Which Social Media Sites Work Best For Your Business?
How to choose the social platforms that’ll help you reach your goals
So you want to build an online presence. You know that the first step to digital domination is acquiring a social media following… but how do you choose which social media sites should be the focus of your brand awareness efforts?
The digital landscape is saturated with a variety of different social networks that each serve different purposes. While, on the surface level, it may seem like not much differentiates TikTok from Instagram, each website appeals to diverse audiences with unique content preferences.
Here’s a guide to everything you need to know when deciding which social media platforms to use for your business.
The Big 3
Most people instantly think of Facebook when they hear the term “social media.” This emblematic social network is the world’s third most-visited website, and more than half of American users log on several times per day. However, while Facebook is extremely popular with older demographics, it lacks the ability to effectively reach Generation Z. Regardless, this social media platform is a consistently reliable tool for generating brand awareness online.
Age distribution of Facebook users (Statista 2023):
- Under 18: 4%
- 18-24: 18%
- 25-34: 24%
- 35-44: 18%
- 45+: 36%
What content works best on Facebook?
- Videos and images
- Questions and conversation starters
- Attention-grabbing and engaging copy
Instagram sees 3.76 billion visitors every day, making it the 8th most-visited website in the world. This social media platform is significantly better than Facebook at reaching Millennials and Generation Z, but it limits the types of content that can be posted. On Instagram, photos and videos reign supreme.
Age distribution of Instagram users (Statista 2023):
- Under 18: 8%
- 18-24: 30%
- 25-34: 30%
- 35-44: 16%
- 45+: 16%
What content works best on Instagram?
- Hashtags and trends are very important
- User-generated images. Show off your happy customers!
- Videos and reels
TikTok
TikTok is the world’s largest social media platform, hosting billions of daily users from all around the globe. The app has been downloaded more than 3.3 billion times, with more than 1 billion active monthly users who generate over a billion video views per day. Users interact with TikTok content by scrolling through a homepage feed, called the For You Page, or FYP. Users can “like” their favorite videos, comment on them, and share them on other social media networks. TikTok prioritizes content that gets more views and interactions, building user feeds accordingly.
Age distribution of TikTok users (TikTok 2022):
- Under 18: 28%
- 19-29: 35%
- 30-39: 18%
- 39+: 19%
What content works best on TikTok?
- Hashtags and trends are very important
- Helpful, relatable, educational content or tutorials
- Funny or quirky content
Other Platforms
Twitter sees about 259.4 million daily active users. Its most defining feature is its character limit, only allowing users to write up to 280 characters in a single “tweet”. Since Twitter allows you to interact with others in real time, it's no wonder it's one of the top platforms for brand engagement. In fact, Twitter reports that 79% of its users follow at least 1 brand to keep up with news, announcements, and promotions.
Age distribution of Twitter users (Statista 2023):
- Under 18: 6%
- 18-24: 17%
- 25-34: 39%
- 35-49: 21%
- 50+: 17%
What content works best on Twitter?
- Short and succinct messaging
- Questions and conversation starters
- Humor and memes
Every business needs a LinkedIn presence. This platform exists for businesses and excels at making them shine, providing myriad tools for spreading the word and showing off bells and whistles. 134.5 million users are active on LinkedIn each day — and 48.5% of users in the US use LinkedIn at least once a month. This platform is brimming with untapped potential, as LinkedIn data reports that brands who post at least once a month gain followers six times faster than those who keep a lower profile.
Age distribution of LinkedIn users (Microsoft 2022):
- 18-24: 20%
- 25-34: 59%
- 35-54: 18%
- 55+: 3%
What content works best on LinkedIn?
- Posts with images
- Lists and polls
- Long-form content like blog posts, articles, and guides
With over 50 million daily active users, Reddit ranks among the top 10 most popular social media sites in the US. This underdog social network revolves around authentic discussion, making it a fantastic way to engage with consumers already curious about your product or services. In fact, 74% of users visit Reddit specifically to learn more about topics they are interested in, while 62% use Reddit to share opinions or research products.
Age distribution of Reddit users (Statista 2022):
- Under 19: 21%
- 20-29: 28%
- 30-39: 26%
- 40-49: 14%
- 50+: 11%
What content works best on Reddit?
- Posts with questions receive 2x more interactions
- Videos perform well
- Short and sweet — top Reddit posts are under 120 characters
Final takeaways
While navigating today’s complicated, algorithm-driven social media landscape can be challenging, each platform has individual strengths that may play to your goals. It can be incredibly rewarding to learn the ins and outs of each platform.
For the next steps in bringing your brand's social media to life, Anntoine Marketing + Design offers customized social media management packages, tailored to your needs and budget.
Click here to get in touch.
