Are you struggling to reach your audience on social media? With so many platforms and social media tools available, it’s often easy to invest a lot of time without any reward. With more beauty businesses going online for their marketing, competition can be fierce – but by planning your social media and understanding the platforms you’re using, you can still find solid success.
How can I choose the best social media platform for my business?
As a rule, you’re more likely to find success if you initially focus on one social media platform – you’ll be able to build a core audience, understand them and take that knowledge forward to other platforms.
So, to choose the best social media platform for your beauty business, you need to first identify your audience.
Look at your existing client base and match them up with the most relevant social media site. A quick search online will help you find reports that point towards which platform is best for which age group.
For example, according to Sprout Social, TikTok’s reach is particularly strong among young adults, with 74% of online 18-24-year-olds using the platform as of May 2024.
Meanwhile, Instagram is the second-most-visited smartphone app among 18-34-year-olds, with reach increasing from 78.5% in May 2023 to 81.2% in May 2024.
The social media management platform also notes that while Facebook’s overall reach in the UK remains substantial, its appeal among younger audiences is waning.
In fact, users aged 18-24 spend an average of just 15 minutes per day on the platform, compared to the overall average of 39 minutes.
This suggests that if your target audience falls within this range, you’d be better off spending your time on other platforms.
That’s not to say your efforts on Facebook should be ruled out entirely, with Social Sprout also reporting that Facebook remains the top platform for Gen X and Baby Boomers, with 84% and 88% having a presence there respectively.
How to appeal to different demographics on social media
In addition to different demographics preferring different social media platforms, they also use them in different ways.
For example, it has been established that Gen Z treats TikTok like a search engine and news source, while Instagram is reserved for connecting with friends.
Meanwhile, Gen X and Boomers view Facebook as a way to stay connected with others, in addition to staying up to date with news.
What time should I post on social media?
Unfortunately, there isn’t a universal answer to this. The team at scheduling tool Buffer analysed five separate studies on this topic and all five suggested a different time and day.
The simplest strategy is to post when the majority your followers are online. Facebook and Instagram both offer up this information.
Go to the “Insights” tab on your page and you can see the days and times that your current followers are most active. Using this data, you can start to plan content to go out at your busiest times.
However, make sure not to “flood” your social media with content at these popular times.
Posting multiple posts in short succession drives down the “reach” of each post. This means fewer individual people will see that post, even if it’s at your busiest time.
Quality in one strong post is always better than quantity.
Read next: How to film video content that promotes your beauty business
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