Facebook, Instagram, TikTok, X (formerly Twitter), overwhelmed with so many social networks? When you open an eCommerce you know that one of the channels you will have to manage is social networks. But what is the best social network to attract customers?
The answer to this question is not so simple as you might think actually. And not so complex that you would have to debate it a lot. So, how about we talk about it?
What is the best social network to attract customers?
The quick answer would be all of them. The complex answer, it depends.
Each social network is focused on a type of audience. Although we may think that they are all suitable for everyone, the truth is that this is not the case. Each one of them has a priority audience that is what keeps it going and, after a few years, this can change.
For example, in the case of TikTok, it is normal for this social network to be focused on young people under 25 years old. But since last year, many videos for adults have started to appear, on different topics, not only what may interest young people.
This is making it change and, in a few years, it could become a social network for more adults and give way to another emerging one.
In the case of X, it is normal for those who comment to be people who just want to leave a comment and little else, or to be a trend-setter (and stick to whatever trends there are). With Instagram, it is those over 30-40 who are now more attached to this social network.
And which of them attracts customers? Well, that's it. It depends on the target audience you are addressing..
What is this target audience thing?
If you've never heard of target audiences before, you should know that they are the people you are targeting in your eCommerce. And that's because, When you have an online store, or offer a service, these are not for everyone. In other words, when it comes to knowing who you sell to, the answer is not everyone. But not everyone will be interested in what you sell.
A clear example: imagine that you have an eCommerce store selling toys. Well, you can't say that you sell to everyone, because that's not true. Single people may not need toys, and if they do, it will be sporadic, so they are not your main customer. However, parents with children would be the ones for whom your products are ideal.
How to know which social network is the best
Based on what we have told you above, Each social network has a specific target audience, and you could find clients there if you know how to establish a good social strategy for them. But the first thing you need is to know what type of audience there is in each one.
Thus, in the case of Facebook, You will meet people from the strip from 18 to 39 years (these are just over half of the people on the social network), followed by those aged 40 to 64.
Facebook is more focused on promoting your brand and boosting your eCommerce sales. That's why the content is focused on the products you have in your stores. The only problem is that Facebook hides a lot of company pages, so reaching customers is complicated, unless you pay and run campaigns.
For its part, Instagram usually focuses on young people aged 18 to 24 They are looking for quick content, such as Instagram stories or short videos. In fact, scrolling makes them go through the content and only spend three seconds on it, which is the time you have to capture their attention or they will move on to other content.
For Instagram, the most important thing is photos, but also videos. In fact, both, especially the latter, are given increasing importance, which makes them much more widely consumed and go viral.
In this case, where you should attack the most is Reels and Stories. They are the ones that work best now.
About YouTube, according to data available on the Internet, the main audience on this social network is between 16 and 45 years old. And more than half, although it may seem incredible, are women.
For YouTube, essential content is videos, but to really attract customers you need them to go viral, and that means working very hard on SEO and making sure the content is attractive and interesting.
X, or formerly known as Twitter, It is aimed at men, since 70% of the public is male. Those who use it the most are in the age range from 25 to 49 years.
X is based on content with very little text but with striking images. In addition, it is fast content, so it is quickly forgotten unless it goes viral. That is why it is the network where you have to publish almost constantly to have visibility. As for clients, yes, it can bring you clients, but you have to publish a lot on it to get them.
For a much younger audience, From 10 to 29 years old, there is Tiktok, the social network that, for now, is where most users stay connected (also due to the scrolling that takes place on it, consuming content without even realizing it).
Here, videos are also what attract the most interest, but for them to really work, they have to be quite attractive and very short. Although it all depends, because there are profiles with longer videos that are also successful. Of course, it is not the most used social network; in reality, that position belongs to Facebook.
Finally, there is The LinkedIn social network, which is a professional network and is mainly used to search for work, the truth is that there are more and more publications of another type. In this case, the main audience of the network is between 25 and 34 years old, more than half of them men.
LinkedIn is not a social network that you should use to attract clients, but rather to create contacts to find work. Therefore, of all the social networks, this is the one that can bring the fewest clients to your eCommerce.
Now it's up to you to find the best social network to attract customers based on the eCommerce you have and the type of audience you usually sell to.