The Best Platforms for a Social Media Marketing Campaign

Social Media Marketing Campaign

“The Best Platforms for a Social Media Marketing Campaign” written by Mike Marko.

It’s frustrating when you create a social media marketing campaign and have little to show for it.

You may have already spent hundreds or even thousands on your social media marketing campaign. I bet you even paid for “social media consultants” to help you, and they only made matters worse… especially because they just added to your advertising costs.

Trust me, I see this all the time. I even had similar experiences when I first got started.

Fortunately, I was able to figure it all out. I found the “secret”.

And now I want to share the “secret” with you.

Your problem isn’t always your content or a lack of effort. It could actually be that you’re using the wrong social media platform!

That’s why today, in this blog post, I’m going to help you select the best primary social media platform for your business. We’ll go over the benefits of each major social media site so you can select the best one for your social media marketing campaign!

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Where to Focus a Social Media Marketing Campaign

There were 3.2 billion social media users as of 2018. That was 13 percent higher than the year before.

With this sort of sustained growth, it’s only a matter of time before the Internet is filled with social media account owners.

That’s why you need to have an effective social media marketing campaign. It puts your brand in the same networks many of your target customers frequent.

But you may have limited resources or are a marketing beginner. If so, you probably can’t dedicate too much time to all the social networks.

You can be on them, yes. But putting out the same amount of marketing effort for all? Unlikely.

You’ll probably have to pick one platform as your focus for your social media marketing campaign.

So which platform should you choose? It depends on your needs, resources, business type, and even ideal customer demographic. Any one of these can make one platform more suitable than the others.

To help you figure out which one to focus on for your social media marketing campaign, I’ve listed the best ones. I’ve also noted each one’s strengths and other special traits.

Go through these before making one the center of your social media marketing campaign.



Facebook is the favorite platform for the majority of social media users. It has 1.4 billion active users per day.

That’s why it’s a staple whenever social media marketing campaign strategies are discussed. Whether you choose to focus on it or not, you still have to pay it some attention.

So why should you choose Facebook as the primary platform of your social media marketing campaign?

It’s the biggest social media platform.  And there are lots of Facebook advantages.

There’s no denying that.

That fact means that it offers potentially the widest reach for most businesses. Most businesses know it too. The 80 million small and medium business pages on Facebook prove it.

That represents a lot of competition. But you can still benefit from joining the bandwagon and making your own business page.

For starters, business pages will give you an SEO boost. Google crawls Facebook pages.

Furthermore, business pages give customers an easy way to get a company’s updates. If customers follow your page, updates about your brand will go directly to their notification boxes!

More importantly, it’s an ideal place to interact with the consumers. While you’re at it, you can attract potential new clients!

And that’s just the beginning of how you can use a Facebook social media marketing campaign to expand your customer base. You can also use myriad tools and features on it for that purpose.

Let’s take Facebook Groups as an example.

1) Facebook Groups for Marketing

Facebook Groups should be part of any Facebook social media marketing campaign. A Facebook Group is a group of people that shares your interests.

Joining a Facebook Group can do a lot for your social media marketing campaign. It allows you to interact with people who can benefit your business.

These could be potential clients or business partners. Interacting with them in a Facebook Group lets you promote your business without being too obvious.

The Facebook Group is just one of the social media marketing campaign tools you can find on this platform. There are many others, including — of course! — Facebook advertising.

2) Facebook Advertising

A social media marketing campaign on Facebook is the very definition of laser targeting.

Facebook stores user data such as interests, hobbies, and more. You’ve probably told Facebook your favorite food, pets, bands, etc.

Most other users of the platform have. That’s why Facebook can perform such effective audience targeting. It has a ton of demographic data!

That way, your advertisements will only show up for the perfect audience with the perfect mindset at the perfect moment. Only one thing pops into my head whenever I think about that.

I won’t have to spend money, time, and effort to engage people who were never going to buy from me in the first place.

And if you’re using Facebook for your social media marketing campaign, neither will you.

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So we’ve just established that Facebook is big and has a lot of demographic data.

Still, that doesn’t make it the automatic winner.

Platforms like Twitter can also be great to focus on for your social media marketing campaign.

