Blogs About Social Media Marketing

A Guide to Choosing the Best Social Media to Drive Traffic

Is there really a singular best social media platform to drive traffic to your websites? Taking a look at the various benefits each existing platform has, you may not be at all surprised with the answers.

Social media marketing involves creating and sharing content on social networks to achieve marketing and branding goals. These goals may be to drive traffic to your business website, to increase interactions and metrics on social media, or to boost product inquiries through Messenger.

The age of the yellow pages is long gone. Today, a customer would log onto social networks to check the nearest restaurant, the contact numbers of local plumbers, and the specs of a recommended air fryer. Social media has become the go-to when it comes to brands and businesses.

Recent global social media statistics suggest that 43% of social media users research on products/brands and services via social networks. Facebook, Instagram, and other networks not only provide information about an offering. But allow people to interact with businesses and candidly review the product or services, as well as how customer service is delivered. No wonder businesses are investing resources on social media marketing services.

What is the best social media to drive traffic to your website? Which will best boost your conversion? Let us go through each top social media network to help you decide the best for you.

So, which is the best social media to drive traffic?

Before you decide which one is the best, how about we give you a quick run-down of recent usage statistics, user profiles, as well insights on how to use it for your strategy? You’ll find these discussed per popular platform, below.

Facebook

Recent Facebook usage statistics

Facebook remains the most popular social media platform. If you are looking for potential traffic that can be driven to your website alone, then this platform is the winner. In recent usage statistics, it was found that Facebook has 1.84 billion daily active users, reaching 59% of social media users worldwide. Imagine being able to reach out to even a small fraction of that user-base.

With such a massive user-base, it is no surprise that more than 200 million businesses are using Facebook tools including the Facebook Pages.

Why is it a good platform?

Facebook has incomparable reach. It’s the most popular social network so it’s fair to assume that your target audience, regardless of age, location and socio-economic status, is on the site.

But if you are especially trying to reach young adults, Facebook is the best site for your business. According to Statista, about 65% of Facebook users are under the age of 35. This captures the tech-savvy Gen Zs and the millennials. It is important to know the user demographic of a social network to help you choose the one (or two) that caters to your target audience.

Facebook also enjoys the most hours spent by users. People spend an average of 19.5 hours on the social network each month, increasing the chances of content to be seen/consumed. The longer a user spends on a platform, the higher their chances of being exposed to your content.

What makes it unique?

Facebook has a lot of services that can help businesses, regardless of size, reach their target market, boost website traffic and increase conversions. Facebook Pages allows businesses to promote and sell, and connect with their customers for free. Many small businesses opt for a free Facebook Page rather than maintain their own website.

Here are some of the benefits of a Facebook Page:

  • With the largest user-base among all social networks, you can expect exposure to the widest audience.
  • The interactions on your Facebook Page may be a source of sales leads. You may invite people who “Liked” your post to Follow your Page.
  • Facebook offers targeted advertising services in which your content and ads will be displayed before your identified audience based on age, gender, location and interests.
  • Know what’s working in your social media marketing strategy and what’s not. Facebook Insights provide data on page views, page likes, post reach, post engagement, etc.

Instagram

Recent Instagram usage statistics

Instagram, a Facebook-owned social network, is the leading photo-sharing app today. It has more than 1 billion active users every month, 88% of which are located outside the US. Instagram is a top choice for retailers for its platform for visual content. Recent studies suggest that 81% of people use the platform to research for products and services.

Why is it a good platform?

Instagram is just second to Facebook in terms of the number of active users. People use the social network primarily to share photos and to research brands and products. If you want to introduce your business online, you have to have a massive audience on Instagram.

Instagram is a top marketing channel to boost traffic to your website, especially if you’re targeting Gen Z and millennials. Recent social demographics suggest that Instagram users are mostly female under the age of 34. In terms of assessing it as a candidate for best social media to drive traffic, it’s worth noting that 50% of people visit a website to make a purchase after seeing an offering on Instagram.

What makes it unique?

Instagram may be a photo-sharing social network, but its most popular feature is Stories. Stories allows users to capture and post images and video in a slideshow format. The content is visible for 24 hours before disappearing. This is similar to Snapchat’s My Story and Facebook’s Story.

