
GOOGLE
MEDIA
11
Why social media is important (in numbers)

Social media is more popular than ever, and billions of people use it to stay
connected with friends and family and to get news and information. Here
are some interesting social media statistics to prove it:
1. 59% of the world’s population (nearly 5 billion people) use

social media.
2. Users spend 2.5 hours on average daily on social media platforms.
3. Nearly 60% of marketers believe that social media marketing is a

“very important” asset to their overall marketing strategy.
4. About 75% of internet users use social media to research

businesses and brands.
5. 71% of consumers who’ve had positive experiences with brands on

social media are more likely to refer them to family and friends.
It’s clear that local businesses can no longer afford to ignore social media.
• CHAPTER 1
However, using social media effectively requires a strategic approach that

takes into account how specific social media platforms are used and the
different ways they can be leveraged to reach customers.
Marketers who want to use social media need to make sure it’s integrated
into their overall marketing strategy. Failing to do so could result in
ineffective campaigns that don’t achieve desired results. Our Social Media
Marketing Strategy Template can help you get started on the right foot.
􀄽
Next: Chapter 2 - Social media in practice: Getting started
12
CHAPTER 2
Getting started
Social media in practice:
13
Social media in practice: Getting started
Getting started with Social media marketing

So far, we’ve talked about the benefits of social media marketing and
shown you some data to prove its importance. But how exactly do you get
started with social media? Here are some steps you can take to help get
the ball rolling:
5 steps to help you get started with social media
1. Set clear goals What exactly do you want to achieve?
2. Research the competition What are my competitors doing?
3. Pick a social media platform(s) Which platform(s) is your target audience on?
4. Create a content plan What kind of content works best?

• CHAPTER 2
5. Analyze results What works and what doesn’t work?
Depending on your situation, there might be an extra step or two – but you
can consider these a good place to start. We’ll get into greater detail about
each throughout this guide.
Goal setting and objectives

Before putting a social media marketing strategy in place, you’ll want to
figure out your goals. Without defined goals, it’s difficult to measure success
or make adjustments along the way.
14
Some possible goals for social media marketing include:
Goals
􀋡
Create engaging content that gets your name and
Increase brand awareness
logo in front of as many people as possible
􀟆
Running promotions and discounts, or linking back
% Generate leads and sales
to compelling product pages
􀉩􀅼
Creating interesting content that encourages
Increase followers
people to come back for more
􀋂
Responding to feedback in a timely manner and
Improve customer loyalty
offering coupons to make up for any issues
􀄯
Create compelling content (videos or stories) that’ll
Drive website traffic
inspire people to visit your website
Make sure your social media team is well-trained

Improve customer service and equipped to handle customer inquiries in a
• CHAPTER 2
friendly and timely manner.
Once you’ve determined your goals, it’s important to set objectives for
each one. This means that your objectives should be specific, measurable,
attainable, relevant, and time-bound. Here are some examples:
Goals Objectives
􀋡
Increase brand awareness among 20-30 year old
Increase brand awareness
women in the US by 10% over the next 3 months.
􀟆
Generate 50 new leads from social media
% Generate leads and sales
advertising within 6 months.
􀄯
Increase website traffic from social media by 15%
Increase website traffic
over the next 12 months.
􀉩􀅼
Increase followers with our target audience on
Increase followers
Facebook by 20% over the next 6 months.
Respond within 30 minutes of the inquiry and

Improve customer service
monitor brand mentions.
15
Each of these objectives should be backed up by actionable strategies,

KPIs, and tactics you can use to measure your success and make any
necessary adjustments.
Goals Objectives Tactics
Increase brand awareness Creating high-quality
􀋡 Increase brand
awareness
among 20-30 year old
women in the US by 10% over
content that is engaging,
relevant, and shareable
the next 3 months.
Generate 50 new leads from Investing in paid advertising

􀟆
Generate leads and
% social media advertising on social media platforms
sales
within 6 months.
Increase website traffic from Creating offers or

􀄯 Increase website traffic social media by 15% over the promotions that drive
next 12 months. people to product pages
• CHAPTER 2
Increase followers with our Partnering with influencers

􀉩 􀅼 Increase followers target audience on Facebook who have a large following
by 20% over the next 6 among your target
months. demographic
Ultimately, success in social media marketing depends on your ability to

consistently create high-quality content, communicate effectively with
your target audience, set measurable goals, and adjust your performance
based on the results you’re seeing. With these in place, you can start to see
real ROI from your social media marketing efforts over time.
16
The Social Media Cycle

