Which Social Media Platforms Drive the Most Conversions?

By social media

Social media takes up a large part of your personal and professional lives. If we’re not surfing Facebook or uploading to Instagram in our free time, we’re writing content, sharing it through Facebook, and overseeing Twitter for business. There are so many social media platforms, though, that trying to determine the best ones to utilise can be difficult. We don’t want to waste time or money chasing an already losing battle, but in today’s digital world, being social matters.

Depending on what industry you’re in, some social media platforms are more successful than others when it comes to driving conversions and ROI. Therefore, before you set up business profiles and invest in social media, you need to research your demographic and find out where they virtually congregate.



Considered the leader of social media, Facebook is incredibly popular amongst all ages. Due to this popularity, businesses should always create a Facebook business profile. By doing so, you’re immediately increasing the potential of the business’s online visibility through ‘likes’ and ‘shares.’ Even though the likes on Instagram and Twitter seem equally profitable, Facebook is still topping the list of platforms most likely to give you a huge ROI, with an average of all 85% of orders from social media belonging to Facebook.

How can you fully optimise Facebook, then?

  1. Choose the right name – this may sound obvious, and you’ll most likely name your Facebook business page with your business name, but you should mull over all options and phrases before settling. Your Facebook profile should represent your brand, after all.
  2. Alter your URL – when you sign up, you’ll be given a generic URL. Make sure to change this, otherwise it’ll greatly hinder your Google ranking. If you match your Facebook URL with your business name, then you’ll reinforce your brand recognition.
  3. Fill out your profile – leaving any blank spaces won’t make your business user-friendly. For example, if you’re a brick-and-mortar store, then post your opening times. If you don’t, then you’ll risk missing out on business custom. You should also pay special attention to your ‘About Us’ section. After all, you want to appeal to your demographic and rid any corporate vibes.
  4. Implement SEO – even though this isn’t a website of sorts, you should still have SEO strategically placed in your Facebook business page. Keywords are still crucial, so make sure you research the best ones for your industry and work them in organically.

Conversion rate: 1.85%


Instagram’s popularity is constantly on the rise, and is becoming the number one social media platform for e-commerce businesses. This picture-sharing platform makes it easy for e-commerce stores to show their products; they can also hire the help of marketing influencers who will sponsor their items and promote them to their large volume of followers. Visual stimulation is powerful, and by having someone who is ‘Instagram Famous’ post about your product or company, people are able to fully envision your product and see how it looks, works, etc. before following the link to your business website.

When setting up an Instagram account, make sure to do the following:

  1. Again, choose the right name – your Instagram handle must be relevant to your business, otherwise searching for your business will become more difficult. By having a simplistic, relevant and logical handle, you’re also increasing the chances of being tagged and hashtagged in a person’s post.
  2. Link in bio – a common phase on Instagram, but hugely important. To increase your conversion rates, always ensure that your link can be easily accessed through your bio. If you don’t, then people are less likely to open up Safari or Google Chrome and manually search for your business. Plus, you can alter your link, having it take you to your website’s homepage or, instead, to a certain product you’re pushing.
  3. Invest in high-quality pictures – this is a platform revolving on photography, after all, so you need to take, edit and upload visually beautiful images to your profile. Many Instagrammers and e-commerce stores will stick to themes (colour, niche, etc.), and by doing so, you’re increasing your appeal to your demographic. Good quality images will increase follows and likes, improving visibility.
  4. Engage – like photos, comment on images (even if it’s not relevant to your company) and ask Instagrammers to advertise your products.

Conversion rate: 1.08%

The two above social media platforms are the ringleaders, however, to get the most out of your social media campaign you should consider using all of them, as long as they are relevant. Other noteworthy social media platforms include: Pinterest (conversion rate, 0.54%), Twitter (0.77%) and even YouTube (1.16%).

Image courtesy of: salonsuitesolutions.com