Social Media or Digital Marketing: what is the difference?

In the world of online advertising, there are multiple sites and publishers all vying for your marketing dollars. And knowing exactly where to allocate your money so that it provides maximum impact for each dollar spent can be more art than science, particularly given that the online advertising landscape is ever-changing. But a solid starting point would be to gain an understanding of the broader categories that all the online advertising avenues fit under. Very top-line appraisals of the online advertising landscape will usually settle on two key areas: Social Media, and Digital Marketing more broadly. 


But what is digital marketing, and isn’t social media considered digital marketing? 


Well yes, and no. Social media is a form of digital marketing, but digital marketing isn’t just social media. Facebook, Instagram, LinkedIn etc. and all the numerous social networks command so much ad spend that they are not just seen as a subset of digital marketing really, but a rival to all other forms of online advertising. So digital marketing, as a term in this context, has really come to mean ‘everywhere else’ that is not social. Although, just to confuse you further, digital marketing as a term in the broader context of all advertising, generally refers to everything that is not traditional media (TV, radio, print). Context is everything people. 

So what are we generally referring to when we say we will run digital marketing activity as opposed to social? Well, it could be display advertising, which circulates in various sizes across one or multiple websites. Just go to your favourite news website to see all the different placements on their homepage. It could be email marketing. Or it could be the biggest of all online advertising…     Search.


What are the pros of running a digital marketing activity?

woman on laptop on Shopify screen


Generally, display advertising can offer amazing collective reach, and in a short time frame, although this reach will be determined by the popularity of the website/s you are running your advertising on. Search activity is multi-faceted, and we would recommend you read our breakout articles in order to get a better understanding of all the different elements of search marketing and how to do it well. But the key ‘pro’ to know for search is that you are reaching customers that are at the bottom of the funnel, in-market, and searching for products or services like yours. Low hanging fruit, so to speak. EDMs, when done well can be quite a personal line into a customer’s consciousness, I mean it’s a personal letter just to them (in a way). 


What are the cons?


Cost is really the predominant difference of running broader digital marketing activity compared to social media campaigns. Booking display activity on a major webpage like news.com.au for example could set you back tens of thousands of dollars, and for just one day. Paid search can vary in price depending on the keyword category you are playing in also. These channels also aren’t great in targeting specifically in the same way social does. But if you are after a lot of reach and fast then EDM waves, display activity and SEM could be for you. 


So how can we define social media? 

social networks on mobile phone


Well as stated earlier, social media can house digital marketing in the form of sponsored posts and stories. But social media is so much more than just advertising; it is essentially a website or app that provides a social networking landscape for anyone and everyone to meet and follow each other’s published content. As you might know (like a few billion other earthlings do) many people post on and review their unique social media feeds every day, and from a business perspective, having a social media page and a number of engaged followers or fans can be a great way to interact with current and prospective clientele. Much of this interaction and management can be done organically, in the sense that there is no budget attached and therefore isn’t considered digital marketing activity. But more and more, in order to get any sort of cut-through or engagement, any business activity on social media needs to be supported by a budget. 


Why would you spend money on social media advertising? 


Social media marketing has numerous benefits for businesses and artists looking to expand their audiences and grow their activity. Not the least of which being the relatively extraordinary detail in the audience targeting capability you have access to, even with a tiny budget. The best way to grapple with building your own niche audiences is to start playing around with Facebook Business Manager. This platform will enable you to build a trial campaign and really play off your prospective clients interests, socio-economic status, and most importantly the geographic area in which they reside (or have recently visited). 


Why wouldn’t you spend, what are the cons?


There are some reasons to consider other avenues of marketing spend though. For example, social media feeds are considered by many (surveyed individuals) to be the least trusted of all advertising platforms (with generally the most trusted being word-of-mouth recommendations). This can make it difficult to utilise social media to build brand awareness and saliency on, particularly if you have a high-value or high-involvement product to sell. Think about where your ad could be sitting on the news feed, in between a silly meme, and a crazy relatives’ political aspersions perhaps? Depending on your product or service you may want to fully consider the contextual relevance of where your ad is sitting or the relevance of the platform or publisher themselves entirely. 


