Which Social Media Platform is Right for Your Business?

Blogs 26 May 2020

Choosing a social media platform can be daunting. Our guide will help you understand which platform is right for your business.


Virtually connecting has never been easier. All social media apps are a download away on all phones and tablets. The only thing separating you, a business owner, from your consumers, is a screen.

There are so many social media platforms to choose from. It can be daunting to pick the right one for your particular brand, and the specific audience you want to reach. That’s where we have come to help. We have taken all the legwork and endless hours of research out, and created a breakdown of social media usage and demographics. This will help you pick the best platforms to use for your business.

Why does demographic data matter?

Let’s begin really understanding what demographic data is and why it’s so important. Demographic data is statistical data which is collected to measure and research how well a product or service is doing. It’s usually measured against characteristics like age, gender and professional or social status.

Social media demographics help your business set up a marketing persona and helps you understand your audience in greater detail. Understanding these demographics helps you widen your audience, and target those you want to reach. They also show where you need to focus your marketing efforts and content energy the most.

So, sit back, take a deep breath (or have a sip of that tea), and check out these simple and digestible stats we have put together that will help you get connected to your target audience.

Which social media platforms should you choose for your business?

So, you’ve identified your target audience, but which social media platform best suits your brand? Some brands are very visual and lifestyle based (think furniture stores), whereas others have a plethora of in-depth case studies ready and waiting to meet their new readership online. Luckily, we’re here to help with which social media platforms are best for which content.

Facebook for business

Facebook is probably the most versatile of the platforms, in the sense that it suits all types of content. Think of it as a way to communicate and engage with your audience. You can post everything from informational and statistical content, to a special offer or some light-hearted posts.

See how the Sand & Sky skincare brand uses engaging imagery, emojis, and a discount code to promote their new range to their target audience.

Facebook is the best platform for sharing content in the form of external links, or guest posts with images and short text. Facebook groups can also be created as a way to stay in touch with customers and create a line of communication between you as a business owner, and your audience.

Facebook is the perfect platform to promote content from your active blog, or to share various resources and guides with your readers.

The Facebook algorithm also loves video content, so try sharing some behind the scenes videos using your phone.

Twitter for business

Twitter is best used for snappy, quick and to the point content. Tweets have a much shorter lifespan – just think about how often the trending page changes - so it’s the place for industry news and latest updates. The 280-character limit means shorter and more precise tweets are what work best for shareable content.

The retweet function means you can share other pages’ content, as well as your own, and promote their content too. Uploading images and designed content, such as posters or infographics, is popular content on Twitter. Short videos can also capture the attention of someone scrolling through their feed. Twitter popularised the use of hashtags to allow users to follow a particular topic. Using hashtags means your brand’s tweets can reach a wider audience.

LinkedIn for business

LinkedIn is great for sharing any changes you are making in your business to adapt to a current trend, or to provide unique industry insights.

You can see here how Penguin Random House UK have informed their readers how they’re adapted their business to suit the current times.

LinkedIn is mainly used as a professional platform to share newsworthy or work-related content. As such, it’s a good platform for sharing case study stories and content aimed at the working professional. Give your audience an insight into company culture and share any networking events or awards you attend.

YouTube for business

YouTube is used to share videos globally. Videos can be long or short in length, it just depends on the message you are trying to communicate and the audience you are trying to reach. For example, younger audiences may have a shorter attention span, and skip over a video that is longer than a few minutes, or you might want to make videos about a topic that needs to be much more in-depth. With just a smartphone, it’s easy to share educational content such as how-to videos, as well as product demonstrations.

You can also use YouTube to host short adverts that play to users before they watch a video, which is great for marketing content.

Instagram for business

Instagram is best for sharing visual content and eye-catching images – it’s a bit like your online gallery. Short videos can also be uploaded daily on Instagram stories to reach your consumers and create a more personal and relatable feel. With more filters and features being added to Instagram Stories every day, there’s always a new way to interact with customers, like question stickers, polls and more.

Just like Twitter, remember to use relevant hashtags to boost your presence in your industry. Adding a location to your post, or a geo-tag to your stories, is helpful for local discoverability.

Although Instagram works best for lifestyle and visual brands who can benefit from showing off their products or services, any business can have a successful Instagram presence.

Even we’re in on the action! We love the Instagram Story feature and the different ‘highlights’ we are able to create on our FSB Instagram page.

Snapchat for business

Snapchat is great for targeting a younger demographic, given its quick time limit on videos. Videos are usually posted for 24 hours before disappearing from the platform.

Snapchat is good for on the day promotions or one-time offers, and very relevant and current content. It also works well for brands that have a younger target audience. If you’re wanting to expand your reach even further, TikTok  has emerged as a new favorite for this demographic for sharing short videos.

Choosing the right social media platform for your business.

Now you have the necessary information and the demographic stats for all the relevant social media platforms, here are some final pointers to help you pick the best one for your business:

  1. Go to where your audience is. Don’t set up a Snapchat account if you’re trying to target 50-year-old professionals and executives.
  2. Only pick two or three social media platforms and do them really well. There’s no use in spreading yourself thin across multiple platforms and failing to reach your audience on each one.
  3. Check out which platforms your competitors are using to get an extra idea of what content goes where and how your target audience is being reached.

Picking the best social media platforms for your business will benefit you as a business owner, as well as benefiting your customers.

It’s a great tool to use to stay in touch with your consumers, as well as establishing a strong online presence. Both are invaluable in the current digital world we now live in!

Bitten by the social bug? 

If you are looking to get started with digital marketing we've got a suite of resources to help you find the right platform for your business. Once you have decided, our guides to setting up Facebook, Twitter, Instagram, YouTube, Snapchat and LinkedIn accounts for your business will get you up and running and don't forget to check out our on-demand webinars to make the most of your social media accounts on our skills hub