In 2021, you can’t do without social networks to communicate about your brand. Among the essential platforms, Facebook and Twitter are at the top of the list. But if you had to make a choice between these two tools, what would it be? What are the right questions to ask depending on your business activity and objectives? Here are some answers.
Focusing on target and messages
If you think you need to choose between Facebook and Twitter to communicate on your brand, start by taking a look at the demographics of each platform. It’s a fact: Facebook is the social network with the most users (more than 2.7 billion active users worldwide, against 335 million for Twitter). So if you want to reach as many people as possible, it’s a great channel. However, if you look at the numbers in more detail, it appears that Mark Zuckerberg’s site is attracting less and less the younger generation, more oriented towards Instagram, Snapchat or, more recently, TikTok. In France, for example, only 38% of Facebook users are between 15 and 34 years old. On the Twitter side, a large part of the users are journalists, politicians, or communication professionals. So it all depends on the target you want to reach.
And it also gives elements on the type of message you want to convey. Indeed, we can see that 74% of the people present on Twitter use this media mainly to get information. Facebook seems more addictive and entertaining. If you want to create engagement around your content and dialogue with your community over time, you should turn to Facebook instead. On the contrary, to exchange short, exclusive and quick messages, Twitter seems more suitable.
The best media to advertise
If you want to advertise to increase traffic to your website, generate conversions, collect emails, or increase your brand awareness, Facebook has more advantages than Twitter. The platform offers highly effective targeting tools based on interests, buying behavior, age, education level, etc. On the Twitter side, the possibilities are more limited and direct sales more difficult. However, using this social network remains an option, provided you target your ads differently. Your goal, here, will be to generate leads that you will then turn into customers through other strategies and channels.
At last, if you think strictly in terms of ROI, the results are clear: according to a study conducted in 2016 by Social Fresh, 95.8% of marketers cited Facebook as the platform that achieves a better ROI compared to other social networks. The two other essential social networks in digital marketing are Twitter (63.5%) and Instagram (40.1%).