So where should you spend your money? 


In reality, probably both, but the decision to spend your advertising budget on just one platform or multiple is one that should be influenced by a variety of factors. The first and foremost of your factors should really be understanding your demographic. By knowing who is most likely to be receptive to your product or service, you can then ensure your advertising is on platforms that your particular demographic are usually frequenting. Ultimately, there is no substitute for doing research on your audience and then running trial activity across platforms to build knowledge on platform effectiveness, whether they be social or digital marketing more broadly. 

Tips to Boost your LinkedIn Following

So you have created your LinkedIn profile and are now wondering how to grow the account? LinkedIn is a great tool for promoting your business and attracting quality employees. So, how do you take your LinkedIn profile and content to the next level?

Follow the steps below to effectively optimise your LinkedIn account. 

Tip 1: Strategically Time Your Posts

As with all social media platforms, it is important to maintain consistency when posting on LinkedIn. Your posting frequency may be limited due to time and resource constraints, however, achieving quality results on LinkedIn doesn’t have to mean posting daily. 

It is recommended that your business posts between two and five times per week for the best engagement. Any more or less than this suggested window and users begin to feel either overwhelmed by your posts or they don’t see your content enough. 

Best practice suggests avoiding posting on Saturday and Sunday as people are enjoying their leisure time away from work and therefore will not be as active on LinkedIn. Similarly, steer clear of posting on Monday as for most people it is a day dedicated to catching up on emails and planning the week ahead. 

Tip 2: Utilise Visual Content 

Research suggests visual content like videos and photos get much more engagement than simple text-based posts. So if you are looking for an effective way to drive engagement and ‘stop the scroll’, then be sure to craft some quality visual content for your LinkedIn page. 

Tip 3: Analyse your Competitor’s LinkedIn Presence

Whether you are new to LinkedIn or are looking to reinvigorate your presence on the site, it is always important to analyse the pages of your competitors. Doing this will allow you to take note of which types of posts got significant engagement and vice versa. Competitor analysis may also give you to identify untapped content niches that may allow your page to stand out on LinkedIn. 

iPhone with social media icons

Tip 4: Diversify Your Content

While LinkedIn is a great tool for promoting your brand and its product offering, it is important to be mindful of audience fatigue. People will take less interest in your posts if they just consist of promotion for your business. Well, what should you do instead?

The answer is thought leadership content, which positions your business as an expert in your field. Thought leadership content can consist of articles regarding industry trends and talking points. 

Tip 5: Share Content 

It is always a good idea to share and repost content from industry leaders and spokespeople. Reposting this content ensures that your audience does not get fatigued by only seeing content that promotes your business and its product/service offering. 

Tip 6: Use Hashtags 

Using hashtags in LinkedIn posts is an important tool in promoting organic growth for your page. LinkedIn gives users the ability to follow certain hashtags that interest them. These can be as broad as #technology or relatively niche (ie. company-specific hashtags). Being strategic about which hashtags you use can benefit your business as you can attract new, like-minded followers. 

Man on laptop with LinkedIn logo on wall


We hope you have found these tips useful and can apply them to boost your Linkedin following!


Do you need assistance with your social media strategy? Contact Patch Agency today!

How to use video content to entice new customers

In previous decades it would have been very difficult to imagine advertising without thinking about video. TV commercials, right up until the outbreak of the social media revolution, were very much one of the most potent forms of marketing expression. So there is no denying that video has been, and continues to be, a very valuable creative platform for brands and businesses to promote their products, services, and values. The difference in recent times is that with the advent of social media – coupled with the brilliance of portable handheld devices – even a layman can potentially create video content that can propel them and their brands to success, and even stardom. 

But what is the key to this success we hear you ask, well, there isn’t one key, but to help you on your journey there are a number of fundamentals you should know. Seven in fact. And in the spirit of generosity, the content gurus at Patch Agency have kindly listed them here for your delight and delectation. 

