Choose the Best Social Media Platform for Your Business

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By Jorge de Villasante

It would be an understatement to say that many business owners and non-profits rely on social media for marketing and promoting themselves. Social media marketing is not a luxury – it’s a necessity. But how do you choose the best social media platform? Which one will provide the most visibility and make you stand out? Consider your audience and goals. Then take a look at what these popular platforms offer.*


Facebook is the biggest global social media platform, and as of late 2021, it has 2.9 billion users. People use Facebook mostly to find old friends, keep in touch with family, and build relationships. The average user age is between 25 and 34. It is an ideal platform to keep in touch with existing clients and to build brand loyalty. However, building a new client base may be difficult because of the massive number of users. Even on your networks, posts on Facebook have a limited range so it probably will not be ideal to use Facebook by itself if you’re building a new following or have a new business.


LinkedIn has approximately 970 million users whose average age is between 30 and 49. Its primary purpose is to post job vacancies, recruit employees, network professionally and provide news and articles. This hyper-specific focus makes LinkedIn unique but limited. However, LinkedIn is useful if you are developing a business or looking for brand awareness, especially in the business-to-business market. It is also a must for highlighting your personal brand as a professional in your industry.


YouTube has more than 2 billion users of all ages. Because you don’t need to have an account to view videos on YouTube, it has become a huge search engine platform. If your business can provide educational, lifestyle and “How To” videos, YouTube would be beneficial. If you’re looking for brand awareness, YouTube is ideal. The downside, however, is YouTube is resource intensive which may make posting videos complicated and time consuming.


With its 900 million users, Instagram is a fast-growing platform. It’s popular with individuals between 30 and 49, and almost 70% of users are male. Instagram uses photos and videos for connections so food, beauty, retail and art-based businesses which are visual-based, work well. And building a customer base is attainable because the number of users is not as high as other platforms, and as a result, businesses have a broader range. The disadvantages include the 2,200-character maximum and limited interactions.


Unlike Instagram, most of the 459 million users on Pinterest are female (67%). Like Instagram, Pinterest uses photos and videos so users can connect. In fact, Pinterest is limited to pictures and videos, so you’ll need remarkable graphics to involve users. Popular pins include recipes, attractive photos, homemade crafts, and style ideas. Retail does particularly well on Pinterest because of its visual-based nature.


Twitter has 200+ million active users between 30 and 49, and almost 70% are male. Twitter is useful for news articles and socializing as well as public relations. Because Twitter uses real-time hashtags, which link conversations with a word or phrase, it is a very valuable platform if you’re looking to build brand awareness. In fact, you can search hashtags to write tweets in trending conversations and become aware of popular topics. The news media also uses Twitter to post and even find stories. The only hitch is Tweet text is limited to 280 characters and its algorithm can be difficult to navigate as you try to get more views of your posts.


TikTok has the youngest following on all social media platforms. It’s estimated that it has about 1 billion users. TikTok is known for short videos which makes it ideal for visual-based businesses. Due to its visual nature, TikTok is useful to build brand awareness, especially in the art, beauty, food and service industries. However, you can only post videos on TikTok, and the audience is very specific, namely 18 to 24-year-olds.

Whether your business needs more visibility, customer loyalty, brand recognition or general marketing, choosing the best social media platform can make the most of your business’s or non-profit’s efforts. Need more help deciding which media platform is best for your organization? We have experts on board. Check out our content marketing division at Prince William Living.

*Source: Social Media Examiner

“Your Words Mean Business” provides insights and tips to business owners, organizations, and professionals seeking to better their performance and increase their bottom line through sharpening written and marketing communication skills.

 Jorge de Villasante is a multilingual writer and translator who enjoys traveling as much as he enjoys his home and caring for his two cats.



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