7 Social Media Platforms Businesses Should Use

For instance, a dental practice will likely utilize different social platforms than a SaaS provider. Therefore, understanding the various social media networks and their specific functions for different sectors and audiences is essential. With that said, here are six social media platforms that can greatly benefit the majority of businesses.

1. Facebook: The King of Social Media with Unmatched Global Reach

• Monthly Users: 2.89 billion
• Demographics: Men and women, ages 18-65+

Facebook, the world’s most popular social network, is a powerhouse for businesses with its vast user base, encompassing nearly 36.9% of the world’s population. With 69% of U.S. adults using Facebook, it's highly probable that your customers are active on this platform. Facebook's diverse audience makes it a prime platform for businesses to create a community, share behind-the-scenes content, announce deals, and more through a simple Facebook page.

Key Insights:

• Content Performance: Posts with images see 2.3 times more engagement than those without. Moreover, video posts have an average engagement rate of 6.09%, significantly higher than text posts at 0.27%.
• Business Interaction: Over 1.79 billion users visit business pages each week, highlighting Facebook's role in customer engagement.
• Advertising ROI: Businesses investing in Facebook Ads typically see an ROI of 152%, with an average CTR of 0.90%.
• Community Engagement: Facebook's algorithms favor content that fosters a community atmosphere, encouraging interaction and feedback. This is invaluable for growth and customer loyalty, with 70% of consumers more likely to buy from a brand they’ve interacted with on social media.
• Messenger Integration: With over 1.3 billion users on Facebook Messenger, businesses can enhance customer service through direct communication.

2. Twitter: The Real-Time Communication Hub for Instant Engagement

• Monthly Users: 450 million
• Demographics: Men and women, ages 18-49

Twitter is known for its real-time information flow, with over 500 million tweets sent daily. Though its user base isn't as broad as Facebook’s, it remains highly effective for rapid communication, especially during events or breaking news. Twitter’s character limit of 280 characters necessitates concise and engaging messaging, which, when executed well, can lead to significant amplification through retweets and likes.

Key Insights:

• Real-Time Engagement: Twitter's platform is ideal for real-time updates and rapid communication during live events or breaking news.
• Customer Service: Businesses using Twitter for customer care see a 19% increase in customer satisfaction, according to a report by J.D. Power.
• Brand Amplification: Tweets with images or videos receive 150% more retweets than those with text only, significantly boosting brand visibility.
• User Engagement: 67% of Twitter users are more likely to buy from brands they follow on the platform, making it a key tool for brand loyalty.
• Hashtag Effectiveness: Brands that use hashtags experience a 100% increase in engagement, making it easier to reach new audiences and track campaign performance.

3. Instagram: Visual Storytelling at Its Best for Engaging a Younger Audience

• Monthly Users: 1+ billion
• Demographics: Men and women, ages 18-64

Instagram is a visual-centric platform, highly favored by younger audiences, particularly those under 30. This makes it ideal for brands targeting a trendy, youthful demographic. With 81% of people using Instagram to research products and services, and 60% discovering new products on the platform, it’s a critical tool for businesses, especially those in fashion, lifestyle, and tech.

Key Insights:

• Engagement Rates: Instagram posts have an engagement rate of 4.21% per follower, significantly higher than Facebook’s 0.07%.
• Visual Appeal: 81% of people use Instagram to research products and services, and 60% discover new products on the platform.
• Advertising Effectiveness: Instagram Ads can generate 10 times more interactions than Facebook ads, especially when targeting younger demographics.
• Stories Feature: Instagram Stories, with over 500 million daily users, provide a valuable opportunity for real-time engagement and behind-the-scenes content.
• Shopping Integration: The introduction of Instagram Shopping has streamlined the purchasing process, with 130 million users tapping on shopping posts every month.

4.Pinterest: A Visual Discovery Engine Dominated by Female Shoppers

• Monthly Users: 450+ million
• Demographics: Women, ages 18-64

Pinterest is a visually driven platform where 85% of users are women, making it particularly effective for brands targeting a female audience. It’s especially useful for companies producing visually appealing content, like infographics, product images, and DIY projects. According to Pinterest Business, 89% of users are on the platform for purchase inspiration, and 72% of Pinners say Pinterest inspires them to shop when they aren’t actually looking for anything.

