Which Social Media Platform is Best for Marketing?
From Facebook to TikTok, there are more platform choices than ever.
If there is one question that we get asked about digital marketing, “Which social media platform is best for marketing?” is at the top. Our Calgary marketing agency doesn’t have a crystal ball to predict the future on any of these platforms, but we have the magic of insights to share with you.
The most important thing to consider when determining which social media platforms you want to use for digital marketing is: who is your target audience? There’s no reason to spend any energy building a brand presence on Facebook if your audience primarily spends their time on TikTok, for example.
How can you know? By conducting an ideal customer profile (ICP) exercise. Suppose you have a business-to-business (B2B) company where you sell products or services to other businesses. In that case, your ICP will need to have the following information:
Company name
Industry vertical
Roles and titles
Business type
Annual revenue
Preferred media (e.g. website, social media, radio, television, paid digital ads)
Geographic location
Internal expertise levels
Specific business needs
Business objectives
To gain this information, you can start with your existing customer base. Who are some of your most valuable customers, and what attributes do they have or share? Suppose you have a small customer base or don’t have one yet. In that case, you can research this information online or use a persona-building tool like Hubspot’s Persona Builder (free) or People Data Labs (paid).
If you have a business-to-customer (B2C) company where you sell products or services to customers through a retail store or online, your ICP will need to have the following information:
Age
Gender
Geographic location
Level of education
Job title or career
Attitudes (For example, are they tech-savvy or not?)
Values (For example, do they care about ethical production? Or low prices?)
Pain points
Information sources (e.g. magazines, word of mouth, Google)
You may not be able to find all of this information at once – and that’s ok! You can continue to return to your ICP to refine and build a richer profile. Each interaction your business has with a customer will provide you with insights to continue to refine this.
There is also direct-to-consumer (D2C) sales. A great example of a D2C brand would be Kylie Cosmetics. Kylie Jenner parlayed her massive Instagram following and interest in make-up into a billion-dollar cosmetics brand by selling directly to her fans. However, this article will focus on B2B and B2C businesses.
Once you have identified who your target audience, or ideal customer profile, is, you can make some choices about what platform to use. We always recommend selecting one platform to start with and bringing additional platforms into use as needed. It can become overwhelming or painstaking to stay up to date with content calendar creation, community management and even crisis management when looking after multiple social media profiles.
It is also worth noting that whether you plan to do strictly organic or paid social media or a combination of both can factor into your decision of which platform to use. To make things magically easy, find the highlights of each platform and essential demographic information below.
In our opinion, Facebook (aka Meta) is having a difficult time. With so many new platform competitors and a decreasing user base, many Gen Z and Millennials look down on Facebook as a valuable social media platform. That being said, Facebook still has 2.91BN monthly active users and 1.93BN daily active users – a huge audience!
Facebook user demographics
56% of Facebook users are male, and 44% are female.
The largest demographic of users are between 25 - 35 years old, coming in at 31.6% of all users. (Note: we believe that many Facebook users are ad account managers, as it is required to have a profile to deliver paid ads. Many social media managers or ad managers are in this age group. It’s important to be aware that when running paid ads, you may simply be paying to advertise to a large group of other advertisers who do not intend to purchase.)
Seniors aged 65+ are the smallest demographic group on Facebook, representing 4.8% of all users.
90% of Facebook’s daily active users are outside of Canada or the US.
23.8% of all Facebook users are 18 - 24 years old.
75% of all Facebook users report an income of $75,000 annually or more.
A Facebook user clicks on an average of 12 ads each month.
75% of Facebook users will visit a local business page at least once weekly.
The average active user spends 34 minutes on Facebook each day.
81% of Facebook users access the social media platform from their mobile device, and only 1.7% of all Facebook users access it from a laptop or computer.
If you’re looking to target a younger audience, male and female, in a global setting, Facebook is a safe bet to make.
In our opinion, Instagram is also going through a tough time. Since Meta acquired them in 2012, the platform has undergone many significant changes. Some are good, and some are less than great. The purchase helped Meta solidify their position as a powerhouse tech company. Still, they continue to struggle to keep up, particularly since the emergence of TikTok.
That being said, Instagram is a fantastic platform to sell directly to your customers with their taggable shopping experience and to generate fans through thoughtful campaigns, such as user-generated content campaigns. User-generated content is brand-specific content that is created by customers and published on social media. A great example of an effective UGC campaign is #RealBeauty by Dove.
