Choosing the Right Social Platform for your Target Audience

Social media is undoubtedly one of the most effective marketing tools at a brand’s disposal, but each social platform has a different demographic and designed use that businesses need to be aware of. To get the best return on investment, you’ll want to ensure your content strategy and user base match the platform, as a different strategy is required for each social media channel. We’ve broken down the most popular networks so you can choose the platform that best suits your objectives.


If your target audience is a younger crowd, Instagram is where you want to be. According to Pew Research Center, 64% of 18-29-year old’s use the platform on a daily basis. A plus for marketers, Instagram harnesses the power of photo and video, and is always updating the app with new functionality that can be integrated into a robust marketing plan.

Instagram’s platform is visually based and about capturing moments, so users demand posts they can engage with. The platform provides an opportunity to showcase the human side of your brand using Instagram Stories, promote business partners through tagging, and using hashtags to index your brand.


When it comes to social media, Facebook remains king, with over two billion monthly active users, and 1.5 billion users checking their account daily. Pew Research Center reports that 62% of men and 72% of women use Facebook daily, giving this platform unprecedented reach with audiences of all ages. Looking to target users over 50? Facebook is a popular choice for that demographic. 68% of those 50 – 64 and almost half of those 65+ report that they use this site.

Facebook presents an opportunity to showcase your brand to a wide range of audiences and also serve as an information hub for your business. Business hours, upcoming events, and details not easily found on other platforms take center stage on a Facebook page. Opportunities for community building, paid campaigns, and utilizing curated content are abundant on Facebook’s platform.


Over the years, Twitter has evolved into a center for news, trends, discussion, and debate, with 145 million daily active users. According to Pew Research Center, 37% of users are between the ages of 18-29, and 25% are in the 30-49-year-old range. The platform is fast moving, with multiple posts a day expected, with some brands posting upwards of ten posts a day. Unlike its competitors, Twitter remains a mostly chronological feed, making it almost necessary to pump out multiple updates to stay relevant.

Twitter has made some shifts from its word-based content, with the platform reporting 220 times more video views over the last year. Brands that are looking to provide genuine interaction and superb customer attention will do well on Twitter as this channel provides a central platform for social customer service. If your brand is looking to develop its authentic voice, Twitter’s open format provides an advantageous way to showcase that to its vast audience.

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