Every modern business needs a social media presence. But when you’re starting out, it can be hard to navigate where to start. We broke down the basics of the top social media platforms on our recent blog Comparing Social Media Platforms. Now let’s get down to details and discover which platforms you should invest your time into. 

 

Before you can decide which social media platforms to use, you need to know two things: 

 

  • Who is your target audience? (Who is your ideal customer?) 
  • What is your goal? 

 

To hone in on your target audience, ask yourself these 10 questions: 

 

  1. What is the average age of your target audience? 
  2. What is your ideal client’s average income? 
  3. Where is your audience located? 
  4. Are they homeowners? 
  5. How do they intake information? 
  6. What are their hobbies? 
  7. Do they have kids? 
  8. What industry do they work in? 
  9. What problems and challenges do they face? 
  10. Who are my most loyal customers? 

 

Once you have answered all these questions, you’re ready to decide which social platforms to use. Only choose two to start out. After you have mastered those two, you can pick up a third. But don’t try to master every social media platform all at once. You want to put in greater effort into fewer platforms in order to see success. 

 

Social Media Platform Breakdown (based on a 2019 Pew Research Center Report)

 

Facebook

  • 62 percent men, 74 percent women 
  • 81 percent of 18-29 year olds, 78 percent of 30-49 year olds, 65 percent of 50-64 year olds, and 41 percent of those 65 and older report they use Facebook. 
  • 75 percent of Urban dwellers, 67 percent of Suburban households, and 58 percent of those in a rural setting use Facebook. 
  • 60 percent of those with a high school degree or less, 71 percent of people with some college education, and 77 percent of college graduates report using Facebook. 
  • 66 percent of people with an income less than $30K, 74 percent of those with an income between $30K-49,999, 70 percent of those with a $50K-$74,999 income, and 75 percent of people with an income of $75K+ say they use Facebook. 

 

Instagram

  • 30 percent of men and 39 percent of women say they use Instagram 
  • People who are 65+ are less likely to be on Instagram with 10 percent of that age range on the platform, 21 percent of 50-64 year olds, 40 percent of 30-49 year olds, and 64 percent of 18-29 year old are reportedly on Instagram. If you have a younger audience, Instagram is definitely a platform you should focus on. 
  • 42 percent of Urban dwellers, 34 percent of Suburban households, and 25 percent of those in a rural setting use Instagram
  • 29 percent of those with a high school degree or less, 36 percent of people with some college education, and 42 percent of college graduates report using Instagram. 
  • 30 percent of people with an income less than $30K, 42 percent of those with an income between $30K-49,999, 32 percent of those with a $50K-$74,999 income, and 42 percent of people with an income of $75K+ say they use Instagram. 

 

Twitter

  • 23 percent of men and 24 percent of women say they use Instagram 
  • People who are 65+ are less likely to be on Twitter with 8 percent of that age range on the platform, 19 percent of 50-64 year olds, 27 percent of 30-49 year olds, and 40 percent of 18-29 year old are reportedly on Twitter
  • 29 percent of Urban dwellers, 23 percent of Suburban households, and 17 percent of those in a rural setting use Instagram
  • 18 percent of those with a high school degree or less, 25 percent of people with some college education, and 32 percent of college graduates report using Twitter. 
  • 20 percent of people with an income less than $30K, 21 percent of those with an income between $30K-49,999, 26 percent of those with a $50K-$74,999 income, and 32 percent of people with an income of $75K+ say they use Facebook. 

 

Pinterest

  • 16 percent of men and 41 percent of women say they use Pinterest  
  • 16 percent of the 65+ age range are on Pinterest, 26 percent of 50-64 year olds, 34 percent of 30-49 year olds, and 34 percent of 18-29 year old are reportedly on Pinterest
  • 29 percent of Urban dwellers, 31 percent of Suburban households, and 28 percent of those in a rural setting use Instagram
  • 18 percent of those with a high school degree or less, 32 percent of people with some college education, and 40 percent of college graduates report using Instagram. 
  • 20 percent of people with an income less than $30K, 32 percent of those with an income between $30K-49,999, 34 percent of those with a $50K-$74,999 income, and 39 percent of people with an income of $75K+ say they use Facebook. 

YouTube

  • 75 percent of men and 72 percent of women say they use YouTube
  • 40 percent of the 65+ age range use YouTube, 68 percent of 50-64 year olds, 85 percent of 30-49 year olds, and 91 percent of 18-29 year old are reportedly on YouTube. 
  • 80 percent of Urban dwellers, 74 percent of Suburban households, and 59 percent of those in a rural setting use YouTube
  • 65 percent of those with a high school degree or less, 74 percent of people with some college education, and 85 percent of college graduates report using Instagram. 
  • 68 percent of people with an income less than $30K, 78 percent of those with an income between $30K-49,999, 77 percent of those with a $50K-$74,999 income, and 84 percent of people with an income of $75K+ say they use Facebook. 

 

Hopefully these breakdowns gave you a better idea of which platforms you need to be on. We’ll dive even deeper on an upcoming blog about which types of businesses are on each platform, so stay tuned!