A Guide to 10 Most Used Social Media Platforms and Effective Marketing Tactics

Social media enables brands to engage with current and potential customers, drive awareness, and promote products. In this guide, we’ll examine the top social platforms and effective marketing strategies.

It will be a big year for social media and content marketing. Businesses and consumers alike will use social media as a platform to be in the now, get in the now and stay in the now. Social media are major resources for businesses of all sizes to promote and sell their brands. Some of the most popular sites that started as a fun, social place to communicate have grown into a terrific opportunity to advertise, promote and grow your business.

SEE ALSO: The Impact of Social Media on Business

Top Social Networks for Digital Marketing

1.  Facebook:

Facebook is one of the most popular social media networking sites worldwide. It is easy to use, easy to navigate and an easy, effective platform for consumers and businesses alike. As of 2024, Facebook is the largest social media platform globally with 3.07 billion monthly active users worldwide, so this is an important platform for marketing your business. Research by the Pew Research Center indicates that 79% of internet users (68% of all U.S. adults) use Facebook. 

With demographic skews are slightly older, the platform is ideal for brand building through content, community engagement, and advertising.

Facebook is set to keep evolving and expanding its reach, and businesses aiming for growth should do the same. The platform provides paid advertising options that allow for targeted audience engagement, along with analytics to assess post performance and various tools to assist marketers.

2.  X (Formerly Twitter):

This is one of the top social media sites today, especially for younger Americans. X turned 10 years old in 2016 and became a way a president-elect communicated to millions of followers. X is a social media platform that limits posts to 280 characters and this short and sweet platform has more than 586 million monthly active users

The opportunities are limitless for businesses who learn the art of the tweet and the # hashtag. Instant messages, content and promotions can be accessed almost immediately so marketers can have one-on-one intimate relationships with their followers and offer content that keeps their message in the “hands” and mobile devices on a personal level. #Rio2016, #election 2016, #pokemongo

3.  Snapchat:

Snapchat, now Snap Inc., recently changed its name to encompass the growing services it offers users. Snapchat relies on images and photos and is a messaging application released in 2011. It now has more than 432 million daily active users and is growing. According to Nielson’s research, on any given day, Snapchat reaches 41% of all 18 – 34-year-olds in the United States.

Their logo features a cheerful ghost that transforms into a camera, capturing photos and videos that are shared instantly before disappearing in a matter of seconds. They are well-known for their entertaining geo filters, storybooks, and various image-altering features. Prominent brands such as Bud Light, Kraft, and RetailMeNot have successfully leveraged Snapchat promotions. Marketers are likely to pay attention to these insights and share their narratives on Snapchat to connect with this demographic in a way that no other platform can match today.

4.  Pinterest:

Pinterest is a hugely popular visual digital bulletin board where businesses can “pin” their information. Known as pinning, photos, videos, tips and how-to articles are all divided into boards or themes. Users have the ability to gather their pins while also exploring and liking boards created by others. Pinterest emphasises individual lifestyles, allowing like-minded individuals to connect, discover new ideas, and find entertainment. Users can express their appreciation by liking, sharing, and re-pinning content, enhancing the site’s social aspect.

The long-standing trend that women use Pinterest much more than men continues. Pinterest is a must-have for anyone interested in reaching millions of potential customers. This highly visual medium allows businesses to engage customers with images, video messages and infographics like no other.

5.  Instagram:

Like Pinterest and Snapchat, Instagram is a visual social media platform and one of the most used social media sites. Facebook now owns Instagram and boasts millions of active users. Instagram focuses on simplicity and creativity and has grown into an extremely popular platform for visual storytelling. Instagram has more than 2 billion monthly active users and an engaged audience interested in visual storytelling.

This presents a huge opportunity for businesses to reach Instagram users in an instant. Businesses should use creative storytelling, videography and stories to capture a younger demographic and have fun along the way.

6.  LinkedIn:

Launched in 2003, LinkedIn is the leading social platform for professional networking. It serves as a space for individuals to connect with professionals around the globe, and it can be an invaluable tool for self-promotion and business marketing. This platform caters to everyone, from high-level corporate executives to small business owners and college students, allowing them to discover professional opportunities, gain insights about their industries, and enhance their professional skills.

People like to do business with people they know are socially connected to. LinkedIn works with connections instead of friend requests like Facebook. Simply stated, it’s easy social networking. LinkedIn contacts can come from other social sites, so the possibility of your product posts having organic reach is increased.

7.  YouTube:

YouTube, established in 2005 by ex-PayPal staff, stands as the biggest and most widely-used video social media platform. It has gained immense recognition and offers excellent marketing prospects, particularly due to its ownership by the massive search engine Google. Millions of videos are viewed on YouTube daily, making it an intelligent choice for promoting products and services. Additionally, it serves as a key resource for customers seeking products, further emphasising the importance of having a presence on YouTube.