Instagram user demographics
2BN monthly active users and 1.9BN daily active users.
51.6% of Instagram users are male, and 48.4% of users are female.
31% of Instagram users are 18 - 24 years old, and 31.2% are 25 - 34 years old.
17.6% of the global population uses Instagram, and 87% of those users are outside the US.
25% of teenagers say Instagram is their preferred social media platform.
73% of teenagers say Instagram is the best way for brands to reach them about new products or promotions.
Instagram users spend an average of 30 minutes daily on the platform (2021).
200M Instagram users visit at least one business profile each day.
70% of shopping enthusiasts turn to Instagram to discover new products.
33% of top viewed Stories come from business accounts on Instagram.
25% of sponsored posts (paid) are fashion-related.
60% of all users say they discover new products on Instagram.
The top countries with the highest number of Instagram users are India, the US, Brazil, Indonesia, Russia, Turkey and Japan (in order).
130M Instagram users tap on a shoppable post each month.
If you’re looking for engaged shoppers, particularly in Asia-Pacific (APAC) and Latin America regions, and a younger demographic of men and women, Instagram is a great platform to start with. It’s important to note that as Instagram continues to vie for market share with TikTok, video content has become increasingly important. You will want to consider what resources you have to dedicate to creating high-quality video content before using the platform.
If we’re being totally honest, LinkedIn is our team’s favourite social media platform. Why? Being a professional platform, it fosters a positive environment for branding and marketing activities. Whether you want to find partners, expand your network, present your business’s quality or build brand awareness, LinkedIn can help. LinkedIn has 810M total users, and only 310M use the platform actively each month. Despite the smaller audience, there are many influential users, particularly at the executive level of business. It’s an ideal platform for your B2B company to be on!
LinkedIn user demographics
More than 77% of LinkedIn users are from outside the US.
After the US (185M users), the top countries include India (85M), Mainland China (56M), Brazil (55M), and the UK (32M).
20.4% of Millennials use LinkedIn.
59.1% of LinkedIn users are between the ages of 25 and 34.
The average income of a LinkedIn user is just over $46,000 per year.
LinkedIn boasts 61M senior-level employees and 65M decision-makers.
There are 17M opinion leaders and C-Suite executives on LinkedIn.
346.7M users on LinkedIn are female, and 463.3M are male.
LinkedIn is an ideal platform to recruit new hires - 6 people are hired every minute on LinkedIn and 49M people use LinkedIn to search for jobs weekly.
57% of LinkedIn users are on a mobile device, and 43% are on a desktop or computer.
73% of buyers are likelier to consider a brand purchase if a salesperson reaches out to them via LinkedIn.
6 out of 10 users leverage LinkedIn to actively seek out industry insights.
LinkedIn contributes more than 50% of all social media traffic to websites and blogs.
Brands have seen a 33% increase in purchase intent as a direct result of ad exposure from LinkedIn.
LinkedIn is ripe with opportunities. If you can create a regular cadence of posting high-quality content, you will be miles ahead of your competitors. Plus, with extremely targeted ad opportunities, you can also pay to get your brand in front of the right customer at the right time.
If you have a lifestyle brand, you are likely very familiar with Pinterest. The platform seems to fly under the radar and may not be the first platform that comes to mind when you think about social media. Regardless, with over 478M active monthly users and 5BN Pinterest boards, it’s clear that many people love the platform and use it regularly. Users particularly love the platform for product discovery and purchase inspiration.
Pinterest user demographics
77.1% of Pinterest users are female, and 14.5% are male. That means 8.4% do not self-identify as male or female.
32% of Pinterest users are 18 - 29 years old.
34% of Pinterest users are 30 - 49 years old.
The median age of Pinterest users is 40. However, the majority of active pinners are under 40 years old.
34% of Pinterest users self-report an annual earning between $50,000 and $74,999.
25% of social media marketers use Pinterest (which means plenty of opportunities for you!)
Global active monthly users grew 30% yearly to 478M.
50+% of all Pinterest users live outside of the US, with 17.5M active users in Germany (the second largest market for Pinterest).
30% of users on Pinterest come from suburban areas.
89% of Pinterest users explore the platform for purchase inspiration.
80% of US mothers on the internet use Pinterest.
