But there is potential pay-off there, too:In short, because YouTube is video (usually long-form video) the barrier to entry is a little bit higher for DIY marketers, who will benefit from time, money, and talent (or preferably all three).
Formerly a humble photo-sharing app, over the past few years Instagram has become one of the world’s most important social apps in regard tosocial commerce.
Alongside astrology memes and latte art, Instagram’s become a virtual shopping mall, with a plethora of features designed to help businesses sell products—preferably beautiful ones.
While the importance of a polished feed has shifted with the rise of ephemeral, live, and video content (a.k.a.Stories,Reels,Instagram Live, andInstagram Video), brands should keep in mind that a strong visual identity is always key on Instagram.
This might be news to a lot of North Americans, but WhatsApp is one of the world’s foremost social media apps.
Facebook purchased WhatsApp in 2014 for $19 billion, and it has remained, more or less, a straight-up messaging and calling app. (And ad-free, unlike Facebook Messenger.)
Every day, 175 million users in 180 countries message one of the 50 million businesses on WhatsApp.
For those businesses, WhatsApp’s most appealing functions include streamlining customer service conversations and showcasing products in a catalog (essentially a digital storefront akin to Facebook Shop, though users must still leave the app to make purchases).
Next up is Messenger: the other private messaging app owned by Facebook. Part of Facebook’s ongoing strategy to prioritize private messaging, Facebook Messenger differs in a few key ways from WhatsApp:
it does serve a variety of ads (including sponsored messages, inbox ads, etc.)
it also links all of a user’s contacts from both Instagram and Facebook.
Messenger features like automatic replies, greetings and away messages can help make customer relationships more efficient. For some brands, a more complicated proposition like building a Facebook Messenger bot makes sense.
Over half of all WeChat users in China are under 30 years old
The first non-North American app on this list is Tencent’s WeChat (or Weixin, in China). Because American social media sites are restricted in China, the country has its own flourishing social ecology.
WeChat is the dominant social network in China, but this super social media app goes beyond messaging. Users can message, video call, shop using WeChat Pay, use government services, call rideshares, play games—you name it. According to one survey, 73% of respondents in China had used WeChat in the past month.
In late 2020, 88% of American businesses doing business in China said that Donald Trump’s plan to ban WeChat would have a negative impact on their operations, and 42% predicted they’d lose revenue if the ban went through. (It didn’t.)
For businesses looking to expand their efforts in China, looking into WeChat marketing—whether that’s advertising, influencer campaigns, in-app e-commerce, or building out a mini-app within WeChat—will be an important step.
This camera-first, disappearing content app has been around since 2011. Owned by Snap, a company that’s independent of the Facebook empire, Snapchat’s Stories are a popular format that has been repeatedly cloned by competitors.
Nonetheless, Snapchat’s user base is not only youthful but also loyal: 82% of its users are under 34, and it remains the most popular app for teens (though TikTok is now breathing down its neck, see #8).
Brands who care about earning attention from Gen Z (and, soon enough, generation Alpha) are definitely going to want to check this platform out. Start with our overview of SnapChat for business and SnapChat ads.
75% of weekly Pinterest users are shopping on the platform
Pinterest—the digital vision board app—has been experiencing notable user growth through the pandemic. For instance, their popularity outside of America was up 46% in 2020.
Pinterest has a reputation as a positive, apolitical, moderated space for brands to advertise to people planning out life events. 92% of advertisers on Pinterest agree that it has the most positive reputation of any social media app.
Advertising on Pinterest, as with most of the other platforms on this list, is headed towards e-commerce. Shoppable ads are now on the menu in select countries in Europe and North America.
*First, let us note that LinkedIn hasn’t reported monthly or daily active users (just the number of accounts—a potentially vastly different number) since Microsoft bought it in 2016.
That said, LinkedIn has been a bit of a dark-horse social platform these past few years. It has experienced rising popularity as users and brands have realized that the only social media site dedicated to professionals is more than just a job board.
Organic content, including LinkedIn Live and the platform’s new product pages, is increasingly big on LinkedIn, with 96% of B2B marketers reporting that they use these features. Likewise, 80% report they use LinkedIn ads, which include sponsored direct messages.
One social media app to manage all the social media apps
Most businesses use more than one social media site to market their brand. Hootsuite is a social media management platform that lets you to create, schedule, and publish messages to all the major social networks from one dashboard. You can also:
edit and automatically resize images according to each network’s unique specs
measure your performance across networks
moderate comments and respond to customer service requests
streams to monitor mentions of your brand
It will save you time and level up your social media marketing efforts.
Watch the video below to see how Hootsuite works.
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