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Choosing the Right Social Media Platform for Business
Aug 03, 2023

Choosing the Right Social Media Platforms for Your Business

Social media allows businesses to reach and engage with their target audience. With so many social media platforms available, it can be hard to determine which platforms fit your business and target audience.

Not only do consumer preferences change over time, but new platforms also emerge. For example, TikTok achieved a 1157.76% increase in global users from January 2018 to July 2020. It’s estimated that TikTok will reach 1.8 billion users by the end of 2023. Threads, a Twitter alternative from Meta, is another new platform already making waves. It has become the fastest-growing social media platform in history since it launched. It had five million sign-ups within the first hour.

As new, innovative platforms appear and consumer behavior shifts, you may wonder what social media is right for your business. This blog post explores tips and explanations to help you make informed decisions when selecting social media platforms to maximize your business's online presence.

Define Your Target Audience

Before signing up for a social media platform, understand your target audience. Create buyer personas encompassing demographic information, interests, behavior patterns, and preferred communication channels. This knowledge will help you choose the most appropriate social media platforms.

Ask yourself what ages your brand is targeting. Is your audience considered to be Boomers, Gen X, Millennials, or Gen Z? The social media these groups use and how they use it differs. For example, Boomers dominate Facebook, whereas Gen Z frequents Instagram and TikTok. Millennials grew up with several social networks. This means that they are most likely to have an account on every platform. How often these groups use social media throughout the week and what they use it for will differ. They may use it to kill time, connect with family and friends, stay updated on the news, and learn about new trends. Understanding who your audience is will help determine where your brand should be.

Research Social Media Platforms

Different social media platforms attract diverse user demographics, interests, and engagement patterns. Conduct thorough research on each platform. This can help you understand its unique features, user base, and atmosphere. Some of the most popular platforms and their primary demographics are listed below.


Facebook is the most prominent social media platform with a broad user base. Ideal for targeting a wide range of demographics, including older audiences. Suitable for businesses in hearing care, senior care, and health care to target Boomers on the app.


Instagram is a more visual platform known for its younger user base. Perfect for businesses focused on lifestyle, fashion, beauty, and visual content. It can help drive brand awareness, boost in-app sales, and track audience engagement.

Twitter and Threads

These fast-paced platforms encourage real-time conversations. They are suitable for sharing timely updates and providing customer support. You can showcase your brand's voice, post many times daily, and build a loyal follower base. 


LinkedIn is a popular professional networking platform. This is great for B2B businesses, thought leadership, and career-related content. On LinkedIn, you can connect with other industry professionals. Use this tool to share insights in discussions, research trends and opportunities. You can even become a thought leader by sharing valuable content.


YouTube is a  video-centric platform with a vast user base. This is suitable for businesses that can create compelling video content. Great for demonstrating products, hosting engaging educational videos, and advertising on other videos.

Consider Platform-Specific Advantages

Each social media platform offers unique benefits. Consider the ones that align with your business goals and target audience. Consider the following platform-specific factors.

  • Content Format. Different platforms support various formats like images, videos, long-form articles, or short updates. Choose platforms that align with your content creation capabilities. Be mindful of social media content trends that your business can leverage.
  • User Engagement. Analyze the engagement levels of your target audience on different platforms. Some platforms are more interactive, while others are better for passive consumption.
  • Advertising Options. Check out each platform's paid advertising opportunities and targeting capabilities. This will help determine if it aligns with your marketing objectives and budget.
  • Analytics and Insights. Look into the analytics and insights provided by each platform. You can use this to measure your social media performance.

Test and Analyze

Once you have a few suitable platforms for your business, create a presence on said platforms. Experiment with different types of content, engagement strategies, and paid advertising campaigns. Analyze the results regularly to gauge which platforms deliver the best performance. Look at outcomes in reach, engagement, and conversions.

Embrace Social Media and Thrive in the Digital World

Choosing the right social media platforms for your business requires a thoughtful approach. You need to have a deep understanding of your target audience. By defining your audience, conducting thorough research, considering platform-specific advantages, and analyzing data, you can make informed decisions that will drive your social media success.

Remember, it's not only about being present on all platforms. You need to invest your resources in the platforms that best align with your business objectives. Focus your efforts where your target audience spends their time. Darwill can help you with your social media strategy and management. Connect with your audience and stay trendy with our vast social media knowledge.