Understanding Social Platforms
Twitter vs Instagram
Depending upon your goals with your social media presence, it would be prudent to understand some of the differences between various social media platforms. While many social media platforms exist, the two which stand out the most right now are Twitter and Instagram.
Twitter is a very active platform that businesses must take advantage of to optimize their social media marketing campaigns. Twitter, which was founded in 2006, has since become one of the largest social media platforms with 1.3B accounts created, and 310M accounts being active every month.
Quick Twitter Statistics:
- Twitter has 310M active monthly users
- 1.3 billion accounts have been created
- 550 million people have ever Tweeted
- 500 million people visit the site each month without logging in
- One third of US social media users are Twitter users
- 4/5ths of users access the site via mobile
- The average number of followers is 208
- Katy Perry has over 87m followers, ranking #1
- 83% of World Leaders are active on Twitter
When leveraging twitter for your social media marketing, you’ve got to ensure that you know what twitter is good for, what it is not, and what to expect from your twitter audience. Some of the pro’s of twitter include:
- High click thru rates: Thanks to clickable links being allowed within a tweet, you can generate hight click thru rates from your tweets when you embed a link within the tweet. This works great for lead generation and conversion because they are able to view your website. In fact, you might be reading this because you clicked a link on twitter!
- Low character count: Forces you to get the point accross with minimal fluff; easy to digest by followers and viewers
- Clickable hashtags and mentions: Allow you to target hashtag searches by tagging your bio with your primary hashtags. Additionally, you can cross promote your other profiles or your friends by embedding a clickable @mention in your bio
While these are all great, Twitter does have some characteristics which present challenges for those pursuing social media marketing. Some of the cons of twitter include:
- Needle in a haystack: There is a lot of low quality content on twitter, and it can be easy to get lost amongst a long list of tweets in someone’s feed.
- Low character count: While being a pro in one way, this is also a con. Low character counts prevent you from conveying detailed messages in the tweet itself. Utilize clickable links to send people to your detailed content (wordpress blogs, instagram posts, etc.)
- Lots of fake profiles: While every social media platform is bound to have some fake profiles. A good social media marketer knows how to avoid these profiles and target high quality, real users.
Regardless of these few cons, Twitter is still used by countless companies in their social media marketing strategies. Some Twitter marketing statistics include:
- 65.8% of large US companies use Twitter as a social media marketing platform
- 77% of twitter users feel better about comapnies who reply to their tweets
- 58% leading brands have more than 100,00 twitter followers
- More than half of users surveyed by Twitter say that they engage with tweets that include brand mentions (like, retweet, share, etc.)
- The last two years have seen a 2.5x increase in customer service conversations on Twitter
To ensure that your twitter posts have their best shot at being seen, ensure that you are keeping in mind the low character counts, clickable links, and the proper image sizes for twitter posts. When in doubt, make sure the images you use on twitter are 503×253 pixels, which will allow for the image to be full visible in the image preview which shows up in your twitter feed. Nobody wants to spend time making a cool image, only to see half of it cut off because it doesn’t fit the parameters of the image preview size!
Instagram is another very active social media platform, and my personal favorite. (Check out my personal project, @ATHLETE.X, which has grown to nearly 22k followers in a little over a year.) Instagram is great because it is tailored towards creators who produce high quality visual content. If there is any key to success on Instagram, it is to have engaging visual content.
Quick Instagram Statistics:
- Instagram has 400 million active users
- 300 million Instagram users are outside the US
- Instagram is the second most engaged platform, with 60% of users logging in daily.
- 30% of internet users are active on Instagram
When leveraging instagram for your social media marketing, be sure to understand what Instagram is good for, what it is not, and what types of interactions you can expect from your Instagram audience. Some of the pro’s of Instagram include:
- Content focused: For those of us who are content creators, Instgram is the best social media platform for getting your content seen. This week I’ve had around 92,000 impressions on my personal Instagram account, thanks to the fact that I can post high quality content that people look forward to.
- High character count: Allows you to convey more complex and detailed messages or calls to action than Twitter, and can even allow you to turn your Instagram into a content rich micro blog.
- You can make edits: Make a mistake? No problem – you can go back and edit your post caption at any time.
- You can auto share: Forget having to post links manually – Instagram has auto-share options built into the app so that you can share on all your platforms with a click or two.
I think Instagram is great, and all businesses should try and capitalize on Instagram within their social media marketing campaigns. Still, Instagram is not without its quirks:
- No clickable links: You cannot link directly within a post, and instead users must navigate to your bio to click your single link. This is likely to change in the future and completely transform Instagram marketing.
- People stay on Instagram: Because of the lack of clickable links, people are more likely to stay on Instgram than to leave and go to your site. This can be bypassed with paid ads, which allow you to embed a clickable button for a cost.
Instagram marketing is big, and I would advise all brands to get in on the action. Some Instagram marketing statistics include:
- Nearly 50% of brands are active on Instagram, with a rise 70% through 2017.
- 90% of the top 100 brands in the world are active on Instagram.
- 96% of Fashion brands are active on Instagram
- Except for in China, 50% of users conduct product research on social media
- Brand engagement is massive on Instagram, being 10x higher than Facebook, 54x more than Pinterest, and 84x greater than Twitter
- Instagram users are 70% more likely to make purchases online than non-users
To get the most out of your posts, ensure they are 800×800 pixels, or at the very least a square. Beyond that, do not include links within your caption, and also post your hashtags as a comment in reply to your original caption. This will keep your posts looking clean, while still allowing you to benefit from hashtag use.