Parts 1 and 2 of our Personal Branding series cover the What and Why. Part 3: Where should your personal brand land?
Even if you’ve got the most on-target personal brand, WHERE you tell your story is as important as the story itself. Brands are primarily digital, and if you don’t use the right platforms, your brand is simply not going to do what you need it to do.
There’s no shortage of social media platforms on which to be seen, but the trick is to be seen by the right audience. Whether you’re an expert in your field, a thought leader, or an influencer, there’s no one-size-fits-all strategy when it comes to Facebook, Instagram, TikTok, YouTube, LinkedIn, and the rest — each appeals to a different audience. A layered approach to your marketing plan can boost its effectiveness. (And our team at MediaSpark has some great ideas!)
Here’s a breakdown of some of the most popular social media platforms and why they might be best for your brand.
LinkedIn is the preeminent network for career and professional development, and the first stop for prospective employers and those looking to expand their networks. A higher-educated, higher-earning B2B demographic of 738 million users makes LinkedIn a potential goldmine for ads. Looking to grow your international audience? Over 70% of LinkedIn users live outside the US.
With 2 billion monthly users, YouTube is a demographic equalizer, splitting pretty evenly between male and female users and across all age groups. Its steady growth in ad revenue, as a social network, and as a video streamer provides proof that YouTube is the go-to video network for the Internet at large. 62% log in daily.
TikTok’s younger user base (18-24) has created a boom in influencer marketing. This video-forward platform has an audience of 100 million monthly active users, which includes a quickly growing use by adults — an attractive opportunity for personal and business brands alike.
It’s no surprise that the biggest social media platform by far is Facebook, with 3 billion monthly active users. Facebook ads can be keenly targeted to specific audiences, and because Facebook and Instagram share the same ad platform, cross-promotional opportunities are a bonus.
Instagram is the second largest network after Facebook, with 1 billion active monthly users. Instagram stats highlight the value of social media influencers and content for motivating shopping. Reels continues to compete with peers like Snapchat and TikTok, creating even more opportunities for touches on your brand.
But no matter where you’re doing the talking, it’s important to keep your message consistent across platforms. The backbone of a personal brand is authenticity and consistency.
Stay tuned: We’ve got more on how to build a personal brand in Part 4 of our series.