28% of all US social media users are Pinterest users.
90% of Pinterest users who pin weekly make purchase decisions on the platform.
77% of Pinterest users who pin weekly have discovered a new brand or product on the platform.
Two-thirds of all pins represent a brand or a product.
The most popular categories on Pinterest are Food & Drink followed by Home Decor.
50% of Pinterest users have made a purchase after seeing a promoted (paid) pin.
85% of Pinterest users explore the platform when they want to start a new project.
98% of Pinterest users report trying new things they find on the platform.
If you have a B2C company, particularly in entertainment, fashion, beauty, home renovations or decor, design or food and drink, Pinterest is a must-use platform. Their audience is highly engaged and ready to take action based on their activities on the platform. It is one of the most popular platforms for women and moms.
This platform tends to fly under the radar when people think about social media. However, it can be an extremely valuable tool for brand awareness, recognition, and understanding your audience. Reddit is an online messaging forum that is organized into subreddits. These subs are based on a topic – and there is a subreddit for just about anything you can imagine. In fact, there are 3.1M total subreddits.No matter what you sell or who you sell it to, your customers are using Reddit and talking about their challenges, needs, interests and more. What’s even better is that you can create an account for free and promote your services or products directly to your ideal customer!
Reddit user demographics
61% of Redditors are male and 39% are female.
64% of users are 18 - 29 years old.
29% of users are 30 - 49 years old.
Only 7% of Redditors are over 50 years old.
35% of platform users earn $75,000 per year or more.
48% of their total users are in the US. Other countries include the UK (7.6%), Canada (7.4%), Australia (3.8%), and Germany (3.3%).
Reddit brings over 430M active monthly users to their platform.
82% of Gen Z Redditors trust companies and products that get reviewed on the website.
48% of Reddit traffic comes from organic keyword searches.
17% of Redditors said they use the platform to follow content provided by specific brands or companies.
Some of the most popular Reddit topics include: Fitness and Health (43% increase year-over-year between 2017 and 2018) and Beauty, Style and Food (63% increase year-over-year between 2019 and 2020)
Many Redditors are tech savvy with a strong affinity for technology. They are also willing to spend $1,000 or more in six months on technology equipment.
If your company is targeting male, high-earning Millennials, Reddit is a fantastic platform to explore. It’s important to note that Redditors are extremely internet savvy and are quick to spot shameless promotions. Ensure that you focus on providing value, information and help to your target audience, so you don’t incur their wrath!
Snapchat
Snapchat is no longer the newest kid on the block, but its ability to connect customers with brands has given them longevity in the marketplace. There are many different ways to leverage the platform for your business, whether by creating traditional ads, branded filters or lenses, or leveraging geotags. You can also use Snapchat organically (not paid) to connect with your fans and followers.
Snapchat user demographics
54.4% of Snapchat users are female and 44.6% are male.
India has the most Snapchat users – 126M – followed by the US, with 106.2M.
There are 319M daily active users.
More than 5BN snaps (videos and photos) are created daily.
The average Snapchat user spends 30 minutes per day on the platform.
39% of Snapchat’s user base is aged 18 - 24 years old.
22% of Snapchat’s user base is aged 25 - 34 years old.
People over 50 are Snapchat’s fastest-growing demographic segment (late adopters).
54% of Gen Z (12 - 17) users access the app weekly.
Users are equally spread between income levels, with 25% of users earning less than $30,000, 27% of users earning between $30,000 and $49,999 and 28% of users earning more than $75,000. Your content is equally distributed to all income levels.
If you’re seeking to target men and women equally, and you’re particularly interested in reaching Millennials and Gen Z, Snapchat is a platform worth exploring. It’s important to note that some of their paid opportunities, such as filters, can be very pricey – so this platform may be better suited to highly developed brands with plenty of marketing budget available.
TikTok
TikTok is the fastest growing social media platform out there, and it is continuing to capture and hold the interest of its users. With just over 1BN monthly active users, 1 in 7 humans accesses this platform each month! TikTok is also extremely popular and valuable to B2C companies, with trends heading towards live shopping events and easy purchases directly from the app, all other social media platforms should watch out. Our Founder, Emily Ptak, is willing to bet that within 2 years or less, TikTok will become Google’s largest competitor. The search functionality on TikTok provides videos and greater context, which appeals to Gen Z and Millennial audiences who would rather watch a video to learn something, than read about it.
