Are you using the right social media platforms?

Social media is a vital part of marketing – but how do you know which platforms are right for your target audience? Having an online presence is a nonnegotiable for those aiming to reach 18-29 year olds. Here are some tips to help you decide which platforms are worth your time.

Illustration of student on a laptop with social media icons above.
Published: 12.20.2019

Facebook, Twitter and LinkedIn are social media standards – but what about other platforms like Instagram, Snapchat or YouTube? Is it necessary to have an account on all of these too? Not to mention using the new features released on existing platforms like Facebook Live and Instagram stories. Pew Research released statistics on social media usage in 2019 at the beginning of April. These statistics are constantly changing, and it can be overwhelming, especially if you’re a one-man (or woman) show. Our quick guide below will help give you a few ideas on how to utilize each platform.

Facebook:

  • 69% of all U.S. adults use Facebook.
  • 51% of Facebook users say they visit the site several times a day and 23% say they visit at least once a day. This further explains why having a business page is highly recommended.
  • Facebook is still the most popular social media platform – and the number of users have been consistent since 2016. This enables you to build your brand efficiently. 
  • Facebook, like most other platforms, has become more visual-driven, so incorporate imagery and video when possible. Try using the Facebook Live feature for events to engage your audience who may be unable to attend or are out of the area. You can also use Facebook Live for a Q&A to show your audience you care about their opinions and are present.
  • Facebook Video has become a vital aspect of Facebook’s offerings. Videos will autoplay, though most times users will not hear the audio along with your video. Clever marketers will use this to their advantage, by producing videos that communicate visually with subtitles.

Twitter:

  • 22% of internet users use Twitter, with the largest percentage being between 18-29.
  • With a 280-character limit, Twitter is great for sharing short snippets of information.
  • Again, incorporate imagery when possible and keep an eye on trending hashtags to gain more visibility, but make sure they are relevant.
  • Twitter can be great for interaction with your followers, allowing for quick messages, likes or retweets and has a shorter-lived message lifecycle.

LinkedIn:

  • 27% of all U.S. adults use LinkedIn.
  • Most of us consider LinkedIn to be focused on only companies or businesses – but that’s not true. Schools, colleges and universities can also create a page for their alumni to link their education history to and as another resource for potential students looking to learn about your school.
  • The professional environment set up by LinkedIn allows you to make lasting networks that could benefit you in the future. LinkedIn doesn't have all the bells and whistles you see on other platforms, but it could help you get a job or an awesome team member.

YouTube:

  • YouTube has been around for quite a while, but a lot of schools and businesses still aren’t utilizing this powerful network, even though YouTube reaches more 18-49 year olds than any other social platform.
  • Youtube is the most popular online platform with 73% of U.S. adults saying they use the site.
  • “51% of YouTube users say they visit the site daily – a slight increase from the 45% who said this in 2018.”
  • YouTube videos are great for cross-promotion. Embed a link to them on your Facebook feed or at the top of your Linkedin profile.

Snapchat:

  • The newest player in the game is Snapchat and 24% of internet users use the platform, with the largest percentage being between 18-29.
  • Snapchat is based on images or videos that only last for 10 seconds, and can be added as a story to be viewed for 24-hours after posting. These stories can be downloaded as one video that you can then use for other platforms such as YouTube and Instagram.

Instagram:

  • 37% of internet users use Instagram but the majority of these users are between the ages of 18-29. If you’re trying to reach this age group, utilizing this platform could help.
  • Instagram is almost entirely visual-based but this doesn’t mean you need to hire a professional photographer just to use this platform. You can easily edit any photo taken on your smartphone.
  • If someone shares something that resonates with you or your brand you can repost it to your grid. There are reposting apps to make this quick and simple. RepostApp is one option.
  • Engaging with your audience is quick and easy on Insta with a double tap for a like. Now you can share grid posts on your story to highlight on your profile.

One last piece of advice - utilize social media management and scheduling tools to easily manage multiple accounts and plan your posts ahead of time. Buffer or Hootsuite are just two examples with free versions, but there are endless options. Do your research and see which tools can manage all or the majority of your social media accounts and are easy to use. Many offer free trials so you can take them for a test drive before you buy! When it comes to social media, just remember that consistency is key.

We can help you create a digital campaign or develop a social strategy for an upcoming initiative. Contact us if you need support optimizing your social media efforts.

 

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Sanger & Eby
501 Chestnut St.
Cincinnati, OH 45203

Katie Krafka
Director, Client Engagement
p. 513.784.9046

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