23 Sep Which Social Media Platform Should CEOs Use? (Part Two)
In 2020, we published a guide on which social media apps CEOs should use and how executives can use these platforms effectively. The apps we analyzed included LinkedIn, Twitter, Instagram, and Facebook — all of which are still the top platforms for executives in 2022.
In this article, we look at some new and increasingly popular platforms that more CEOs and executives are establishing themselves on.
What are the benefits of each platform?
First, let’s start with a recap. Read part one for these insights:
- LinkedIn to build professional connections
- Twitter to share relevant bite-sized content
- Instagram to create media that captivates
- Facebook to reach a large audience
Keep reading this article for these insights:
- TikTok to share short-form video content
- YouTube to repurpose podcasts and share longer videos
- Pinterest to create personal connections through sharing your interests
Executives should use TikTok if:
- They want to focus on creating and sharing short-form video content.
- They enjoy discussing trending topics and creating entertaining content.
- They want to share advice and business expertise in an authentic manner.
TikTok is one of the most popular social media platforms with over one billion users in 2022. It’s increasingly becoming one of the key platforms for marketers looking to gain brand awareness organically.
The highly efficient algorithm on TikTok puts videos on each user feed that directly correlates with their interests. This can be useful for CEOs and executives whose content can reach the right audience without the support of an advertising campaign.
TikTok is an app that most business professionals have stayed away from because of the notion that it’s for the “younger generation” that is engaged in trending dances and viral challenges. Because this platform only offers video sharing capabilities, executives must also carve out a lot of time in their schedule to make videos. However, TikTok has grown significantly as a platform, and today, many executives use this app as a way to communicate more authentically with their audience — no dancing required!
Executives can produce many different types of content that align with their business objectives. For example, sharing business advice, showing in-office work culture, sharing their company’s product creation process, and being funny and entertaining — these are examples of ways to engage followers on TikTok. Entrepreneur Spencer Rascoff is successful on TikTok by sharing business advice and making videos with his kids, the latter of which adds a more approachable and authentic flavor to his content.
Creating video content also doesn’t need to be time-consuming. Taking a couple of hours one day a month to make several videos in advance can be effective. These videos can then be spread out over time, rather than shared all at once. Additionally, repurposing clips from other content is an efficient strategy. For instance, Rascoff shares clips from his podcasts on TikTok — an effective way to create video content while also promoting his projects.
Executives should use YouTube if:
- They’re interested in creating long-form video content.
- They have a podcast they want to promote.
- They find speaking about a topic comes more naturally to them than writing about it.
Most CEOs and executives don’t recognize YouTube as a viable platform to establish a presence on due to the time it takes to make long videos. However, a perfectly viable strategy is to look at what you already have, rather than only looking at what you need to create.
Some executives already have existing content that could be repurposed on YouTube. A popular strategy is posting interviews, podcasts, and branded videos where the executive makes an appearance.
Susan Wojcicki, the CEO of YouTube, does exactly this on her account. Her team takes clips or full sections from her interviews and podcasts, which are then posted them on the page. She also posts YouTube’s yearly priorities, which is content that a lot of companies may have but are not using strategically on social media. As an executive, it makes sense for her to share these topics with her audience.
Last but not least, some executives may feel right at home in front of a camera. Speaking authentically is crucial and some CEOs may feel more comfortable speaking their thoughts instead of typing them down on a platform like LinkedIn or Twitter.
Executives should use Pinterest if:
- They are comfortable with sharing personal interests online.
- They enjoy creating visually aesthetic content.
- They are in the B2C industry.
Although Pinterest is one of the older social media apps, it’s not one that is often used by CEOs. The platform is traditionally used by influencers and B2C brands in the fashion and beauty industry but there is room for executives to create a presence on the platform.
If you’re not familiar with the app, Pinterest is used for exploring photos and videos. Users can create content or “pins,” and also “pin” other peoples’ posts into different categories on their profile such as Recipe Ideas or Business Lessons. CEOs could use Pinterest to share their personal interests to connect with their followers. Executives could also post their leadership quotes or company products.
Former Pinterest CEO, Ben Silbermann, organizes his pins under a variety of categories, such as recipes, travel ideas, and quotes. This gives users an idea of who he is and what matters to him. Pinterest is a straightforward platform to maintain, especially if executives are already using the app for personal reasons or have content going out on other image-reliant social media platforms, like Instagram.
Which social media platform is right for your company’s CEO?
Choosing the right platform provides a strong foundation for a CEO’s online presence. Aligning business goals and content creation with the right social media platform is an effective way to reach your brand’s audience and deliver content that’s accessible and relevant to them.
While each of the social media platforms mentioned above has its own benefits, consider how a multi-platform approach can help maximize an executive’s reach in order to achieve business objectives. For marketers and executives who want to learn more about establishing a strategic executive social media marketing program, click the button below to talk to one of our executive marketing experts.
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