When choosing social media channels to run your ads on, you should start by determining your target audience. Once you know exactly who you want to reach, you can identify the platforms they’re most likely to use. Here’s a quick overview of each social media network’s user base:
• Facebook – This platform attracts people of all demographics; therefore, it’s a safe bet for most businesses.
• Twitter – Because 40% of Twitter’s users are between the ages of 18 to 29, it’s an effective place to target Millennial and older Gen Z users.
• Instagram – This platform primarily appeals to a younger audience; over half of Instagram’s user base is under 35.
• TikTok – If you’re targeting a primarily Gen Z audience, TikTok is a great option. Over 60% of its users are between the ages of 13 and 24.
• Snapchat – Like TikTok, Snapchat users are primarily under 25, with 73% between the ages of 18 and 24.
• LinkedIn – Because LinkedIn maintains a professional audience, the platform is ideal for running business-to-business (B2B) campaigns or promoted job listings.
• Pinterest – If your buyer personas are primarily women, consider advertising on Pinterest, where 71% of users are female.