How to Choose the Best Social Media Platform for Your Business

Choosing the right social media platforms for your brand is crucial in today’s digital age, where social media has become an integral part of our daily lives. With a plethora of social media platforms available, it can be overwhelming for brands to decide where to focus their attention. Each has unique features, benefits, and user demographics, making it essential to tailor your social media strategy to align with your brand’s goals and target audience.

Choosing the Best Social Media Platforms for Your Brand’s Marketing Strategy

While it’s important to maintain a presence for your brand on all major social media platforms, it’s crucial to focus your efforts on the most strategic platforms for your marketing goals. Spreading yourself too thin by trying to maintain a strong presence on every platform can lead to lower quality content and less engagement with your audience.

A key part of your social media marketing strategy should be to consider where you want to focus your time and effort. Consider the following when deciding where your brand should be most active:

• Define Your Objectives: Determine what you want to achieve with your social media presence, such as increasing brand awareness, generating leads, driving traffic, or building relationships. Different platforms have different strengths and weaknesses for each of these objectives.

• Understand Your Audience: Know your target demographic, preferences, and how they use social media. This will help you choose the platforms where they are most active and engaged.

• Consider Your Industry: Some industries are better suited for certain platforms than others, depending on the nature of their products, services, and messages.

• Analyze Your Competitors: See which social media platforms your competitors are focusing their time and resources on.  

• Evaluate Your Resources: Determine the time, money, and effort you can invest in social media marketing and choose platforms that align with your resources.

Top Social Media Platforms in 2024 by Users

Here’s an overview of the most popular social media platforms from around the globe, ranked by monthly active users (MAUs):

• Facebook (3.07 billion MAUs): As the largest social network globally. Facebook offers a diverse range of features for both personal and business use.
• YouTube (2.5 billion MAUs): This video-sharing platform has established itself as the second-largest search engine after Google. It attracts users with its vast array of content.
• WhatsApp (2 billion MAUs): A widely used messaging app, WhatsApp facilitates personal and business communication across the globe.
• TikTok (1.582 billion MAUs): Known for its viral trends and engaging short videos, TikTok has rapidly gained popularity, especially among younger audiences.
• Instagram (1.4 billion MAU): A photo and visual platform that offers different content formats, including Reels, Stories, and Live Video.
• WeChat (1.34 billion MAUs): This all-in-one app in China combines messaging, social media, and mobile payment functionalities, making it essential for users in the region.
• Facebook Messenger (1.01 billion MAUs): As Facebook’s dedicated messaging app, Messenger enables users to have private conversations and interact with businesses seamlessly.
• Telegram (900 million MAUs): Renowned for its security features, Telegram is a cloud-based messaging app that supports large group chats and media sharing.
• Snapchat (800 million MAUs): Popular among younger users, Snapchat focuses on sharing ephemeral content like photos and short videos.
• Douyin (755 million MAUs): The Chinese counterpart to TikTok. Douyin offers similar short-form video content tailored for its domestic audience.
• Kuaishou (700 million MAUs): Another Chinese video-sharing app and competitor to Douyin. Kuaishou is particularly favored in rural areas and among older demographics.
• X (Twitter) (611 million MAUs): A microblogging platform that thrives on real-time news and conversations. X allows brands to engage with their audience instantly.
• Weibo (598 million MAUs): Often referred to as “Chinese Twitter,” Weibo is a microblogging site that features trending topics and instant messaging capabilities.
• QQ (554 million MAUs): A long-standing Chinese instant messaging platform, QQ offers various social networking features alongside its messaging capabilities.
• Pinterest (498 million MAUs): A visual discovery platform where users can find inspiration and share ideas, Pinterest is particularly effective for driving traffic to websites.

2024 Social Media Platforms

Facebook

Facebook is a powerful social media platform offering a wide range of features and benefits for brands, regardless if they are B2C or B2B. Behind Google and YouTube, Facebook is the third most popular website in the world. 

The benefits of using Facebook as part of your brand’s social media strategy are: 

• Brand Awareness: Facebook is a great platform for building brand awareness, with over 3 billion monthly active users. Brands can create a Facebook Page to share their story, mission, and values, and post regular updates to keep their audience engaged.

