How To Improve Your Social Media Marketing Strategy: Platforms Your Business Should Be On

Social media is a minefield for many people and it doesn’t help that there are so many different platforms available to sign up to for free. Many businesses, especially small business, make the same mistake: signing up to every Social media platform out there. However, when it comes to managing their content and copy for all the different platforms, they struggle to maintain high quality content whilst still actively engaging with their customers.

How to choose which platforms your business should be advertising on:

Who is your target audience? A target audience is the intended audience your product or service is aimed at. Knowing your target audience and the best ways to reach them through social media platforms is potentially one of the most important parts of your social media strategy.

To find your target audience, a lot of research must be carried out for example researching your competitor’s audience, monitoring their comments to see their customer needs and wants and creating your ‘ideal’ customer. To build your customer persona, you should be aware of the age range, geographic location, gender, occupation, education, income levels and interests you want to target.

Once you figure out your target audience, you can begin researching different platforms to work out where most of your target audience is located and decide what fits your business the best.


Facebook is primarily used for keeping in touch with family and friends as well as sharing photos and information. According to, the primary age range for Facebook is 25-34. Most Facebook users, 18.8%, are male within the age range of 25-34. This makes it a great place to advertise family friendly products or services, such as kids wear, or a nearby nursery. A key feature of Facebook is Facebook groups, whereby you can join and network with people of similar interests as well as people who may be interested in your goods or services.


LinkedIn could be described as ‘like Facebook, but for professionals.’ It is perfect for individuals and businesses that provide B2B (business to business) services, and it is equally as beneficial for consumers as it is easy to find said services. LinkedIn, like Facebook, has groups for different interests. 60.1% of users on LinkedIn are between 25-34 (according to and it is mainly used by individuals with a professional background and connecting with like-minded individuals. Advertising on here would be beneficial for businesses that provide a service, such as marketing, and much less beneficial for B2C (business to consumer) companies.


Instagram is a photo and video sharing platform which, originally, was mainly used by creatives such as photographers to share their work. It has since grown and it’s used by many businesses to advertise their products and services. 30.7% of Instagram users are between 25-34 years old, with the second highest age range being 18-24 at 24.9%. As there is a younger audience that resides on Instagram, it means that it can be the perfect social media platform to focus on if your target audience has that age range. Moreover, 50.8% of Instagram’s users are female, making 49.2% male; this means that there is a nearly even split of genders, making Instagram a great place to advertise regardless of the gender of your target audience.


Twitter is a great place to share snippets of information or helpful tips (B2B) as well as sharing memes, and advertising products (B2C). Twitter is a very short-lived platform, with tweets only showing up for a couple of hours. This means you need to be constantly on top of it and develop a good strategy to succeed on Twitter. When perfected, Twitter can be great for advertising your business as ‘retweeting’ (sharing) is much more common on this platform than arguably any other due to how easy and popular it is. 28.4% of Twitter users are between the ages of 35-49, which means that twitter would be much more suited to target an older audience. Twitter is used for both B2B and B2C and it’s a great place to contact customer services as businesses often have pages on twitter for this reason.


TikTok is perfect for creating, sharing, and discovering short videos. It has rapidly grown in recent years and lately, businesses and marketers have been jumping on the niche-based platform to use for advertisement although in the past it was dismissed as a ‘lip-syncing video app for teens’. One of the great things about TikTok is the ‘for you’ page, which is catered to you and your interests, but you do not necessarily need to be following the accounts it shows therefore providing endless marketing opportunities for your business. This makes it easy for growth as it works to show people only content that they’re interested in, so there’s a much higher chance you’ll reach your target audience. 41% of TikTok users are between the ages of 16 and 24, making it the perfect social media platform to use if your target audience is younger. In addition, TikTok’s algorithm is quite specific. To learn more about TikTok, feel free to check out our other blog post ‘TikTok Marketing For Your Business and How To Get Started.’

Social media marketing can be challenging, but if you know your audience, you can build a successful social media strategy catered to them. If you are wanting to find out more, please get in touch with us at for a FREE consultation!

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