The golden rule in social media marketing is that you need to find out where your target audience spends most of their time and then leverage those platforms. The next challenge (and one that doesn’t receive nearly as much attention) is getting to know these platforms inside out.
Social media platforms have evolved from simple spaces where you can upload photos and videos to hubs of engagement. They offer diverse features and impressive functionality.
Here are the common and unique features across Facebook, Instagram, LinkedIn, TikTok, YouTube, and X (formerly Twitter). Explore how brands have used these essential and advanced features to enhance user engagement, push content visibility, and build loyal communities on social networks.
Intro to Social Media Platform Features
The evolution of social media features has had a direct impact on how we communicate. Similarly to how cellphones were once solely used for phone calls, there was a time when social media was limited to basic communication. Texting has replaced phone calls much like videos have replaced Facebook status updates.
Now, communication has taken a much more visual nature. Add advanced features like live streaming and it’s become one of the essential tools for marketing success.
Core Features Across Social Media Platforms
In essence, all social media platforms are about sharing content (often in the form of storytelling) and engaging with the creators behind it. While each platform approaches this slightly differently, the primary goals remain the same. Irrespective of which platform you want to include in your social media strategy, you’ll need to understand these common features before you launch your marketing campaign.
Content creation and sharing
Social media has become a complex ecosystem supporting a diverse range of content types, each with its unique appeal and audience. The versatility these platforms offer empowers brands and content creators to craft their messages in ways that best resonate with their audience, from captivating videos to concise text and striking images. Whether for personal expression, brand promotion, or thought leadership, social media platforms offer a canvas as varied as the creators that populate them.
Traditional social media platforms like Facebook, X (formerly called Twitter), and LinkedIn are flexible and support both visuals and text. Facebook and LinkedIn, in particular, thrive on a mix of content types, including text posts, images, and videos, which cater to a broader network and professional communication needs. That said, X's recent expansions into multimedia allow for the seamless integration of GIFs, polls, and videos, empowering users to punctuate their concise text bites with dynamic media.
These platforms' affinity for detailed text posts makes them ideal for sharing longer insights, hosting discussions, and establishing thought leadership. For example, LinkedIn caters to professionals seeking to polish their brand's narrative. It offers rich article publishing options and ways to showcase thought leadership content that resonates with industry networks.
With Instagram’s recent launch of Threads (aka its version of X), Instagram also falls into this category. That said, Instagram is still associated more strongly with visuals.
Source: instagram.com
Along with Instagram, Pinterest is another visually oriented platform. Here, images reign supreme. The grid layouts of Instagram and Pinterest are notable features and lean these platforms towards curated feeds.
Most of these platforms also cater to the rising demand for video content, accommodating everything from short-form, looping videos to longer narratives and live streams.
In the last few years, short-form video in particular has burst onto the social media scene. Typically between five and 90 seconds in duration, TikTok in particular stands out as the platform for bitesize videos. It has carved out a niche for short, engaging video clips, often set to music, which has redefined content virality and user engagement.
YouTube Shorts and Instagram Reels are two other examples of platforms that let brands leverage this popular content type. While the features might be almost identical, the audiences aren’t. For example, a comparison between Instagram Reels and TikTok reveals that TikTok is better for trendy content aimed at Gen Z.
@yourinstapics What better start to boost your creativity than showing you a very cute idea to announce a product launch? Place your phone at the bottom of your bag. Place a paper where you previously wrote your message (make sure you are not blocking the camera with it) and start recording ?? An easy to create vidro and efficient like we want it to be! ??☺️ Save this for later, you might need it ??? #videoideas #productvideos #productlaunch #productvideoideas ♬ original sound - Carole Product Photographer ?
Aside from simplifying the content creation process without detracting from the result, social media platforms also make it easy for users to share their favorite content as well as their own thoughts. It’s these straightforward sharing mechanisms that create the potential for campaigns to go viral. Plus, as the process is so informal, users need little encouragement.
For the creators behind the content, the process is equally easy and cost-efficient. Facebook and Instagram are leading the charge in innovative sharing mechanisms. These platforms have introduced features that enable cross-platform sharing, allowing users to share content seamlessly across these two different social networks with a single click.
For instance, you can post an image on Instagram and have it automatically shared on Facebook, expanding the reach of your content without extra effort.
TikTok offers similar functionality. Here, it’s just as simple to add YouTube or Instagram to your profile and cross-post seamlessly.