• Lead Generation: Facebook offers a variety of lead generation tools, such as Facebook Lead Ads, which allow brands to collect leads directly from their Facebook Page. Brands can also use Facebook Groups to build a community around their product or service and engage with potential customers.

• Sales: Facebook has a range of e-commerce features, such as Facebook Shops, which allow brands to sell their products directly on their Facebook Page. Brands can also use Facebook Ads to target specific audiences with their products and services.

However, there are some things to consider about Facebook as part of your social media marketing strategy: 

• Market Saturation: Due to its size, competition, and saturation of content is high on Facebook.
• Algorithm Changes: Facebook’s algorithm is constantly changing, so it can be hard to maintain a consistent organic Facebook strategy.

Instagram

Instagram is a popular social media platform that offers a unique opportunity for brands to showcase their products and services in a visually appealing way. When it comes to Instagram’s demographics, it’s important to note that the platform has a younger user base, with 62% of users aged 18-34. 

Instagram is a good social media platform to grow brand awareness through: 

• Visual Storytelling: Instagram is a visual platform, which means it’s a great place for brands to showcase their products and services in a visually appealing way. Brands can use high-quality images and videos to tell their story, showcase their products, and engage with their audience.

• Humanizing Your Brand: Instagram is a great platform for humanizing your brand and building a strong brand identity. Brands can use Instagram to share behind-the-scenes content, showcase their team members, and share their values and mission.

• Recruiting New Talent: Instagram is a popular platform among younger demographics, which makes it a great place for brands to recruit new talent. Brands can use Instagram to showcase their company culture, share job openings, and engage with potential candidates.

• Product Showcasing: Instagram is a great platform for showcasing products, especially for businesses with visually appealing products or services. Brands can use Instagram to create product teasers, showcase new releases, and share user-generated content.

Some limitations of social media marketing on Instagram are: 

• Dependent on User Engagement: Instagram’s algorithm prioritizes content that receives high engagement, making it challenging for brands with low engagement rates to reach a wider audience.
• High Competition: With over 1 billion monthly active users, standing out on Instagram can be challenging for brands.

LinkedIn

While not used like most other social media platforms, LinkedIn is ideal for B2B marketing, networking, and thought leadership. It’s a go-to platform for professionals, decision-makers, and users actively seeking career opportunities and industry insights.

The benefits of using LinkedIn for your brand’s social media strategy include: 

• B2B Marketing: LinkedIn is a goldmine for B2B marketing, offering a platform where businesses can connect with each other, showcase their expertise, and generate leads through targeted content and ads.

• Networking: LinkedIn provides a unique opportunity for brands to network with industry professionals, potential clients, and partners. Brands can join relevant groups, participate in discussions, and build valuable connections.

• Thought Leadership: LinkedIn is an ideal platform for establishing thought leadership within your industry. Brands can share valuable insights, industry trends, and expertise through articles, posts, and engagement with their network.

Some of the cons to consider with LinkedIn, however, include: 

• Limited Reach: LinkedIn has a smaller user base than other networks since it caters to working professionals.
• Professional Tone: Posts on LinkedIn usually require a more formal and professional approach.

Pinterest

Pinterest is all about visuals, acting as a go-to spot for finding inspiration and exploring new ideas. A perfect fit for businesses with eye-catching products or services, particularly in luxury sectors like home decor, fashion, and jewelry. This is because the platform boasts a user base that is predominantly female, with nearly 70% of users being women, and a significant 41% of users earning $100,000 or more annually.

Pinterest 

• Inspiration and Discovery: Pinterest users rely on the platform for discovering new ideas and inspiration. Brands can tap into this by creating visually appealing pins that showcase their products or services.

• Brand Awareness: Pinterest offers a unique opportunity for brands to increase their visibility and reach a wider audience. By creating visually appealing pins that resonate with users, brands can build brand awareness and establish a strong presence on the platform.

• Lead Generation and Sales: Pinterest can be a valuable lead generation and sales platform. Brands can use Pinterest to drive traffic to their website, showcase their products, and direct users to their online store through creating pins.

