The 7 Types of Social Media and Pros & Cons of Each (Research)

In terms of social media, I‘m fairly the skilled. I needed to tireless scrub via social media for potential tales again once I was a journalist.

Now, I’m HubSpot‘s go-to blogger for nearly something social media-related, so I’m at all times maintaining with the newest on-line happenings.

Plus, I‘m a youthful millennial who grew up alongside social media. So should you’e a marketer attempting to determine the suitable social media platform to increase your brand’s awareness, generate leads, and improve traffic, you’ve got come to the suitable weblog.

That will help you make the very best determination to your model, I’ve compiled an inventory of core kinds of social media, examples of platforms inside every class, and the professionals and cons that every sort would possibly current.

By the top, it’s best to have a clearer concept of what social media strategy will work for what you are promoting. Let’s dive in.

The record of social media platforms is rising, and well-known platforms like Fb are continuously evolving and including new options.

With a larger and larger want for a social presence and an amazing quantity of platform decisions, it may be arduous to select which social channels to make use of.

You may not wish to unfold your self too skinny by managing a channel on each conceivable platform, however you don’t wish to miss nice model consciousness alternatives.

 

Social Networking

Examples of Main Platforms

Social networking is presumably probably the most conventional type of social media, and most social media platforms fall below the social networking class. So, you may possible see at the least one of many aforementioned platforms (*cough, cough* X) pop up once more later on this put up.

Platforms like Facebook, X, and LinkedIn are sometimes known as “networking” platforms as a result of they permit person accounts to work together (community) in numerous methods.

Skilled Makes use of

Fb

Many manufacturers and companies are leveraging social media direct messaging (DMs) for customer support.

In actual fact, our 2024 Socia Media Report shows 88% of entrepreneurs are rising or sustaining their funding in social media DMs for customer support.

Fb Messenger is a superb platform for this technique because it means that you can reply to messages out of your model‘s Fb followers.

Plus, as a fellow shopper, I can guarantee you it leaves an amazing impression in your prospects whenever you’re reply promptly to their DMs.

There have been many occasions once I‘ve slid right into a enterprise’ DMs as a result of I wanted an replace on an order, extra details about a product, or troubleshooting.

And when the enterprise responds again with useful data, I at all times made a be aware to maintain shopping for from them.

For those who’re a small enterprise, like a restaurant, I like to recommend a platform like Facebook as an amazing place to start out your social technique. With Fb, you’ll be able to construct a enterprise profile with hyperlinks to your web site and particulars about your menu.

I‘m particularly keen on Fb’s neighborhood function, which it’s also possible to leverage to create a neighborhood web page for patrons to ask questions or rave about your services.

In actual fact, we discovered that companies that leverage social media communities will see glorious leads to their advertising and marketing technique.

In keeping with our State of Social Media Survey, 90% of entrepreneurs say constructing an lively on-line neighborhood is essential to a profitable social media technique.

I am not stunned, contemplating our Shopper Traits survey discovered 20% of social media customers joined a web based neighborhood prior to now three months, and 22% actively participated in a single.

LinkedIn

LinkedIn emphasizes career-related networking, and, for years, I solely ever used LinkedIn when trying to find jobs or to assist pals discover alternatives. It seems, nevertheless that LinkedIn could be very helpful for companies.

For corporations seeking to supply an expert service, resembling B2B or publishing corporations, LinkedIn is one other glorious method to develop a following.

In keeping with our Socia Media Advertising and marketing Survey, LinkedIn is among the many high six social media platforms yielding the very best ROI for entrepreneurs.

Moreover, of the entrepreneurs who at present leverage LinkedIn of their technique, 90% plan to take care of or enhance their funding in 2024.

Manufacturers seeking to construct an viewers of pros from a selected trade can create a business profile there, categorize it with an trade sort, after which use posts and messaging to publish updates.

They will additionally use messaging and remark options to work together with their audiences or customers who touch upon their posts.

X (The app previously often called Twitter)

An X account could possibly be useful to corporations in a broad spectrum of industries, from leisure to e-commerce. This platform equally means that you can create a profile the place you’ll be able to record and hyperlink firm data.

You’ll be able to then use X to put up about firm updates, tag corporations or prospects in posts, repost constructive buyer tweets, and reply to buyer questions through posts or direct messages.