Additionally, real-time sharing has become a default mode for many, with live videos and stories capturing moments as they happen and broadcasting them instantly to followers around the globe. This immediacy not only fosters a sense of connection and community among users but also catapults the relevance of social media as a go-to source for timely information and trending content.
Engagement features
One of the biggest benefits of social media marketing is the two-way channel that you can set up. Social media platforms are engineered to be vibrant hubs of interaction and engagement. Unlike billboards that blast information, social media platforms let users comment, offering a space for dialogue and expression.
Hey! The cavalry's here. Could you DM us your account's email address, the URIs of the artists involved, and more info on what's happening? We'll take a look backstage. https://t.co/ldFdZRiNAt
— SpotifyCares (@SpotifyCares) September 17, 2024
For an even more direct line of interaction, there’s also direct messaging. It creates private avenues for conversation, collectively constructing the framework for social engagement.
Even a basic feature like likes creates engagement. It gives brand insight into what type of content target audiences want to see more of and serves as a simple - yet potent - form of approval.
The sharing feature is another way that brands can get a feel for which type of content resonates best. As it enables content virality and spread, it’s also one of the most effective ways to build brand awareness.
For those who don’t want to share a content piece on their own timeline, there’s the tagging feature. It’s another powerful form of interaction that loops more people directly into the conversation.
Collectively all these features not only enrich the user experience, but also amplify the reach of content, allowing for discussions to extend beyond immediate circles. It offers users diverse ways to engage with content, making social media platforms dynamic ecosystems tailored for continuous engagement.
Algorithms and feeds
For brands to optimize content visibility and engagement, they need to understand each platform’s algorithms. It’s a complex task complicated further by the fact these algorithms are continuously changing.
Take Instagram’s algorithm, for example. What started out as a basic and straightforward chronological algorithm has evolved into a sophisticated combination of algorithms. Each part of the app has its own algorithm that uses individual preferences as a determining factor. Now, Instagram users are displayed content based on what they care about the most.
The result — a highly personalized browsing experience.
YouTube takes a similar approach. According to YouTube Help, the platform’s search and discovery system is also set up in such a manner that makes it easier for users to find videos they’re more inclined to watch. Likes, dislikes, search history, and performance among similar audiences are the main factors used to recommend videos.
How the content is curated and displayed to users has a huge impact on visibility and engagement. As such, it’s key that creators and businesses understand each platform’s algorithm to optimize content visibility and engagement.
Stories and temporary content
Source: instagram.com
Ephemeral content, such as stories on Instagram, TikTok, and Snapchat, refers to content shared on social media that’s visible only for a short period. Hence, why it also goes by the name disappearing content.
While it might sound counterintuitive to create content only for it to be visible for only a day, it serves a specific function. For example, when you’re planning to promote a flash sale, share a daily tip, or announce a product launch, this format is ideal.
Plus, on Instagram, for example, ephemeral content enjoys prime placement. Instagram Stories appear right at the top which means that users don’t need to scroll down to find your latest post.
Its temporary nature also generates high engagement rates. It takes advantage of followers’ fear of missing out (FOMO) and creates a sense of urgency. If they don’t view your story now, they never will.
That said, depending on the platform, you can save your content so that it remains on your profile after a day. For example, Instagram gives you the option of saving stories as highlights. As your followers don’t know which stories will be able to be viewed later, this feature doesn’t really detract from the urgency.
Combine the fleeting nature of this type of content with the array of interactive features like polls and it encourages even more engagement. Plus, considering that followers’ comments will also disappear, it erases some of the pressure of interacting.
The content also tends to be more authentic. It’s more informal and less staged and edited.
By offering a fleeting glimpse into the unfiltered side of life or teaser previews of products, ephemeral content is remarkably effective at driving user interaction, participation, and, ultimately, fostering a strong and engaged community.
Privacy and security
To encourage engagement and reassure users that they can participate in the exchange of ideas, social media platforms also offer several privacy and security features. These include:
- Two-factor authentication (2FA) for an additional layer of security beyond the traditional password control account access
- End-to-end encryption to ensure that messages shared are only decipherable by the sender and receiver
- Privacy settings to limit who can view content and personal information
Basically, you need to protect both your account and content. Social media account hacks are a common worry with nearly six in 10 US users believing that their social media accounts were hacked or attempted to be hacked. Not only can a social media account hack cause great brand damage, but also financial losses if you link your credit card to run social media ads.
