When choosing which social media or video sharing platforms consider the following (as a start):

1. YOUR GOALS

2. YOUR AUDIENCE

3. YOUR TIME

There are so many choices when it comes to social media these days. So how does a small business owner go about identifying the right platform? I would say it starts with considering the aforementioned: your goals, your audience, and your time. Social media can be a powerful tool when used with fidelity and intention. I’ll post another entry soon on simple and easy ways to engage with social media platforms, but for now let’s compare and contrast two platforms specifically: YouTube and TikTok. Note: We’ll use TikTok for the sake of conversation. There are other platforms (Reels) available that look, feel, and operate much like TikTok, so if you find yourself uncomfortable with the actual APP just know that there are others out there like it.

YouTube isn’t a social media platform so much as it is about content sharing through video. Are you ready to commit the time it takes to research what the consumer is looking for when they turn YouTube? Are you ready to set aside time each week to shoot and edit videos? And are you ready to work on and in and for your digital farm (aka YouTube) to take root and begin to grow? It might take months or even a year or more before you see return on your time investment.

There’s also the back-end features of YouTube to consider. Setting up a channel, and one that will have success, isn’t something that happens overnight. Of course, there are ways to utilize YouTube on a more basic level (be on the lookout for a video “HOW TO KEEP YOUTUBE BASIC”), but your time commitment will be greater with this platform than traditional social media platforms which are more of a take a pic and post or plug and play situation.

Other social media platforms like TikTok, IG, and Facebook offer the average viewer and content creator fast and easy alternatives to posting content. A platform like TikTok allows a content creator to reach lots of people quickly – no followers, no added friends, no like, and no prior introductions needed. TikTok puts your content in front of people depending on what they’ve viewed previously or by the hashtags you attach to your content (or both). The great thing about this app – and others like it – is the ‘one stop shop’ capabilities. A person can record, edit, add special effects, text, backgrounds, transitions, and sound bytes. A small business owner or content creator can easily create a video that is fun, educational, engaging, and entertaining in just a few minutes. With YouTube it’s not usually that easy, so if you’re time is limited then you may want to consider something like TikTok, Facebook, or Reels.

The TikTok platform is NOT going away – even if TikTok as we know it ceases to exist in 2020 (stay tuned). These platforms, in my opinion, are a great way to optimize brand awareness, show a lighter side of your or your business, and push out content in a unique and fun way – all under sixty seconds. When thinking about your audience this app and others like it are the future. Who knows what they’ll think of next. And honestly, that’s the point.

You must be forward thinking in your efforts to stay top of mind. If your goal is to keep your pipeline full, grow your business then start making video content now.

The next generation of consumers is no longer hanging out at local shopping malls. You’ll have to run fast to keep up with their habits and preferences as consumers. Be prepared to shift and adapt quickly. Video content and marketing is a great place to start.

Align your goals, your audience, and your time with your content. And take flight!

Be sure to leave your comments on which platform has worked best for you when it comes to your small business and marketing or lead generation needs.

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