Many small businesses are trying their hand at social media marketing but end up with zero or minimal returns. Even brands and big companies want to have a substantial social media presence. But to maintain their presence in all the social media platforms can be exhaustive. 

Since social media platforms are free, it is tempting for companies to invest in all platforms to reach a wider audience. Instead of allocating all your time on multiple platforms, you need to focus on how you can best spend your resources. 

Narrowing down your choices to a few social media platforms will allow you to shift your focus on achieving the strategic objectives laid down by you.

​Strategy for Different Social Media Platforms

Multiple social media platforms have features and capabilities that overlap. So you might find the same opportunities on two or more social media platforms. 

While some platforms are best suited to meet your early-stage business objectives, others have advanced options that help you reach the buyers at each stage of the customer lifecycle. 

Understanding the varying patterns of each social media platform will be your stepping stone to choosing the right one for you.


Increase Social Media Engagement


With over 1.58 billion daily active users, Facebook is one of the biggest social media platforms out there for social media engagement. The reason behind Facebook’s success is its brilliant user experience and its mobile-friendly features. 

But just because a large number of people are present on the platform, does not mean that they’ll necessarily notice you. 

You might have heard about how Facebook’s algorithms change over and over again. But have you ever tried understanding them? It can provide you with specific and clear guidelines about the type of content you should be publishing that would reach the maximum number of people. This leads to significantly improving organic engagement.

Let’s take you on a quick algorithm tour - 

  • Text-based posts - In the past, brands have tried to run contests and giveaways to increase their organic reach and engagement. But Facebook’s new algorithm measures the engagement and reach based on the time a user spends in reading a post. If the content that you publish is valuable for the user, they will spend more time reading it. Therefore, publishing quality content that the user resonates with will bring your post more visibility and higher reach. 

  • Blogs & Articles - Facebook measures the value of the content based on the time a user spends on reading the article or blog. To avoid any miscalculations, the platform has added additional features that take into account several things like article length or the page loading time. 

  • Video content - Videos have been trending on Facebook for a while now. But the user behaviour is a bit different here. Users don’t generally like, share or comment on videos. Which is why Facebook judges the quality of a video based on other factors such as whether someone turns on the sound, makes the video full screen, and enables high-definition. Producing highly engaging video content will help you increase your organic reach. 

  • Click baits and Headlines - Facebook found out that people enjoy reading articles on the platform. But to protect its users from spammers and maintain its excellent user experience, Facebook changed its algorithm. Now, Facebook looks at how long people spend reading the article and the ratio of people clicking compared to people discussing or sharing the content. 

It is clear that Facebook values its users. Publishing valuable content that users connect with will help you align your strategy to Facebook’s algorithms.


Over the years, Twitter has transformed into a strong virtual watercooler platform where people discuss news, politics, pop culture, and everything! As of March 2019, there are 330 million monthly active users on Twitter. 

Twitter has evolved into a platform for both corporate and personal brands to interact with their customers and build personal relationships. This also leads to Twitter being the place that most customers look towards for their complaints. 

Since Twitter is a highly engaging platform, it can get very competitive. Here are a few tricks to help you improve it and get an edge over your competitors - 

  • Keep an eye on the word count - Twitter allows a character limit of 280 characters per tweet. But you need to keep it shorter and simpler. Research from Buddy Media shows that tweets containing less than 100 characters receive 17% higher social media engagement than longer ones. 

  • Beware of the hashtags - Using hashtags increases visibility as well as engagement. But using too many hashtags can decrease engagement. You should 2-3 highly relevant hashtags for your posts. Posts with more than 2 hashtags suffer from reduced visibility and disengaged audience.

  • Follow the leaders - Engage regularly with industry leaders by re-tweeting their posts, commenting on their tweets and liking them and their audience. 

  • Link it up - Adding links to your tweet is another good strategy. Tweets with links are 86% more likely to be retweeted, according to research.


LinkedIn is the world’s largest professional network, with more than 645 million members. It has not only provided the business with a vast platform to hire but also expand their network and business growth. 

Companies have been using this platform for years to showcase products, build employee networks, post blogs, share upcoming events, and update status. LinkedIn is without a doubt one of the best platforms for building an online presence and creating brand awareness. 

Here’s how you can leverage the various aspects of the platform and build a strong online presence - 

  • LinkedIn too has recently made changes in its algorithm to prioritize professional content (with customized CTAs - Contact Us, Learn More, etc).

  • Additionally, page admins can connect their pages to relevant hashtags. This will allow readers to find and connect with pages based on the hashtags that they mutually follow.

  • Create or join LinkedIn groups to showcase your authority over a particular field of work and find potential customers. Further, you should also encourage employees to be active in these groups and serve as advocates for your brand.


Social Media Platform


Instagram is a video and photo-sharing platform, with more than 1 billion active monthly users. Many brands have already realized the power of Instagram and visuals for growing their business. Whether you are a B2B organization or a B2C brand, here are some tips that will help you engage with customers on this platform - 

  • Make it personal - Audience on Instagram relate to stories, not products. Ensure that you’re telling a story and not making a hard-sell social media strategy. 

  • Promote your audience - Find ways to tag & promote your audience on Instagram. People love free shoutouts and reposts., which is a great way to build a highly engaged network. 

  • Join the Live Gang - Live streaming videos are currently the ‘trend’ of Instagram. The audience particularly enjoys them because they can build a personal relationship with you through raw and live videos. IGTV (live streaming) can help you reach a wider audience and build reliable connections with potential customers.

  • Test the content - For Instagram stories, you can  add polls, ask questions, run “ask me anything” (AMAs), and more to test less-permanent versions of content. This is a great way of knowing what the audience wants and providing it to them.

​Create a Highly-Engaged Social Network

The dynamic patterns of social media algorithms make it difficult to engage users. And often, it is next to impossible for brands to keep up with them. 

This results in a lower organic reach and engagement and leads your social media strategy to failure. 

While some brands take the unconventional path and create an organic network, others take a different road towards paid advertising. 

When you follow the tips mentioned above, you are able to capture and engage users. But given the number of people that are present on social media, it is obvious that you won’t be able to reach everyone. 

Social media advertising, like organic social media marketing, has become negligible for marketers because of the size and quality of audiences on social media platforms. 

But don’t dive right into it. Knowing how advertisements work on various platforms is also important. Learn more about how to advertise on social media with minimum budget and maximum results.

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