Keeping up with social media can be a challenge. Just when you think
you’ve got the hang of it, the algorithm changes or a new platform
emerges. Even though it may seem like a never-ending cycle, there are
a few pillars of success you can apply to stay on track. When brought
together, these pillars are known as the Social Media Cycle. They can be
broken down into four distinct stages:
Listening
Monitoring
􀱛
what’s being
said about your
brand online
􁎢 􀒤 Influencing
• CHAPTER 2
Shaping the
conversation
around your
brand
Selling Networking
Using social to Building
directly generate relationships with
leads and sales other businesses
and leaders
17
Listening
With listening, the goal is to get a pulse on what people are saying so that
you can create or adjust your strategy and keep it relevant to your target
audience. Without listening, you run the risk of creating a strategy that
people don’t respond to and wasting your time and effort.
Influencing
This can be done in a number of ways, including creating and sharing

high-quality content, engaging with influencers and thought leaders in your
industry, and running targeted social media ads. The goal is to make sure
that when people are talking about your products or services online, they’re
seeing your brand name front and center.
Networking
You can do this by joining relevant online communities and forums,

participating in Twitter threads, Facebook Groups and webinars, and
attending offline events like conferences and meetups. The goal is to
establish yourself as a thought leader and build relationships that can help
• CHAPTER 2
you further your business goals.
Selling
There are plenty of ways to make sales on social media, including running
targeted ads, using social media to drive traffic to your website, and
leveraging influencer marketing to promote special offers or discounts. The
goal is to turn casual followers into paying customers.
By understanding the four stages of the Social Media Cycle, you can
develop a more adaptable and effective social media strategy for your
business regardless of the inevitable changes in social media.
18
Social listening vs. Social publishing

To take the Social Media Cycle a step further, it’s important to know the
difference between social listening and social publishing.
• Social listening is when you monitor what people are saying about
your brand online. This includes looking for mentions of your brand
name, scanning for negative reviews, and tracking competitor
activity.
• Social publishing is when you post content for your audience to see.
This can be in the form of blog posts, articles, videos, or photos.
Both social listening and social publishing are important for any business
wanting to succeed on social media. However, social listening is arguably
more important. Here’s why:
Social Listening vs Social Publishing

• CHAPTER 2
Helps you understand who your target Content without context can alienate
audience is your audience
Keeps content focused on the audience’s Vague content means vague feedback
needs which isn’t helpful
B2B vs B2C social media marketing

Social media marketing differs for business-to-business (B2B) and
business-to-consumer (B2C) businesses. They both require different
strategies and planning.
19
B2B B2C
• Build relationships • Brand awareness

Goal difference
• Generate leads • Driving sales
• Businesses • Consumers
Audience
• Industry professionals • Individual shoppers
• Formal • Casual
Tone & style
• Professional • Creative
• Long-form articles • Shorter content

Content types
• Whitepapers • Contests & polls
• Case studies • Testimonials
Paid vs. organic social media marketing

• CHAPTER 2
When it comes to social media marketing, there are two main approaches:
paid and organic. Both have their own advantages and disadvantages.
It’s important to consider your goals, budget, and target audience when
deciding which approach is best for your business.
Paid social media
This approach allows you to reach a larger audience through targeted

ads. You can also get instant results with this approach, which is perfect for
promoting time-sensitive offers. However, it can be expensive, and you’ll
need to continuously invest money in order to maintain your results.
20
Advantages of paid social media:
• Reach a large audience with minimal effort
• Instant engagement with your audience
• More personal
• Target ads to specific demographics
• Analyze data to improve your marketing strategy
Disadvantages of paid social media:
• Expensive
• Return on investment (ROI) can be unclear
• Difficult to scale
• Challenging to create engaging content
Key performance indicators (KPIs) for paid social media:

• CHAPTER 2
• Cost per click (CPC) – The average cost to generate clicks for your ads.
• Social media ROI – The gross profit from your paid social media ads
subtracted by the total expenses incurred to generate that profit.
• Click-through rate (CTR) – The percentage of people who click on a

link out of the total number of people who view a post or ad.
• Impressions – The number of times your ad was served across all

channels and devices.
Organic social media
Organic social media is more of a long-term strategy. It doesn’t provide

instant results like paid ads, but it can be more effective in building brand
awareness and loyalty.
21
Advantages of organic social media:
• Cost-effective
• More likely to be shared and liked
• More authentic and trustworthy
• Easier to scale over time
• Reach a wider audience
Disadvantages of organic social media:
• Requires more time, effort, and resources
• Less predictable results compared to paid ads
• Can be difficult to stand out from the competition
• The algorithms used by big social networks can limit the reach of
organic posts
• CHAPTER 2
• Content creation can be challenging.
Key performance indicators (KPIs) for organic social media:

