Most marketers build social media marketing campaigns on the same sites, but they may achieve bigger wins on less-populated networks.

Conversations about “top social networks” usually revolve around Twitter and Facebook, but there are others that come to mind, such as YouTube, Pinterest, LinkedIn and perhaps even Google+. According to a recent survey from STRATA, this is more or less the same order brands approach social media marketing. The vast majority create content for the same channels, but marketers might have more success tapping sites like LinkedIn and Pinterest that are not yet as saturated with competition.

Facebook is the most popular marketing network

Nine in 10 companies use Facebook to share their content with social media audiences, the survey found. YouTube, used by 55 percent, and Twitter, used by 53 percent, follow not-too-far behind. On the other hand, LinkedIn, Google+ and Pinterest remain largely untouched. Just 35 percent of companies create content for LinkedIn, and only 25 percent are active on Pinterest and Google+.

Nine in 10 companies use Facebook to share their content with social media audiences.

With more than 1 billion members, Facebook might seem like the ideal place for companies to reach their target audiences. However, a number of factors give marketers reason to explore alternative sites that offer distinct advantages.

Three good reasons to branch out in social marketing
B2Bs not sharing social media content on LinkedIn are missing opportunities for ROI.

First, Facebook recently introduced a new algorithm that ranks organic and sponsored content based on its relevance and value to audiences. Companies that are sharing self-promoting posts too frequently might lose visibility and see their ROI shrink.

Second, brands investing heavily in Facebook marketing must fight for visibility among all the other companies vying to win followers’ interest, clicks and conversions. It might make more sense to move to a network with a lower concentration of businesses present, but where target audiences are active.

Pinterest is an effective channel to share social media content for B2Cs.

Third, LinkedIn and Pinterest are developing new options that amplify the commercial opportunities for brands. Both sites recently launched sponsored ads, which could help marketers reach target audiences sooner to establish a presence on these networks. However, the true wins might come from organic content shared on the sites because these posts will filter into followers’ news feeds with less competition from other brands.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.