Make it social by embedding videos onto your website and blog so customers can easily find more information and share it with their friends. An online retailer, ModCloth successfully uses YouTube to promote its brand.

8.  Google+:

Google+ may be considered the most powerful social media platform for business, especially from an SEO (search engine optimisation) standpoint. Google+ is owned by Google, a hugely popular search engine and being on their social media platform will increase your search-ability. Why? Because they get billions of searches every day. It’s important to use keywords associated with any industry and create content that is valuable to readers for Google+. Google is known for linking all of its services to one another to maximise a user-friendly appeal.

Google+ also can connect a business page to all other Google products and services, and a map will be included as well. Links to a website or blog are also beneficial to get the most from Google+, being active on the site and socially connecting with customers and potential customers.

9.  Reddit:

Reddit may not be as popular as Facebook and Twitter, but it is one of the top social media sites for news and entertainment. They have 234 million unique users and eight billion monthly page views. They see themselves as “the front page of the internet.” Registered users can submit and share content such as links and posts to connect ideas, digital trends, and breaking news. Their stated mission is to keep users informed and up-to-date. Reddit is a sensible platform for marketing strategies, as businesses can reach target audiences through genuine campaigns.

10. TikTok

Over 1.04 billion monthly active users. Short-form viral video platform with emphasis on creativity. Reaches younger demographics.

Distinctive Attributes of Major Social Media Sites:

While the major social platforms share some commonalities in terms of social sharing and content, they each have unique features and capabilities:

• Facebook – Events, Groups, Live Video, Stories, Ad Network
• YouTube – Video upload and optimisation, Channel customisation
• Instagram – Stories, Live Video, IGTV, Reels, AR filters, Shopping
• Twitter – News Feeds, Moments, Lists, Threads
• LinkedIn – Company Pages, Groups, Job Postings, Educational Courses
• TikTok – Video Effects, Duets, Stitching, Hashtags
• Pinterest – Boards, Pins, Lens visual search

Understanding these platform-specific features allows marketers to utilise them for engagement and promotion.

Measuring Social Media Campaign Effectiveness:

It’s crucial to monitor metrics to assess the effectiveness of social media marketing efforts. Key indicators to track for each platform include:

• Follower increase, engagement levels, click-throughs, audience reach, and impressions
• Website visits and conversions from social media referrals
• Advertising effectiveness – click-through rate, cost per click, conversions, and reach
• Sentiment analysis regarding brand mentions and relevant keywords
• Audience demographics and growth in specific targeted segments

Using built-in analytics tools and third-party social media analytics software ensures maximum insight.

Social Media Marketing Tools:

Tools streamline managing multi-channel social marketing. Top tools include:

• Hootsuite, Sprout Social – Social media publishing, monitoring and analytics
• Buffer, Later – Content scheduling and automation
• Canva, Adobe Spark – Visual and video content creation
• Iconosquare, Sprout Social – Instagram analytics and reporting
• Sprinklr, Socialbakers – Social media command centres for large brands

The right tools allow collaboration, automation, and in-depth reporting to optimise efforts.

Most Used Social Media: Frequently Asked Questions

Q: What social media platforms have the highest ROI potential?

Typically, Facebook, Instagram, LinkedIn and YouTube have the highest ROI potential based on ad capabilities and conversion opportunities.

Q: What types of content perform best on each platform?

Visual content on Instagram and Pinterest, conversational content on Twitter and Facebook, long-form video on YouTube, and learning content on LinkedIn.

Q: How often should brands post on social media?

1-2 times daily is ideal for Facebook, Twitter, and LinkedIn. One post per day for Instagram. 2+ videos per week for YouTube.

Q: What are the top social media management and analytics tools?

Hootsuite, Sprout Social, Buffer, Iconosquare, Canva, and Sprinklr are among the top options.

Q: How can you track and optimise social media marketing results?

Use platform analytics, Google Analytics, and 3rd party social media tools to track engagement, sentiment, conversions, and ROI on ad spend.

Conclusion

Today’s top social media platforms, including Facebook, Instagram, YouTube, TikTok, Twitter, LinkedIn, and Pinterest, present significant marketing opportunities for brands to connect with their audiences. By leveraging the distinct features of each platform and customising content strategies and advertising campaigns for their specific user demographics, marketers can achieve substantial business results.

Testing different content formats, keeping up with new features, and continuously tracking performance data are key to maximising social media marketing success. The platforms may change over time, but engaging users genuinely will always be effective.