Thank you @kvonloesecke for tagging.
Hi @pauledwards ,
If I am in your shoes, I may first ask why my company need to expand presenece among a wide range of social media platforms? A good rule of thumb is to build presence in the platforms where the target customers are active…no matter it is for brand awareness or getting conversion. I find that going through the social media marketing certification course in HubSport Academy will help my understanding about why, what and how to present in social media platforms sink in. I will recommend the course.
Post deciding on the right social media platforms, content is what will nurture the engagement with your target customers. Brian Honigman and Sam Dey are the two instructors who teach social media marketing in LinkedIn learning. They pointed out that a business’ content in social media platform are better structured around three pillars-- educate, entertain and inspire. Pick only one or two out of the three is okay and we are to bear in mind that only having content to push for sale will alienate people in social media, though getting a deal closed is one of the ultimate goals we want.
Specifically on Youtube, it is a social media platform, but also the 2nd largest search engine and one of the most popular online TV streaming content digitally. Probably the question that we are to consider is less on whether the business need to have presence on Youtube or not, more on what we want to achieve there (brand awareness through owned content, and/or Youtube ads, and what is the next step/call to action if someone clicks the content/ads) .
Above are my initial thoughts. Hope this helps.