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Worker with Ladder

Social Media: Pinterest, Twitter and Youtube
(discover the importance of other social networks in your online marketing strategy)

Social networks continue to be the real protagonists of our daily lives. Whether you want to admit it or not, everyone uses them (some more and some less). We shouldn't make a speech about using it as a person, but rather evaluate it as a means by which we can spread our brand, create quality traffic and even get sales.

To get a clearer idea of why it is important to know how to move between social networks, we show you some recent data. According to an INESDI document from 2022, the most used social networks in Spain are:

WhatsApp (used by +80% of the Spanish population)

Youtube (the most used video platform in the world)

Facebook (despite loss of ground, still with +20 million users)

Instagram (+ 20 million users)

Twitter (closes to 5 million again)

facebook messenger

LinkedIn (nearly 15 million users)

Pinterest (+14 million unique visitors)

Skype

TikTok (+15 million, but with an overwhelming trend)

 

Basically, putting two different social networks together almost certainly ends up including the entire population. Below we also report another table that interests us a little more, which tells us the percentage of the Spanish population between the ages of 16 and 64 who uses each social network (it is more than 95% of the population who shop on the Internet). . .

 

Now that we have clear ideas about these numbers, we can understand a little more why it is necessary to have a marketing strategy that also takes into account social networks and, in particular, Facebook and Instagram, which are the ones that give us the most opportunities from the point of view of sales (and on which we already have another document, where we mention TikTok, due to its similar characteristics, albeit with a different audience). We will also have another document on WhatsApp (which we believe is especially important in terms of engagement and as a support platform for email marketing); Finally Youtube, Twitter and Pinterest (to which we will dedicate this document and which will support us above all at an SEO level, as well as as content for a multiplatform strategy).

 

PINTEREST

This platform is one of the most underrated by brands, but we like to give it the importance it deserves, especially for the audience that uses it and for its link with Google.

The most relevant data on this visual social network are:

Nearly 80% of users say they discover new brands on Pinterest and research new products here before buying, meaning being well ranked and having a Pinterest board increases your chances of finding new customers

Its audience is largely made up of women (+75%), so it is particularly suitable for those brands whose main target is women (jewelry, fashion accessories, etc.)

It is Google's visual social network

 

These 3 reasons alone are enough to justify our presence on this social network. The truth is that the work we have to do is minimal, because it involves publishing our product catalog (with direct links to our website) and adding some extra photos to maintain a certain level of content publication. Surely there are complex and super striking strategies to exploit this platform as if all our sales depended on it, but for us it is rather a quick way to get in touch with new potential customers and, above all, to be recognized by Google.

The advantage of SEO is quite relevant here, because it is Google's platform, and this makes the world's leading search engine value its publications and its visual and textual content more to appear in search results.

Let's face it: it's easier to post a photo on Pinterest with your description (especially knowing that we will use the same photos that we already have on our site and on our other social networks) than to write an article on a blog that transmits to our website . The elapsed time is completely different, because here it is a matter of minutes at most.

Also, since this is a platform that we will mainly use to improve our SEO (aside from trying to reach new potential customers who don't know us yet), the idea is not to create and copy our entire catalog in one day, but rather It is advisable to publish content (pin) every day or two and always connect it with a direct link to our website, so that Google sees it as an external link that searches for us and sees that new content is created on our website daily.

Pinterest also offers the possibility of scheduling our publications so that you don't have to do it every day, but you must change your profile to "Company" even if it is convenient because in the future you may need to do more things with this social network. Once the profile has been updated, when creating a Pin you can always decide whether to publish it immediately or schedule it for a later time (by deciding on the publication date and time). Also, you can always see the scheduled pins from here: https://www.pinterest.es/(username)/scheduled-pins/

 

Remember to use a 2:3 aspect ratio, preferably around 1000x1500 pixels.

It is clearly a more useful platform if we offer physical products and not services. But we can use it in the same way, to create additional content.

 

TWITTER


This social network is one of the oldest and has lasted for several years, increasingly acquiring a connotation more linked to politics and news.


Its potential for an online store of products or services is more limited than the others, but we can find ways to get something out of it with this social network as well. Our advice is to use it above all to interact with a different audience and from a completely different perspective from the one we teach with other social networks such as Facebook and Instagram. We're talking about leveraging the social values that drive this platform to create an even deeper connection to our brand for certain people. Let's explain it with an example that can clarify everything a little more:

 

If I have a winter sports clothing store, I can use all the viral and discussion content related to winter, mountains and sports. For example, I can share a newspaper article explaining that some fabrics don't adequately protect people from the cold, or don't allow them to breathe properly in winter, and comment that your clothes don't have this problem; Or you can also ask people what they think about global warming and suggest that we do something about it or we won't have any more slopes to ski on. Or you can also talk about an event your shop is organizing to showcase the new sunglasses with special lenses that do not let through UVA rays and perfectly protect your eyes during winter sports.

