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Which social media platforms are right for your business?

JANUARY 11, 2024

Social media platforms offer opportunities to enhance brand awareness, connect with customers, and drive sales for your business. However, choosing the right platforms for your business requires a strategic approach based on your target audience and business goals. Your business can capitalize and promote products and services based on location, interests and keywords. 



The number of users alone is reason enough to use Facebook. With approximately 3 billion monthly users, according to Statista, no other social network can offer your business this level of mass brand exposure. The largest audience is men aged between 25 and 34, accounting for 19% of total potential reach. Men using Facebook between the ages of 18-24 make up 15%, while female users between the ages of 24-35 are responsible for 13%. If your business needs to target these demographics, Facebook advertising will drive results for your business.    


With 2.527 billion users, YouTube presents a significant opportunity for businesses, particularly with younger demographics. 81% of 15–25-year-olds in the U.S. are active on YouTube and for businesses targeting this age group, it proves to be an ideal advertising platform. Additionally, YouTube’s algorithm is designed to showcase ads to users most inclined to engage, increasing the likelihood of successful advertising for your business.


TikTok has been downloaded over 220 million times in the United States. Drilling down, the percentage of U.S.-based TikTok users by age

10-19 – 32.5%

20-29 – 29.5%

30-39 – 16.4%

40-49 – 13.9%

50+ – 7.1% 

Statistics show users continue to spend money on the platform. Coupled this with the spread of age groups, your business can be seen by a wider audience. 


Snapchat is considered to be an authentic, relationship-building social media platform as it focuses on 1-to-1 conversations. Your business can take advantage of this by using relevant content to sell your product or service. As for audience, Snapchat has over 306 million daily active users. 18 to 24 year olds are the largest age group that use Snapchat, followed by ages 25 to 34. So if your brand targets Gen Z audiences, Snapchat should definitely be on your list for advertising.


With 2 billion monthly users, Instagram is popular, especially with younger audiences. Active Instagram user demographics show:

18-29 – 71%

30-49 – 48%

50-64 – 29%

Additionally, Statista data shows 63% of U.S. users access the social platform daily and 97% use it monthly. As Instagram users interact well with live events, stories, direct sales, shoppable posts and brand ambassadors, your business can be exposed to a larger group of customers with a personalized approach to advertising.


X, formerly Twitter, connects your business to 237.8 daily active users who tweet live and personal moments. The United States leads with 95.4 million users, spending an average of 30.9 minutes per day on X. The largest audience demographic, 38.5%, falls into the 25-34 age group. As X is typically about words, this is a good way for your business to showcase your brand voice and tone, creating a relationship with users.

Social media is a clear way to reach your audience with your business advertising based on business goals and your target audience. Make sure you properly analyze the demographics of each platform and tailor your advertising strategies for the most positive effect on profits and sales.

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