Not all social networks are created equal. Since we reviewed 3 big players (Instagram, Facebook, and Twitter) on the social network market in our last post, you should take a look at smaller and more specific types of social networks.

First, let's take a look at LinkedIn. This social network is owned by Microsoft and aimed at professionals. LinkedIn’s target audience are employees and employers all over the world and encourages them to share their working experiences. Just like Facebook, Instagram and Twitter, LinkedIn offers users different ways of sharing content through videos, images, audio clips and blog posts. Because of its employee targeting and networking emphasis, LinkedIn’s presence is a must have for many businesses. There are multiple reasons why LinkedIn can be the perfect place to advertise. First, LinkedIn is most effective at B2B (business to business) advertisements. Next, the LinkedIn team offers a wide range of advertisement tools such as flexible targeting parameters and brand-new Lead Accelerator tools. LinkedIn advertising excels in gated content (content only visible by completing the form) and, considering most of its audience is motivated to engage with the content, it is easier to get people to respond to your forms. While LinkedIn has multiple advantages in B2B marketing over other social networks, its strict work-related aesthetic can make it a much less desirable platform for advertising to more casual types of audiences. Because of this, it is very important to do proper audience research before engaging in a LinkedIn ad campaign.

The next social network that should get your attention is Snapchat. This social network offers users “expiring” video and “audio” content implemented in direct messaging. The key factor of Snapchat is its audience. According to the industry analysis, Snapchat reaches “90% of all 12-24 year-olds and 75% of all 12-34 year-olds in the US”. It is impossible to deny that Snapchat ads will be reaching a younger audience and, therefore, must be suitable for that demographic. To fulfill that demand, Snapchat offers extensive ad creation and customization software. It also provides users with location targeting advanced media creation workflows and real-time insights on how your ad performs in the wild. Finally, Snapchat offers a minimum ad budget cap at $20 per day. With all these handy features, Snapchat is suitable for considering as an advertisement option, but it is crucial to review your audience demographic before engaging with this social network.

Finally, let’s take a look at TikTok. This social network is making headlines as the fastest growing among young adults and millennials. Because of this, TikTok’s audience mirrors Snapchat’s demographic. TikTok is a fairly new player on the social media ad campaign market and its eligibility is yet to be determined. Despite this, some of its advantages can be determined already. TikTok offers extensive access to the younger audiences but it comes with a price. TikTok is fairly expensive to advertise on with a minimum of $500 investment. Due to this high price tag, it is hard to recommend TikTok as an advertising platform for a small business.

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