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Overview
The “King” of all social media platforms, Facebook has mastered connecting users to their own personal networks—and the community and world at large—via status updates, posts, photos, videos, and a robust messaging system.
Best Types of Content
A short, text-based post with an image or short video. Share other organization’s links relevant to your organization or your campaign initiatives.
Description of Users
While the majority of Americans report having used Facebook in the past, it’s most popular with middle-age and older adults; skews female; has fewer teen and college users; leans toward higher-income earners (Sprout Social)
Helpful Tips
Organizations create Pages for their business. How to set up a Facebook page (see the left-hand corner for more help articles) Setting up a Facebook for Business Page
Overview
Instagram, Facebook’s visual-based cousin, celebrates the sharing of images, videos, and photos of all types. Messaging, stories, and live streaming is also offered. You cannot easily share other posts and it doesn’t support links.
Best Types of Content
Edited or filter-applied images and graphics, followed by short videos; Instagram is primarily image-based.
Description of Users
Users are split between men and women worldwide; main user demographics are 18-24 or 25-34; they like to document highlights of their lives in the form of edited photos, such as interesting experiences (ex. trips or meals), and then share them with followers (Statista)
Helpful Tips
Like Facebook, organizations must create profiles for their business. Guide to getting started with Instagram Business
Overview
Snapchat lets users share temporary “moments” in the form of photos, videos, and messages. The catch is these are only visible for 24-hours before disappearing. Users apply fun filters and colorful stickers to personalize selfies and make posts their own.
Best Types of Content
Custom content that’s tailored to the platform, rather than pre-made content. “Snaps,” a photo or video that’s taken within the app, is the main form of content. You can also post Snapchat “Stories,” a series of Snaps. The best Snaps include a filter, text, and/or stickers.
Description of Users
The core demographic is 18-to-24-year-olds, but older (25+) users are signing up and checking out the platform at rapid rates. While Snapchat itself doesn’t publish demographic data, research has found that most users are female (HubSpot; data courtesy of Statista)
Helpful Tips
Organizations need to create a Business Account for their organization. A Business Account is necessary for organizations that want to run ads on the platform. Set up a Business Account
Overview
The new popular platform, TikTok, allows users to create short, self-made videos on mobile devices and set them to music clips. Users follow hashtags of interest and can watch the most viral and trending videos of the day.
Best Types of Content
Short videos of you or others, often set to music and include some sort of performance, dance, or challenge. The best videos are authentic, fun, and entertaining.
Description of Users
55% male and 44% female; most are teens; 50% of users are under 34 (HubSpot; data courtesy of App Ape Lab and Business of Apps)
Helpful Tips
Organizations must create their own TikTok profiles for their business. TikTok for Businesses: Marketing on TikTok
Overview
YouTube is the internet’s hub for user-generated, medium and long-form video content. Users worldwide have turned to YouTube for advice, news, how-tos, education, and entertainment. Users subscribe to channels and are automatically shown related content based on their interests.
Best Types of Content
Videos! Shorter, full-length videos (5 minutes or less) tend to get more views, so consider breaking up longer content into a short, easily watchable video series.
Description of Users
Adults of all ages, not just younger ones; time spent on YouTube is increasing; equal split between male and female viewers (Think With Google; Google owns YouTube)
Helpful Tips
Organizations must create an account for their business. How to create a YouTube Business Account
Overview
Twitter is the go-to digital space to find out what’s happening in real time in your town or across the world. It limits posts to 280 characters and supports basic videos and photos. Hashtags and topics feature prominently on the site and allow users to easily find and follow relevant content or themes.
Best Types of Content
Text-based micro-updates in the form of short written posts with a link, video or image attached.
Description of Users
22% of American adults use Twitter; most browse and interact with profiles, and don’t tweet themselves; median user age is 40, and most have a college degree, at the minimum (Pew Research)
Helpful Tips
Organizations need to create a Twitter profile for their business. How to use Twitter for your business
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