Social Media is the new frontier in the world of communication. The amount of people that use it combined with the ability to connect people to original content is invaluable to businesses. Yet, despite its high value, the use of some of the most popular platforms are free! If harnessed strategically, businesses can gain major brand exposure, increase client base, and expand upon customer service.

But the sheer amount of platforms offered can be daunting for the business owner. Which platform is the right one for me? Which platform will coincide with our 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 crown, 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 useful 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 an 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.

When used for the correct target market, each of these platforms can provide large benefits for your business!