Knowledge is everywhere. It’s easier to access than ever before, and there are many avenues that people can take advantage of in order to find the answers to their questions. The search engine is tried and true, but the shifting landscape of social media has given rise to new kinds of knowledge bases, for better or for worse.
So what do you focus on? Obviously, your website will still be incredibly important, but if you’re looking to reach new audiences, where should you set up social media knowledge bases? Let’s break ‘em down.
TikTok on the Clock, But The Party Don’t Stop
Starting off strong, we have the former lipsync app that is now the main source of information for millions of people worldwide.
When people want to know how to do something, or they’re looking for news right from the front lines, TikTok is where they go. Their search feature lets you ask questions, the information they’re looking for comes in succinct, easily digestible bites, and when people find an account they like, they tend to scan through the other videos on that channel. People build entire lives off of this app.
TikTok represents the shift to video that most of the internet has been experiencing. It’s one of the best ways to connect with your prospects, deliver information, and raise your brand awareness. Quick tutorials, podcast snippets, and other short videos showing your value can go a long way on TikTok. With US TikTok ad revenues estimated to hit $8.62 billion in 2024 and their grip on the Gen Z market, TikTok should definitely be on the radar of your marketing department.
Spread Your Influence with Instagram
Another platform doing a lot with video is Instagram. As anyone who scrolls Insta stories for hours can tell you, there’s been an algorithm shift on the site itself designed to favor video. If you put video on your profile, you’re much more likely to be seen by the world at large. A strange move for a platform that built everything on the sharing of still images, but they clearly felt the heat from TikTok.
Instagram offers options to sell products and has been widely utilized for years by celebrities, brands, and everyone else for a good while now. The user base is massive, and people regularly use it to communicate. There are also plenty of research materials and time-tested strategies that have been developed over the years that you can review in order to boost your presence and effectiveness. Just keep in mind that stories and videos are going to get the algorithm on your side. You’re also able to crosspost to Facebook, which brings us to…
Facebook (Yeah, It’s Still Around)
While it may not be as widely talked about as the other social media platforms, Facebook is still an incredibly influential platform. With the massive built-in user base, you can target users by interests, and their retargeting ads can do wonders for your conversion rates in your other marketing channels.
It’s one of those platforms that everyone knows, and it’s so widely used that many businesses use it as their main online presence. We don’t recommend that for your B2B endeavors, but anywhere you can make contact with a large group of users is going to benefit you.
This is another platform where video is on the rise, so keep that in mind when developing your strategies for this OG social media platform, along with the fact that people don’t use this one to find information as much. This one isn’t replacing the search engine anytime soon.