Key Insights:

• Purchase Intent: 89% of Pinterest users are on the platform for purchase inspiration, making it a powerful tool for driving sales.
• High Engagement: 72% of Pinners say Pinterest inspires them to shop even when they aren’t looking for anything specific.
• Visual Appeal: Infographics and product images perform exceptionally well, driving consistent engagement over time.
• Referral Traffic: Pinterest drives more referral traffic than Twitter, with a conversion rate of 1.5%, making it a valuable platform for e-commerce.
• Longer Content Lifespan: Content on Pinterest continues to attract pins and engagement over a longer period compared to other platforms, providing sustained visibility.

5. LinkedIn: The Premier Platform for Professional Networking and B2B Marketing

• Monthly Users: 310+ million
• Demographics: Men and women, ages 25-64

LinkedIn is the go-to platform for B2B marketing, with over 94% of B2B marketers using it to distribute content. Its users are primarily business professionals and decision-makers, making it the top choice for connecting with potential business clients. Companies seeking business leads will find LinkedIn particularly advantageous for networking and driving sales. According to LinkedIn, 80% of B2B leads come from LinkedIn, highlighting its effectiveness.

Key Insights:

• B2B Marketing Dominance: 94% of B2B marketers use LinkedIn to distribute content, making it the leading platform for B2B engagement.
• Lead Generation: LinkedIn is responsible for 80% of B2B leads, significantly outperforming other platforms in lead generation.
• Professional Networking: LinkedIn users are primarily business professionals and decision-makers, offering direct access to potential clients.
• Thought Leadership: LinkedIn’s publishing platform allows businesses to share insightful articles, white papers, and case studies, positioning them as industry leaders.
• High Trust Levels: LinkedIn is ranked as the most trusted social platform, with over 50% of users reporting they are more likely to buy from a company they engage with on LinkedIn.

6. YouTube: The Ultimate Platform for Video Content and Search Engine Visibility

• Monthly Users: 2+ billion
• Demographics: Men and women, ages 18-65+

As the second-largest search engine after Google, YouTube is a versatile platform suitable for various content types. Over 90% of users say they discover new brands or products on YouTube, making it an unbeatable tool for educating your audience. Businesses can leverage YouTube for product reviews, instructional videos, and educational content, which not only enhances their presence in search results but also builds trust with potential customers.

Key Insights:

• Massive Reach: With over 1 billion hours of YouTube videos watched daily, the platform offers unparalleled exposure for brands.
• Brand Discovery: 90% of users say they discover new brands or products on YouTube, making it a critical tool for brand awareness.
• Content Versatility: YouTube supports various content types, from product reviews to educational videos, catering to different audience needs.
• Trust Building: Video content fosters a deeper connection with viewers, helping businesses demonstrate their expertise and build trust.
• Robust Analytics: YouTube’s analytics provide valuable insights into viewer behavior, helping businesses refine their video strategies for maximum impact.

TikTok: The Fastest-Growing Platform for Viral Content and Youth Engagement

• Monthly Users: 1+ billion
• Demographics: Men and women, ages 16-34

TikTok has rapidly become one of the most popular social media platforms, particularly among younger audiences. With its short-form video content and viral trends, TikTok offers businesses a unique opportunity to engage with a creative and highly active user base. The platform’s algorithm is designed to promote content to a wide audience, often leading to significant viral potential.

Key Insights:

• Rapid Growth: TikTok has over 1 billion active users worldwide, making it one of the fastest-growing social media platforms.
• Youthful Demographic: TikTok’s user base is predominantly younger, with 62% of users aged between 10 and 29, offering brands access to Gen Z and Millennial audiences.
• High Engagement: TikTok users spend an average of 52 minutes per day on the app, providing ample opportunity for brands to capture attention.
• Viral Potential: TikTok’s algorithm can rapidly amplify content, with the potential to reach millions of users quickly.
• Influencer Marketing: TikTok is a hub for influencer marketing, with 37% of users discovering brands through influencers on the platform.