What Social Media Platforms Fit Your Retail Marketing Needs?
Online and omnichannel retail efforts are continuing to see growth across the global marketplace. However, this also means there’s likely to be significant competition for your brand. As part of your digital marketing strategy, it’s vital to identify the tools that can most effectively raise awareness in line with your company’s growth goals.
One of the most important ways to achieve this brand awareness at the moment is through social media. Yet, it’s important to recognize that each platform has a unique place in the market. Some will be more popular among your target demographics than others. Different platforms will also suit certain types of content strategies.
So, what social media sites could fit your retail marketing needs? Let’s take a closer look.
From a retail perspective, Instagram is well-designed to act as an extension of your e-commerce activities. By signing up for a business profile, you have the ability to create a specific storefront that allows your consumers to directly purchase items. You can also tag each post that enables your audience to click through to the sale page of your company’s website.
In terms of your unique retail marketing needs, Instagram is often best used for campaigns that are highly visual. One of the downsides of the platform is you can’t solely rely on text or share blog content easily. However, using Reels to create brief tutorials and unboxing videos can be impactful.
Instagram demographics in 2022 showed that the majority of users are aged between 18 and 34 years old. This means Instagram is likely to be more useful if your growth strategy is prioritizing Millennials and Gen Zers. That said, there are a lot of niche communities that serve different demographics. It may be worth exploring these by looking at hashtags, location tags, and similar retail accounts to yours.
In a vibrant and growing social media environment, Facebook remains the most popular service, clocking in at around 2.9 billion active monthly users. As its parent company, Meta, also owns Instagram, you’ll find that they share a lot of the same marketing tools. This includes access to storefronts and detailed analytics data.
For the most part, Facebook is likely to be a good choice if your retail marketing needs involve supporting a range of media types. You can share blog posts, videos, podcasts, and images on the platform easily. As such, it’s good for agile content campaigns.
In terms of your intended demographics, you’re perhaps less likely to reach a broad range of generations. Facebook is largely utilized by males between the ages of 25 and 34 — though there are suggestions that audiences over 65 are growing on the platform. While this may represent a relatively narrow band of reach, it can be useful for finely targeted campaigns.
Pinterest is too often overlooked as a key part of social media marketing for retailers. To an extent, this is understandable. Its practical applications aren’t always as clear as some of the other platforms in the digital landscape. However, when utilized effectively, Pinterest’s functions can play a valuable role in raising brand awareness.
The most important thing to understand is that Pinterest is a primarily visual platform. Users search for images and pin them to their profile, sharing them with followers and people browsing for inspiration. Much like Google search, brands can utilize Pinterest to attract traffic to marketing materials or websites. However, while Google prioritizes quality text in its algorithms, optimization on Pinterest is more about making certain you have high-quality and visually appealing images. Both platforms also use keywords to match searchers to suggested content. But it’s important to use Pinterest’s trends tool to identify what terms you can utilize to capture your target consumers.
With regard to your demographics, you’ll find that there isn’t as much division as on other platforms. Gen Zers, Millennials, and Gen Xers all use Pinterest relatively equally. This means that it can be an impactful tool as part of a wider social media strategy no matter whom you’re targeting. Just remember that Pinterest content is largely visual, so stick to creating Pinterest-sized graphics that link to your site or even repurposing short-form video content, like from Tiktok.
TikTok is getting a lot of attention as of late among retail marketers. As one of the most downloaded applications in recent years, it represents the potential for greater reach. Much like Instagram, TikTok offers retailers direct sales options as well as marketing tools. You can also provide direct links to products during live streams so there’s a direct connection between media consumption and conversions.
This platform is only likely to be a useful part of your campaigns if you are prioritizing video content. TikTok isn’t usually effective if you intend to rely on it to redirect audiences to other content on your website or want them to interact with static images. On the other hand, it is ideal if you’re planning to partner with influencers to garner meaningful engagement with audiences and bolster social proof for your brand.
Audience-wise, TikTok is a platform that tends to have a distinct demographic skew. If female Gen Zers and younger Millennials are your target audience, you have a good chance to capture them here as of 2022. Though, it’s also worth digging deep into specific niches, like BookTok, to explore the potential to connect with different demographics.
No matter what your retail marketing needs are, there is likely to be at least one social media platform to match. Instagram and Facebook have similar marketing tools. But, the former skews toward video and image content, while the latter suits a range of content posts. Pinterest can be a valuable traffic direction tool for brands with highly visual marketing components. TikTok can help support direct sales conversions, but the target demographics can be quite limited. By identifying how platforms align with your needs, you can implement more impactful campaigns.