For many people nowadays, waking up in the morning involves brushing your teeth, making your bed, and checking what your feeds are looking like. Social Media has become the norm, millennials grew up with it, and the older generation is adapting to it. So, of course, the amount of people that use it combined with the ability to connect people to original content makes it invaluable to businesses. 

Despite their high value, the use of the most popular platforms are free! If harnessed strategically, businesses can gain major brand exposure, increase client base, and expand upon customer service.

With many platforms to choose from, how does a business owner like you choose the right one? Which platform will coincide with your mission the best?

Ultimately, in order to pick the best platform for your business, you need to understand your target market. Who are you trying to sell your product or services to? Each platform has a specific age group that follows it the most.  Understanding your target market will expedite the social media strategy process.


If your target market is between the ages of 18-24, you may want to consider a different platform. The truth is, Facebook has shifted to an older crowd, specifically, ages 25-54. It is often used for networking and keeping in touch with long-distance friends or family. Because of how viral Facebook became, older crowds began to utilize it. Soon, millennials demanded a platform that was strictly visual and quick to look through as Facebook had expanded its activities and functions. So once these ‘strictly visual’ platforms emerged, the younger demographic shifted to using those and used Facebook less frequently. However, that is not to say that the platform is not used for exposure. In fact, 44% of the 25-54 year old demographic will check their Facebook more than once a day.


Instagram is the best platform to use if you want to reach a target market of ages 35 and under. It is mainly used for visual storytelling and short video creation, as well as sharing with a network of followers. However, considering that the platform currently has 600 million users, having a strong understanding of what makes good visual content is important. In other words, if your business doesn’t have the appeal that can be portrayed visually, Instagram may not be your best choice.


Female-focused companies will do very well on Pinterest. With a staggering 42% of online women being Pinterest users, a wide demographic of women can be reached through this platform. If your company specializes in events, good, home decor, beauty, or anything that can depict beautiful images, you should highly consider creating an account. What is great about Pinterest is that clients can easily purchase products through a purchase button.


Twitter is arguably the most useful of the bunch. Combining the use of a 280-word count post, with images, videos, polls, and almost anything you’d want to put up, you can. This is how a lot of people get their news in today’s day and age, for better or for worse. Another important tool of Twitter is the use of a retweet.

Allowing users to share content instantly by another user, a tweet or page can go viral within a matter of seconds. This is crucial for a business aiming to grow its branding. The right post can do just that. A Twitter-savvy business can do a lot with the features and grow its business exponentially.

When used for the correct target market, each of these platforms can provide large benefits for your business! If you still have questions as to which platform is best for you, or have a comment, drop it below! For inquiries contact inMark Media and we can help you out!