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How to Choose the Most Effective Social Media Platform for Your Brand [INFOGRAPHIC]

Go where your audience is

This is a basic of marketing, digital or not. For example, If you are selling custom hunting bows, you wouldn’t advertise in the Vogue magazine. Instead, you will analyze the reader demographics and psychographics of each magazine to determine which magazines will allow you to best reach your target audience. This same process should be used for determining which social media platforms you should focus the majority of your efforts on.

The infographic below from Social Barrel analyzes the audiences that frequent ten of the most popular social media platforms to help you decide where you should focus your efforts.

Most Suitable Media Types By Platform

To help you understand what to post on these various social media sites, this infographic  explains which types of media are most suitable for each social media platform. The infographic breaks down the relevance of photo, video, article, and text posts for each site to help you determine which types of posts will most likely resonate best with your target demographic.

What are Your Objectives?

Not only is it important to understand where you audience is located, you also must set goals for what you wish to achieve with your social media efforts. One of the sections of this infographic breaks down the likelihood for a social media platform to achieve four different goals:

  • Improve SEO
  • Increase traffic to your site
  • Increase brand exposure
  • Improve customer engagement

For example, Google+, StumbleUpon, and YouTube are the best platforms to focus on if your goals lean towards improving SEO, while Facebook, Twitter, and Pinterest are great at driving traffic to your website. Check out the infographic below to see how all the platforms perform.

Finding Your Target Demographic on Social Media

If your main objective for social media is to reach the largest community, you will definitely want to focus on Facebook. But, don’t forget that a large community does not mean an engaged community or a community of potential customers. Try not to focus only on the size of the community, but also on the potential to convert those community members into customers or brand advocates. This infographic details the age, gender, education, and income demographic information for each platform to help you determine which ones most closely match that of your target demographic.

How Brands Can Choose The Right Social Media Platforms For Their Goals Infographic


Join The Conversation

  • sprout_sarah's picture
    Aug 16 Posted 3 years ago sprout_sarah

    Thanks for sharing, Brianna - I love the colorful infographic! While looking at demographics of platforms, as well as which are best for attaining your goals, I think that marketers need to look deeper at the customer or potential customer. Not just *who* likes your product/service, but *how* they use it. Taking this feedback could steer your brand strategy in a really meaningful way. For example, maybe people love your product because of its many uses (eg: cotton balls) - Pinterest would be a great way to demonstrate them - even if the product itself isn't that pretty itself. Or customers may appreciate getting in touch with your company quickly to solve an issue (eg: a cable service) and look to Twitter to get an answer as quickly as possible. 

    Social media is about understanding your customers and adding value to their lives. Listen and you'll know pretty quickly where to connect with them. 


  • hojomo's picture
    Aug 16 Posted 3 years ago hojomo

    Thanks Brianna, great representation, with one unfortunate omission - Foursquare - a social platform all on it's own, that reaches out to other platforms, and is an absolute must for bricks and mortar (#brimor) businesses anywhere!

  • Aug 15 Posted 3 years ago maryelaineorr

    Arun, what do you mean when you commented that LinkedIn is for graduates?  I think of it as being for professional business people, certainly most of whom are college graduates, but when I read "gradutes" in this context, I thought maybe you meant those who just graduated from college.  What did you mean? Thank you.


  • Arun Singh's picture
    Aug 9 Posted 3 years ago Arun Singh

    Thanks for this infographic - this is quite awesome. Apart from Pinterest that is clearly for ladies and LinkedIn for graduates (it was expected at least for this one), the distribution of data in the population looks quite homogenous... Thanks again.

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