What’s Your Primary Channel?
Yawn Marketing – No Boring Answers
Companies often choose to post the exact same content across all of their channels. This is not necessarily a ‘lazy’ approach and it could well be the most efficient way to regularly share content without investing excess energy on something that doesn’t have a high return. If that sounds familiar, then choosing a primary channel could be a really important way to develop your social strategy.
So, what do we mean by a ‘Primary Channel’?
A primary channel is the social media platform that you decide to focus the majority of your energy on. This means that you create and schedule your content with that channel in mind, and the others become secondary.
Your primary channel will be the one that best serves your needs, be they industry, client, engagement, or content related.
How do you work out which channel should be your primary focus?
You probably already have an idea of which social media platform is the most important for your business. Maybe you get the majority of your leads from Instagram, or you have amazing engagement on your Facebook page. The best way to backup your hunch is by looking at the insights provided by each platform to gather real data.
Beyond the like/follower count (which can be a very good indicator), the insights on each channel can tell you about your audience and how they engage with your content.
Pay attention to the demographics of your audience, who are they? Are they millennials? Business people? Retired? Although, you shouldn’t limit your customer profile based on these generalities, they can be helpful when deciding which channel will be most beneficial to your business.
For example, if you have an older audience, it is more likely that Facebook will be your primary channel. This is based on data suggesting that whilst only 23% of people aged 50-64 use Instagram, 51% use Facebook, these user figures decrease proportionally as the age increases.
What to do when you’ve identified your primary channel
Once you have decided which channel should be your primary focus – prioritise it. Ensure that your content is optimised for that platform:
- For Instagram, you will want to consider image dimensions and how your posts will look in the grid format.
- For Facebook, you may want to explore ‘Groups’ and ‘Marketplace’ to see how you can integrate them into your marketing strategy.
- For Linkedin, you can explore the Articles and Groups functions and may produce more professional content than for other channels.
If you only have the time to optimise one platform, then search for popular keywords or hashtags within your industry and rotate them on different posts. It won’t harm your content on other platforms if your posts aren’t specifically tailored to the channel, but can really help you to increase reach and engagement on your primary.
Having got this far, if you think that two channels may have equal importance to your business, then that’s great! You’re smashing it. If they are both really valuable, then it is worth investing the time to individually tailor your content to both channels.
Author: Grace Appleby