1. Focus on content, not sales

video being edited on computer


The first truth to mull over, and one that many creative advertisers probably wouldn’t like to hear, is that most people don’t really like ads. They don’t care about them. And if you are creating content, even dynamic video content that is specifically designed to drive sales results rather than to entertain and inform your audience, then you are likely not going to really engage many prospective customers at all. So it is worth drumming in early, that you should make video content that you yourself would like to watch. Not surprisingly, you’ll likely find that this kind of content-first conceptual approach will wield better sales results, particularly in the long run. 

2. Use the first few seconds well


In the current ‘Age of Bombardment’, anyone with a smartphone is probably accustomed to seeing upwards of 5000 ads a day! And a large proportion of those ads are likely video content. Therefore it has become increasingly difficult to capture any consumer’s attention before they move on to something else. So the first few seconds of your video needs to be attention-grabbing and even carry the bulk of the messaging. If you don’t believe, take a quick scroll through your favourite social feed and test your own average dwell time. 

3. Use target audiences


A fundamental dichotomous flaw of traditional broadcast media is that the targeting of specific demographics is practically non-existent in comparison to the hyper-targeting social media video receives. This means you can be much more tailored in your messaging in the video to appeal to a very specific subset of the community. With minimal wastage in ad spend also. So we would recommend spending a lot of time finalising in your mind the primary and even secondary demographics for your business before you consider building the creative assets, then ensure the video is targeted to those demographics is actually the easy part. 

4. Tell your story with and without audio


man holding video camera


Understandably, most of the videos consumers will see on their phones throughout the day are muted. Flicking through a few cheeky TikTok videos at work is fun, but it enters a very different level of faux-pas if you do it with the sound up. So it makes sense to build your video with two audiences in mind. Also, utilise the power of subtitles. 

5. Weave in CTA’s


Contrary to my earlier points about storytelling vs sales motives, there is no problem (in fact it is highly recommended) to ensure that your video content has clear call-to-actions weaved into the narrative. This doesn’t need to be done tackily, the rule to follow here is to start with the mindset that the CTA sits neatly amongst the story being told around it, as opposed to the story being the CTA. 

YouTube logo on mobile screen

6. Optimise for search


You are probably thinking, how can optimise a video for search? Get out of town! Well, think about where a video online is likely sitting on your feed. Amongst a cloud of text: the title of the video, the description, comments etc. Optimising every text-based element of the video as it is published with researched and effective keywords could give your video that extra boost it needs to reach a customer that converts. 

7. Collaborate with other brands and influencers


Finally, creating videos is hard. So why not involve partner business to share in the content creation, or even better, have an influential influencer (category relevant) create content for you. You’ll be surprised how effective a well-placed piece of influencer content can go, and all for the cost of a little contra deal. 

Now, in summary, we hope you have a newfound respect for everything that goes into the creation of video marketing content, and maybe are considering giving it a go yourself. Just remember, if it gets too hard you can always call on the creative young minds at Patch Agency to step in and create tailored and effective video content for you and your business. 


Why Your Business Needs Social Media 

Social media marketing is growing rapidly. It is no longer a choice for brands to use social media, it is now necessary. You will be doing your business a huge disservice by not investing the time and money into social media, and we can tell you why. 


Social Proof

le buzz magazine instagram account

As a millennial myself, I know for a fact I go straight to social media to search a brand and see if they are a legitimate business. This is a quick way to see what other people are saying about the brand, see if they have a loyal customer base and if they feel trustworthy. Without a social media presence, you are missing out on this opportunity to prove your business as trusted, successful, and approachable. This is a missed opportunity to showcase customer success stories and develop brand awareness. 


Search Engine Visibility

You may be thinking, my customer base is not predominantly millennial’s, they won’t be looking for my business via social media. Well, having a social media presence also helps with your SEO. Search engine optimisation will favour social media sites results if the user frequents these sites, therefore is a simple way of boosting you above a competitor on the search results! 


Show Authenticity

Social Media is the perfect platform to showcase your brand authenticity. Finding the right tone is becoming increasingly important to stand out from the crowd, and build loyal followers. Whether this is professional and caring or funny and witty. Take Pizza Hut and Dominos, for example, they have taken the humour route which has resulted in a heap of retweets and brand hype! It’s about being authentic to yourself, and to your brand. Funny and witty may not be the correct route for an accounting firm, you could instead be informative and caring… but this is for you to discover, and make it unique to your own business. 

