Which Social Media Platforms Does Your Business Need?

Your potential customers are on social media right now, as you read this. But, if you’re a start-up or small business owner, you simply don’t have the time to be constantly connected to the net. This presents an interesting conundrum.

There are generally two schools of thought here – many influencers or entrepreneurs will tell you to constantly be connected. They will tell you to open up a Facebook, Snapchat, Instagram, Twitter, Pinterest, YouTube, and every other account under the sun.

Other people will just advise you that an online website where your portfolio is present is sufficient. So what to do?

It’s All about Your Target Audience

When it comes to business and finding the perfect platform for you, the trick is to clearly define your target market and then figure out which platform you’re likely to find them on.


In the US, the 25 to 34 year age group has the most active Facebook users and it accounts for 12% female and 13% male users. Considering the fact that Facebook has over 2 billion monthly active users, this would be a great place to start if your market is within this age range.

On the other hand, the 65 and above age range and the 17 and under ages have the least Facebook users. If this is your market, you don’t want to spend your limited time and resources here so perhaps consider other platforms or just have a simple company page with your details on it.


Since its inception in 2006, Twitter has been a platform where people get to share what’s on their minds. This is an excellent platform to really engage with and understand your audience better.

Twitter is also an amazing way to drive traffic to your website since 47% of people who land on a profile are most likely to check out the website link on the profile.

But who are these people? Well, 22.5% of them are between the ages of 25 and 34, and that’s followed by 19.5% of 35 to 44-year-olds.

If your target market falls anywhere between 25 and 44, then Twitter may just be the perfect place for you to connect.


If your business targets the female market, then you need a Pinterest account. An astounding 45% of women online use Pinterest. In terms of age groups, 36% of 18 to 29-year-olds are on Pinterest and 34% of 30 to 49-year-olds can also be found here.

What’s also interesting is that 28% of 50 to 64-year-olds can also be found on Pinterest and this means that if your product or service is for older customers, you can still find them on this platform.


Opening an Instagram account for your business makes sense if you can create visual content – engaging videos and photography is the best way to appeal to your potential customers while using this platform.

The younger demographic, men and women between the ages of 18 and 34 make up the bulk of its users so if you can create exciting, visual content, this is an amazing platform to grow your brand.

Running a business is not easy, especially if you’re a start-up or small company. You have limited time and resources and it is unrealistic to constantly be online.

But you still need to market yourself and grow your brand. Having a careful look at the stats and clearly defining who your target market is will help save you time and money and get the word out there to your specific market.

Source: StatistaPew Research CenterSprout Social