• Organic reach –The number of unique people who saw your post in
their newsfeeds, whether or not they interacted with it.
• Engagement rate – The number of people who interacted with your

post (liked, commented, shared) divided by the total number of people
who saw it.
• Follower growth rate – The percentage increase or decrease in the

number of your social media followers from one period to the next.
• Website traffic from social media – The number of visits to your website
that originated from social media.
22
Organic social media for multi-location and

single-local businesses
Organic social media is a great way to connect with local customers and
promote your business at no extra cost. However, there are challenges that
come with organic social media both for multi-location and single-location
businesses.
Multi-location Single-location
• Maintaining a consistent • Gaining new followers

brand identity
• Standing out when you’re
• Creating a unique voice for competing against bigger
Challenges each location businesses
• Managing multiple • Generating enough

accounts on multiple content
platforms
• CHAPTER 2
• Create an overarching • Focus on quality, not

brand message quantity
• Develop separate • Create a clear social

Solution campaigns for each media strategy

location
• Respond to comments
• Be strategic about the in a timely manner
social media platform you
choose
Pro tip:
For multi-location businesses, having a social media management tool can help
you organize your content for multiple accounts as well as schedule posts in
advance. This valuable tool makes it easy to monitor and manage all your social
channels from a single platform. As a result, you can keep your brand identity
consistent and relieve some of the stress from your other marketing resources.
23
Social media content strategy checklist

The content you share on social media is a key part of your overall
marketing strategy, but it can be difficult to know exactly what types of
content you should share, and when. To help out, here is a checklist that
covers the most important aspects of a social media content strategy:
Define your target audience – Who are you trying to reach with your
social media posts?
Competitive research – What types of content are your competitors

posting and how well is it working?
Audit content – Is your current content stale and does it still resonate
with your target audience?
Content types – Does your audience gravitate towards photos, videos,

infographics, etc.? For specific content dimensions check out our
Social Media Posts - Specs Cheatsheet.
• CHAPTER 2
Post frequently – How often should you be posting to social media

and what time is best? Check out our Social Media Calendar template
to help keep you organized.
Best platform – What social media platform(s) are most popular with
your target audience?
Available resources – Do the budget and resources make sense for

your content plans?
Once you’ve determined the content strategy, you’ll want to make sure to
apply specific objectives and tactics so that your content reaches its full
potential. You’ll also want to measure progress by defining the relevant
KPIs that can help continually evolve your content strategy.
􀄽
Next: Chapter 3 - Social media reporting:
Measuring performance
24
CHAPTER 3
Social media reporting:

Measuring performance
25
Social media reporting: Measuring performance
Best ways to analyze social media data

There’s no doubt that social media is a powerful marketing tool. But what
is the best way to report on social media data? After all, the data is only
valuable if it’s reported in a way that makes sense. Here are some ideas to
keep in mind:
• Define your goals – Be specific about what you want to learn

and how you plan to use the information.
• Collect data from multiple sources – You might want to

consider using multiple social media platforms to collect
data. You could also take advantage of surveys or customer
feedback forms.
• Organize your data – Organizing your social media data can

come in handy. Consider creating a system with folders or tags.
You could also use a spreadsheet or database system.
• Create visualizations – Sometimes, a picture really is worth

• CHAPTER 3
a thousand words. When it comes to social media data,

visualizations can be incredibly helpful in conveying complex
information in an easy-to-understand way.
• Tell a story with your data – Finally, don’t forget that social
media data is ultimately about people. When you’re creating
reports, look for ways to tell a story with the numbers and let
the data speak for itself.
Feel free to use our Social Media Audit template to help you report on all
your social media data.
􀄽
Next: Chapter 4 - Social media management platform
26
CHAPTER 4
Social media
management platforms
27
Social media management platform
Social media management platforms:

Are they worth the investment?
A reliable social media management platform is critical for businesses
today. These platforms do more than just save time. They also provide
businesses with valuable insights into customer behavior. By understanding
how customers interact with content, businesses can make better decisions
about what type of content to produce and when to publish it. Plus, a good
social media management platform will make it easy to track conversions
and ROI, which can help justify the cost of the service.
But with so many social media management platform options, how do you
choose the right one for your business? Here are some key characteristics
to look for:
• Ease of use – Look for a platform with a user-friendly interface

that’s easy to navigate.
• Functionality – The platform should offer all the features

