90% of australian businesses use Facebook to increase their visibility. It’s become quite competitive, and the cost of running ads needs to be weighed against the value of that sale, as organic content won’t be seen very widely like it used to. With that being said, when people want to learn more about your business and keep it on their radar, they will commonly look here first. Facebook regularly buys or emulates competing platforms with new releases, and those will tend to be areas that have better results relative to the adspend. It requires staying on the cutting edge to spot opportunities, such as with Live videos, Stories, Marketplace, Jobs, Messenger, and more.
17% of business owners have a presence on YouTube. It can be a great platform for video content, but notably more formal and professional-looking than some of the other platforms for video. It might not be obvious, but having the right equipment for lighting, microphones and video editing software are important. You don’t need to let it hold you back, but prioritize content that will be able to stay relevant for a longer period of time. If you’re uploading videos to your website via Youtube, they can be discovered there without people visiting your site first. If you’re in a role providing advice and mentorship to clients, this can be a great platform. A preference for video over written content is rising, and for many businesspeople, creating a video might be easier for better engagement.
Instagram is expected to be the most popular social network in Australia in 2020. 70% of Instagram users are less than 30. Businesses in Australia with profiles on instagram:
• 39% of mid-sized businesses,
• 20% of large businesses and
• 19% of small businesses in Australia
Instagram is so visual, that it’s not the best option for a lot of brands. Professional photography and professional-looking graphics are essential. Large volumes of stock imagery can be well-curated, but getting someone to make a purchase from a post is better for certain types of products than others. For example, fashion and items people can purchase from a photo are going to be easier sales on Instagram than your services as a chiropractor. Something like real estate listings could be successful here, but the average age range of instagram users can also be a limiting factor for whether they’re in the market for major purchases – However, millennials are an emerging market. Think about how directly your product can be purchased from the image, and how location-specific your audience needs to be.
Around 22% men in Australia use LinkedIn, and 14% of women.
• 82% of the large businesses are active on LinkedIn,
• 41% of medium-size businesses, and
• 35% small businesses.
For many, life starts when the workday ends and they would prefer to use social media purely for memes and chatting with friends. However, a large proportion of people who use Linkedin are not on any of the other networks and they might not always find the entertainment value of other networks as appealing. Maybe it’s like flipping to the business section of the newspaper instead of the comics and letters to the editor. If you’re trying to sell to other businesses, or people who spend more of their free time on professional development, LinkedIn is commonly your best platform. Once you’re on it, make sure you actually post content there, because surprisingly few people ever do.
With more than 1 million daily users, Snapchat has remained stable in Australia. 77% of users of Snapchat are less than 30 and it hasn’t been leveraged as much by businesses. It’s casualness and in-the-moment lack of polish make it an easy platform for fast content creation and location-specific geocaching. If someone walks into the radius of an event, you can target them with an ad while they’re within walking distance. It’s more important to entertain and have playful, humorous content here. The demographics are quite young, which will need to match up with your business. It can be great for a pub that regularly has events, ice cream shops, fashion, salons, mobile games, and a solely mobile audience. It should be noted that users in this age range commonly are not on Facebook, and 38% aren’t daily Instagram users. They’re characterized a bit more by a preference for online privacy.
70% of Twitter users are between 18-29. Twitter is on the decline since 2016. Twitter is popular in the tech sector and for businesses that have larger volumes of releases and quick “news” updates. If you have frequent announcements, this can be a great platform for circulating your headlines and a link for the full story.
• Tik Tok is making waves, largely amongst teenagers. It’s been around only about 3 years, and it’s the fastest growing video platform. Great for fitness coaches, performers, musicians. Everything is less than 15 seconds, and very easy to share. Imperfection and entertainment are appreciated here. The interface is a lot like Instagram. Probably great for letting students know about your burger deals near their uni.
• Houzz is a lesser-known site, and a great example of how some industries have niche social platforms. It caters to anyone involved with home renovations.
• Pinterest has been around for a long time, and has some surprising opportunities for certain types of businesses. It’s great for showcasing how products can be combined. Fashion outfits, interior design, custom mechanical parts, wedding/event businesses, or recipes. It’s easy to pin your products to boards, and then that multiplies as others pin it to collections of ideas.