Like Fb, it’s also possible to put up content material like pictures or movies.

One among my favourite X options I feel entrepreneurs ought to look into is Areas, which permits customers to create reside audio chatrooms and discuss amongst one another.

Firms will typically use Areas to host Q&As, interview thought leaders, or hold audiences knowledgeable in regards to the newest happenings with the model or trade.

On all three social networks, customers can simply talk with others via easy actions like tagging, hashtagging, commenting, non-public messaging, reacting to posts, and re-sharing content material.

Apart from social interplay, feeds on widespread social networking platforms are designed to point out off a mixture of textual content and visuals slightly than one major content material sort.

This flexibility makes it straightforward to start a social technique on social networking platforms as a result of you’ll be able to experiment with completely different types of content material earlier than branching out to platforms that require extra particular content material sorts.

For many who wish to dabble in video or graphics, these platforms could possibly be an amazing place to check this new content material.

With the expansion of video advertising and marketing, many have begun to launch extra superior options like Facebook Stories and X’s live streams.

Platforms like Fb and X have additionally began encouraging native video and picture uploads extra closely.

Not too long ago, Facebook adjusted its algorithms to favor reside video and picture uploads. This has brought on a lot of these native content material to realize larger person engagement.

For those who’re not sure the place to start out, try our newbie’s guides for Facebook, X, and LinkedIn.

I will be trustworthy, the newbie information for X was printed earlier than the platform rebranded from Twitter, nevertheless a lot of the data nonetheless applies right this moment.

Professionals and Cons

Professionals

Cons

• These desirous about posting hyperlinks could have more difficulty getting engagement than importing pictures and movies.
• Some platforms, like Fb, put particular person person posts increased than enterprise posts in newsfeeds.
• Fb will not be the suitable platform for you enterprise should you’re seeking to goal youthful customers like Gen Z, who’re extra possible to make use of TikTok, X, or Snapchat.

Picture Sharing

Examples of Main Platforms

Picture-sharing social media platforms are precisely as they sound — they’re platforms the place sharing pictures is the secret. I keep in mind the times when Instagram was probably the most outstanding photo-sharing platform.

However that was then and that is now, so should you‘re questioning why Instagram isn’t talked about right here — don‘t fear! I’ll have extra on that once I get to the video platforms.

Skilled Makes use of

Pinterest

One of many largest platforms focusing on picture sharing is Pinterest. Pinterest is a “visible discovery engine” for customers on the lookout for cooking, fashion, house decor, and normal visible inspiration.

Personally, I‘ve been utilizing Pinterest for over 10 years and, like most customers, I work together with different accounts on the platform via tags, likes, feedback, or direct messages.

Within the early days, Pinterest wasn’t as synonymous with manufacturers and corporations as it’s now.

It was extra so about crafting digital imaginative and prescient boards primarily based round aesthetics.

Nevertheless, manufacturers, corporations, and creators discover it helpful whey they wish to take images, show content material, and replace followers about their meals, items, or merchandise.

Pinterest is well-suited for e-commerce corporations, resembling those who promote house items and companies that would love a spot to share crisp standalone product pictures with hyperlinks.

The platform provides a photo-based feed with posts that may embody a photograph and a brief description.

In the previous few years, Pinterest has additionally shifted to incorporate extra video content material to compete with platforms like Instagram Reels and TikTok. Nevertheless, the platform nonetheless stays a spot for customers to share their favourite pictures.

This is little have a look at my Pinterest feed.

The platform additionally permits all customers to hyperlink on to web sites or product touchdown pages in posts. I particularly love Pinterest’s Discover web page and may see a number of alternatives for manufacturers there.

The Discover web page updates every day and operates virtually like an old-school weblog with how one can scroll to see the earlier days’ themes as properly.

The discover feed options boards curated by celebrities, creators, and types sharing pictures their followers could be desirous about. And, after all, there are alternatives for customers to buy.

I clicked on the board known as Pinterest Predicts: Spring 2024 Purchasing Concepts, and was proven completely different developments anticipated to take over this season together with hyperlinks to purchase them.

Manufacturers options on the board embody Tory Burch, Nordstrom, and STAUD. Unrelated, however I‘m stil laughing at Tennis Aesthetic being the development of the season as a result of I don’t do sports activities.

