Which Social Media Platform Is Best for Marketing Your Business?

Dive into the unique characteristics of major social media platforms to identify the perfect match for your business marketing needs.

While many business owners believe that having a presence on a wide variety of social media platforms is the best way to connect with prospective customers, that’s not necessarily the best strategy. It takes a large investment of time and money to furnish profiles with strategic messaging and stay active on social media.

Instead, it’s often best to focus on the platforms that best match your business’s target audience to get the most return out of your investment. Below we’ll discuss some of the top social media sites and the potential customers that you’re likely to engage with on them.


At the very top of our list is the largest social media network used by consumers and businesses alike. While it’s true that the average time spent on this platform has dropped in the last 5 years, it still reigns supreme over many newer social media platforms.

Facebook has 2.91 billion active monthly users who spend about 33 minutes per day on the platform. Its users are 43% female and 57% male, and its largest age group is between 25 and 34, which makes up about 31.5% of the platform’s users.

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Twitter is known to be a platform that fosters content sharing and drives healthy discussions. It’s no surprise that one-third of its user base is considered highly educated, each averaging more than $75,000 per year in earnings. This social media platform continues to experience growth, and usage increases year after year.

Twitter’s social media demographics include 237.8 million active daily users, of which 38% are female and 62% are male. Its largest age group is between 18 and 29, which accounts for 42% of its users. The average Twitter user spends about 31 minutes each day on the platform creating, reading and scrolling through tweets.


Starting over just a decade ago, Instagram has quickly grown from a social media platform largely known for selfies and food pics to a premier platform for business marketing. In fact, within the last 3 years, Instagram was able to double its user base. This platform is a popular favorite among Millennials and Gen Zers.

The social networking platform has recently expanded functionality to include short-form video content that Instagram calls reels. In addition to reels, Instagram supports other video-sharing options including live streams and Instagram stories.

Instagram has around 2 billion monthly active users, of which 48% are female and 52% are male. Its largest age groups are 25 to 35 and 18 to 24, which make up a combined total of just over 62% of its user base. The average Instagram user spends 29 minutes a day using the platform.


Pinterest’s unique photo posting format is known to be the most product-focused platform for marketers. Even better, 45% of its users have a household income of $100,000 or more.

There are 450 million active monthly users on this social media platform. Its largest age group at 38% is those between the ages 50 to 64. Pinterest’s user base is 78% female and 22% male, with the average person spending just over 14 minutes a day on the platform.


Traditionally considered a platform for older audiences, LinkedIn has been gaining traction from the Millennial user base. With the COVID-19 pandemic increasing interest in new jobs, this platform has become a great solution for those high-earning B2B professionals. LinkedIn is also one of only a few platforms that has a massive international reach.

LinkedIn has more than 830 million users, of which 43% are female and 57% are male. Its largest user group is Millennials, making up about 60% of its entire user base.


TikTok is a trending platform that has many younger individuals migrating from other social media platforms. For marketers, TikTok has ramped up its advanced ads and CRM integrations in an effort to bring more brands to its platform. Even a recent study revealed that 40% of Gen Z TikTok users were directly influenced by products they see on the platform. TikTok is emerging as a leader in influencer marketing.

There are currently 1 billion active monthly users on TikTok. Worldwide, the most prominent demographic of TikTok users, approximately 21.5%, are females between 18 and 24 years, while male users in that age range make up about 17% of users. Overall, TikTok has 61% female and 39% male users who spend an average of 89 minutes per day on the platform.


While Snapchat has recently lost its top spot as the go-to network for teenagers, it still holds a whooping user base of 347 million active monthly users. Its largest age group of individuals between the ages of 15 and 25 makes up 48% of its total user base. Snapchat’s users are 54% female and 45% male, spending around 25 minutes per day on the platform.


When it comes to finding a social media target audience, YouTube seems to be the place to go, with 62% of its users engaging daily with the platform. While finding a balance between advertising and entertaining can be difficult, this go-to streaming service is at the forefront of the long-term shift toward video content.

While YouTube supports short-form video content through YouTube Shorts, it’s roots of long-form video content still excel among many audiences.

YouTube has over 2 billion active monthly users that spend around 30 minutes per session on its platform. The largest demographic of YouTube social media users, about 12%, are male users between 25 and 34, while female users of that age make up about 9% of users.

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Get help from a professional marketing agency

As you can see, each social media platform provides its own unique audience. Matching up your marketing efforts with social media platforms that have your target market demographics can help to drastically enhance your results.

While social media continues to be an excellent tool for marking your products and business, the way you implement your social media marketing strategy largely determines its effectiveness. Hiring a social media marketing company can help take your business to another level, saving you time and money in the process.

Ready to amplify your business through social media? At Brown Bag, we’re not just a digital marketing agency – we’re your partners in navigating the online world. Let’s together unlock your next phase of growth. Reach out to us today and experience the Brown Bag difference for your business.