According to Instagram, more than 500 million people use Stories daily and a third of the most-viewed content are from brands. Instagram allows Stories by brands to “skip the line” in followers’ feeds, giving good exposure to businesses.

Another popular content on Instagram is video. How-to tutorials are favourite content among users, followed by behind-the-scenes posts, interviews and news.

TikTok

Recent TikTok usage statistics

Short video editing and sharing app TikTok is arguably a fast riser in terms of the platform’s popularity. Since launching in 2017, TikTok has amassed two billion downloads to date, despite a bit of their rocky start and almost facing a total ban in the US market

Why is it a good platform?

If we’re talking about just sheer number of users, TikTok still has some way to go to catch up with its bigger competitors like Facebook. But the one advantage that it has over its predecessors doesn’t lie in how many are on the platform, but in who and how they use it.

If you’re looking at a social media marketing strategy that isn’t just good for virality and awareness campaigns, TikTok is your best bet. Why? Because currently, TikTok now also boasts the most engaged audiences and an engagement rate is 17.99%, according to recent TikTok usage statistics.

Add to the millions actively engaging on the platform monthly, TikTok has also seen its biggest uptake from Gen Zs with the audience demographic comprising 60% of TikTok’s user-base. This makes it the platform of the new market, and valuable in terms of expanding awareness to a fresher set of audiences.

What makes it unique?

So if it’s a video sharing platform, how is it then different from Google’s YouTube? And what specific quality does it have that provides a different value to both you and your target audience?

Well, it’s simply that TikTok is a social media platform designed for engagement. If its engagement rates don’t prove that, then a look at how your audiences interact with in-app content is something you should explore.

When you go on TikTok, you’ll find that users aren’t just equipped with the usual Like, Comment, or Share button. They have those, and more. Specifically, they can engage in many ways including Question and Answers with other users they follow, Duet or Stitch Videos, use original sounds from creators in their own content, and so much more. 

This makes it good not just for initial awareness and engagement, but can essentially be the ingredients of viral trends. And if there’s anything TikTok is good at, it’s making various ‘TikTok challenges’ trend or even go viral. 

One of the downsides of TikTok, however, is that it doesn’t yet have any integrations for linking back to your relevant pages. So if we’re talking about strategy, TikTok may not be the best social media to drive traffic. Although that’s not to say there’s no work-around for that.

Twitter

Recent Twitter usage statistics

Microblogging social site Twitter has 187 million “monetizable” daily active users and an active audience of 353 million. The largest percentage of users are from the US, followed by Japan and India. While Instagram has more female users, Twitter is dominated by males (70%). If your business is particularly targeting men between the ages of 25 to 34, Twitter is a good social media for you.

Why is it a good platform?

Although Twitter’s user-base is not as large as that of Facebook and Instagram, it’s highly popular among celebrities, academics, policymakers, politicians, and industry movers. This platform is preferred by B2B content marketers with 82% of them reportedly used Twitter for organic content marketing in the last 12 months.

For a brand or business, Twitter is a useful tool to promote product launches, share industry news, seek feedback from the public, and start or contribute to discussions on events.

What makes it unique?

Twitter is a microblogging social network that allows users to post “tweets”, or content composed of up to 140 characters. The tweets may include photos or images, and links to a website.

Twitter is widely used for current events and news updates. Based on recent stats, 86% of users say they use the platform for news, and 74% of them do so daily. People use hashtags to follow and join discussions on trending news. Brands and businesses use hashtags to promote a new product or service, or to get the public’s pulse on a topic.

You may drive traffic to your website by using promoted tweets which are displayed to users still not following your business’ Twitter account. These promoted tweets may contain a less-than-a minute video that will autoplay in users’ timeline.

Snapchat

Recent Snapchat usage statistics

Snapchat is a photo and video messaging app that pioneered the Stories content. The platform had the slideshow-type content before Facebook and Instagram. Snapchat is also popular for its Snaps or photos or images that will “self-destruct” in 10 seconds. The social network has more than 265 million daily active users worldwide, with 90 million coming from North America.

Most of Snapchat users are based in the US and within the age bracket of 13 to 24. It’s the most popular social media among teens.

