Business Development   /   Brand Strategy   /   Digital Advertising

Amplify your social media efforts in 2021

How to choose the right social media platform for your business.

Establishing an active social media presence has become a business necessity. With so many new platforms to choose from, a smart marketer will continuously hone the right message for the right audience to hit at the right time. While it may not be necessary to have a presence on every platform, it is recommended that you find ones that provide the best stage for your brand and message and work them strategically. There is ample opportunity to reach new audiences, but the key is to understand the demographics of each platform. Here is a brief rundown on the top players for businesses and what makes each platform unique:

  1. With over 2.8 billion monthly active users, Facebook is a must for most businesses who want to establish a social media presence. Although Facebook has begun to trend toward an older audience, a younger segment remains strong, with a slight skew toward adult females. Other leading demographics include college graduates and higher-income earners in the United States.1 These statistics make Facebook an essential advertising platform for most businesses. 
  2. YouTube has over 2 billion logged-in monthly users. (This number is underreported since it is possible to view content without signing-in.) Over 80% of youth followed by over 75% of 15-35 year-olds in the U.S. are active daily users. YouTube is the most-used digital video platform in the U.S., and second only to Google for most-visited website, with a near even demographic split between male vs. female users, and desktop vs. mobile users. Over 50% of B2B decision makers visit YouTube for purchase related research, and over 70% of viewers have made a YouTube related brand purchase.2 Clearly, developing video content to market your business can help increase brand awareness and ultimately help influence the buying decision.  
  3. LinkedIn has over 740 million members in 200 countries. Unlike other networks, most LinkedIn members fall between ages 30–49, used by a fairly even percentage of males and females, college-educated with higher-income levels. 90 million LinkedIn users are senior-level influencers and the platform is the number one channel for B2B marketers and marketing content.3
  4. Twitter boasts 330 million monthly active users with more than 40 percent daily users. Due to its fast-paced, high-volume nature and bite-sized, easily-digestible content, Twitter tends to dominate among a younger crowd. Users are typically college-educated with higher-income levels, and 66 percent are male. Twitter supports 33 languages with a  majority of users residing outside the U.S.4 
  5. Instagram celebrated its 10th anniversary in 2020. The visual-centric platform has grown from a simple photo-posting app to a powerful multi-content platform with over 1 billion users, over 500 million users post Instagram stories every day. Its youthful demographic base consists of an equal gender mix, college-educated, with income levels that are similar to Twitter.5 Instagram has gained incredible traction in recent years among social media networks.
  6. A majority of Pinterest's 322 million users are female, skewing toward a younger base. Unlike other networks, Pinterest users lie predominately in rural areas. Like Twitter and LinkedIn especially, Pinterest users tend to have a more disposable income.6

Both the use and frequency of social networks vary and it is likely that users will adopt more than one social media network. Most adult users tend to use Facebook daily, followed by YouTube, Instagram, LinkedIn, Twitter and Pinterest. 

Although it would be ideal to establish a brand presence on every social media network, the reality of resource and time limitations require a smart strategy for making the most of the right networks for your business. 

If you are finding the social media marketplace a challenge to navigate, we can help you develop a strategy to promote your business. Contact us today.



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