How to find the right social media channels for your company.


The question of whether a social media account is worthwhile for a company should, in the meantime, be answered clearly for all entrepreneurs. Yes, of course, a strong company needs social media to reach out to old and new customers, interact with them, and draw a close-up view of the business. No matter how versatile your own product may be, on social media every company finds its own target group. According to the statistic portal statista, there are 2.5 billion social media users worldwide. And there are more. In the last few years, people in the second half of life have started using social media proactively. In 2013, almost 70 percent of Internet users over the age of 50 were enrolled in at least one social network, with around 55 percent actively using them. A strong presence on social media is therefore not only interesting for companies whose target group is still in training. But which social media channel suits your own company? On which channels is the most effective way to reach your target audience?

For this, as with any successful marketing strategy, it is important to name your own target group as accurately as possible. But beyond that, the advantages and disadvantages of different social media platforms should be known, so that successful target group communication can succeed.


Facebook is the classic social network. Here are found monthly 25 million German users who actively use the possibilities of Facebook. The older the target group, the more relevant is the appealing Facebook profile. While young people are often active on multiple platforms, the older target group often uses Facebook primarily. Despite the scandals surrounding data protection, in which Facebook is repeatedly involved, the network enjoys great popularity among many users and is considered by many to be the social media standard. On a profile page, the company is able to present itself, and functions such as messenger make communication between customers and companies a breeze. Since recently, Facebook also offers a Marketplace feature, in which it is possible to offer goods in the form of classifieds.

For whom?
Put simply, for everyone. The older the target group, the more important Facebook becomes in communication.


The photo platform Instagram, which has been part of the Facebook empire since 2012, is the hotspot for all companies whose products can be aesthetically staged. Especially companies that are active in the field of fashion or interior will find their target group here. But even in the food and lifestyle sector, Instagram can be a great way to reach your own target group. The Insta Story feature, which allows images and videos to be visible for only 24 hours, provides the opportunity for strong executives with charisma to increase brand identification. Comments, questionnaires, or polls make the hurdle for business-user interaction very low. The new feature InstaTV recently made it possible to provide longer videos for a longer period of time - similar to the video platform Youtube. Whose goal, however, is the increase in traffic, who should rather look for alternatives to Instagram. Although products can now be linked directly to shop links, links in captions and comments can not be clicked on the platform. Only the possibility to place a link, for example to the website, in the profile influences the traffic figures. In addition, verified accounts can place links in stories. The vertical swipe with a finger from bottom to top, the Instagram user reaches the landing page.

For whom?
For brands with strong images, aesthetic products and attention to detail.


Pinterest offers a digital whiteboard where users can save content on topically themed boards. It is also possible to comment on and like pictures. Similar to Instagram, Pinterest also focuses on looks. Fashion, beauty and interior can be easily placed here, while insurance companies are more difficult. But there is a niche for everything. Pinterest is used by many as a guide platform. Visually appealing financial or savings tips as well as recipes, which fit into the cozy look of the social media platform, have good chances here. Since the images can be stored directly with links, Pinterest is a great way to market products successfully. This is especially worthwhile for the reason that many users use Pinterest as a wish list.

For whom?
Brands that enrich the user's bulletin boards with great photos and advice.


Snapchat asks many people beyond the age of 20 how exactly the platform should be used. At its core, this social media channel is about posting videos that are visible either for a 24 hour period or for ten seconds. The platform experienced a hype after its launch, but now the group of Snapchat users has emerged strong. People under 18 make up Snapchat's largest user group. So this social media channel is especially worthwhile if the fire should appeal to minors. Otherwise: Better use the story feature on Instagram and concentrate the capacity on a platform.

For whom?
Companies that want to keep their young target group informed daily


Twitter is a short message service on which messages with a maximum length of 280 characters can be divided into tweets. Even though it is possible to embed images and videos in tweets, Twitter relies heavily on the written word. The platform was founded in 2006, but despite its age in Germany has a fairly manageable user base of 12 million users. These are mainly people from the journalism and politics who inform themselves on Twitter about the daily events and comment on this.

For whom?
People from the media industry and those who want to become one.


WhatsApp is not a classic social network. Rather, it is a messenger service that allows 1: 1 communication. This is not about the number of followers or likes, but only about being able to answer customers' questions openly and personally. The messenger service enables a new way of e-mail or newsletter marketing. Customers can be addressed individually and informed about offers and communicate easily in voice messages. Particularly interesting are messenger services such as WhatsApp for companies that want to offer consulting services to their customers. In addition, newsletters via messengers like WhatsApp reach a younger audience because the Messenger is used more frequently and more intensively than an e-mail program.

For whom?
Companies that want to capitalize on customer service and show their closeness


Xing is a career network that focuses mainly on German-speaking countries. While most social media platforms and authenticity are concerned, the individual presentation on Xing is guided by professional interests. Xing acts as a digital resume, is the natural habitat of headhunters and enables digital networking. Here you have the opportunity to present yourself as a worker-friendly company and stay in touch with former team members. In addition, Xing offers the opportunity to look for potential new employees and to contact them directly.

For whom?
Companies that often give project work and want to be interesting for employees


Youtube is a video platform that makes it possible to present video content on its own channel. Youtube videos can be easily integrated into content management systems or other social media accounts, so that a well-maintained channel on the network offers a high added value. However, it should be said that running a Youtube channel is only worthwhile if video content is created in-house anyway. Otherwise, playing Youtube through the time-consuming production of videos consumes above average time compared to other social media channels. In addition, a Youtube channel should only be accompanied by strong community management, as the comments here on average have a rougher tone than on other platforms.

For whom?
Companies that produce video content

4 tips at the end

To successfully present yourself as a brand on social media, it is important to know the strengths and weaknesses of different platforms. But ultimately practice makes perfect . Sometimes it helps to just try out what fits your own business. Target group analysis and the analysis of algorithms help to optimally position the brand. Plus, it may be easier to " focus on a platform"  right now, instead of mixing in everywhere without really meeting the needs of the network.Do not be put off by new features!  The frontend of the platform looks very different after an update? There are new features that you do not yet understand? No panic. Social media reacts promptly to the demands of users in a digital world. Most of the innovations are helpful. Community Management is key. Who is on social media, without having set up a sensible community management, goes without life jacket on open waters. Users want to interact via social media, they want their criticism and praise to be heard. Community Management helps disgruntled customers and shuts off a crisis in a crisis situation.
So there are many ways to strengthen your company through social media. If you do not want to lose track of all the platforms, you can use a marketing portal to schedule or cancel postings on social media. Through the analysis capabilities offered by the marketing portal, advertisements on social media platforms can also be targeted by local targeting. In addition, distribution and sales partners can be equipped with pre-formulated posts and ads.



So finden sie die passenden Social Media Kanäle für Ihr Unternehmen Local Brand X Marketingportal

Simon Hofbauer

Head of Customer Management

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