For one thing, Twitter may be the platform that offers the quickest way to find and distribute info. Activity on Twitter is rapid and constant.

And there are a lot of other Twitter advantages.

This makes Twitter marketing a good fit for businesses that can offer speedy customer service or that update their services often.

1) Tweets and Customer Service

Twitter may be the ideal place for providing customer service online. In fact, 85% of small and medium business provide customer service on Twitter.

Some people may wonder about that. How can Twitter be so effective for customer service when it only allows posts of up to 280 characters?

Actually, that character limit may even be good for customer service! Because of it, you don’t have to spend a lot of time thinking about what to say.

That encourages a lot of customer service representatives to respond quicker. In turn, customers can respond just as quickly to their assistance.

This quick interaction can have a lot of beneficial results.

First, it paints your brand in a positive light. It suggests to your customers that you care about them… enough to reply quickly to their concerns, anyway.

Second, it encourages other consumers to interact with you. Now that they’ve seen your business acknowledges its clients, they’ll be likelier to turn into clients too.

That’s because they know they can get similar (good) treatment.

2) Twitter Advertising

Twitter ads aren’t as popular as Facebook ones for yet. But that’s one of the reasons you should use them for your social media marketing campaign!

Twitter ads also only make you pay for every confirmed engagement that you get. That’s great if you’re on a tight ad budget for your social media marketing campaign.

Let’s say you created an ad meant to push installations for an app. In this case, you only pay for each app install and nothing else.

In addition, Twitter has a feature called the Tweet Engager. It shows your ads to Twitter users from whom you’ve had ad engagements before.

Add that to the relatively low advertising competition on the platform. Is it any wonder some people are now focusing their social media marketing campaign on Twitter advertising?

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Instagram is another platform you want to consider focusing on for your social media marketing campaign.


Because it’s the one that gets the highest interaction rate.

Instagram may also be an ideal platform for businesses that are visually-oriented in their marketing. Art galleries, fashion labels or stores, even photo magazines tend to focus on Instagram.

The platform itself encourages visual marketing. Images and videos are the main media on Instagram — most of the text found in posts is found in the images themselves.

The platform’s interface and style is also much cleaner than most others’. This makes it easier to draw your audience’s attention to your marketing content when they’re on it.

Plus there are a lot of other Instagram advantages you can take advantage of for your marketing.

Instagram has some unique tools you can use for a social media marketing campaign too. Let’s take Instagram Stories as an example.

1) Instagram Stories

Instagram Stories are photos and videos that only stay on the site for 24 hours. After that, they vanish.

This gives them a nice allure.

When something’s a limited-time offer, you’re likelier to check it out, right?

Instagram Stories can be great for your social media marketing campaign. They’ve already been proven effective in many ways.

For instance, 2018 statistics show that more than ⅓ of the platform’s users watch Stories daily. In addition, 20% of the Stories posted by companies lead to audience interaction.

2) Instagram Advertising

There are several types of ads you can run on Instagram. Here’s a shortlist of the available ones at the moment:

  • Photo ads
  • Video ads
  • Carousel ads
  • Slideshow ads
  • Stories ads

You can set different objectives for your ads on Instagram. That ensures you pay for them in the way that best suits your business.

As with Twitter, for instance, you can set app installs as the objective. That would be for an app installation ad.

If it’s a video ad instead, you can set views or plays as the objective. That could be because your social media marketing campaign is for building brand exposure.

Another great thing about Instagram advertising is that it offers the same targeting options as Facebook. That’s definitely a plus for your social media marketing campaign.

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LinkedIn is the largest social network for professionals, making it the best place for a B2B social media marketing campaign.

In fact, 97 percent of B2B marketers come to LinkedIn to distribute content. If you’re in B2B, you want to be among them!

There’s also the fact that millenials make up 38% of LinkedIn users. That means a social media marketing campaign on it can reach a lot of the future decision-makers.

Other than that, you can find the largest group of thought leaders on LinkedIn. That includes thought leaders on marketing.

That means you can learn a lot just by watching how they work on LinkedIn.

The fact that most of the network’s users are professionals can be useful for a lot of businesses. Look at the way it gives users special targeting options for a social media marketing campaign ad, for example.

