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Insights – Learning from Failure, Innovation and Workplace Culture
Which social network do my customers use and what are the main features of each social network?
By:
Mujeres Sin Filtro
DO I NEED TO DANCE ON TIKTOK TO START A BUSINESS?
Estimated duration: 5 min 36 sec
In this video, we’ll answer two basic questions: Which social media platforms do my customers use, and what are the main features of each platform?
But as for whether you really need to learn TikTok dance routines or start doing comedy lip-syncs on Reels, we’ll give you the answer right now: it’s a resounding NO.
What social media platforms do my customers use?
When you research your ideal customer through interviews or reports from digital marketing experts, you’ll soon realize that you don’t need to create a business profile on every social media platform at once. Just start with the ones where your ideal customer spends the most time. Location is key: be where your customers are.
What are the main features of some social media platforms (Instagram, TikTok, YouTube)?
Instagram
Instagram uses machine learning based on users' behavior to create a unique feed for each of us. Even if two people follow exactly the same accounts, each will see a personalized feed based on how they interact with those accounts.
62% of Instagram users are between the ages of 18 and 34. The gender breakdown is nearly equal in both cases.
It’s a myth that you first need to grow your following in order for your potential customers to engage more with your content. The reality is that business accounts with fewer than 10,000 followers have an average post engagement rate of 0.76%, which is higher than accounts with between 10,000 and 100,000 followers, which have an average engagement rate of 0.63%
TikTok
When a video is uploaded to TikTok, the “For You” algorithm first shows it to a small subset of users. These people may or may not follow the creator, but TikTok has determined that they are more likely to engage with the video based on their past behavior.
If this initial group responds positively by liking, sharing, or watching the entire video at a higher rate than usual for that account, TikTok shows it to more people it believes share similar interests. That same process then repeats itself. And if this cycle of positive feedback occurs enough times, the video can go viral.
But be careful: if the initial test group doesn't indicate that they enjoyed the content, it's shown to fewer users, which limits its potential reach. It's basically a mini-voting system that repeats over and over until the metrics fall below average.
In April 2022, 24% of TikTok’s global audience consisted of women aged 18 to 24. The female audience also includes 17% of users aged 25 to 34.
YouTube
YouTube is the second-largest search engine and the second-most-visited website, behind Google. YouTube videos appear in the "Videos" and "Images" tabs on Google's search results pages.
YouTube's algorithm rewards engagement and encourages creators to produce videos that their audience truly enjoys watching. However, YouTube does not reward videos with the highest number of views. The goal of YouTube's algorithm is to keep people watching for as long as possible, which means that should be your goal as well.
YouTube is a social media platform used by people of all ages and genders; in other words, no single demographic makes up the majority of its users—it’s literally just like Google in that regard.
CONCLUSION
Part of getting to know your customers involves understanding which social media platforms they use most frequently and the type of content they consume most on those platforms. Each social media platform has its own unique characteristics, its own pace, and its own algorithm. Each one will require some time to learn how to make the most of it and develop your own strategy.
Neurodivergent, antiracist, queer, feminist, vegan for the animals, mother, sister, lover, Mexican, immigrant. Fan of music festivals by the beach, gin tonics, and annoying people with her unsolicited unpopular opinions.
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