Pizza Hut and dominos twitter

Boost Sales

As much as social media was originally designed to communicate with friends and switch off, it has become a valuable marketing tool for businesses. You don’t want to come off too sales-y on your Social Media platforms, however, there is the added benefit of affordable advertising and social-commerce by linking products in images and ads to shop instantly! At the end of the day, Social Media is an integral component of your sales funnel


Targeted Advertising

Traditional forms of advertising go out to the masses and can be quite costly. The joys of social media ads are you can hone in on your target demographic, and just advertise to that select group of people. Therefore not wasting your time and money on advertising to people that will not likely result in a sale. For example, if you are selling a luxury house, you could look to exclude people that have just purchased a home or are under the age of 16. 


Communicate with Customers

woman holding phone with instagram in front of laptop

Traditional media forms only offer one-way communication. The joys of social media are your customers can reach out directly to you and you can respond! Whether this is to quickly resolve issues they are having, or to give some feedback or praise. Another advantage of social media is ‘social-listening’, you can gauge very quickly how your consumers are responding to your product by tuning in to what is being said online. 


Whether it is to build brand awareness and trust or push your point of difference Social Media has proven to be an important business tool. The future is online, and we are only going to see advancements in the social media realm. Jump onto it now or get left behind by your competitors.


How has Social Media proven to be a useful business tool for you? Tell us in the comments below! 


How Pet Influencers make money on Instagram

Animals have served and entertained humans for about as long as we waltzed out of Africa all those millennia ago. In particular cats and dogs have held special places in our hearts and lives. But only recently have we been influenced by our pets via the very human of all frameworks, social media. Taking photos of your dog doing cute or funny stuff and posting couldn’t be easier right? Well no…  but it hasn’t stopped the few animal lovers that do, and do it well from making so serious (even life-changing) income from pumping out public pics of their pooch!

But what do you actually need to know if you are looking to embark (pun intended) on a career as an agent to a fluffy influencer? Well here are four tips to get you started and to hopefully put you and your furry friend on the road to pet influencing success!

mobile phone next to laptop

1. Learn about social media

I know this seems obvious, but you would be surprised how many pet lovers or people, in general, feel they have a great handle on social media because they use it every day. Which is akin to saying you a great chef because you eat food every day. Social media, like any platform or pursuit, can get more complex the more you delve into it. And getting people to react, engage, and hopefully follow your content borders on a science (behavioural science actually). So our recommendation is to perhaps start with our article on Social Media 101 and get an idea of the platforms and more importantly how best to use them. 


2. Choose an aesthetic and tone and stick to it! 

You mightn’t think your dog needs an aesthetic look and feel, I mean… it’s a dog. But you would be surprised just how bad a page or feed can look if there isn’t at least a minimal amount of continuity in terms of colouring, or styling or the image content. Not to mention it can be crucial to find a part of your animal that is unique, like a cute underbite, or the colouring of their fur, and then capitalize on that uniqueness as a theme to make your posts stand out from all the other pictures of dogs and cats on Instagram. I.e. imagine if you had a cat that looks a bit grumpy in the face. Or a dog that looks like it’s smiling. It’s proven that identifying and exploiting what makes your animal unique can be a winning formula, at least to start with. 

pug with glasses and jumper

3. Have a growth and engagement strategy

It’s one thing to have a goal to turn your pet into a fluffy influencer, and very much another thing to build a strategy that helps you get there. Even more difficult to keep up the motivation to enact and stick to that strategy, particularly when it feels like things aren’t working out as planned. From a top-line level, the two key cornerstones of your influencer strategy are planning out your content into a schedule or calendar so that you are not randomly trying to think of content each day on the fly. And second is to have a plan to engage with your audience. At least try and dedicate 30mins a day of uninterrupted engaging with like-minded accounts. Engagement and planned content are powerful allies in the day to day battle for Instagram attention. 


