Social media

The final area we want to look into will be Social Media. Outside of Paid Search, no channel will impact your SEO capabilities and performance like social media.

It uses similar ranking factors to show or highlight content to users and you can use any links generated via social campaigns to drive value back to your website.

This is an area you should focus on as you’re building a captive audience. The more people who follow you on your respective social channels have already shown ‘intent’ and are interested in your brand or range of products.

We advise our clients to treat every social channel as a different channel but make sure your content is tailored and caters for that audience. So how you talk to your Facebook audience should be different to Instagram and LinkedIn.

Each platform has different creative options and marketing opportunities – and very different audiences who expect to be catered for based on the platform they are using.

There are currently over 57M social media users in the UK – that’s nearly 85% of the entire population.

They spend nearly 2hours a day on their preferred channel – but interestingly on average will use 6 different platforms each month.

Social channels by nature are ‘social’. 53.1% of all users cite keeping in touch with friends and family as their main reason for using a social network.

36.7% use it to fill spare time, 26.8% keep up with news or current affairs but one of the most interesting findings is 22.2% use social to ‘find inspiration for things to do and buy’.

In terms of actual platforms and which ones are popular, controversially, two platforms in the top five whilst definitely being social, aren’t channels we’d necessarily deem as a ‘social network’…

WhatsApp (73.4%) and Facebook Messenger (55.3%) both score very highly with users and marketers are starting to give them more prominence as part of their marketing tool kit and using the channels from both a brand awareness and purchase perspective.

Facebook and Instagram remain the top ‘traditional’ social networks with 70.7% and 56.4% of users respectively

Despite a surge in popularity over the last few years, TikTok (38%) still trails behind Twitter (42.8%) in terms of popularity but we are starting to see some movement from newer platforms such as Telegram (10.6%), Nextdoor (10.5%) and Discord (10.2%).