Social marketing isn’t exactly the same as The Bachelorette, but we can use it to understand the players.

As social marketers, we’re often spoiled for choice on what platforms we can use to best deliver our clients’ messaging. Each platform has a unique offering or reason to use it. However the best option is usually the simplest one, just like that Taco ad: why not have both?

Facebook: Apollo

Facebook has an incredibly broad reach – 17 million monthly Australian users to be exact.

The platform and interface for setting up campaigns is fairly easy to navigate. Audience targeting is detailed and thorough, and Facebook are constantly making changes to make advertising on their platform as easy as possible.

However, everyone wants them… everyone thinks they’re a bit of a hottie and they are highly saturated (in attention.) Sometimes your message can get lost in the noise. So how do you cut through the noise?

Make. It. Look. Good. A strong creative with an effective call to action will have your messaging standing out like an Apollo in a group of Bachies.


Twitter: James

He’s been in it from the start. Often quiet, and sometimes underestimated. Twitter’s users are a “lean in” audience, meaning they’re conscious, active users seeking out content. The environment they create is not typically for friends and family to interact, but rather to interact with the world outside their personal bubble.

They’re all about the Netflix and chill, because they have the highest TV – Social Media engagement mix of all the platforms (49% of all Twitter users engage with the platform while watching).

Create a PUNchy tweet with an image or GIF to gain your users’ attention.



Instagram: Blake

It’s all about the image and the cool factor. One third of Instagram users have bought a product from the platform.

A key to this is being credible and looking the part. Doing this on Instagram is to actually be a part of what is going on. If your content fits into the platform, people are more likely to engage. Showcasing your hero content on Instagram is the best way cut through the swarm of foodies.

LinkedIn: Jarrod

This platform (and guy) means business.

LinkedIn has a unique differentiation point from other social platforms – it’s not there for sharing memes. It’s a professional connection base. It’s there to build a genuine connection.

People approach LinkedIn as a channel where they can learn, lean in and engage with their industry, and advance their career.

People aren’t on LinkedIn to make friends – it’s about networking and getting what you want (Sophie to love you?).


Snapchat: Stu

A bit late to the game, but very popular very quickly.

Rather than a browsing platform, this is more of a push/pull platform to engage with other users in a passive, everyday way.

This guy is around for the little moments, the big moments, the puppy snaps, the 6 chins, and everything in between. It’s in its infancy, but consumer behavior around this platform suggests that stories that fit into what they see have a higher message recall than others.

Using different platforms to have a large reach is a great idea, but reaching them in the right way is important.

You wouldn’t post a meme on LinkedIn, or a business article on Snapchat. Just as all these guys are useful to Sophie for different reasons, some will always be better suited for each occasion each need than others. So don’t do as Osher says – you can have a bit of them all.

Dana Kavanagh

Dana Kavanagh is a digital planner based in iProspect's Melbourne office. Dana works across Paid Search and Social for key financial clients. She only watched the recaps of The Bachelorette.