4. Have fun! 

Ultimately the main motivation you would have noticed that many successful pet influencers (agents) have is that they enjoy and have fun from what they do. And this comes through in their content. So it is important that you really enjoy creating content around your animal, really love engaging with people online, and take some comfort in the fact that for all the millions of pet influencer accounts out there, only a handful have made their humans very wealthy, or even paid their bills. The expectation for success can be the main inhibitor of your creativity. So let it go, and have fun with your fur baby!


What’s the difference between boosting posts and Facebook ads?

There is a lot of jargon to take in when starting to play in the world of social media marketing, and two of the most used jargonistic terms are boosting and ad campaigning via Facebook. But what is the difference?

What is a boosted post?

boosted Facebook post

Photo Source: Lightning AI


The keyword here is simplicity, the boosted post is the most simple ad you can place on Facebook. You created a boosted post by simply allocating a budget to an already existing post on your pages feed. It is easy to find the boost button on any of your posts by just looking down in the bottom right-hand corner. You simply click boost, add a budget and, more people will see your post in their news feed than normally would have.

A regular or ‘organic’ post is a post with no budget allocated to it, and on average you would be lucky if more than 1% of your followers actually see the post. 

By boosting, you are paying for this post to be seen by not just your followers, but a larger pool of people. 

You would generally use a boosted post if you wanted to increase engagement on the post (i.e. get more likes, shares, clicks etc.)

But the reason a boosted post is considered simplistic is mainly because of its limitations in comparison to an actual Facebook ad, or campaign.


What is a Facebook ad?

Facebook ads

Photo source: Hootsuite


The first you need to know about Facebook Ads is that you need to have a Facebook business manager account in order to run them.

Facebook ads give you the most dynamic choices available for marketing your business, and not just via Facebook, but on Instagram as well. These choices include likes, driving traffic to websites, app installs, on-site conversions, offer claims, & local awareness and recall, and more!

The optional call to action buttons featuring drivers like ‘shop now’, ‘sign up’, ‘download’ and ‘contact us’ are a defining feature of the Facebook ad. 

The main difference really is that boosted post ads have more targeting options, and by being able to build the post/ad from scratch in the ad manager console, avoiding having it show up on the Facebook page as a post (otherwise known as an unpublished, dark or ghost post).


Which is better for you?


Organic posts, if they can gain traction, can be more persuasive to an audience simply because they are seeing the post on its own merit. Adding a budget will make the post say that it is sponsored content, which can immediately affect the validity of the message to the viewer; as an organic post is considered akin to word-of-mouth. 

But getting traction on an organic post is next to impossible after a series of algorithm changes over the years has turned each user’s news feed into prime real estate. Boosting will overcome these algorithms, just with limited targeting options. So if you are just wanting to give a little ‘boost’ to a post that is already getting a bit of traction without too much fiddling around, then the boost post is for you!

If you are in any way more serious about marketing your page or business than simply boosting, then setting up a business manager account and learn all the joys of building, running, and optimising campaigns through Facebook Ads is for you. 


How to use social media to market your pet business

Statistically, there is a good chance you are reading this article on a device, and a very good chance that you discovered this article via some form of Social Media. Social media, for better or for worse, has undoubtedly become the dominant form of delivering information to consumers. In parallel, social media has become one of the best platforms for marketing. With its targeting capabilities, analytical transparency, and the ability for advertisers to build their own advertising material quickly, there are a multitude of reasons you should at least be considering the use of social media in the broadening marketing picture of your business.

So how can you use social media to market your pet business?

1. Use visual social networks

woman taking selfie with dog


In case you weren’t aware, a lot of people think that animals, particularly domesticated fluffy animals, are cute. So visually you have a lot to work with in terms of social content. If you are looking to market your pet business (or any business for that matter that has aesthetic creative collateral) it just makes sense to choose social media platforms that are the best to showcase visual creative. Instagram, which started out as an image filtering app, is very much considered the most visually pleasing of all the social media apps when it comes to sharing images. So it is a good place to start, just make sure your content is up to par, as the audience for Instagram can have relatively higher expectations as to the images they want to see in their feed than other platform audiences. 