When marketing on Pinterest, remember to keep these potential pitfalls in mind: 

• Niche Audience: Due to its nature, Pinterest content has limited appeal beyond visually-driven markets like fashion or home design.
• Content Curation: Pinterest marketing requires consistent content curation, with a focus on high-quality images.

TikTok

TikTok is a dynamic short-form video platform that has gained immense popularity among younger demographics, particularly Gen Z and millennials. It’s an excellent platform for businesses with a fun, creative, and informative brand story, offering a unique opportunity to engage with a younger audience and build brand awareness, generate leads, and drive sales.

• Engaging Short-Form Videos: TikTok allows brands to create engaging short-form videos that can showcase their products, services, or brand stories in a fun and creative way.

• Brand Awareness: TikTok’s algorithm prioritizes engaging and relevant relevent, making it easier for brands to reach a wider audience and build brand awareness.

• Community Engagement: TikTok is a community-driven platform, where users actively engage with content and share their own creations. Brands can tap into this by creating challenges, responding to user-generated content, and building a community around their brand.

Some considerations to keep in mind when using TikTok in your brand’s marketing strategy are:

• Algorithm Dependency: Content on TikTok is reliant on algorithms.
• Brand Fit: Brands need to to align with TikTok’s creative nature and youthful demographic to be successful.

Twitch

Twitch is a thriving live streaming platform that has gained popularity among gamers and entertainment enthusiasts. It’s an excellent platform for businesses with a strong community presence and a product or service that can be demonstrated live, offering a unique opportunity to engage with a passionate and engaged audience, build brand awareness, generate leads, and drive sales through influencer marketing.

• Live Demonstrations: Twitch allows brands to showcase their products or services in real time, offering a unique opportunity to demonstrate their features, benefits, and applications.

• Community Engagement: Twitch is a community-driven platform, where users actively engage with content and share their own creations. Brands can tap into this by creating interactive streams, responding to user comments, and building a community around their brand.

• Influencer Marketing: Twitch is home to a large number of influencers, who have built a strong following and influence within their niche. Brands can collaborate with these influencers to reach a wider audience and build credibility.

When considering Twitch as part of your brand marketing strategy, it’s important to think about: 

• Niche Audience: Twitch’s user base tend to be more gaming and entertainment enthusiasts.
• Live Content: A Twitch marketing strategy requires consistent live content.

Twitter (X)

X (formerly Twitter) is a dynamic platform where real-time conversations drive engagement, making it a top pick for brands with a vibrant brand identity. With a diverse and highly engaged user base from various backgrounds and cultures, Twitter offers brands the chance to connect with a broad audience. It’s the perfect place to share news, updates, and interact with your followers instantly.

• Real-Time Engagement: Twitter’s real-time nature allows brands to engage with their audience in real-time, responding to comments, answering questions, and participating in conversations.

• News and Updates: Twitter is a popular platform for sharing news and updates, making it an ideal place for brands to share their latest announcements, product launches, and promotions.

• Brand Personality: Twitter is a platform that thrives on personality, offering brands an opportunity to showcase their unique voice, tone, and style.

Some potential pitfalls when using Twitter (X) in your marketing strategy are: 

• Verification Cost: Businesses need to pay $200/month minimum to access X Verification. 
• Fast-Paced: The real-time nature of Twitter means brand accounts need constant monitoring and quick responses.

YouTube

YouTube is a video-centric platform that offers a wealth of opportunities for brands to showcase their products and services in an engaging and informative way. It’s particularly beneficial for businesses with a strong educational or entertainment focus, making it perfect for sharing tutorials, product demonstrations, and exclusive behind-the-scenes content. Brands can utilize YouTube to enhance brand visibility, attract leads, and drive sales by creating compelling video content that resonates with their target audience.

• Global Audience: YouTube has a global reach, attracting users from all corners of the world, making it an ideal platform for brands looking to expand their international presence.

• Millennials and Gen Z: YouTube is particularly popular among millennials and Gen Z, with a significant portion of users falling within these age groups. This demographic trend makes it a prime platform for brands targeting younger audiences.

