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This article is a follow-up to last week’s blog on the benefits of using social media in your pharmacy.
Now that you have decided to work on building your pharmacy’s social media strategy, it is important to choose the right platforms that work for your brand. Each platform has a unique audience to target, and a specific kind of content that users expect to see. Knowing what to post on each platform will help you more effectively reach your current and potential customers.
Here we will highlight the most popular social media platforms for businesses, and important facts to know about each one. No matter how you decide to build your online presence, remember to keep in mind the type of content that your audience will respond best to.
Number of Users in the US: 190 million
Most Active Age Groups:
#1 Age 25-34
#2 Age 35-44
Main Reason for Using the Platform: 88% of respondents say they use Facebook to stay in contact with friends and family. However, Facebook is also the most commonly used platform by business marketers.
Facebook is a great place to have a page for your pharmacy with your address, contact information, store hours, and link to your website. You can include photos of items you have in stock and any new store updates. This is a slightly more professional platform with a mature audience.
Number of Users in the US: 120 million
Most Active Age Groups:
#1 Age 25-34
#2 Age 18-24
Main Reason for Using the Platform: 44% of respondents say they use Instagram to kill time when they are bored.
Instagram is heavily focused on pictures and graphics, with the capability of posting short videos as well. Since your audience is most likely on Instagram for entertainment, focus on posting engaging content that will catch their attention as they are scrolling through their feed.
Number of Users in the US: 64.2 million
Most Active Age Groups:
#1 Age 18-29
#2 Age 30-49
Main Reason for Using the Platform: 48% of respondents say they use Twitter to get news.Twitter is popular among users looking to catch up and chime in on current and trending topics.
Twitter is a fast-paced platform with easily digestible content. Use Twitter for posting store updates, or quick health tips and news. These can be accompanied with an engaging infographic or GIF.
Number of Users in the US: 192 million
Most Active Age Groups:
#1 Age 15-25
#2 Age 26-35
Main Reason for Using the Platform: 82% of respondents say they use YouTube for entertainment purposes. YouTube is by far the most popular online video property in the United States.
While YouTube does have a large number of younger viewers, almost all age groups are still a prominent source of viewership. YouTube is great for creating longer videos – whether that be commercials, “About Us” videos, or just fun skits and music videos. These videos can be linked to on your pharmacy’s website or shared on other social platforms.
Number of Users in the US: 160 million
Most Active Age Groups:
#1 Age 46-55
Main Reason for Using the Platform: Business connections and professional networking
LinkedIn is a professional social networking platform, with a more mature audience. Having a LinkedIn profile is great for sharing industry news and connecting with other professionals in pharmacy, as well as connecting with potential employees.
Number of Users in the US: 103 million
Most Active Age Groups:
#1 Age 15-25
#2 Age 26-35
Main Reason for Using the Platform: 74% of respondents say they use Snapchat to stay in contact with friends and family. A further 42% of respondents also say they use Snapchat for entertainment purposes.
Snapchat has a vastly younger audience, and the content is typically temporary because it is automatically deleted in 24 hours. This can be used as a way to entertain customers and show a friendly, personable side of your pharmacy team.