1) LinkedIn’s Targeting Options

Most platforms give you the option to choose the gender, age, and location of your target audience. But on LinkedIn, you’ll encounter a new set of options besides those.

Some of these include industry, job title, work experience, level of education, and skills. For a social media marketing campaign aimed at professionals, these options are vital!

For example, let’s say you want to promote your services to engineers. Finding those on Facebook or Twitter won’t be easy.

But it wouldn’t be a problem with LinkedIn targeting options.

2) LinkedIn’s Personalized Advertising

LinkedIn has most of the usual ad types you see on social media networks. In addition to those, it has a unique one called Sponsored InMail.

Sponsored InMail is where an email is sent to your target audience and put in their inbox. The user will be informed about the mail on their homepage.

In effect, it’s an ad that looks like a personal, direct notification. That’s what makes it so effective.

That said, take note that LinkedIn ads have a higher cost-per-click than the social media marketing campaign ads of other platforms.

But in a way, that’s normal. You don’t expect valuable information such as job titles and levels of education to be handed over for your ad targeting use entirely free, do you?



Now we come to the platform you should focus on if your social media marketing campaign is video-driven.

Concentrate on YouTube for your social media marketing campaign if most of your content is in video form. It’s also great for answering questions. Customers can ask for tutorials on using your products on it, for example.

YouTube videos can also be shared on other social media platforms. Besides, they’re widely accessible — even outside of the US.

All this makes the platform a good choice for staging your brand and its products in eye-catching video material.

YouTube and the Future of Video

Attention spans are getting shorter, mobile devices are being used longer, and the popularity of video content is only going to skyrocket.

In fact, studies forecast that videos on the Web will account for more than 82% of Internet consumer traffic by 2022.

Tweets with videos get more retweets. Facebook video posts get more shares. The number of video posts on Instagram and Snapchat is increasing.

This tells you that online video may be the future of content marketing. And for most people, YouTube is the place to go for online videos.

By being the leading video-sharing platform on the Internet, YouTube can dominate other social media platforms with video content.

In addition, YouTube can help with your search engine optimization or SEO. That’s because Google indexes video.

Notice that video results often appear at the top of a search results page. Remember too that YouTube was bought by Google in 2006.

YouTube Advertising

YouTube also has ad tools you can use for your social media marketing campaign.

Because the platform belongs to Google, it can make use of Google’s targeting features. That gives you access to targeting categories like Interests, Remarketing, Placements, and more.

Another thing that YouTube advertising has going for it is the way you pay for ads. For a TrueView In-Stream YouTube ad, for example, you only have to pay when one of the following happens:

  1. Someone watches at least 30 seconds of your TrueView ad, or
  2. Someone engages the ad, perhaps by clicking on your call-to-action button.

This helps to keep your budget under control. That’s all the more impressive when you think that most studies find YouTube ads to have a higher return on investment than TV ads.

Final Thoughts on the Best Platforms for a Social Media Marketing Campaign

So now you know the best platforms to concentrate on for your social media marketing campaign.

Facebook, Twitter, Instagram, LinkedIn, and YouTube are all good options. The choice depends on your business and marketing needs.

For example, a social media marketing campaign driven by visual material is likely best focused on Instagram or YouTube.

One more concerned with fast responses and interactions with consumers is probably better off with Twitter instead.

Remember that choosing a primary platform for your social media marketing campaign doesn’t mean ignoring the rest. It just means making one platform the center of your marketing efforts.

If you have any other questions about social media marketing campaign, make sure to leave them in the comment section below.

If you need help with your social media marketing campaign to help scale up your business, then you should take a look at our “Results in Advance” program.

We start with a 30-60 minute free consultation where we together create a strategy that will grow your business effectively. Its actually a strategy session where you’ll walk away with actionable steps you can take to increase your business revenue. By the end, you can either take what we discussed and run with it yourself or we can agree to work together to crush your results!

If you want to learn about how to qualify for our “Results in Advance” program, please feel free to reach out to us by clicking the button below.

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The Best Platforms for a Social Media Marketing Campaign - Mike Marko

Author: Mike Marko
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Article: The Best Platforms for a Social Media Marketing Campaign

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