2. Run a giveaway promotion


If you are looking to launch a business across social media, just running an awareness campaign (i.e. ‘look at our business, this is what we do’) you’re likely going to be hit with the reality that most people don’t know or have any reason to care about your ad or what it says. So it is always good to imagine you are the recipient of your ad, and like most people you probably want something in return. So offers and giveaways are a great place to start in terms of introductory campaigns. Offer a percentage discount off for each reshare of your post, or just have a full blown giveaway in order to get people to remember your business, and remember it with a warm fuzzy feeling. 

3. Offer care and medical advice on social media

stethoscope next to laptop


Not surprisingly, people that love animals as pets also care about their animals welfare and wellbeing. If you are a business that caters to the pet consumer then it is always important to try and garner trust from them, and in a manner that informs them of care and medical advice. So do some research and pull together some tips or tricks that you know your followers/audience might find interesting and practical. Although be aware that offering unsolicited medical advice can get you in hot water, so be extra careful that what you are posting is merited and couldn’t be taken the wrong way. 

4. Share content from third-parties


One easy way to get out of the pool of liability worries around your medical advice content, is to share existing content from reputable sources. You can easily preface an article you find interesting and share it across your platforms, you can even share or recommend products or services in the same category (maybe not direct competitors). As not only will your followers thank you for the referral, the business you referred may see fit to do the same thing for you. 


5. Use user-generated content to grow


Another way to ensure you have a consistent flow of content on your social media feed, and to get individuals motivated to engage with your activity, is to run marketing campaigns that stimulate user-generated content. This essentially means driving followers and consumers more broadly to respond to a call for content, in a competition format usually. For instance, ‘post the cutest image of your fur baby to win…’.

There are many ways you can utilise social media marketing to aid your business on its journey to success, and if you are interested in learning more about this, or anything digital marketing topic then head to our blog page or, even better, contact us directly at Patch Agency. 


Best Social Media Trends of 2020

Social media trends come and go. But what trends happened this year?

Now we are heading towards the end of the year we took some time to look back at the best social media trends of 2020.


1. Influencer Marketing Shift

One trend we have seen emerge in 2020 is the shift in influencer marketing. Marketers are favouring nano-content creators at the moment as opposed to larger influencers who’s audiences may not be as engaged or authentic. It has proven that nano-influencers with audiences around 1-10k have a more engaged, loyal following. As the following is smaller it is almost like a family/ friend group where there is more one on one engagement, therefore their recommendations are trusted. We are seeing more and more brands lean this way. After all, we saw a shift from celebrity marketing to influencer marketing in the first place for this very reason.

Diana Avel instagram account

2. User-Generated Content

Boost Juice instagram

topdeck instagram

contiki instagram page

There has been a huge lean towards user-generated content this year, and we can see why. It is a great way to muster a loyal, engaged consumer base with the added perks of free marketing. Creating a hashtag for your business is one-way customers can share their own content, feedback, and success stories and can be a great way to build social proof and brand awareness. 


3. Video Content

Video content is leading the pack as being the most engaging form of content for 2020. Whether this is a video on an accounting firms’ Linkedin profile explaining why you need to see an accountant, or a makeup tutorial featuring a brands products in an Instagram reel, videos are the future of social media content. You heard it here first. In the fast-paced online world, it’s becoming increasingly important to grab the consumers’ attention in those first few seconds before they scroll past. Video content is great at grabbing consumers’ attention and keeping it. Instagram even favours reels and IGTV’s showcasing them larger than static posts in the explore page. Videos also rank higher for your SEO, so it’s a win-win. 