All these are very simple and trivial ideas, if you will, but they have a very powerful common factor: that they directly point to the values and sensitivity of the person reading the news. It's not about direct advertising, where you offer your product because it's better than others (as you would on Facebook, Instagram or Youtube); it's a conversation with your audience, a time when you share your emotions and concerns with others openly and without second interests.

At first glance it may seem useless, but it is not at all like that: a person who follows you on Twitter is much more connected to your brand VALUES than a person who follows you on any other social network. And while this isn't necessarily or directly reflected in sales, it has its positive implications, because it helps create a much deeper image of your brand, and one that can be very powerful if you hit the right buttons.


This is relatively easy to explain, because if we consider the example of the winter sports clothing store, a person who follows you and knows that you care about the environment and the health of all people, and who thinks like you about some problems, they will certainly be more inclined to buy products from your store rather than from another competitor that does not have the same social commitment as yours.


You know your brand better than anyone else and you know if it has any more intrinsic value that it seeks to teach the world, unique and powerful values that can be shared with others in a "viral" way. If this is your case, don't waste time and start posting on this social network, trying to have a different and more critical point of view; It's true that it can take a little longer than copying and pasting an image, but you don't have to post something every day. Here it is better to publish every two or three days, but with content that is truly of quality and that generates interest in terms of opinion on a certain topic related to your brand.


Finally, remember that, like in other social networks, Twitter also allows you to easily schedule your publications. You will only have to click on the calendar icon before publishing your tweet and a screen will open where you can choose the date and time of your publication. At the end you just have to click on Confirm and you will have your publication ready (below I leave you an explanatory image).

Finally, it should be noted that this year, for the first time in the United States, Twitter users were given the opportunity to publish up to 50 products on the platform. This is just the beginning and we know that everything that starts in the United States eventually reaches Europe as well, so one more reason to be present on this platform, waiting to be able to publish our products and have a better chance of selling.

YOUTUBE


Our last mention in this social media document could only be for the world leader in video content, owned by Google itself (92% of Italians use it in Italy). We all know Youtube and we use it on a daily basis and our potential customers do it too. It is a channel that allows us to upload video content that can go viral. With a single viral video we could get dozens of new customers, so it's better to try, even more now that YouTube has introduced its short videos to compete with TikTok and Reels. This allows us to do the same thing already suggested on other occasions, that is to use the same content to publish it on this platform.


As for the creation of a video, it is important to take into account some elements here:

 

The description is key because, working like Google, its ranking will depend in part on the content that describes it, so don't be shy and put all you can into it; remember to always end up adding a direct link to your website or product page, because you can easily get traffic.

 

Don't forget the tags, because they are a very important parameter for YouTube to associate your video with the searches of its users. Try playing between generic tags and many more specific and dynamic ones to appear in the first results, at least in the case of users looking for your product. Example: If my store sells Handmade Superhero Wooden Keychain, one of the tags should definitely be "Handmade Wooden Keychain", "Handmade Superhero Keychain" or "Handmade Superhero Keychain" handmade superhero".

 

Remember that short videos tend to get more views faster (but be careful of the music you put on because YouTube is much more fiscal than TikTok and Instagram and could delete your video).

That said, a good strategy to start creating content on your brand channel is to post videos of your products: how they look in a real context, or how they look when someone opens a box and sees the products for the first time (here you can ask your friends to help you); If, on the other hand, you offer a service, you could post short videos where you tell a very small part of a course you sell, or some general strategy, or even (if they give you permission - better in writing, so I'll be sure of it) a video of a of your customers who have just used your service and who tell about their experience.


All of this content is a gold mine, not only for the potential traffic it can bring to your website, but also for the SEO positioning itself, because YouTube is owned by Google as we said, and this makes its content much more valuable of video content from other platforms. Furthermore, Google always gives more importance to videos than to images, because all content today moves through videos. It is no coincidence that TikTok is growing so much and that Instagram is favoring Reels over photo posts.


So we have to publish all the video content that we have.

OTHER APPLICATIONS WITH POTENTIAL


In addition to the most common social networks, we also like to talk about some applications that are gradually appearing in our lives and having less audience, it also has far fewer competitors, so by having a good strategy within them, you could ensure that you are visible to one party completely new to the public. Furthermore, we can never know for sure that an app will have an unexpected boom, so being well positioned at an early stage (where there are users anyway) can give you a competitive edge.

BEREAL: is an application that sends you a notification every day informing you that you have 2 minutes to take a live photo (simultaneously a front photo and a normal one from your mobile phone) and that it is also the only way to access the content of the day Everything is real, without filters and without the possibility of preparing your photos in advance, because the application directly accesses the camera. It certainly has a very original positioning, but surely there is a business where it could be used and the good news is that it already has more than 5 million downloads.

TELEGRAM: it's not a real surprise, but it's a very useful complementary/alternative application to Whatsapp and its users have been increasing in recent years (almost 60% in Italy against 95% who use WhatsApp).

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