Advanced features and their applications
Live streaming
All the main social media platforms — Facebook, Instagram, LinkedIn, and YouTube — allow users to start a live broadcast. You can do it via the platform’s app on your mobile device or use a webcam and streaming software (aka an encoder).
With live streaming, you can share footage in real time, making it ideal for content like product launches, AMA sessions, and other types of live events. As everything happens in real time, it leaves no time for editing. This, though, isn’t necessarily a negative as it means content is more raw, satisfying users’ crave for authentic content.
Live streaming can also be used to personalize communication. Viewers get to meet the faces behind brands helping to grow brand loyalty.
For example, if you opt to livestream via Facebook, you’ll also have access to interactive tools like live comment moderation, live polls, and front row. This way, you can draw viewers further into the conversation optimizing the live element. You can also share your live broadcast directly to Facebook Stories, helping you to leverage two of Facebook’s essential features simultaneously.
Augmented reality (AR) and filters
Filters are more than fun features to kill boredom. It offers a means for brands and creators to become more creative.
From regular presets that you can use to change elements like color to augmented reality (AR) effects for something more dynamic, it can greatly enhance your content.
For example, Facebook and Instagram let you add AR camera effects to mobile ads which can encourage more interaction. The likes of the Walt Disney Company, Marks and Spencer, and Citroën UK have used AR ads to grow brand awareness, communicate their brand awareness, and create a more immersive experience.
Groups and communities
LinkedIn and Facebook are the two platforms that come to mind first when you think about groups. However, X also lets you create communities.
Compared to X, LinkedIn and Facebook offer users much better control over privacy settings.
Unlike LinkedIn and Facebook, on X, anyone can see the posts shared in a community but participation is limited to members of the community.
Another main difference is that Facebook and LinkedIn allow you to select whether or not you want your group to be searchable. For example, by selecting the Unlisted option on LinkedIn your group won’t appear in the search results to non-group members. Unlisted groups will also not appear on your LinkedIn profile.
Facebook takes a similar approach to LinkedIn. By selecting the Hidden option, only group members will be able to find the group in search.
While privacy is key on social media platforms and helps to encourage user engagement, the power of these groups is that you can use it to build and nurture brand-centered communities for loyalty and advocacy. It can be used to get people together who share a specific pain point, interest, or love for your brand and open up a direct communication line. In short, you want your brand to become more visible, not hidden to only a select few.
Implementing Social Media Features for Brand Growth
Here’s a more practical look at how you can leverage these core and advanced features to grow your brand’s online presence:
Identifying platform strengths and tailoring strategies
Each platform has its strengths. The challenge is to tailor your content and engagement strategies to make the best use of these strengths.
For example, the unique grid layout of Pinterest and Instagram is ideal for strengthening brand recall. You can plan the chronological order of your images so that there’s a pattern that includes the colors of your brand. Alternatively, you can play around with the order to create a sequence or theme.
Some brands even go as far as to turn a single image into two grid posts to evoke curiosity. This way, you can also encourage followers to engage with multiple posts.
While TikTok’s strength is also its visual nature, it’s even more playful and informal than visual-reliant channels like Pinterest and Instagram. There are several TikTok features that you can use to make your content fun, informal, and raw. While your storytelling should be unfiltered, you can, for example, use its AR tool Effect House to create AR effects.
Enhancing user engagement
Stories, live sessions, and interactive polls are three of the best ways to boost user engagement. You can even combine these features for greater engagement.
For example, you can add polls to your Instagram Stories from the Stickers section involving followers. From letting them vote for their favorite product in your range to asking them directly what they want, there are several creative ways to use Instagram Stories Polls.
If you prefer to use live sessions over prerecorded stories, you can, for instance, invite a community manager to your Facebook live session to ensure it remains a safe space that encourages interaction. To help you direct interaction further, you can pin relevant comments to the top of the chat. Here, you also have the option of creating live polls.
Building communities
Whether you’re using LinkedIn, Facebook, or X to create and maintain an active brand community, you’ll need to set a clear niche and rules and then actively maintain your brand community. It’s an ongoing job, hence why you’ll want to appoint a community manager in addition to a social media manager.
The role of the community manager will be to add/remove members, moderate content, and interact with group members as individuals. Your social media manager will be responsible for other key jobs like content creation, scheduling, and posting content.