Reels on instagram


4. Ephemeral content 

Ephemeral content is content that expires after a period of time and is short and punchy. Such as Instagram or Snapchat stories which have been increasing in popularity. People are ever-changing, and therefore content needs to follow the same trends. In a saturated market, people’s attention spans are much shorter, therefore something short and punchy like an Instagram story is ideal. Stories also have that addictive property, where a consumer could flick through various stories for hours. Look at your own social media analytics, for example, you may be surprised to see story views are higher than some views of static content on your Instagram grid! 

boy smiling with book with text cordial high school raises $10000 for new librarycartoon ghosts and pumpkinThe barista inn coffees


5. Social Commerce

Social commerce has grown astronomically in 2020. More and more social media platforms are introducing pro-selling features such as shoppable posts. We suggest jumping on this trend now, if you haven’t already, as it is anticipated social commerce will soon be on par with traditional e-commerce stores!

style addict instagram account


6. Augmented Reality

The popularity of augmented reality is on the rise. Instagram is already doing this well with their story filters which can add makeup, change the way you look or add fun elements to your content. Facebook and Snapchat have actually been doing this for longer with their story posts, however, Instagram is leading the pack with their selection, including user-created filters. It doesn’t have to end at filters though, think big picture. Brands already use AR on their websites to ‘try before you buy’, and we are seeing this coming through to social media platforms. Such as trying on those sunnies on your face, testing out that makeup, looking at the flooring in the space before you invest your money… without leaving the comfort of your living room! The future is here.

augmented reality filters


These are some of the social media trends we have seen come out of 2020. We are excited to see what comes next in 2021 in this ever-changing space. It’s important to keep your finger on the pulse when it comes to social media management. Maybe consider implementing some of these trends into your social media strategy going forward.


TikTok Is The Most Downloaded App of 2020?!

TikTok is the most downloaded app of 2020!? These results may come as a surprise to some. However, if you have already jumped on the TikTok bandwagon this is no shock. TikTok which was once predominantly ruled by Gen Z dancers has seen a shift in 2020 with people of all ages jumping on the app and creating a variety of content. TikTok is holding the number one spot for most downloaded app of 2020, with Facebook coming in second place.

TikTok on a mobile screen

If you think TikTok is just a place to learn a unique dance to a hot hits song, it’s time you looked into the app further and just what can be done. People are now spending their time watching a broader range of videos on the app, such as: 

  • DIY tutorials, 
  • Recipes/ cooking,
  • Fashion/ outfit videos, 
  • How-to videos, 
  • Comedy skits, 
  • Short-form daily vlogs, 
  • Behind the scenes of running a business, 

The list goes on. TikTok can be described as ‘Twitter’ for video content. As it forces the user to think about what they are posting and make it impactful and concise to fit into a 60-second window. It’s essentially the best of both worlds, as it is short and easy to digest content in video form, no wonder it is a hit! The app tends to trap the user in a constant scroll of content on their ‘for you’ page, with reports that users are spending 500 minutes a month on the app.

girl filming TikTok video on phone with lights

We can see the top downloaded apps have been significantly shaped by the Covid-19 pandemic, with everyone wanting to feel connected, they look towards social media. Therefore, ‘Zoom Meetings’ making the top download list, doesn’t come as much surprise, with many companies using the app to work remotely. Hamish Blake even famously crashing multiple Zoom meetings during the pandemic (remember to set a password on your meetings people!). 

zoom meeting on laptop

TikTok also made the App Annie Top 10 list for ‘consumer spend’ and ‘monthly active users’.  As this data is from App Annie and not the social media platforms themselves, there is room for some error in the data, however, it is enough to provide a good idea of where TikTok is sitting and how it is rapidly advancing year on year.

We definitely think TikTok is a fast-moving app, and advise to jump on now before it advances further. There are rumours circulating that TikTok is looking to increase the video recording time to 3 minutes, this will open up the variety of content that can be filmed and level of detail that can be captured. 

Have you been using TikTok this year? Let us know in the comments.

Which Social Media Platform Is Best for Your Business

When starting out on social media it is important to start small with one platform and dominate your niche on that platform first. If you spread your resources too thin across multiple platforms, you risk not performing well at any of them. It is important to choose the right platform for your target audience and focus on that initially. So let’s go over the major players in the social media field, and help you choose the best to start with!



