Which Social Media Platform Will Work Best for Your Audience?

January, 2018

In today's digital world, there are hundreds of social media platforms available to marketers. There are so many, it can be overwhelming to choose the best one (or ones) for your company. So, how do you know where to start?

Which Social Media Platform Will Work Best for Your Audience?

In today's digital world, there are hundreds of social media platforms available to marketers. There are so many, it can be overwhelming to choose the best one (or ones) for your company. So, how do you know where to start? First and foremost, you must cater to your audience. It wouldn't make sense to put all of your efforts toward a platform that doesn't reach your target demographics. We're going to help you identify your audience and select the right platform in a few simple steps.

Identifying Your Audience

Do you know who your audience is? Are you sure? A lot of us think we know our audience but haven't actually spent the time to really understand them and their needs. Ask yourself the following questions to learn a little more about who you're targeting and what their interests are.

  1. What is the age range and gender of your ideal audience member?
  2. Where are they located?
  3. What problems and questions do they have?
  4. What are they trying to do (in terms of your business)?
  5. What do you want them to know?
  6. What are common phrases they may be using to search for your service?

Do you have a better understanding of who your average audience member is? If so, you're ready to select your primary social media platform!

Popular Social Media Platforms

As we mentioned earlier, there are hundreds of social media platforms to be explored. However, there are several that have risen to the top as the cream of the crop for avid marketers. Compare these key demographics of the following five platforms to the key demographics of your target audience (Sprout Social).

1. Facebook

Number of Monthly Active Users: 2.07 Billion (largest of all the social media platforms)

Gender: 56% Men vs. 44% Women

Age: Facebook has the broadest age range with 88% being  18-29 using Facebook and 62% being 65or older  using Facebook!

Interests: Facebook users tend to range in education, income levels, geographic location and more. They often express interest in multiple modes of communication including text, video and photo. 

2. Twitter

Number of Active Users: 330 Million

Gender: 25% of online women use Twitter vs. 24% of online men

Age: The largest group of Twitter users was 36%, consisting of 18-29 year olds that use the internet. 

Interests: Users with an income over $75,000 make up the largest group of Twitter users. Over the years, Twitter has grown  in popularity among celebrities and politicians. 

3. Instagram

Number of Active Users: 600 Million

Gender: 38% of online women use Instagram vs. 28% of online men

Age: 18-29 year olds make up the largest age group with 59% of all internet users this age on Instagram

Interests: It's all about imagery! Instagram is a photo-sharing app focused on high-quality images. 

4. LinkedIn

Number of Active Users: 467 Million

Gender: 31% of online men use LinkedIn vs. 27% of online women

Age: The largest group of LinkedIn users are 18-29 year olds, with 34% followed closely with 33% of 30-49 year olds.

Interests: LinkedIn is a social networking platform for professionals, evident by the large user base touting income levels of $75,000+. In addition, 50% of internet users with a college degree are on LinkedIn.

5. Pinterest

Number of Active Users: 72.5 Million

Gender: 45% of online women use Pinterest vs. 17% of online men

Age: 36% of 18-29 years olds and 34% of 30-49 years olds are on Pinterest

Interests: 34% of suburban adults use Pinterest. Like Instagram, Pinterest relies heavily on images, however, the platform is most commonly used for how-to's, DIYs, crafts, and other hands-on applications.

Which Platform is Right for You?

Based on age, gender and other insights, which platform is the primary choice for your audience? We recommend starting small with just one platform and slowly growing your marketing reach to 2-4. You want to make sure you aren't spreading yourself too thin, but at the same time, you don't want to miss out on clear opportunities for growth!

If you need assistance with setting up and managing your social media strategy, contact the experts at Informatics Inc. today.

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