Earlier than beginning on a platform like Pinterest, you’ll wish to decide whether or not your purpose is to realize model consciousness, or link-based or e-commerce visitors.

BeReal

For those who haven‘t heard of BeReal, I don’t blame you. It is a pretty new app that launched in 2020 and is fairly in style amongst Gen Z customers.

The app’s predominant function is that it permits customers to share a photograph of themselves and their speedy environment throughout a randomly chosen two-minute window daily.

The thought of BeReal is to step away from the overly filtered and curated content material customers typically see on different platforms. Simply be actual. Get it?

With the apps premise being candid and unfiltered, how can manufacturers leverage BeReal? One of the best ways I might consider is to make use of the app to construct belief together with your viewers and solely share behind-the-scenes candids.

Nevertheless, that may be tough given customers are solely given a random two-minute window to put up.

Professionals and Cons

Professionals

• These sorts of platforms assist with model consciousness. Roughly 80% of Pinterest users say they’ve realized about services or products on the app.
• Pinterest offers an outlet for displaying off visible content material or product photographs.

Cons

• Maintenance on these platforms would possibly require a photograph finances or devoted manufacturing time.
• Some platforms require you to put up from a cellular app.
• BeReal is beginning to wain in recognition as its person base has dropped by 18% from its peak.
• BeReal is hottest with Gen Z customers and there’s no alternative for e-commerce or paid content material on the app.

Video Sharing

Examples of Main Platforms

Video has been the dominant sort of content material advertising and marketing over the previous few years and it has no signal of slowing down — particularly short-form video.

53% of entrepreneurs whose corporations are at present leveraging short-form video say they are going to enhance their investments in 2024.

Including a video platform to your social technique might make your model look related and hold you on top of things together with your opponents.

Video may be useful to a variety of industries. Whereas a restaurant might have a vlog with cooking suggestions, a know-how firm would possibly focus its video technique on product demos.

Skilled Makes use of

There are numerous method companies can leverage video sharing platforms like YouTube. YouTube provides each short-form and long-form capabilities.

Relating to short-form video makes use of, YouTube Shorts generally is a platform what you are promoting makes use of to put up product demos, explainer movies, and extra.

If you wish to get interactive, it’s also possible to host live-stream Q&As to reply shopper questions and construct neighborhood.

In terms of long-form movies, YouTube is among the main platforms. In comparison with competing video-sharing platform like Vimeo, YouTube has an extensive audience base and better SEO capabilities.

YouTube additionally appears to have higher alternatives for advertisers and monetization, whereas Vimeo provides viewers the perk of no pre-roll ads.

For an extended record of similarities and variations, try this head-to-head piece the place we evaluate the enterprise capabilities of Vimeo and YouTube.

Together with YouTube and Vimeo, the extra conventional social networking platforms have begun to aggressively embrace video advertising and marketing.

Instagram

One other high contender for video platforms is Instagram. You‘re in all probability pondering, “However isn’t Instagram a photo-sharing app like Pinterest?” Nicely, it was once.

Nevertheless, to compete with TikTok, Instagram has shifted away from being a photo-sharing app.

In actual fact, Head of Instagram Adam Mosseri clarified in 2021, “We’re now not a photo-sharing app or a sq. photo-sharing app.”

Whereas customers can nonetheless put up pictures on Instagram, the platform primarily promotes reels and video tales. It is also price mentioning that Instagram video posts are greater than twice as likely to generate engagement than picture posts.

Like YouTube Shorts, Instagram Reels is a superb platform for posting short-form content material like product demos and explainers. Nevertheless, YouTube, as an entire, nonetheless permits long-form video whereas Instagram doesn’t.

TikTok

I‘m going to revisit TikTok once more later on this put up as a result of it additionally falls below one other class of social media platforms, nevertheless, it’s nonetheless a video-sharing channel.

What I like about TikTok with reference to advertising and marketing is that it’s a really various app with many advertising and marketing alternatives.

Sure, you’ll be able to put up short-form demos and explainers like on Instagram Reels and YouTube Shorts, however TikTok has extra alternatives to construct neighborhood together with your viewers.