To spark conversation and break the ice, you’ll need to share thoughtful content that resonates with the niche consistently. On LinkedIn, for example, offering insider industry knowledge can be a significant draw. Facebook Groups, on the other hand, is more geared towards sharing experiences, photos, or tips related to products or services.
It’s also essential that you recognize active members. These individuals can eventually become ambassadors or moderators, contributing to the group's natural growth.
Optimizing for Algorithmic Feeds
To maximize content reach and visibility, you must cater to algorithms too. You’ll need to use various content formats and incorporate targeted hashtags so that you can reach relevant communities.
While you’ll want to leverage a wide range of content formats, video is typically more engaging, making it a staple. Live video in particular tends to receive higher engagement on Facebook. The algorithm rewards this format, considering it as content that spurs meaningful interactions.
Then, you’ll also need to think about optimizing your posting time so that you reach audiences when they’re active. For example, Instagram’s algorithm also considers how recently the content was posted. There are specific times that are considered the best for posting on Instagram, depending on your target audience.
Your own response time will also need to be fast. Responding to comments quickly can encourage back-and-forth discussions, demonstrating active community participation, which elevates your content in news feeds.
Real-world Examples of Effective Use of Social Media Features
The following examples highlight the strategic use of social media features to achieve marketing objectives, enhance user engagement, and foster community growth. They illustrate the potential of understanding and creatively applying platform functionalities to stand out in a crowded digital space.
Instagram's Algorithm-friendly Content
The beauty brand Glossier is one of the biggest Instagram success stories. To date, they have 3 million followers.
One of their secrets is that their posts are more authentic and laid back. The brand also regularly shares user-generated content showing how their products work in real life. In a Recode Decode podcast episode, Emily Weiss, CEO and founder of the brand, explained that since day one they’ve treated every single person as an influencer. This encourages interaction which signals to Instagram’s algorithm that people want to see more of this type of content.
TikTok's creative challenges
Samsung
To highlight features of its Galaxy Watch 6, Samsung launched a global campaign that leveraged user-generated content. Aside from its creative angle, it’s a great example of how a brand used unique features of the TikTok platform.
It used two TikTok ad solutions: Branded Mission, an ad solution that links brands with TikTok creators, and Gamified Branded Effect, a tool that lets brands integrate messaging with interactive gamified effects.
TikTok users were encouraged to work out and “tag” hearts within a set time frame. At the end of the effect, game scores were displayed.
@familiarcoiris #HRZoneWorkout ♬ Galaxy Watch 6 - Go Big or Go Home - ENHYPEN
By combining gamification with the branded hashtag challenge #HRZoneWorkout, user engagement enjoyed a massive lift. In just under two weeks, nearly 16,000 creations were recorded. What’s more, compared to regular Branded Effect videos, user engagement was 62.5% higher.
Brand awareness also increased. In Korea, brand awareness increased by 8.5%. The fact that this creative campaign managed to grow brand awareness in the country where Samsung Electronics is headquartered by this much is more than enough proof of its success.
Facebook's live events
KitKat
KitKat Chocolatory Australia turned to Facebook to create a holiday campaign with the goal of increasing brand awareness and online sales. As they specifically wanted to target Australians in their late 30s and early 40s, it was a good platform choice as Facebook statistics reveal that it has a substantial audience base that falls into that age bracket.
During its Facebook Live event (KitKat Australia’s first shoppable Facebook Live event), people could use the Comment to Message feature to buy products. The result — online sales increased threefold.
Joyce Tan, Nestlé Australia’s Head of Marketing Confectionery, adds that leveraging Facebook Live also enabled them to stay up to speed with evolving customer preferences. This advanced platform feature has allowed the brand to enhance the online shopping experience between product discovery and purchase intent.
Key Takeaways
Most experts and industry leaders agree that a successful social media platform in 2024 should prioritize user-friendly design, security, and in-app communication features. It should be easy to navigate and visually appealing. A compelling and clear design will help keep users engaged, reducing sensory overload.
It should also implement multi-factor authentication methods to protect users from potential security breaches. Users should feel safe otherwise they won’t engage. While comprehensive moderation is needed to maintain the platform's integrity and user safety, there needs to be a balance between constructive moderation and censorship.
And, then it should give tools like messaging and video calling so that users can engage further. These types of features enhance user stickiness and platform engagement and cater to our need for real-time interaction.