• CHAPTER 4
you need to effectively manage your social media accounts,

including posting content, scheduling posts, monitoring activity,
and analytics.
• Integrations – The platform should integrate with other tools

and systems you already use, including your website, email
marketing software, and CRM. Integrations make it easier to
share content and manage your social media presence from
one central location.
• Pricing – We’re all money conscious, so the platform you pick

should be affordable and offer a pricing plan that fits your
budget.
• Customer support – The platform should offer reliable

customer support that can help you with onboarding, issues
with features, and any other technical problems.
􀄽
Next: Conclusion
28
Conclusion
Just posting from time to time and calling it social media marketing isn’t
going to get your business very far. To be successful, you’ll need to carefully
consider your goals (brand awareness, lead generation), strategies (paid
vs. organic, content types, multi vs. single location), resources (budget,
time, workforce), and target audience (B2B vs. B2C) when planning
your social media strategy. You’ll then have to choose the appropriate
platform(s) that will help you meet those goals and engage with your
customers. And of course, having a reliable social media management
platform can make things much easier.
Stay connected with Birdeye Social

With Birdeye Social, you can elevate your social media presence
and improve your online reputation with our innovative social media
management tools. You can use our all-in-one platform to share customer
reviews directly to your social channels, see and respond to posts from
popular platforms, and generate reports for insights on important social
media metrics. Combining Birdeye with the power of social media will keep
your business ahead of the competition and at the top of search results.
Social media toolkit

As an added bonus, we’ve also put together a handful of social media
assets to help kick-start your social media marketing journey. We’ve
included templates for social media strategy, auditing, posting, reporting
on analytics, and even a content calendar. Be sure to take advantage of
these resources to create a social media marketing plan that works best for
your business.
1. Social Media Strategy Template
2. Social Media Audit template
3. Social Media Calendar Template
4. Social Media Posts - Specs Cheatsheet
5. Social Media Analytics Report Template
29
Want to know more about how Birdeye can
help your business?
􀏜 􀫌 􀒥 􀍛
Visit us at Give us a call at Send us an email at
birdeye.com 1-800-561-3357 sales@birdeye.com

to schedule a demo Ext. 1
Send us an email at sales@birdeye.com, call us at 1-800-561-3357 or visit us on

birdeye.com. We are located at 2479 Bayshore Rd Suite #175, Palo Alto, CA 94303.
This document is provided for information purposes only, and the contents hereof
are subject to change without notice. © 2023 Birdeye, Inc. All rights reserved.

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Introduction

Social media is also a powerful marketing tool used by businesses of all

Chapter 1: Social media overview 1

Chapter 2: Social media in practice: Getting started 13

Chapter 3: Social media reporting: Measuring performance 25

Chapter 4: Social media management platforms 27

Social media overview

What is social media marketing?

Benefits of social media marketing

Social media platforms allow businesses to target potential

By sharing engaging content and running ads, businesses can drive

Social media puts businesses within reach of their customers. This

In today’s highly connected world, people are constantly sharing

• Generate quality leads

Continuously generating new leads is important to a business’s

Some businesses may be able to increase sales directly through

To continue to grow, businesses need to listen to what their

loyalty and repeat business.

Popular social media platforms

Monthly users/demographics Content types

52% male Limitations

LinkedIn is focused on business and professional networking, making it a

help generate leads or increase brand awareness.

Monthly users/demographics Content types

• Photos & links

25-34 (31.5%) • Advertising

Monthly users/demographics Content types

daily active users • Humor

Twitter is fast-paced, which offers a lot of opportunities for real-time

engagement. This is perfect for businesses that want to jump on current

trends or news stories.

Monthly users/demographics Content types

monthly active users • Explainers

46% female costly

YouTube is unique in that it’s primarily a video-based platform. Whether it’s

short or long-form, video is the preferred way to consume content. Because of

this, it’s a popular choice for both businesses and consumers.

Monthly users/demographics Content types

Largest age group Strategy

25-34 (31.2%) • eCommerce

51.8% male Limitations

48.4% female • High ad costs

Instagram lets you visually showcase your products or services using

high-quality photos and videos. Instagram Stories and Instagram Live

provide businesses with additional opportunities to increase engagement

and connect with potential customers.

Monthly users/demographics Content types

monthly active users • DIYs

Largest age group

50-64 (38%) • B2C

Gender • Vertical images

78% female Limitations

Pinterest is particularly well-suited for businesses that deal in visual

media, such as fashion, design, and food. However, even businesses

without a strong visual component can find ways to capitalize on

Monthly users/demographics Content types

monthly users • Challenges

Still very new

TikTok offers a unique opportunity to connect with potential

customers through short-form video clips. Users are typically creative

and open-minded which makes it very popular amongst the younger

crowd – specifically Gen Z and Millenials.

Monthly users/demographics Content types