marketing matters header 2 15 19 copyWith so many choices for social media marketing, how do you choose the right one for your business? It is fairly well accepted by small businesses that social media advertising is becoming a necessity if they want to be seen in the market and have results; however, the answer as to what channel and how, is not so simple.

Let’s look at social media channels usage by advertisers and two of the channels SkyWest Media feels are very important for small businesses to consider. These two channels may want to be considered in addition to the establishment of a strong digital footprint (Google listings and other digital listings all correctly set-up), proper SEO, Google Ad words campaigns, and more. However, each business is unique and proper strategy is formed out of aligning social media usage with the desired target audience and intentions.

According to Social Sprout (2019),
• Facebook continues to grow with 97% of social advertisers designating the platform as the most used or most useful social media platform with over 2 billion active users
o Facebook is the 2nd favorite channel for video consumption, behind YouTube
o Facebook usage about teens is dropping, with 68% of United States adults claiming to use Facebook last year
• Instagram has grown to 1 billion active users with more than 500 million consumers using Instagram daily
o Instagram attracts a younger audience with 72% of teens claiming to use Instagram
o Instagram has 58 times more engagement per follower than Facebook (according to Social Media Today)

Statista reports the following statistics.

statistic i global social networks ranked copy

When considering what your social media footprint should be, always consider your customer first, their needs, preferences, usage, and recognize that it always is about the content you post that makes a huge difference. You can be on numerous channels and it will not make any difference if the content is not targeted, informative, and reaching the consumer using the right message at the right time in the right way. There are many ways to use these platforms and recognizing that having video components, telling an authentic story, and creating engaging content is of most importance.


Statista. (2019). Most Popular Social Networks Worldwide as of January 2019, ranked by number of active users (in millions). Retrieved from /

Walker-Ford, M. (2019, February 11). 21 Instagram Facts That All eCommerce Businesses Should Know. Retrieved from /

Zote, J. (2019, February 1). 65 Social Media Strategies to Bookmark in 2019. Retrieved from

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