Which Social Sites Should I Use?

How to Choose Your Social Sites

Social Media is an essential aspect of your Marketing Plan. However, determining which social sites you will set up and nurture for your business is important as well. Choosing 2 -3 platforms is key. We break down the attributes of each so that you can make the best decision for your business.

Key Recommendations

  • If you are starting your business, look for the availability of your business name on all social platforms. If they are taken in several (especially ones you will be active on), developing a different variation of the business name you are interested in should be considered.

  • While we suggest that you not be active on all the platforms, we recommend that you capture your business name on all of them.

On to the sites!

  • FACEBOOK

    KEY ASPECTS
    Personal, Informative, Community-Focused

    AUDIENCE
    Largest Age Group: 25 - 34 (23.6%) and 35 - 44 (18.1%)Demographics: 54% Female, 46% MaleDaily Active Users: 2.41 billion

    ATTRIBUTES
    The largest social platform among consumers and marketers with features good Business Page Options. Seventy percent of US adults use Facebook and 49% of Americans visit the platform several times per day with an average stay of 33 minutes per day. It is a great platform for customer interaction. Groups are highly regarded community builders, with incredible features to service the 1.8 billion people who use Groups monthly. Scheduling for both Facebook and Instagram is a free tool.

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  • INSTAGRAM

    KEY ASPECTS
    Visual, Curated, Commerce-Friendly

    AUDIENCE
    Largest Age Group: 25 - 34 (31.2%) with 18 - 24 a close second (31%) Demographics: 48% Female, 52% Male Daily Active Users: 500 million

    ATTRIBUTES
    It’s an engaging mobile-first platform to share all types of content, with different types of offerings for your preferred way to share it (i.e., live, blog, short-form videos). With a strong visual presence for businesses with access to strong visual content to share. Sixty percent of users say they discover new products on Instagram and there is a robust online commerce and subscription platform. The same percentage log into Instagram daily and spend an average of 29 minutes on the platform. Forty-two percent of users log into Instagram multiple times per day.

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  • LINKEDIN

    KEY ASPECTS
    Professional, Informative, Networking, Business-Friendly

    AUDIENCE
    Largest Age Group: 25 - 34 (58.4%) Demographics: 48% Female, 52% Male Daily Active Users: 134.5 million

    ATTRIBUTES
    An engaging platform to share business-related content, with different types of offerings for your preferred way to share it, including live presentations. It is also the oldest popular social media platform, launched in 2003. The demographic is high-earning B2B professionals and it is highly effective for networking. It’s the top-rated social network for lead generation, especially among B2B as well as a platform for finding and hiring professional talent for your business. In 2022, LinkedIn saw a 22% increase in engagement.

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  • PINTEREST

    KEY ASPECTS
    Aspirational, Search Engine characteristics, Project Organization, Informative

    AUDIENCE
    Largest Age Group: 50 - 64 (38%). Close behind are 30 - 49 (34%) and 18 - 29 (32%) Demographics: 78% Female, 22% Male Daily Active Users: 291 million

    ATTRIBUTES
    The platform is female-dominated and core users continue to hold steady. It is the most product-focused of any social network with the potential for driving high traffic to your site. Lifestyle how-to articles and inspiration are one of the top topics on the platform. 70% of Pinterest users say they trust Pinterest and it’s a favorite site to research products. Forty-five percent of people in the US with a household income over $100,000 are on Pinterest, and 85% of users say Pinterest is where they go to start a new project.

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  • TIKTOK

    KEY ASPECTS
    Video, Entertaining, Fun, Informative, Commerce-Friendly

    AUDIENCE
    Largest Age Group: 18 - 24 (43%). Only 3.4% of TikTok is older than 55 Demographics: 57% Female, 43% Male Monthly Active Users: 1.2 billion

    ATTRIBUTES
    Currently the most downloaded non-gaming app. Ninety percent of users visit the app more than once per day and spend an average of 52 minutes per day on the app. Forty percent of Gen Z say they are directly influenced by products they see on TikTok. It is ideal for those who enjoy creating short-form videos to showcase their business by sharing projects, product information, service information, and fun entertaining videos featuring their brand. Currently, one of the few platforms to see a strong return on investment for advertising.

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  • TWITTER

    KEY ASPECTS
    Informative, News & Trends, Networking

    AUDIENCE
    Largest Age Group: 18 - 29 (42%). 80% of Twitter’s global population is less than 50 years old. Demographics: 62% Male and 38% Female Daily Active Users: 336 million

    ATTRIBUTES
    One-third of Twitter users are college-educated and make more than $75,000 annually. Although it is certainly warm to image, video, and link shares, it is a text-focused platform and a prime place to share content and drive discussions. It is easier to engage followers and influencers on Twitter, and the hashtags and @ symbols provide enhanced targeting.

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  • YOUTUBE

    KEY ASPECTS
    Video, Informative, Entertaining, Search Engine capabilities, Creator-Friendly

    AUDIENCE
    Largest Age Group: 15 - 35 (highest reach) Demographics: 46% Female, 54% Male Monthly Active Users: 2 billion

    ATTRIBUTES
    Dominates with short and long form video, maintaining the overall social shift to video content. Sixty-two percent of users log in daily, ensuring engagement and audience retention. Of note, users use the platform for entertainment and information, as opposed to looking for brands and products. The videos on the platform, if done well, drive conversions and are a great way to show the personality and authenticity of your business.

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