YouTube screen

You may be thinking, “I don’t have the time to create video content” and “isn’t YouTube just for funny videos and ‘how-to’ tutorials”. Yes and no. Video content can take a little bit longer than putting out a tweet, for instance, however, it has a lot of benefits that need to be considered:

  1. YouTube is directly linked and owned by Google, so YouTube videos will help your SEO. Google understands that people prefer video content and will prioritise your videos in their search engine if it is related to the searched topic. This can drive a lot of brand awareness. 
  2. It lasts forever. YouTube is not like a Facebook status or Instagram post that appears in the feed for a little while and then is essentially never revisited from a user. You can see views flowing in from old content pieces forever (or until it is removed).
  3. Youtube is a great platform to store all your video content in a library and link this to your other social media platforms, whether this is in a LinkedIn post, or as a tab on your Facebook that takes the user directly to your youtube playlist.
  4. For service industries, in particular, it is a great way to display your skills and knowledge in a punchy, easy to digest form. This builds your social proof as a leader in your industry. 


Something that needs to be considered is you will need to upload at least once a week on YouTube to remain relevant, and for Google and YouTube to prioritise your content to your audience. However, even if you cannot post weekly, YouTube is a great addition to your social media strategy to store all your video content and link back to. 



woman using Facebook on laptop

Facebook is by far the biggest platform of them all, which results in a wider audience reach. The biggest demographic group being millennials aged between 25 – 34 years. Facebook is a safe starting point for most businesses as you have likely had some experience with Facebook in your personal life, and it has the largest reach.


Things to consider:

  1. There are 2.70 billion active users on Facebook, with 2.65 billion of those being mobile users, therefore, it is paramount that you optimise your Facebook page for mobile view and desktop. 
  2. Facebook’s key objective is to keep its users on the app, for as long as possible. So it does not like you including external links in your posts which drive traffic away from their platform. This is important to consider if your main objective is to drive traffic to your blog or to share articles.



person using instagram on phone in front of computer

Instagram has 1 billion active users, with the largest demographic being people aged 18-24, making up to 75% of the users on the app. With Instagram reporting 90% of the users on the platform follow a business account! 

  1. This is a great app for visual marketing and is a favourite for B2C. 
  2. Instagram was designed from the start as an app, unlike platforms such as Twitter and Facebook which were first launched as desktop sites. Therefore, it has a more sleek and enticing style for mobile phone users, which is important when the majority of social media users are viewing through a smartphone! 
  3. Even though Facebook has a wider audience reach, Instagram has a much higher engagement rate for content. 

If your brand is B2C, and your target audience is millennials/ Gen Z then this just might be the app for you!



LinkedIn on mobile next to pens and book

LinkedIn is known to be the best B2B platform. LinkedIn is essentially a giant database of business people. A lot of people struggle to use LinkedIn as they may be using it in a similar way to Facebook, and not to its full potential. Things to consider before diving into LinkedIn.

  1. A great feature in LinkedIn is the ‘search’ function where you can specifically search for a person’s job title and bring up everyone in your network that has that job description, this is such a powerful tool to utilise to find leads and business opportunities. 
  2. Another positive is LinkedIn is ‘link friendly’ by allowing you to link your blogs and articles to drive direct traffic to your own website. 
  3. One downside we have discovered is that you do need to be active daily on the app to gain traction and see growth, which can be a time-consuming task. 



Twitter on mobile screen next to coffee

Twitter is a real-time information share network. A great way to think of Twitter is as a text message to the world. 

  1. Twitter opens up the opportunity to interact with customers and build a community, rather than just promote your goods and services. 
  2. Twitter is also great for monitoring your competition, and also your customers. Using the Twitter search function you can quickly find out what people are saying about a particular topic (or product), enabling you to easily social listen. This can present you with valuable data that you can use to improve your business. 
  3. Another way businesses are using Twitter is to create a business network. Similar to LinkedIn, Twitter can be used as a networking site that allows you direct access to people you never thought you would be able to speak to or form a meaningful connection with. 

Twitter can make OR break your business, as a poorly timed tweet could do irreparable damage. Therefore, we recommend leaving the tweeting to a social media professional! 



We hope this wrap up of the major social media platforms has given you a more clear direction of where to start on your business social media journey. If you need help developing your social media strategy, we highly recommend engaging a digital marketing agency to take the pressure off and allow you to focus on what you do best, running your business. 

Are you looking for help with your social media? Contact Patch Agency today.