This as a result of the app is a breeding floor for brand new viral developments any can participate in, and the app offers some ways for audiences to work together through liking, commenting, stitching, and repurposing sounds (the latter two actually assist the app stand out).

However we‘ll dive inter TikTok’s interactive alternatives within the subsequent part.

Professionals and Cons

Professionals

Cons

• Video content material, notably long-form, would possibly take extra money and time to create.
• Vimeo and YouTube require extra backend tasks like SEO.
• Instagram doesn’t have longform video capabilities
• TikTok appeals to a youthful viewers recognized to mistrust manufacturers, so you’ll possible need to put money into influencer marketing to realize traction on the platform.

 

Interactive Media

Apps like Snapchat and TikTok permit customers to share pictures and movies and have numerous distinctive interactive and extremely experimental options.

These two apps embody AR/VR filters, musical overlays, and interactive video games. Their viewers bases are additionally predominantly Gen-Z.

Skilled Makes use of

Snapchat

Manufacturers with giant followings would possibly contemplate publishing Snapchat Tales or movies curated by followers.

With out a high-budget or big on-line following, it is perhaps tough for an organization simply beginning out on social media to leverage Snapchat.

Brands and influencers on Snapchat are inclined to cater their content material to the platforms’ youthful audiences. For instance, on Snapchat, you would possibly see tales that current magnificence tutorials, wellness suggestions, information, or fashionable new merchandise.

For those who’re desirous about interactive media, there are nonetheless a number of viable methods you can become involved with Snapchat.

Whereas main manufacturers, like VICE and BuzzFeed, have grow to be Snapchat Uncover companions, the typical enterprise can nonetheless create a Snapchat enterprise account that customers can seek for and good friend.

This account means that you can publish short-term tales like particular person accounts. Nevertheless, these with a enterprise account also can purchase ad space.

For those who’ve arrange an account, try this information to getting started on Snapchat.

TikTok

When TikTok first rose to prominence in 2020, it primarily an app-based platform catering to a Gen Z market that needed little to do with manufacturers.

Since then, TikTok has grown to shift its focus to some longer-form content material, and types are far more conscious of tips on how to leverage the channel.

In actual fact, a few quarter of entrepreneurs in our Social Media Advertising and marketing survey say TikTok yields the very best ROI in comparison with different social media platforms.

The important thing to TikTok is to put money into influencer and creator advertising and marketing. Construct a partnership with a creator who aligns together with your model’s values and may introduce your services to their viewers.

Professionals and Cons

Professionals

• These platforms are very artistic and experimental.
• They have young audiences, which will help manufacturers higher goal Gen-Z.

Cons

• Producing common content material could possibly be costly and time-consuming.
• Enterprise accounts aren’t promoted up-front on the Snapchat interface. It’s possible you’ll wish to promote your channel in your web site or different social channels as a result of customers should seek for you with your Snapcode or username.
• Snapchat is proscribed to cellular and is not as straightforward to make use of as different platforms.
• You’ll most certainly need to put money into influencer advertising and marketing to realize traction on TikTok, and discovering a creator aligned with what you are promoting could also be tough.

Professional-Tip: It’s best to attempt to accurately estimate the money and time that may go into retaining these accounts up-to-date and related.

For those who’re not sure how quick video advertisements can profit what you are promoting, do not forget that short-form movies have the very best ROI in comparison with different video codecs.

Running a blog/Neighborhood

Examples of Main Platforms

Tumblr and Reddit permit customers to put up about thrilling area of interest subjects, like memes, occasions, politics, and popular culture.

When customers publish a put up, these platforms permit others to share it or add it to the dialog with their commentary.

Skilled Makes use of

Each running a blog and community-building platforms could possibly be useful to those that wish to encourage dialogue round very area of interest industries or subjects.

For instance, on these platforms, you would possibly see discussions about something from alternative health to machine learning.

By running a blog, you’ll be able to write posts about your organization’s trade subjects and hyperlink them to your product or website.

Whereas many individuals have a weblog on their web site, platforms like Tumblr is perhaps nice to make use of should you haven’t set this function up — or simply wish to see what others in your trade are running a blog about.

With a dialogue website like Reddit, you can share a hyperlink or a put up a few particular matter on a dialogue board associated to your trade and see how customers reply.

You can additionally begin your board if a subject you’re seeking to encourage dialogue on doesn’t have one but.

