In the age of social media, various platforms are vigorously competing to win a seat on the throne and be dubbed the “Most Popular Social Media Platform.”
Especially since COVID-19, more individuals and businesses alike turned to online platforms as their main form of communication, be it social or professional.
In 2022, what platforms should B2Bs and NFPs be using most?
The Washington Post recently published an in-depth article on TikTok’s astronomical rise, naming it the world’s most popular app. This is not an overstatement. No other app has grown faster passed 1 billion users.
Make It Happen also made the case for using TikTok, commenting on its potential to reach new audiences and help companies build stronger brands.
So while TikTok reigns supreme, is it even necessary to consider other platforms?
The answer is a resounding yes, and here’s why: it all comes down to what you’re trying to achieve, who you are targeting, and where your audience might be.
TikTok may be the most popular platform, but that doesn’t mean it is always the most effective in reaching your goals. Let's explore what B2Bs and NFPs need to clarify before forming a social media strategy, and some platforms that might help achieve success.
Fine Tuning Your Intentions and Goals
Before turning to any social media platforms, B2Bs and NPFs should identify their target audience and develop clear goals.
Identifying your audience - NFPs
Non profits have a varied audience, including volunteers, participants, individual donors and corporate supporters. Choose a platform according to who you are looking to communicate with.
For example, if you are trying to engage with individual donors, promoting a fundraising campaign on Facebook or Instagram may be more effective than TikTok.
Identifying your audience - B2Bs
B2Bs need to engage with many stakeholders and most are likely to be present on LinkedIn, Twitter and possibly Facebook. Further, more industry specific matters are often discussed in the B2B sphere.
By identifying prospects from other businesses, industry bodies, or specific employees, you can research what media platforms they use and show your professional presence there.
Otherwise, being aware that potential leads are mostly on LinkedIn, for example, will motivate you to be more active on the platform. Whether that’s posting articles, company achievements, or educational editorials; these activities are sure to attract more connections.
Develop Clear Goals
Developing clear goals is crucial in forming a sensible social media strategy. Just what are you trying to achieve with your social media presence?
Here are a few examples of what NFPs and B2Bs use social media platforms for:
- Building your brand and reputation
- Telling stories and sharing achievements
- Education
- Marketing new products and services
- Connecting with constituents or stakeholders
- Attracting new leads
- Fundraising
According to what goal you choose, you can segment your audience accordingly.
For example, Instagram or Youtube might be better platforms for storytelling and brand building, while posting an educational piece might appeal more to professionals on LinkedIn that are working in your sector.
Best B2B and NFP Social Media Platforms for 2022
Social media platforms should be chosen carefully to avoid resource excess and a job half-done. The point is not to post a lot of stuff on every channel possible, but rather to build your presence well and execute a strategy according to who you’re communicating with, and what your goals are.
Let’s explore some of the best platforms to use for B2Bs and NFPs, and what benefits they offer.
LinkedIn is a business and employment-oriented platform. B2Bs and NFPs still rely heavily on this platform to attract talented potential employees and advertise recruiting updates.
89% of B2B marketers say they use LinkedIn for lead generation, making it a prime place to present your company’s professional profile and attract stakeholders.
Further, posting updates regularly such as publications, events and company achievements can draw valuable attention to your brand.
Twitter serves as a great search engine to search for news and information. If your target can find you easily, you know you’re doing something right.
Although the platform often gets overlooked or discarded, research shows that 53% of Twitter users are likely to be the first to buy new products.
Hashtags are also huge on Twitter and help spread visibility, something companies should take advantage of.
Facebook has a broader appeal than LinkedIn for example, and is a valuable platform for B2B companies and NFPs. The platform has improved its e-commerce function in recent years and also offers Facebook Live, a live video function that allows more personalised and visible interactions with users. Facebook is extremely popular for fundraising campaigns and allows NFPs to increase their reach tremendously and attract more donors.
Instagram is very important for B2Bs and NFPs, and generally creates 4 times more interactions than Facebook. Based on this same report, 80% of users find the platform useful when deciding to buy a product.
Further, Instagram is a highly visual platform, enabling businesses to create beautiful content and appeal to customers’ emotions.
The app offers live streaming, stories, videos and IGTV functions, as well as chances for companies to get tagged and thereby increase outreach.
Youtube
TikTok might be the most popular social media platform right now, but Youtube’s reach is undeniable. Brands and NFPs use it primarily to storytell and drive more awareness about their values and philosophy.
Contrary to platforms like Instagram and TikTok, Youtube gives space for brands to produce longer videos with bigger budgets, and sometimes that is exactly what customers are looking for to inform themselves about a particular product.
With its huge potential to entertain and engage leads, you shouldn’t give Youtube a miss.
Final Thoughts
There are many social media platforms out there for B2Bs and NFPs to take advantage of, but make sure to discriminate and use platforms smartly.
It’s not enough to just use the most popular platforms. Sure, using TikTok is beneficial, but it might not cater to every company or organisation’s needs.
Make sure to identify your target audience and formulate clear goals before diving into the world of social media. Further, educate yourself on what each platform is most known for and be strategic in your approach.
Once you’ve pieced that puzzle together, you can dive right in! Social media platforms have the potential of skyrocketing your brand. Build your rocket now and launch yourself out there!