With a plethora of potential platforms, from Twitter to TikTok, you’ll be forgiven for being a little confused as to which is the best social media platform for your business. Where will your audience be? Will the right people see your posts? Read on to find out who is using which social media platform. 


Instagram has in excess of a billion users a month, so could well be the place you find your audience. The app works well if your business has a visual aspect, so think outside the box — it isn’t just for artists and influencers; keep an eye on trends and post selfie-style reels to please the algorithm. If your customers are under 44 , Instagram should be a firm part of your social media strategy. 


Facebook is often seen as the original social media platform (unless – like me – you remember MySpace, of course), and can be a powerful marketing tool. It has almost three billion monthly users, so you will likely find some of your audience languishing there, although males aged 25-34 make up the largest demographic. Make the most of the business tools available to you, such as Ads and Boosted Posts, to reach the widest possible audience. 


Twitter has fewer unique users but many of the 345 million people who do use it are fiercely loyal, popping in multiple times each day. Use this to your advantage — if your audience is on Twitter, there’s a big possibility they will engage. Over a third of Twitter users fall in the 28-34 age bracket, which is quite a defined audience. 


TikTok has established itself as one of the most popular social media platforms, typically for under-35s, with the largest demographic aged between 18 and 24. If this is your audience, get your business TikTok-ing! Record bite-sized video content with a musical or informative edge to engage, checking out trends to see what is performing well. 


Often perceived as the grown-up of the social media world, LinkedIn is a popular and useful platform for B2B lead generation. It all feels very serious, but there is scope for some light-hearted content as long as that sits within your brand identity. As with most platforms, posts with images seem to fare better than plain text-only content. A staggering 59.1% of LinkedIn users are aged between 25 and 34. 


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