These two platforms particularly encourage internet chatter and put up shares from customers who care about the identical subjects.

Each additionally permit customers to comply with you or subscribe to your blogs or Reddit boards so your content material can seem on their feeds. Right here’s an instance of what Reddit’s feed seems to be like.

Different customers can up-vote or down-vote when somebody publishes one thing on Reddit. Up-voting makes a put up present up increased in Reddit feeds, whereas down-voting does the other.

On Tumblr, the feeds are organized by time. Nevertheless, a put up can present up increased when it’s re-shared by different customers. When a person shares or interacts together with your Tumblr content material, they give it a note.

After they reshare, they’ll put up a remark with the put up that will get added to a thread.

Right here’s an instance of how notes and threads can be utilized to encourage dialogue:

Professionals and Cons

Professionals

• Each platforms assist you to share textual content posts, pictures, and movies about what you are promoting, model, or particular person ideas.
• These platforms allow you to start out conversations a few matter.
• Each platforms permit linking to exterior web sites.

Cons

• Longer weblog posts would possibly take time to craft or write.
• Getting downvoted on Reddit or having no response from Tumblr customers means your posts could go unseen.
• Your viewers is perhaps too area of interest or restricted to simply these on the particular platform you employ.

Microblogging

Microblogging refers to posting quick blogs which can be meant for fast viewers interplay. Each Threads and X fall below this class as they permit customers to put up weblog content material with very restricted character counts.

Skilled Makes use of

For years, corporations have used X to put up fast updates relating to their services or to have interaction with their viewers in a humorous or relatable method. For instance, Wendy’s will typically put up content material like beneath to humrously entice their viewers.

The identical may be mentioned about Threads, although the platform has solely been round since July 2023.

Each platforms permit customers to add mini blogs, pictures, and movies to have interaction audiences. So, actually the probabilities are limitless when it comes to tips on how to use the platform.

Professionals and Cons:

Professionals

• If in case you have an amazing humorousness (like who ever runs Wendy’s social media) you may have an amazing likelihood of entertaining audiences and elevating model consciousness on microblogs.
• Microblogs are very versatile when it comes to the type of content material you’ll be able to put up.

Cons

Personal Neighborhood

Few issues are extra irritating and terrifying to me than once I put up one thing on social media that’s meant for my pals, followers, or my target market and it “leaves the neighborhood.”

By that, I imply the put up leaves its supposed viewers and takes on a lifetime of its personal.

Generally, as a marketer, you wish to guarantee your content material is simply being share amongst your viewers. You additionally wish to construct neighborhood and foster belief, which can result in longterm customers.

Enter: Personal social media neighborhood platforms like Discord.

Discord is a voice and chat platform the place customers be part of dialog servers, typically via unique invitations, and discuss to different members about area of interest subjects.

Skilled Makes use of

Platforms like Discord are nice as a result of they assist you to converse immediately together with your customers, share content material that’s extra possible to stick with your target market, and construct neighborhood together with your followers.

You should use Discord as digital focus group the place you’ll be able to interact together with your customers immediately to know their habits, issues, and desires.

For instance, I’ve a Discord server I exploit a content material creator to have interaction with my followers, sustain with the newest happenings in my area of interest, and construct neighborhood.

Professionals and Cons

Professionals:

• Like I mentioned, non-public neighborhood platforms like Discord are glorious for neighborhood constructing together with your followers and likeminded people. You’ll be able to foster neighborhood and keep tapped into your viewers.

Cons:

• Discord doesn‘t have options for native promoting, and it’s solely actually useful if you have already got a secure viewers who needs to be in neighborhood with you. So, you could have to deal with constructing your model’s following earlier than investing in Discord.

A Few Issues to Think about

Earlier than you begin logging in and organising your accounts on a bunch of platforms, remember to contemplate these components:

• How a lot time do you dedicate to strategizing round a social platform?
• Do you may have sources for creating graphics or movies?
• Do your objectives contain boosting model consciousness or visitors and income?
• Will you want an extra employees member to run this platform, or will or not it’s straightforward to take care of?

When you’re on a platform or two, remember to keep conscious of the way it’s altering and what entrepreneurs are doing. Take a look at our Ultimate Guide to Social Media Marketing for a present outlook.