Why is it a good platform?

Snapchat can also be one of the best social media to drive traffic. Snaps, which disappear in seconds, create a sense of urgency to the recipient. Businesses use snaps to introduce promos and special offers, showcase events,and promote calls-to-action.

This multimedia sharing platform is effective in building brand awareness among young consumers. You may create witty ads or engaging stories that resonate with the Gen Z and millennial audience. Another good news for you is that Snapchat users spend around 30 minutes per day on the platform, helping you reach more people.

What makes it unique?

Snapchat is unique for its self-destructing snaps. The platform reported over 210 million snaps being created and exchanged every day. To further boost engagement through snaps, Snapchat launched Snapstreak in which users create and exchange at least one snap per day for consecutive days.

Another feature that makes Snapchat unique is Lenses AR. This allows businesses to create AR experience for Snapchatters and invite them for “play time”, or the time a Snapchatter spends playing with an interactive ad. In Face Lenses, a user may transform their faces by changing their eyes, mouth, head, and shoulder. In World Lenses, businesses may display the specs of a product through a 3D version of an item. This feature detects and maps the environment and surface around a user.

LinkedIn

Recent LinkedIn usage statistics

LinkedIn is a professional social network with more than 722 million users. A third of its traffic comes from the US, followed by the UK and India. However, 76% of LinkedIn users are based outside the US and are spread across 200 countries worldwide.

Since LinkedIn is a professional network, most of its users are people searching for jobs. More than half (59.9%) of LinkedIn users are between 25 and 34 years old, or those who are starting their career. Hence, it’s important for hiring businesses to maintain a LinkedIn account to attract the best candidates.

Why is it a good platform?

LinkedIn is a recommended platform for businesses that would like to boost its brand awareness and attract the best candidates for job posts. But aside from recruitment, you may also use the platform to promote your brand, products, and services.

Through targeted ads, you can reach the right audience by choosing among 200 targeting characteristics. Ad exposure can increase purchase intent by 33%. Another benefit of advertising on LinkedIn is that you get to reach decision makers in other businesses. There are 61 million top decision makers on the platform.

What makes it unique?

LinkedIn is the largest professional social network which focuses on business-related content. This is why this platform is preferred by B2B companies. Recent figures suggest that 96% of B2B content marketers use LinkedIn for organic social marketing, followed by Twitter and Facebook.

LinkedIn has more than 10,000 Product Pages across the B2B software category. Product Pages allow businesses to connect and build brand affinity with their customers around their products. Products may be featured with rich media such as images and videos. Users may leave testimonials, ratings and reviews, as well as request for a demo or fill out a contact sales form.

Who’s top of the class?

Which social media platform should you maintain presence? You may start a Facebook page and a Twitter account, or just keep an Instagram account. There is no hard and fast rule because this depends on certain factors such as:

  • The profile of your target market;
  • Your target market’s social media behaviors;
  • The target audience of a social network;
  • The prime content type published in a social network; and
  • Your branding.

Summary of advantages of social media platforms

Choosing the right social media platform is an important part of your social media marketing strategy. It is similar to choosing the perfect real estate for your billboard ads, you have to know the right place where you can get the most eyes and interaction.

Key takeaways

Social media is arguably the most impactful innovation of the digital generation. It changed the way we express ourselves, connect with people in and outside our natural network, and communicate with brands. Use the power of social media to meet your business goals. To get started, here are some tips:

  • Choose the right social network for your brand. A platform that has the most users is not necessarily the best fit for you.
  • Then, choose the platform where your audiences are. Understand your target audience, their preferred social network and the type of content they typically consume. Match these with a social media platform.
  • Don’t constrain yourself to just one platform. You may maintain more than one social network as long as you are able to manage these well. Consider working with a reputable digital marketing agency.

Do you have other ideas on how to drive traffic to your website? We’d love to hear your thoughts about social media marketing. Talk to us over Facebook, Twitter or LinkedIn.

0 0 votes
Article Rating

Comments

Subscribe
Notify of
guest
0 Comments
Inline Feedbacks
View all comments

Never miss a beat.
Get regular updates in your inbox
on what's new on digital.