Which Social Media Site to use

Over the last ten years social media has exploded and become a world altering force that impacts our daily lives. Billions of people from every corner of the world log on to some social media account everyday and share memes message friends and comment on posts. In recent years we’ve seen celebrities build brand empires through these platforms, candidates swing elections and breaking news become instantaneous as a result of these platforms. Not all social media platforms are equal, very every super platform with tens of millions of users from diverse backgrounds like Facebook there is one that fades away after a brief spell of popularity, does anyone remember YikYak ? Over the last ten years as social media developed from a something only teenagers and college students used to the society shifting force it is today different demographics have gravitated towards certain platforms. For a business trying to build a brand on some of these sites trying to grab someone’s attention amid the constant stream of content seems like an impossible task. That’s why selecting the correct social media platform to use is so important because each platform has different demographics and your approach to each platform should be different to reflect the demographics and the medium you’re using.


Here are the top social media platforms that a business can use to help boost there brand and how to approach them:


Facebook was not the first social media platform, but it was the first to gain widespread influence and social impact. It was also the first platform to use the infinite scroll design that is not ubiquitous among social media sites. The demographics of Facebook are greying, while there are still plenty of teenagers on the site, they have lower rates of interaction with the site. In Ireland the average age of users with the highest rate of interaction is late 20s-late 30s. In America it’s even older the average user is in their 40s

Facebook gives a bit more freedom when posting, you’re not limited in wordcount like Twitter or focusing entirely on images like Instagram. When trying to use Facebook try to keep writing in the posts brief and pair it with clear high-quality images. The images and the writing in a post need to balance and work with each other. Also remember to post regularly to increase rankings on the Facebook algorithm.


Twitter is another giant of the social media platforms, that skyrocketed to popularity after its launch in 2006.   Like Facebook it has had a rocky few year from a PR standpoint due to numerous controversies. Its most famous quirk is the word count limit for posts and while you can share images, videos and links the words in your post are the clincher for Twitter. This platform encourages users to write the way they speak, the posts feel more conversational than on Facebook this is something to bear in mind  when using Twitter. 

Like Facebook the active Twitter user base is aging, the average age of Twitter users in Ireland is the mid 30s while in the US it’s in the mid 40s. Twitter has also seen a drop in users in recent years and that trend seems set to continue.


When Instagram first came out in 2010 it was an instant hit and garnered millions of users. It was a game changer in terms of social media it was originally released on Ios so it was aimed at the growing mobile market and its simplistic design was perfect for mobiles. It scared the giants of the industry so much that Facebook quickly bought it. It’s Facebooks cool younger brother its user base keeps expanding and its demographics are much younger than Facebooks, being firmly planted in the early 20s. In recent years celebrities have built personal brands worth billions on this platform.


When using Instagram, the image or video is everything. You can write an explanation but it’s unlikely to be read. The message must be seen in the image or video in the first few second if its to stand out in the sea of content. It must be high quality and instantly recognisable 




LinkedIn is probably the most formal of the social media platforms, and some might say the most annoying. Many feel it’s a requirement and don’t interact or else use it fleetingly. But it has a wide demographic of users from all walks of life and from the ages ranging from early 20s to late 50s. People put on a formal façade when using LinkedIn and it’s for professional purposes, so the content should reflect that, you’ll be less reliant on flashy images and more on blog posts or lengthy posts with a more formal tone. LinkedIn has numerous benefits for SEO as its users can see what their contacts liked in their feed.


Youtube is probably the platform with the greatest reach but it requires the most effort to use effectively. It requires more technical knowledge than the other platforms as you need skills in sound, editing and videography as well as someone who’s used to making content for Youtube. Since its inception in 2005 creators have established a visual language of cuts, techniques and even gifs that users have come to expect from these videos, these techniques are similar but can often differ from television advertising. If you are successful you can reach a huge and diverse audience that will likely share your content on other platforms.

Tic Tok

The new kid on the block, Tic Tok has won over millions of young teens who spend hours glued to its content. It’s still early days and people are still coming to terms with how to use it effectively for promotion but if you hope to reach a young audience Tik Tok can’t be ignored.


We hope you find this post helpful and that it has made your choice of social media platform for your business easier.