Which social media platform should I be on?

Instagram, Facebook, Twitter, Linkedin, Youtube, Pinterest, Tik Tok, Snapchat… the list goes on and on.

As a business owner, how do you know which platform is right for you?

It all boils down to who your target market is and where your customer or ideal client hangs out. There is absolutely no sense in wasting your valuable time, resources and money on channels that your consumer doesn’t even know exists.

I’m going to break down some of the top social media channels for you in terms of audiences so you can see if your business fits in there.


  • Basically everyone owns Facebook and most of them have an active account
  • Women slightly more likely to use Facebook
  • Age groups from 18 – 65+
  • Percentage rates are increasing in the older demographic – THIS is a gamechanger for many businesses.

Verdict: If you are a business of any kind or size, you NEED Facebook, if only to have your contact details present. People use Facebook as a business directory and will search using your industry i.e Plumber & Location. The fact that the older demographic now have an account, and use it almost daily, is more reason for most businesses to have a Facebook page.


  • Slightly younger audience
  • Women more likely to use the platform than men
  • Fastest growing platform

Verdict: Instagram has been known to make small businesses a fortune, with their content and products going viral in an organic way i.e. not paying for advertising. Product based businesses should be using Instagram, with really captivating photos (and captions). Service based businesses should also be using Instagram, with really captivating captions (and photos).


  • LinkedIn is most popular with higher income earners and decision-makers.
  • Men are slightly more likely to be LinkedIn users than women; 31% male vs 27% female internet users are on this platform.

Verdict: Linkedin is great for making connections with the big decision makers and those in the B2B industries. Joining groups is a great way to find your target audiences, and sending personalised messages upon connecting with someone is a valuable way to engage as well.

So this is just three of MANY platforms. My advice is to make sure you have at least one of these set up well before trying to add more. Social Media is a very time-consuming and fiddly task so consider outsourcing this to someone who can help develop a strategy for your business.

If you don’t have the money to outsource, my other tip is to dedicate two hours every month to plan out a month’s worth of content and use a scheduling program to drip feed your posts over the month. That way, your social media accounts can be active even while you’re not in there. Just remember to continue to check for any comments or questions you may receive on your posts and answer them in a timely manner.

Let me know what you think. How many social media platforms do you operate on?

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I am a digital marketing specialist, helping brands make a big impact online.

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