• Mobile Users: A large percentage of YouTube users access the platform via mobile devices, highlighting the importance of creating mobile-friendly content to cater to this audience segment.

• Diverse Interests: YouTube caters to a wide range of interests and niches, allowing brands to connect with audiences interested in various topics, from beauty and fashion to technology and gaming.

However, when it comes to YouTube marketing, there are a few things to consider: 

• Video production: Creating high-quality video content for YouTube can be time-consuming and expensive, requiring investment in video production and editing.
• Competition: With over 500 hours of video content uploaded to YouTube every minute, standing out on the platform can be challenging for brands.

Emerging Social Media Platforms

Threads, Mastodon, and Bluesky are emerging social media platforms that offer unique opportunities for brands to engage with audiences in new and innovative ways. Each platform has its own distinct features and user base, providing diverse avenues for digital marketing and brand communication.

While these platforms offer exciting opportunities, social media marketers should keep in mind:

• Platform Volatility: User bases and features may change rapidly
• Limited Analytics: Fewer tools for measuring marketing effectiveness compared to established platforms
• Learning Curve: Each platform has unique features and cultures that may require a learning curve.
• Audience Reach: Currently smaller user bases compared to mainstream social media

Threads

Threads is a text-based platform closely integrated with Instagram, offering brands a seamless way to extend their existing Instagram presence. It’s particularly beneficial for businesses looking to engage in real-time conversations and share quick updates with their audience. Threads can be utilized to enhance brand personality, provide customer support, and drive engagement through concise, conversational content.

• Global Reach: Threads leverages Instagram’s vast user base, providing access to a global audience.
• Younger Demographics: The platform attracts a younger audience, particularly Gen Z and millennials, making it ideal for brands targeting these age groups.
• Mobile-First: Threads is designed primarily for mobile use, emphasizing the importance of creating mobile-optimized content.
• Visual Integration: While text-based, Threads allows for easy sharing of visual content from Instagram, benefiting visually-oriented brands.

Mastodon

Mastodon is a decentralized, open-source platform that offers brands the opportunity to engage with tech-savvy and privacy-conscious audiences. It’s particularly suitable for brands that prioritize transparency and community engagement. Mastodon can be used to build niche communities, share industry insights, and foster deeper connections with customers who value data privacy and open-source technologies.

• Tech-Savvy Users: Mastodon attracts users interested in technology and digital rights, making it ideal for tech-focused brands.
• International Audience: The platform has a diverse, global user base, allowing brands to reach international markets.
• Community Focus: Mastodon’s structure encourages the formation of topic-specific communities, beneficial for niche marketing.
• Privacy-Conscious: Users on Mastodon tend to be more privacy-aware, which can be advantageous for brands emphasizing data protection.

Bluesky

Bluesky is a decentralized social network that offers brands a new frontier for digital engagement. It’s particularly beneficial for companies looking to establish thought leadership and engage in meaningful conversations. Bluesky can be utilized to share in-depth content, participate in industry discussions, and connect with early adopters and influencers in various fields.

• Early Adopters: Bluesky attracts innovators and early adopters, making it suitable for forward-thinking brands.
• Diverse Interests: The platform caters to a wide range of topics, allowing brands to connect with niche audiences.
• Decentralized Structure: Bluesky’s decentralized nature appeals to users interested in data ownership and digital autonomy.
• Emerging Platform: As a newer platform, Bluesky offers opportunities for brands to establish a strong presence early on.

Metricool for Social Media Management

Metricool is a comprehensive social media management and analytics tool that can help brands manage all their social media accounts in one place. 

With Metricool, you can:

• Create, schedule, and track content: Plan and publish content across multiple platforms, and monitor its performance to optimize your strategy.

• Analytics and reporting: Gain insights into your social media performance, including follower growth, engagement rates, clicks, and impressions.

• Manage ad campaigns: Plan, launch, and track the performance of your social media ad campaigns across different platforms.

• Monitor inboxes: Respond to messages and comments from multiple social media platforms in a unified inbox, and collaborate with your team to manage tasks and notes.

Gretchen Oestreicher , 18 September 2024