A social media guide for small businesses in 2024
Social media is a great ‘free’ tool you can use for small business promotion, that can have a huge impact on brand awareness. Here, we bring you our 2024 social media guide for small businesses to give you the best possible chance of generating followers and engagement to positively impact your sales.
We’ll uncover insights into your audience’s most active platforms, explore which social media platforms you should be using, examine different content types for each platform, and provide tips for expanding your follower base.
What social media platforms should I use?
The type of social media platform you choose to use depends on your audience and their interests. Begin by clearly defining your audience. Then read the list below to find which social media platform is most likely to be used by your customers.
- Audience – 69% of Millennials use Meta’s Facebook platform, with Gen Z making up 37% of users. Facebook boasts an active user base encompassing 50% of the UK’s population.
- Content - Users on Facebook share a variety of content, including static imagery and videos. In total, 50% of Facebook users dedicate their time spent on the platform to watching videos, with 74% of them viewing without sound. Facebook stories are also a popular feature, with 300 million people utilising this feature every day.
YouTube
- Audience – YouTube ranks as the second most popular social media platform, attracting 44% of users between 25 to 44, and 24% falling within the 16 to 24 age bracket. Individuals who see products or services on YouTube are twice as likely to make a purchase.
- Content – This platform is dominated by video content, with 40% of videos being watched on mobile. The optimal video length falls within the 7 to 15-minute range, which is significantly longer than video content found on other social media platforms. Therefore, the typical YouTube audience has a longer attention span.
- Audience – LinkedIn boasts a user base dominated by millennials, with 60% of users falling into this demographic. Among them, 20% are aged 18 to 24, while 18% are aged 35 to 54. Renowned as the premier platform for lead generation, B2B networking and recruitment, LinkedIn is a great platform for business professionals and those within leadership positions to network with suppliers, stakeholders and customers.
- Content – Content shared on this platform includes images, videos, newsletters, brand collaborations, and text-based posts. Notably, posts featuring imagery gains double the engagement compared to posts without. LinkedIn is a great platform to build a community with engaged followers, customers and employees. Did you know, 30% of users who engage with a business’ post are employees as they are 14 times more likely to share the content?
- Audience – There are 2 billion Instagram users in the world, with 29% of users aged 25 to 34. On average, users spend around 33 minutes on the platform per day.
- Content type – While Instagram is well known for its visually captivating images, the use of video reels and Instagram stories have also risen in popularity, with 500 million active users on Instagram stories. Leveraging Instagram reels can generate double the amount of reach compared to other content types. Intriguingly, 58% of users express more interest in a brand or product after seeing it via stories.
X
- Audience – X, formerly known as Twitter, has a male-dominated user base, with females comprising of 37%. Although UK users only spend 4 minutes per day on the platform, time spent on X in the US is much greater. It’s interesting to note that 82% of B2B companies use this platform.
- Content type – X stands out as a hub for breaking news and current events, with 48% of users seeking for informative, newsworthy and entertaining content. On this platform, tweets featuring videos receive 10 times more engagement than tweets without videos.
TikTok
- Audience – TikTok is popular amongst the younger generation, with 40% of UK users aged 18 to 24. The average user opens TikTok 19 times a day, eagerly consuming both short and long form content.
- Content type – Much like YouTube, TikTok is a well-known video platform. Its rise in popularity has led to it being used as a search engine, with users frequently utilising its search bar to explore questions and social media trends. TikTok is great for influencer culture and brand engagement opportunities, with trendy videos being about guides, tips, hacks, easy tutorials and more. But it really does depend on your audience's interests. TikTok Live cannot be overstated, as it has catalysed a purchasing frenzy among users, with over half of users making purchases after seeing a product on live.
How can I grow my following on social media?
Before growing your following on social media, you need to build your community. This takes time and it can be a lengthy progress. But with patience and consistency, you can start to build an active community which in return helps to grow your following with engaged users, increase engagement and sales leads.
- Start interacting with your target audience. Scan your feed for relevant content and show your audience that you can relate to them, their needs and their interests.
- Respond to comments and tags. This step is crucial for maintaining a relationship with your following, increasing engagement and encouraging conversation.
Tip: Spend 1 hour a day checking for mentions and responding to posts so it doesn’t become overwhelming. Plus, this shows the algorithm that you are active and engaging, not just posting.
- Reshare your follower's content or brand mentions. This can encourage other followers and customers to tag your company in future posts as they’ll receive recognition which can then be used a user-generated content. It’ll also help to improve your content’s engagement.
- Know your algorithm. It’s important to recognise that every platform has a unique and distinctive algorithm. In social media, algorithms determine how content is ranked and recommended to users. These algorithms are made up of signals to filter and deliver engaging content to users. Not all signals and filters are public knowledge, but experienced social media agencies like ours have sufficient knowledge to know what works and does not work. Keeping up to date with the latest algorithm updates, trends and social media news is crucial to your success. By aligning your approach with the algorithm you can enhance the visibility and engagement of your posts, ultimately maximising your social media presence and follower base.
Social media guide for small businesses; Choosing the right social media platform
You don’t need to spread yourself thinly across every social media platform to achieve success. Instead, focus on three platforms that best align with your business goals, objectives and target audience. Remember, quality over quantity.
For B2B ventures, LinkedIn is a must while B2C businesses may find Instagram and TikTok more favourable. There is no one size fits all approach; what works for your competitors may not necessarily work for you. Don’t be afraid to experiment with different platforms and tactics until you discover the strategies that resonate with your brand.
And finally, don’t fixate on your follower count or the number of likes you receive at the beginning. Concentrate on building a community and meaningful connections with your audience trying to increase your content’s engagement. A well-crafted social media strategy can guide you in achieving these objectives. Contact our social media and PR experts for support on 0114 349 5345 or email hello@dragonflypr.co.uk