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Which Social Platforms Work Best for Each Industry?

Social media has become a crucial marketing tool. With the rise of different social platforms, knowing where to spend your time and marketing budget can take time, considering your audience and industry. Knowing your target audience is critical to optimizing your social media marketing strategies.


Facebook is the world’s largest social media platform, with over 2.93 billion monthly active users (MAUs) worldwide. It has a diverse and extensive audience, with most users being female (52%) and male (48%) aged 25-34. 

Facebook is an excellent platform for B2C companies, including e-commerce, retailers, and entertainment. It is also ideal for establishing brand identity, building customer loyalty, and generating brand awareness. The advertising options on Facebook are abundant and diverse, with the ability to target audiences based on demographics, location, interests, and behaviors. Best practices for Facebook include consistent posting, engaging content, paid advertising, and video content.

Also, by creating a Facebook group, brands can cultivate a space for their community and customers to connect, share experiences, and receive updates, reinforcing brand loyalty and encouraging user-generated content. Alternatively, leveraging brand ambassadors to promote products or services within existing Facebook groups can tap into established communities, offering a more authentic and targeted approach to reaching potential customers. This dual approach enables brands to maximize their visibility and engagement on social media, tailoring interactions to meet their audience’s specific interests and needs.

X (Formerly known as Twitter)

X stands out because of its “real-time” feel. With over 528.3 million MAUs worldwide, X’s user base is heavily skewed toward males, with 56.4% of users being male, compared to 43.6%  female. The largest demographic on X is aged between 25-34.

X is ideal for thought leaders, journalists, politicians, athletes, sports organizations, and technology businesses. When it comes to X, profiles of individual people stand out and perform better than those of companies unless it is a media or sports organization. Suppose companies want to create brand awareness, participate in conversations, stay up-to-date with their industry, and benefit from X. In that case, they should focus on creating a brand persona to give life to their brand and company. This will enable them to engage and participate in more real-time content, Especially since it is heavily focused on text-related content.

X’s advertising capabilities revolve around promoted tweets, a form of sponsored content that appears at the top of users’ feeds. Threads are trendy on X, especially those that offer value to readers. Sales-focused or promotional content typically performs poorly unless it is an ad. 


LinkedIn is a social media platform focused on the professional side of users’ lives, with over 756 million MAUs worldwide. LinkedIn’s user demographic comprises 57.2% male and 42.8% female, with the largest age group being 25-34. 

LinkedIn is an ideal platform for B2B companies, recruitment agencies, professionals, and those who want to be seen as experts or leaders. Although every company should have a LinkedIn page and share company updates and news, many companies may use it as a recruitment tool instead of a social media page. A lot of the content that performs well on consumer-centric platforms, such as Instagram or TikTok, may not function as well on LinkedIn because the platform is focused on the professional side of users’ lives. LinkedIn primarily focuses on networking, building relationships, and expanding one’s professional community.

Companies can showcase their brand and services, generate leads, and recruit highly qualified employees. LinkedIn’s advertising capabilities include sponsored content in the form of sponsored updates that appear in users’ feeds. Best practices for LinkedIn include creating professional and compelling company pages, publishing quality content, engaging with your audience, and using targeted advertising. 

For thought leaders and experts who want to use LinkedIn, carousels, informational, and educational posts perform best. Something that the reader will find value in and want to press save on. Typically, some sort of image is helpful. Although using images of yourself to accompany a post about lessons you’ve learned, your journey or something you want to share that is professional development related to informational and educational content, carousels and other text-based images perform very well.


Instagram is a visual and highly engaging platform that allows businesses to showcase their products and services. E-commerce companies, influencers, thought leaders, and content creators will perform best on this channel. With over two billion MAUs worldwide

Instagram is ideal for fashion, beauty, food, and hospitality businesses. Companies can use Instagram to create brand awareness, generate leads, and increase sales. Instagram continues to improve its shop features that allow consumers to shop for products and services at companies selling directly on the platform.

Instagram’s advertising options revolve around sponsored posts, which appear native posts within users’ feeds. Best practices for Instagram include using high-quality visuals, creating personalized content, using Instagram stories, and using influencers and user-generated content to reach a wider audience. User-generated content and video reels typically perform best for many companies, along with relatable and engaging content like quotes and memes.


With its predominantly young audience, Snapchat provides the perfect platform for industries targeting a younger demographic, including fashion, entertainment, and technology. This popular social media platform sees considerable usage from brands aiming to reach Gen Z customers. According to a report by Business of Apps, an impressive 90% of all 13-24-year-olds and 75% of all 13-34-year-olds in the U.S. are actively using Snapchat. With such extensive reach among the younger population, businesses can leverage Snapchat’s broad user base to engage with their target audience and drive brand awareness effectively.


Pinterest, renowned for its vast array of creativity-inspiring pins, is particularly well-suited for industries such as interior design, fashion, cooking, and DIY crafts, where visual appeal is paramount. According to Statista’s 2020 report, an impressive 60% of Pinterest’s user base demonstrated a keen interest in utilizing the platform for fashion-related shopping endeavors. This statistic further underscores the platform’s efficacy in catering to the needs and preferences of fashion enthusiasts worldwide.


TikTok has emerged as an invaluable asset for businesses and brands aiming to amplify their presence in the digital age. With over a billion active users worldwide, spanning various demographics, TikTok offers an expansive audience pool for businesses and brands. The platform’s user engagement rates are extraordinarily high, with users spending an average of 52 minutes daily browsing through content. This high level of engagement presents a unique opportunity for brands to gain visibility and create meaningful connections with their audience. 

TikTok provides a platform for creative marketing campaigns that can virally spread across millions. This social media phenomenon enables companies to showcase their products or services through engaging and innovative short videos, tapping into the emotions and interests of potential customers. By leveraging TikTok’s unique algorithm, brands can enjoy increased visibility, foster a community around their products, and engage with users in real time, ultimately driving sales and enhancing brand loyalty.

Understanding each social media platform’s audiences, usage statistics, and advertising capabilities is essential to optimize marketing strategies. Each platform has its strengths and purposes, and choosing the right platform for your business is critical to reaching your target audience effectively. Each platform offers various opportunities for businesses to create brand awareness, generate leads, and expand their customer base. By utilizing the best practices highlighted above, companies can maximize each platform’s potential and achieve their social media marketing goals.

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