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SOCIAL MEDIA: Who Rules the World

Published on April 5, 2021 at 6:46 p.m.  
by Taylor Tobin.

For many of us, the first thing we do each morning when we wake is check our phones. I don’t know about you, but before checking my emails or text messages, I like to see what is going on in the TikTok world. I often find myself on my social media accounts more than any other activity.

When scrolling through my social media apps, I have noticed that each app provides content in its own unique way. With social media taking over the world, it is important for PR practitioners to understand what platforms are best to reach consumers for the content they want to deliver.

Let’s explore some of the most popular apps in the world today.

Facebook: The King

Photo by NeONBRAND on Unsplash

Facebook is undeniably the largest social media platform, with 2.8 billion monthly active users. Since its creation in 2004, Facebook has transformed from a mainly college-based user platform to now being best known for connecting both close and distant relatives, current or past friends, co-workers, classmates and more. Recently, Facebook has branched into becoming a marketing platform for businesses. With the Facebook Pages and Facebook Ad Campaigns implications, businesses are able to reach more consumers through the app.

Facebook has upgraded from the tradition of hoarding embarrassing family photos to being a platform that helps businesses achieve their marketing aspirations.

Instagram: The Queen
After being purchased by Facebook in 2012, Instagram has expanded tremendously. Some might even say Instagram is following in its owner’s footsteps by becoming the queen of social media.

Instagram was created as a place to post photos and videos for your followers to see. While this is still the primary use of Instagram, the platform has expanded to featuring Instagram stories, reels (long video clips) and story highlights in order to make the app more interactive for users. The upgraded features of the app have allowed influencers to make their break into the celebrity world and also create a solid platform to interact with fans. The interactive features have also helped with the marketing strategy of businesses in terms of promoting their brands and interacting with consumers.

Instagram is best for promoting a person’s personal brand. For example, I can’t go a day without seeing the Kardashians popping up on my Instagram timeline to promote their newest makeup product, family trip or a reminder about the next “Keeping Up With The Kardashians” episode. Many influencers also use the app to promote brand deals. Kouvr Annon, a popular TikTok creator, often uses her social media platform to promote her ambassador position with Savage X Fenty, Rihanna’s clothing brand.

Twitter: Keep it casual
Being one of the first social media platforms to create a character limit of 280 on all posts and to use hashtags, Twitter is all about keeping it casual. Twitter is known for displaying organic content through its tweets. Most people use the Twitter app to get their daily news in a fast, convenient manner. E! News often posts tweets on the latest celebrity drama, pop culture updates and entertainment news. Twitter is also a great source to find daily PR news through accounts such as PR Daily, PRSA and Bulldog Reporter.

Twitter is a great app to get quick information out to viewers, and then lead them to a link that provides more content. It is also great for creating relatable and humorous content that viewers can’t stay away from.

Many celebrities use Twitter to interact with their fans and even some non-supporters. Chrissy Teigen, a model, TV personality, author and entrepreneur, is often recognized for her activity on the app. Teigen has used the platform to voice her opinion on politics, racial justice and LGBTQ rights. While using Twitter to take a stand, Teigen also often posts relatable content detailing her daily life struggles, funny moments and newest television show obsessions.

TikTok: The new kid in town
This highly addictive video creation platform is ultimately taking over the internet. TikTok was created in 2016 and has continued to rise in popularity over the past five years. Originally, TikTok was recognized as a dancing app; however, TikTok has grown to become a marketing strategy for businesses and influencers.

TikTok is another way to connect with consumers on a more personal and relatable level. Through video creation, both creator and business accounts are able to display their daily lives for all to see. Sienna Mae Gomez, a popular TikTok creator, has used her TikTok platform to promote body positivity. She is able to portray herself as being relatable through her fun, creative content that is motivational in terms of showing it is OK to be your true self.

TikTok has proven to be one of the most fast-paced apps to help influencers achieve their dreams of becoming famous. The app has also expanded into being a great platform for businesses to spread their brand messages to younger consumers. TikTok is a great way to create fun, quick content to grab viewers’ attention and lead them to your brand.

Social media has become the backbone of everyday lives for many around the world. It is no longer just about taking a picture, writing a caption and posting. Now, social media can take advantage of its many users to promote brands and inspire influencers of the next generation. It solidifies itself as a leader in creating a platform for individuals to stay in touch, begin careers and influence what might just become the next great thing.

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