The Right Fit: Which Social Media Channels Should Your Business Use?

Photo credit: colors_fever

Choosing the right social media channels for your business is similar to selecting the best fitting shoe for your foot. Much like your company’s social media needs, people have different foot shapes and sizes. There is no one-size-fits-all for advancing and promoting your services. When choosing the right social media channels for your business, consider factors such as your target audience, what social platforms they are using, and the time your company is willing to invest to craft consistent content and grow a loyal following.


Facebook’s went from being dormitory must-have to becoming the memory lane medium for baby boomers. Facebook’s main demographic is between the ages of 25 – 54. The audience is attractive because they are a little older, have more money, and make buying decisions. Businesses shouldn’t give up on younger Facebook audiences either. While this younger generation is a smaller demographic on Facebook, the millennial mindset is attractive because they typically think digital sales first, then traditional sales.


With more than 500 million users and nearly 60 percent of those users checking the app daily, Instagram packs a powerful punch when it comes to reach. For businesses that regularly post captivating images and videos and have a built-in following, they may best leverage Instagram as an effective brand building tool.

Your company should develop a strategic plan of action before using it as a marketing tool. Instagram’s recent algorithm change takes more control away from the companies posting content. Additionally, the change makes it more difficult for businesses to identify the number of users who will see posts. Lastly, the lack of clickable links in Instagram posts challenges businesses to drive customer traffic from the app to their website.


Pinterest is a highly effective marketing tool for companies with a primarily female target audience. More than 40 percent of women who surf the Internet are also pinning away on the platform. This social channel is popular among women ages 18-49. Pinterest is a go-to destination for companies that specialize in fashion, beauty, food and home décor. Featuring beautiful images of these products will also help to drive the target to a company’s website. Also, using the Pinterest buy button empowers customers to seamlessly make purchases with the simple click of a button.


Snapchat is a goldmine when it comes to targeting millennials. This platform boasts more than 100 million users consuming at least a half hour of content daily. Snapchat is a great option for businesses that craft compelling video content to showcase new products, feature interviews with noteworthy industry leaders and spotlight behind the scenes moments. Companies that are interested in targeting millennials are sure to capitalize on this free marketing opportunity and attract a loyal following.


Is your business looking to become more social media savvy? Follow us on Facebook, Instagram and Pinterest for helpful tips!




Follow KWSM Team:
KWSM is a digital marketing agency made up of journalists. We specialize in social media management, website design and video. Our offices are located in Orange County, CA and Atlanta, GA, but we serve clients all over the country. Read More