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Which is right for your business ? Part Two

Welcome to the second installment of our blog post, featuring an overview of social media and in particular which ones are likely to work best for your own business. In case you missed the first part - you can read it here!

Last time out we covered two of the key players, namely Facebook and Twitter. However, it should be noted that there are plenty of other options that can work equally as good, if not better.

In this post we will take a look at the following platforms:

  • Instagram

  • Pinterest

  • LinkedIn

  • YouTube

  • Snapchat


You would have to be from a different planet to not already be aware of the likes of Facebook and Twitter. For some people that is the extent of their social media coverage; however, if you don’t already make use of Instagram then you are missing a trick.

The platform itself is makes it very easy for users to share images and video content, with users who follow you being shown the content that you add. In some respects it can be seen as a simplified version of Facebook; however, it sets its stall out to reach an entirely different audience.

A key benefit to using Instagram is that you then have access to one of the most advanced social media targeting options available. Over one-third of all users have used the Instagram app to purchase a product or service online.

Instagram is perfect for businesses who:

  • Businesses that want to build a strong loyal brand

  • Make good use of images and video content

  • Strengthen relationships with followers and potential customers

  • Want lots of engagement on posts, without paying for ads

Here are some stats from 2017 which go to demonstrate just why this platform is growing from strength to strength.

  • Globally there are over 600 + Million monthly active users, with over 400+ Million using the platform on a daily basis

  • Each day there are over 100+ Million posts and the platform has seen 40+ Billion photos posted

  • Over a third of all internet users are on Instagram with the average user absorbing 25 minutes of content per day

  • A staggering 80% of users are outside of the U.S.A.

When it comes to business users, this translates to some amazing stats.

  • 90% of the top 100 Global brands now use Instagram, according to Interbrand, with 80% of them posting at least once per week

  • 53% of Instagram users follow their favorite brands, with 24% of influencers voting the platform the single best option for influencer marketing


Pinterest doesn’t claim to be a social media juggernaught like Facebook, Twitter, or indeed Instagram; however, it does still have over 200 million active monthly users.

One of the key advantages of Pinterest is that it lends itself to people who are seeking ideas or inspiration.

You have the ability to group your images onto boards, thus making it easier for users to find your key topics.

Websites or business types that can benefit from Pinterest include ones looking to:

  • Showcase a Personality

  • Provide Inspiration for Employees

  • Promote a Lifestyle

  • Run Contests

As we know, Pinterest really does work well for brands that feature ideas and inspiration, so these might include sites like:

  • Photographers

  • Designers

  • Interior Design Companies

  • DIY / Crafts

  • Beauty / Fashion

  • Travel

Basically, any business type that has a powerful image or video message to deliver would benefit from the exposure that a properly managed Pinterest account can provide.

The main demographics to be aware of with Pinterest is that close to 75% of all users are female, over half tend to view the information via a tablet and a whopping 88% of users ended up purchasing a product that they had previously pinned.


LinkedIn is an extremely strong platform for the delivery of corporate business messages. Unlike the other platforms mentioned already, you tend not to find humour or pretty pictures of dogs or cats, etc.

In most cases the businesses that get the maximum from LinkedIn include those who:

  • Want to make new corporate connections

  • Use it to boost their recruitment reach

  • Look to produce high quality lead generation campaigns

Surveys vary, but it is true to say that most tend to agree that LinkedIn has the ability to be more powerful (when used property) for B2B marketers than Facebook and the other platforms.

At present, LinkedIn doesn’t make use of a feed filter. This means that 100% of your posts will reach your followers feeds, no matter how they have engaged with your previous posts. Facebook has come under pressure on this topic recently, with an algorithm that effectively forces pages to pay to reach the followers that they already have.

If you are looking to recruit new talent then it is likely that LinkedIn will be able to support your goals. You can reach out to individuals directly or attract the assistance of head-hunters or similar.

As you might expect for a platform that has been around for quite some time, LinkedIn has a very strong following. Data for 2018 so far suggests that there are over 500 Million users around the world, with as many as 250 Million being described as “active”.

Since it’s launch in 2003 it has evolved considerably; however, the main purpose of this platform is to help people to network on a professional level. The basic service remains free, but a paid subscription does unlock features that most professionals will benefit from.

We have pretty much used up our available space on this article, which means there will be a third and final installment next month when we cover YouTube and take a look at Snapchat.

Thanks again to Dan C for coming up with the suggestion of this topic. If you have an idea that would work for an article feel free to reach me by email glenncowan@voovagroup.com, I’m happy to cover most topics!

Until next time, wishing you all the best with your social media efforts.