TikTok user demographics
1.2BN active monthly users.
$824.4M in consumer spending on TikTok in Q4 2021.
138M active monthly users in the US.
57% of TikTok users are female and 43% are male.
43% of TikTok’s global audience are between the ages of 18 - 24 years old.
90% of TikTok users visit the app more than once per day.
TikTok users spend an average of 52 minutes on the app.
TikTok was the most downloaded app of 2020, reaching 850M downloads.
68% of TikTok users watch content on the app, while 55% upload their own content.
The most viewed category of content is #dance with 150.3BN hashtag views.
TikTok boasts an average engagement rate of 18% (compare to, say, Instagram which garners only 0.67%).
Of note: TikTok is banned in five countries - China, India, Pakistan, Indonesia and Bangladesh.
If your ideal audience is young (between the ages of 10 - 24), TikTok is a must-do for your social media plan. However, it’s important to note that creating video content for the platform is more time and resource intensive than preparing content for other platforms. You must take this into account before deciding to dive in head first.
Founded in 2006, Twitter is a steadfast member of the social media landscape. This platform should be treated like a twenty-four hour news channel. By that we mean it’s acceptable to publish the same content repeatedly, either to capture interest or audiences in differing time zones. Given how quickly the app moves, you need to ensure you have strong community management in place to make the most of this app.
Twitter user demographics
70.4% of Twitter users are male, while only 29.6% are female.
Around 23% of American adults use Twitter.
6.45M Canadians use Twitter.
38.5% of Twitter’s audience is between 25 - 34 years old.
27% of Twitter users reside in urban areas, with only 18% coming from rural areas.
33% of Twitter users have at least a college or university degree.
Japan boasts 58.2M users and India has 24.4M users. They are the second largest geographical audience after the US (77.75M users).
The average Twitter user spends only 6 minutes per day on the app.
391M Twitter accounts have 0 followers. There has been a lot in the news regarding their challenges with bot accounts.
69% of Americans say that Twitter is their primary news source.
If you are seeking to reach a primarily male audience of elder Millennials in North America or APAC, Twitter is a great platform to consider. Given the repeatable nature of the platform, it’s worth developing 4-5 core tweets that meet your key performance criteria and scheduling them to go out with a regular cadence. Not only does this save you time in content creation, but it will ensure your key messages are reaching all of your potential audience.
YouTube
YouTube is an incredible resource – both for marketers and for users. In fact, our Founder successfully laid hardwood floor in her new home thanks to several videos on YouTube – something she had never done or tried before! If there is something you want to learn, it’s almost a guarantee that YouTube will have at least one video on the topic. YouTube is also a powerful monetization tool, allowing you to create content and earn revenue from it.
YouTube user demographics
YouTube garners 2.6BN active monthly users and 122M daily active users.
The average time spent on YouTube is 18 minutes per day.
Over 1BN hours of content get viewed each day.
Over 1BN videos get viewed each day as well.
There are 500 hours of video uploaded to YouTube every minute.
81% of US adults use YouTube.
53.9% of users are male and 46.1% of users are female.
62% of YouTube users report visiting the website or app daily.
37% of Millennials (aged 18 - 34) binge-watch YouTube daily.
21% of YouTube watch time happens on mobile devices.
It is the world’s second most visited website - earning 22.8BN monthly visits.
YouTube is also drives 25% of global mobile traffic.
YouTube is the primary source of video for 78% of its users.
84% of users bought an item after seeing it on YouTube.
More than 70% of what users watch is determined by the YouTube algorithm.
YouTube is a valuable marketing tool – whether you create non-paid, organic video content to populate your channel or for advertising purposes. It’s important to note that Google video ads must be uploaded to YouTube, so the two work hand-in-hand for paid advertising. No matter who you are targeting or their interests, there is space for you to play on this platform.
No matter what you think you should be doing on social media, it’s important to remember that you only want to invest resources into a platform that your ideal customer profile spends time on. It’s also important to start slow and then grow. Social media can be a huge investment of time and resources – particularly to do it well. Trying to be on every platform and create meaningful content without a massive team behind you will be challenging.
If you need some support with your social media marketing, take our free fit assessment to see if we are right for you. If you prefer real-time contact, our DMs are always open on LinkedIn and Instagram.