Which Social Media Platform Is Right for You?

Social media marketingThere are many social media platforms that are at the fingertips of marketers. Each platform has its own individual tone, though, so it’s important to craft a message that matches the feeling of a given site.

Let’s take a closer look at the various platforms and determine what kinds of message you should craft for each.


With an estimated 1.15 billion users daily, it is no secret as to why Facebook has become the number one most-used social media platform. The majority of users on Facebook fall between the ages of 18 and 29. The second largest majority comes from those 65 and older. Also, the majority of the site’s users are males coming in at 56%.

Much of the user content published on Facebook ranges in interest. Since many users share personal and professional pictures and stories, marketers on Facebook have options when it comes to how they want to present their brand and interact with their customers.

Facebook is worth thinking about as a “catch-all” platform, since the site boasts so many active users in a variety of demographics. Facebook can be ideal for:

  • Business-to-consumer marketing
  • Spreading brand awareness
  • Projecting a fun or more personable side for your business
  • Reaching as large of an audience as possible

When utilizing this platform, be sure to create a strong Facebook marketing message that is designed to attract your target audience. It also is a good idea to take advantage of how dynamic the site is. You can do this by running smaller campaigns to attract a different type of audience than you may usually get which will in turn boost your lead conversions.


LinkedIn averages about 467 million users, all who utilize the platform for career growth and development. This social media channel is a great place to display accomplishments, network with professionals, and promote your personal brand.

The average LinkedIn user makes over $75,000, and the platform tends to skew younger. The biggest segment of users, 34%, is comprised of those 18-29. The second largest segment, 33%, is comprised of those 30-49. The majority of the audience itself is made up of men, with women only making up 27%.

LinkedIn can be ideal for:

  • Business-to-business marketing
  • Spreading brand awareness
  • Projecting a more professional side for your business
  • Sharing relevant industry news
  • Reaching a targeted, industry-specific audience

Additionally, the site allows marketers to segment their advertisements based on age, job title, region and more. The content of the LinkedIn marketing message itself must be professional yet intriguing, and should include a call to action to prompt further connection with prospective leads.


With a total 600 million active users, Instagram can definitely be a worthwhile addition to your marketing game plan. In terms of demographics, 59% of the channel’s audience are those 18-29, certainly making the platform one of the most youth-centric.

This platform’s content is based around the variety of images and videos posted by its users. More so than any other platform, visuals are key. Therefore, content posted on this site should be intriguing and visually appealing.

Taking the opportunity to capitalize on incorporating this business platform into your marketing efforts will prove to be beneficial. Users on Instagram are extremely active and are always looking for new ways to engage with their favorite profile accounts.

Instagram can be ideal for:

  • Business-to-consumer and business-to-business marketing
  • Spreading brand awareness
  • Showcasing your products or services in action
  • Giving customers an inside look at your operations

Be sure to take advantage of the variety of features offered by this photo sharing app, including Instagram Live.


Twitter is a great platform to create content that is short and intriguing for the user. With an estimated 300 million users, Twitter’s reach is smaller than some platforms, but its format’s brevity should not be discounted.

With much of the content produced on Twitter being presented in a quirky and light-hearted tone, we suggest that you attempt to emulate this in at least some of the posts you share.

Twitter can be ideal for:

  • Business-to-consumer and business-to-business marketing
  • Spreading brand awareness
  • Sharing relevant industry news
  • Giving brief updates, providing info on special offers, and running short videos

For businesses, we think that it is imperative to capitalize on this platform by offering social media marketing content that is simple, fun and includes a specific call to action that would direct users to your company’s website.

Our Conclusion

Your social media marketing tactics ultimately depend on a given platform and the goals of both your company and industry.

  • For Facebook, we suggest identifying your target audience and crafting a message exclusively for them, while testing other marketing campaigns for audiences that are similar to those that you are trying to attract.
  • In the world of LinkedIn, focus on a strictly professional message. Include a call to action and be sure to utilize audience segmentation by selecting the job titles, locations and ages that best correlates with your goals.
  • Instagram is perfect for visual content that can quickly grab a user’s attention. Be sure to create content that expresses how interactive your company can be with members within your target audience.
  • Lastly, Twitter content should be original and intriguing. Many major accounts, like Wendy’s and McDonald’s, have taken advantage of Twitter’s tone to garner a lot of attention. It may be a challenge at first, but if you find a good approach you could end up with a strong Twitter presence.

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