Is Facebook, Instagram, Pinterest, Snapchat, YouTube or Twitter the best place to put your marketing dollars? It all depends on your brand and what you're trying to accomplish. That's according to Corbett Drummey, CEO of Chicago-based Popular Pays, a company helping brands like Macy's, TOMS, Valvoline, ZICO, and KIND connect with social influencers and content creators to execute Instagram, Snapchat, Pinterest, and Facebook campaigns. Here's what he says you need to know about each of the social networks and why they are--or are not--good places to promote your company.

Instagram

This is where you want to invest your dollars if you're looking for high quality content you can repurpose on other platforms or your company's website. It's because the influencers you can hire are motivated to create content their hundreds of thousands of followers are going to appreciate. It's also where you can expect to get high levels of engagement. In fact, roughly 30 percent of followers on Instagram see a photo, compared with Facebook where the platform's algorithms may or may not work in your favor. Sentiment on Instagram also tends to be more positive than platforms such as YouTube where snarky comments tend to be the norm.

Snapchat

This is a good place for big brands to target younger audiences or to try to change perception about a product, or engage with Millennials. A company such as Taco Bell, for example, might use it to stay relevant. It's not the platform best suited for startups, however. "Startups are typically in a phase where they're thinking about how to get customers and installs and Snapchat is a really bad channel for that," he says. "So if a brand comes to us and they're thinking about about ROI, we point them in different directions like Facebook or YouTube." If you choose Snapchat, remember: Users gobble up content, so it's hard to overshare. Also, posts don't need to be immaculately edited, meaning this is a great platform if you want teammates to upload "day-in-the-life" posts--it's a simple way to share the burden of content creation.

Facebook

If tracking installs or purchases is something you need to do, this is where you want to post content. It also works well in tandem with Instagram because the content which does well on Instagram tends to also do well on Facebook--all data which is trackable. "Let's say on Instagram they're getting higher than average likes, or on Facebook the algorithm is working and they're getting a lot of likes on that post. That's the post you want to put spend behind," he says. "You're almost AB testing your post before you actually put spend behind it."

Pinterest

This network may be the most underused, especially considering it now has 100 million active monthly users and boasts what Drummey calls "amazing shopability." It's the ideal medium for any company that wants to sell fashion, home products or other things to women sitting at their computers. "You can work with creators who will generate beautiful content for you," he says. "You can either use promoted pins or work with people who really know the medium and the content will perform well and then boost that content," he says.

YouTube

This one is ideal for tutorials and DIY videos aimed at niche audiences, or for any brand which wants to track conversions. "It's not as great for mass reach because it's not great for sentiment," he says. "YouTube comments are kind of like the gutter of the internet sometimes, so if you're trying to build positive affinity, use Instagram and SnapChat."

Twitter

While Twitter might be a darling of the tech industry and valuable when it comes to staying up-to-date with what's happening in the world, it's not the best place to try to acquire new customers.

"As a startup you have to pick a couple things and do it really well," he says. "If you were a makeup company you might do YouTube tutorials and Instagram. Or, if you are a lifestyle company you might just do Instagram and Facebook ads."

Published on: Sep 7, 2016