How to choose where to post - find the right platform for you

I'm going to start this episode by saying, you do not need to be on every platform. Not only would that be super overwhelming, especially if you were just starting out, but also, not every platform is going to be the best place for you to reach your audience.

There are a lot of different platforms out there, but I feel like the main ones that are used nowadays are YouTube, podcasts, Instagram, TikTok, and Facebook. So, in this episode, we are going to break all of these down and really chat about how to choose the best one for you and your brand.

Before you can find the right platform, you need to understand your brand and target audience.

When choosing a social media platform, it's not one size that’s all; there are certain platforms used by a certain demographic of people, and that do well for different types of content and brands. So, before you can find the right platform for you, take some time to reevaluate your audience and get this all ironed out before choosing your platform.

How to understand your brand:

Now, this is your brand, and no one should understand it better than you. If you haven’t already, it’s really important to write down your branding as if you were sharing it with another person.

This is not only good for you to always reference back to when you’re creating content but also would be helpful if you ever decided to get help with your business.

So, take some time to really ask yourself, what is your brand voice, what are your values, what problem are you solving for your audience, what do you want people to feel when they see your brand?

Asking yourself some of these general branding type questions will help you create or solidify your brand identity.

How to understand your audience:

We had talked a lot about creating your avatars for your audience, and that’s really what you’re going to do here if you haven’t already. You will ask yourself the general questions, what are their age and gender? Then you’ll get a little bit more specific about their interest and what they like to do in their spare time.

Then dig a little deeper into your brand and think about what problem they might have that you need to help them solve. Give this ideal audience avatar a name, and when you are choosing a platform or creating content, remind yourself that this is the person you are trying to reach.

Let’s explore some social media platforms, shall we?

Let’s narrow this decision down. I’m going to run through each of these platforms, what they are, their benefits and demographics.

YouTube: Let’s start with YouTube. Some of you might know that I am an OG YouTube girly; I have been on the platform for a very, very long time. It is not only my favorite platform to create on, but it’s also my favorite content to consume. We all know what YouTube is, but just in case, a simple definition of YouTube is that it is a video-sharing platform that allows users to upload videos and share them with viewers. YouTube has its own search engine, so you can optimize your videos for search and grow that way. Also, YouTube is great at recommending content that is performing well, so that is one of the best ways to grow.

As for demographics, YouTube has a wide user base, with a majority of users aged 18-34. It is popular among people of all genders and has a global reach.

So, I feel like YouTube would be a great platform for any brand or target audience.

Podcasting: Podcast, another favorite of mine. Obviously. Now when somebody first thinks about a podcast, they directly go to audio because it is commonly an audio style of content. But we have seen a huge increase in video podcasts over the last year or two. I’m not sure where you are listening right now, but this year we decided to turn the Creator club into both video and audio. So if somebody prefers to watch and listen, they have that option now.

Podcast listenership has been steadily growing, with a diverse audience ranging from millennials to older adults. It is popular among commuters, busy professionals, and those seeking educational or entertainment content.

So again, podcasts are great for a variety of brands and audience types.

Instagram: Instagram is a platform that really screams community to me. I feel like it’s a great platform to use hand-in-hand with a podcast or YouTube channel because a lot of times it’s a place that viewers will go to connect deeper with the content creator they like. Instagram allows a variety of types of content, from photos to graphics, short-form videos, and stories – where you can really be connecting with your audience on a day-to-day basis.

Instagram has a predominantly younger user base, with a majority of users aged 18-34. It is popular among millennials and Gen Z, with a slightly higher female user base.

TikTok: Oh, TikTok, this platform took social media by storm with its short-form video content, viral trends, and creativity. TikTok is a beast and not for the faint of heart. There is an entirely different vibe over on TikTok than there is on Instagram, for example. Let’s just say commenters aren’t afraid to express themselves.

TikTok also has a predominantly younger user base, with a majority of users aged 16-24. It is popular among Gen Z and has a global reach.

Facebook: Good ole Facebook. Most people refer to this as a social networking platform. It is the OG of social media platforms, and I definitely do believe it is still relevant for some brands and audiences. Facebook has really changed and developed over the years, now allowing stories and reels on their platform as well. You can very easily have a real or story be posted on your Facebook even if you’re primarily focusing on Instagram. And if you want to have a business account on Instagram, you have to have a business account on Facebook so inevitably, you’re probably going to at least create a Facebook page as a creator, but it’s up to you entirely if you want to post on this.

As for demographics, Facebook has a wide user base, with 69% of US adults using the platform. It appeals to a diverse range of age groups, and if you are targeting millennials and up, this is definitely a good platform to be on.

Choosing your platform based on your goals

Now you have an idea of what platform holds your ideal audience and fits your brand identity. Something else you need to figure out are your goals. What is it that you want to achieve in your brand and business?

Each platform is different, but also similar in some ways, with the way your audience can engage, discoverability, and also how you can monetize. These might be deciding factors in which platform you choose. Let’s break down each platform again, considering these three areas.

YouTube:

Engagement: You can engage with your audience through comments, likes, and shares on your videos. It's a great platform for building a community and fostering discussions.
Discoverability: With YouTube's search and recommendation algorithms, your videos have the potential to reach a wide audience and gain exposure.
Monetization: YouTube offers various monetization options like ads, sponsorships, and channel memberships, allowing you to earn money from your content.

Podcast:

Engagement: Listeners can engage with your podcast by leaving reviews, comments, or even reaching out to you directly. It's a more intimate and personal way to connect with your audience.
Discoverability: Podcast platforms like Apple Podcasts and Spotify have built-in discovery features, making it easier for new listeners to find your show.
Monetization: You can monetize your podcast through sponsorships, advertising, or even by offering exclusive bonus content to your loyal listeners.

Instagram:

Engagement: You can engage with your audience through likes, comments, shares, and direct messages. Instagram's interactive features like Stories provide additional engagement opportunities.
Discoverability: Instagram's explore page and hashtags allow you to reach a wider audience and attract new followers who share similar interests. The Reels feed, however, is by far the most significant in the current Instagram landscape, for allowing creators to reach wider audiences.
Monetization: Instagram offers various monetization options like sponsored posts, brand partnerships, and the ability to sell products directly through the platform.

TikTok:

Engagement: TikTok thrives on user engagement, with features like duets, challenges, and comments that encourage interaction and collaboration with your audience.
Discoverability: TikTok's algorithm is designed to showcase content to users based on their interests, making it easier for your videos to go viral and gain exposure.
Monetization: While TikTok doesn't have built-in monetization options like ads, you can leverage your TikTok presence to drive traffic to other platforms where you can monetize your content, such as YouTube or your own website.

Facebook:

Engagement: You can engage with your audience through comments, likes, and shares on your posts. Facebook also offers groups and pages where you can build communities and interact with your followers.
Discoverability: Facebook's news feed and groups allow you to reach a wide range of users, and you can also use targeted advertising to reach specific demographics.
Monetization: Facebook offers monetization options like ad revenue sharing, sponsored content, and the ability to sell products through Facebook Shops.

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The most important part is that picking a platform that you enjoy, because if you pick A platform you’re not excited about, it’ll be very unlikely that you can stick to it, and stay consistent while you grow your brand. And also, don’t put too much pressure on yourself, if you give a platform a try and realize it’s not for you, you can always switch it up and try something different.