There’s a lot of conflicting information circulating the web when it comes to utilizing social media in your marketing strategy. One study declares Facebook the champion of customer service, while others pin Pinterest as the leader in e-commerce. There’s no shortage of reports or studies like this, and it can be confusing for marketers who are trying to create multi-purpose campaigns, especially during the holiday season.
Some social networks do have advantages over others making them more appealing to marketers with specific goals. However, if you’re just looking to reach holiday shoppers between now and the end of the year, you really can’t go wrong with any of them. Clever Girls Collective surveyed nearly 1,000 social influencers and found that no single channel won out.
The social media agency’s survey focused on women as the gender is known to change its spending habits for the holiday season. According to CGC, 81 percent spend more on clothes and 94 percent more on food compared to the rest of the year. This increase in spending behavior makes women a desirable target for brands’ holiday marketing campaigns.
You might focus efforts on one or two social networks 11 months out of the year, but now is the time to divide and conquer. Survey results show that while YouTube is fantastic for beauty tutorials, Instagram has a slight edge over the video platform with 18 percent of women turning to it for beauty ideas and inspiration. But before you ditch YouTube in favor of Instagram’s 15-second videos, Pinterest and fashion blogs are also effective for driving traffic to your website.
With figures like the ones found in the infographic below, it’s disadvantageous for you to single out a single platform. Doing so can reduce success, especially at a time when driving online and offline sales are so critical. That said, if you’re going to utilize multiple social platforms, it’s critical that you go into it with a solid strategy and a skilled social team to back you up.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.