Choosing the social media platforms to be present on as part of your wellness business strategy can be completely overwhelming. This is just like many of the steps that come with starting an online health and wellness business.
However, I’m here to share my opinion on how just how many social media channels you need to be active one. And it can sometimes be an unpopular opinion, depending on who you are. But I firmly believe in making smart and strategic business decisions that won’t stress you out and put you in a cycle where you are constantly burning yourself out.
Identify What You’re Comfortable Doing
I’m not going to tell you WHICH platforms to use. However, I am going to tell you how to determine which ones you may want to narrow it down to. The first thing is identifying what you’re comfortable with when it comes to social media.
While I occasionally do some IG lives and IG story videos, I tend to stay away from a lot of on-camera stuff. As an introvert, I’m just much more comfortable being behind the screen and/or camera. You won’t see me starting a vlog on YouTube anytime soon. Although, I have toyed with doing tutorials on YouTube where you just hear my voice … I could be down with that.
Anyway, back to the point. Understanding your strengths and what you’re comfortable doing on social media will help you narrow it down to the main channels you’ll want to use. If you loathe being in front of the camera, but you still do YouTube videos, it’s going to show. Your audience can read your energy … positive and negative.
If you’re more comfortable giving content out like recipes and other health tips, consider Facebook and/or Instagram and Pinterest. Pinterest is great for getting traffic to your blog with eye-catching images and content.
Understand the Pros and Cons of Social Media Channels
Here’s a brief breakdown of some of the most popular social media channels in use today. This will give you insight as it relates to where and how different platforms are used and who it may be beneficial for.
Facebook has 2.38 billion monthly active users. This is a an easy place to start to build your social media presence as a business … you can build a business profile that includes links to your website and details about your services/offerings/programs.
I highly recommend having a Facebook business page, even if you don’t use Facebook for engagement. Facebook is one of the first places people look when researching a business. Also, it’s important to have a Facebook business page if you are considering running Facebook/Instagram ads in the future.
With over 2 billion users, you’re guaranteed to have a large number of people within your target audience. However, all of the 2 billion users have several personal connections and liked pages in their timeline … meaning your post may get lost in the mix.
I highly recommend having a Facebook business page, even if you don’t use Facebook for engagement. Facebook is one of the first places people look when researching a business.
Instagram has over 500 million daily active users. It is incredibly helpful for brand awareness. Approximately 60% of people say they’ve learned about products or services on Instagram. Hashtags make it easy to get your message to an audience that is searching Instagram for what you are offering.
Some of the downfalls of this platform are upkeep and linking. Keeping up with your brand aesthetic can require a budget for professional photos and/or regular, dedicated time to create engaging content. On Instagram, unlike Facebook, you’re unable to post links in individual posts … only in your bio description (and then it’s only ONE link). (This is the case unless you are a verified account or have 10k+ followers … which then you can enable SWIPE UP on stories to go directly to a specific link.)
Pinterest has about 250 million daily active users. It’s a great social media platform for driving traffic to your website, course registration, or affiliate link. The conversion rates on Pinterest are typically higher than other platforms. These conversions tend to result in users spending more than two times more per conversion than Facebook or Instagram.
A drawback of Pinterest is that you need to share more content to get noticed and generate decent traffic to your site. The average account typically needs to share between at least 5-20 pins per day to get their boards noticed. Unless you use a paid service like Tailwind, it is difficult to fully automate Pinterest. However, if you do use Tailwind, it significantly increases your Pinterest content reach. These means more traffic to your website and the number of potential clients visiting your content.
I highly recommend Tailwind, especially if you have a fair amount of content or plan to create content regularly (like blog posts).
YouTube has over 1.9 billion monthly active users. With YouTube, videos can be much longer than Facebook and Instagram allow; so if you’re looking to share longform video content, this is the place to do it. Also, there are no out-of-pocket expenses required to set up a YouTube Business account. You can get your channel up and going without much more than a cell phone if you wanted.
Some of the cons of YouTube are competition and time investment. While you’ll have competition on all of the other social media platforms, YouTube makes it really easy for you to use potential clients to your competition with the “Related Videos” that show up at the end of videos. This is just something to keep in mind if you use this platform.
Time investment is definitely a big one here. You need to block time to outline your video content, record it, edit it, post it and then promote it on at least one other platform. You’ll also want to work on optimizing it for search engines, too.
Twitter has 126 million daily active users and it’s often one of the platforms people underestimate. With Twitter, hashtags make it easy to spread your messaging to an audience that is searching within the platform for what you are selling or promoting. I love that the links automatically shorten when you drop them into a tweet, meaning you won’t waste any more characters than necessary beacuse of a long link. Also, with Twitter, it’s easy for followers and users to RETWEET and share your content.
However, the ease of retweeting and sharing content leads Twitter to have an oversaturation problem and it can be a challenge to differentiate yourself in this type of environment. Also, if your followers follow a lot of other accounts, your tweets can easily be pushed to the bottom of their feed and go unnoticed.
Dedicate Time Each Day to Your Top Platforms
While it is important to know which platforms you want to share content on, that is only half the battle. You won’t generate new followers and potential clients if you’re only participating on one side of the social media conversation.
Basically, I’m telling you that you need to engage in meaningful ways on the social media platforms you commit to. This means blocking out time each day to interact with your audience.
- On Instagram, comment (with something more than a emoji to show that you actually read the caption … people know what’s genuine and what’s just phishing for followers) and interact with stories.
- If you choose Facebook, comment on a post (again, something to show you read the content and got something out of it and share it on your page.
- With Pinterest, pin content that your audience would find valuable and add it to relevant group boards to reach more people.
- On YouTube, comment meaningfully and consider sharing it on Facebook or Pinterest to reach a wider audience.
Are you truly engaging with your audience or just phishing for followers?
Social media is a two-way street. You can’t expect your audience to grow (with real followers, not bots) without authentically sharing content important to you and relevant to them and also interacting with your audience on their content, too.
The best clients are the ones who feel like they know you before they work with you. Authenticity and openness is going to bring you way more followers than posting 6 times a day on every platform. It’s about the quality content not the quantity of content.
What two (or three) social media platforms are you going to narrow it down to?
I’m focusing on Instagram and Pinterest in 2020 and sharing occasionally on my Facebook business page. And I’ll be blocking time out to do Pinterest and Instagram engagement for 15-20 minutes a day. It is totally doable and will grow your audience and website traffic faster than any other “quick way” you’ve heard.