Choosing a Social Media Marketing Platform


Julie Frost

Feb 9, 2022


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Social Media

Social Media Series - Part 3 of 6

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When you start marketing your business, your first instinct is to sign up for every social media platform. The more platforms you use, the more people you'll reach, which means more profits--right? Signing up for every platform can be a waste of time and money.

Choosing the right social media platform for your business is one of the essential aspects of marketing. You'll reach the right audience, find the best promotional tools and gain thousands of followers on one platform instead of a few hundred scattered across five platforms. Eventually, competitors will look at your accounts to figure out what to do--not the other way around.

Find Your Audience

magnifying glass on a paper cut person

To start, figure out your demographic. Think about who buys your product or service and how you currently market it. For example, if you sell trendy clothing, your demographic might be women aged 18-25. Create a persona with your average customer's traits, then ask yourself which social media platform that person would use.

Once you've found your demographic, you'll choose the right platforms for your business. This maximizes your profits by targeting your audience instead of advertising your business to the wrong people. You'll also save time by managing a few platforms instead of tackling all of them.

Research Your Competitors

Research your competitors to figure out which social media platforms they use. Look for competitors with a high follower account--they've attracted an audience because they found the right platform for their business. For example, if your competitors target Instagram, Twitter, and TikTok, they've realized that younger generations are their primary demographic.

Afterward, evaluate your competitors to figure out how they overcame marketing challenges. Did they build a following by making a viral post, using trendy aesthetics, or reaching out to followers? Use this information to maximize your social media presence.

Learn About Each Platform

Each platform attracts a different audience, so if you choose the wrong platform, you're wasting your time trying to attract an audience that doesn't exist. Research each platform to see what it can do for your business.


Facebook main page

Every generation uses Facebook, but the platform attracts older generations who want to connect with friends, colleagues, and relatives. Sign up for Facebook if you sell products for older adults, like maternity clothes or home insurance. In particular, Facebook benefits service-based businesses like plumbers and bakeries who need to connect with the local community.

Once you sign up for Facebook, use promotional posts to get the word out, then post daily to keep your feed active. Mix it up with text, images, and video posts to keep your followers engaged. Facebook also has business-specific features, like a page for customers to write reviews that you can respond to.


Millennials and Gen Z gravitate toward Instagram, which launched the career of thousands of social media celebrities. Instagram has such a massive influence that clothing companies design their products according to Instagram fashion trends. If younger generations make up your demographic, sign up for Instagram to market to them directly.

Reach out to influencers to discuss collaborations with your business. Influencers advertise your business to thousands or millions of followers in exchange for a fee or complimentary products. Use hashtags, buy promoted posts and take advantage of unique features like Stories and Reels that provide short video content. Go live to host video chats with your followers and build a personal relationship.


Woman using Twitter on her mobile phone

While Twitter has older users, millennials and Gen Z dominate the platform. Millions of people log in to discuss politics, entertainment, celebrities, news, and social issues every day. If you sell products or services for younger generations, like vegan-friendly makeup, Twitter provides instant access to that demographic.

While it's hard to stand out among millions of users, you can build a following if you find your niche. Follow people who follow back, contribute to trending hashtags and topics and post tweets that may go viral. People will follow you when your Twitter shows up in their recommended feed as you build an audience.


LinkedIn is the hub for professionals, CEOs, employees, college graduates, and people looking for work. Since LinkedIn is business-oriented, it's the best platform for companies that work directly with other businesses. For example, if you sell promotional items for companies, sign up for LinkedIn to connect with companies that might be interested.

When you sign up for LinkedIn, you'll post articles and share status updates to keep people talking about your business. You'll also make connections, comment on your peers' updates, and reach out to like-minded people. LinkedIn users tend to operate with the same level of professionalism that you expect from your colleagues.


Millions of Gen Z teenagers and young adults scroll through TikTok every day. Sign up for TikTok if Gen Z is your primary demographic--making content is a little more challenging, but you could attract thousands of followers. The TikTok algorithm provides a steady stream of videos, so if your clips align with a viewer's interests, they'll see your video without seeking it out.

Film short clips that grab your viewers' attention right away. Popular videos include funny clips, quick how-to videos, original music, product close-ups, and clips that display a specific talent. Use filters and audio clips that viewers expect from TikTok videos.


Youtube on a laptop

YouTube attracts a combination of older and younger generations. Some visit YouTube for documentaries and how-to videos, while others check out influencers and popular music. YouTube is less generational-based and more content-based--you should only join if relatively long-form video content suits your business.

Share commercials, behind-the-scenes clips, how-to videos, interviews, and customer reviews if you sign up. Get creative by hosting a YouTube series. For artists, share music, photography, or filmography. You might go viral if you share an innovative, funny, or thought-provoking video that doesn't outright promote your business.


Pinterest attracts a specific demographic: older women who look for crafts and recipes. This demographic might be part of your audience if you sell crafts, home goods, art supplies, food, or cookware. Viewers might not realize that they're looking at advertisements, creating organic marketing.

Pinterest provides clear, eye-catching visuals that inspire visitors to click and learn more. Share blog posts and recipes on your website, add a visual, and share your post on Pinterest to start racking up views. Once you find your niche, visitors will begin pinning your posts and sharing them throughout their social circles.

Talk to E-Marketing Associates

Evaluating your current performance is the first step of choosing the right social media platform for your business. Get a free report from E-Marketing Associates that covers your website, customer reviews, social media presence, SEO strategy, and how your business is listed across the web. Each area receives a letter grade to provide a clear picture of how your business stacks up against your competitors.

Once you receive your report, talk to us to learn how our products and services can help you grow your business. We can help you with SEO, website design, managing your online reputation, and more. To get weekly business insights, sign up for our emarketing newsletter.

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