social media illustration

By Alexandra Carillo

By now, we don’t have to sell the fact that you and your business need to have a presence on multiple social media channels.  As a reminder, though, if you want to be successful in 2020, you need to be active on social media. This is where you can build relationships with consumers, who naturally come to these platforms to connect, learn, browse, indulge, and share.

That being said, efficiency is important. You don’t have to be on ALL platforms.  Take time to discover which social media platforms are the most impactful for your particular business.  We dug up all the great information we could find to help you decide which ones will actually help you best meet your goals

So, which social media platform is right for your business?

First things first, before you even begin to think about which platforms are right for you, be sure you’ve taken the time to stop and think about:

  • What kind of business are you?
  • What are your goals?
  • Who is your target audience?

Answer these questions first with your leaders and marketing team. It’s especially important to pay close attention to your target audience. Each platform welcomes a different demographic to their arena. If you target the wrong audience, you risk wasting time, your resources and money.   

Once you feel you have a clear understanding of both your business and your audience, it’s time to determine which social media platforms to prioritize.

Let’s break down some of the most commonly used platforms for businesses.


Facebook currently has 2.5 billion daily users, with 88% being between the age 18 and 29, and 84% of those between the ages 30 and 49. Facebook is a well known platform that allows for mixed media usage. That means it provides you with space to share product news through visuals, announcements, events and targeted ads. This can encourage customer purchases straight through the social media channel. It is commonly used by businesses focused in fashion, retail, e-commerce, entertainment, health and wellness, auto and more. 

15% of U.S. social media users shop on Facebook as a result of promotions and advertisements seen while on the site.


26.9 million users are on Instagram each day. The age range of users are between the ages of 25 and 34, followed by users between the ages of 18 and 24. This social channel in particular has become one of the top choices by some of the top industries concentrating on fashion, food and beverage, travel and hospitality, wellness, arts and crafts, e-commerce, beauty, photography and so on.

Being very visually oriented, Instagram can be used to your advantage when posting high quality images of products, collections, and store locations. There are now ways to link product details through feed posts, stories, IGTV, and sponsored promotions making it a simple way to reach your audience. And if you are already active on instagram, consider changing your instagram account to a business profile! Click here to learn more on why!


Pinterest reported having 322 million monthly active users worldwide. About 34% of Americans aged 18 to 49 use Pinterest regularly. This platform is all about the visuals and creating engaging content. Mostly used by retail, fashion, arts and crafts, beauty, home and design, it provides both visual and text information, making it a great way for brands to put forward their most eye catching products and services. Companies can also use Pinterest to promote pins and inspiration boards to drive traffic directly back to their websites.

90% of weekly Pinners use Pinterest to make purchase decisions.


There are 68 million monthly active Twitter users with the majority between the ages of 25 and 34 years old. Twitter is meant to be an open, worldwide conversation between businesses, people, and celebrities. This can be an ideal platform for businesses to deliver news, trends and customer service related practices. Top industries that use Twitter include news and information, retail, e-commerce, wellness, travel and hospitality, and finance. It offers a direct and conversational interaction with a global audience, making it a great place to present the voice of your brand by showing off expertise, products, and creativity. 

67% of all B2B businesses are using Twitter as a digital marketing tool.

Linked In

With 260 million monthly users, majority between 25 and 34 years old, Linked In is one of the best platforms for service related business promotion. Designed to be more professional than other social media platforms, it’s the most direct route to connect your service-oriented business with potential customers who may benefit from your offerings. Share helpful information to draw people in. Make them curious about your brand, products, services and job opportunities.

Tik Tok

As a result of Tik Tok’s increasing popularity, there are about 80 million users in the United States and about 795 million internationally between 16 to 24 years old. This platform is just starting to get recognized by brands as an advantage because it is one of the fastest growing apps on the market. Tik Tok puts the power in the user’s hands. Reach potential new, younger consumers empowering creatives to showcase your products in new, refreshing ways. Many of the videos translate well to Instagram, so you can leverage your efforts if you decide this is the right place for your products to be placed.

Tik Tok now has an in-app e-commerce shopping feature called Hashtag Challenge Plus which lets users browse products that are associated with a sponsored Hashtag Challenge without leaving the platform.

Understanding which social media platform is best for you will not only improve the current success of your business but will benefit your long term goals as well. And don’t feel restricted! If you believe that more than one of the platforms mentioned above are right for you, then as they say, “the more the merrier”. Whether you choose to focus on using one or all four platforms, keep in mind the importance and purpose of a social channel -to be social! So have a plan, stick to your goals, stay active and be interactive.

social media for marketing

Confused? Let’s Talk!

Still unsure which social media platform to use? Have any more questions? 

Feel free to shoot us an email at and we’ll answer it in person or here on the blog!