How do I choose the right social channel for my business?

Imogen Davies

Social Media Expert
How do I choose the right social channel for my business?

​​Social media can play a crucial role in spreading the word about your business - but how do you pick which platforms to invest in?

When deciding which social platforms are a good fit for your business, it’s important to take into consideration a few key things such as your target audience and each social media platform's user demographics. There really is no need to join every single social platform - just the ones that are going to benefit your business and attract the right followers.

Before anything else - make sure that you understand your target audience.

When starting your business, it’s important to know who you’re targeting. The key ingredient to social media marketing is understanding who is going to engage with your content, which platforms they’re using - and whether or not they will eventually become loyal, engaged customers or clients.

To understand your target audience best, create a few key user profiles. If you’ve never done that before, don’t worry! 

Top tips for creating a user profile:

  1. Include a name. Give your user persona an actual name. Adding a sense of humanity will help to bring your customer or client to life and you’ll have a deeper understanding of your target audience.

  2. Ask questions to understand their demographic. What is their gender identity and age? Where do they live? Are they married? These kinds of questions might seem a bit strange to be asking a fictional character, but understanding your target audience’s background will help you with your tone of voice across socials, as well as for targeting paid social ads.

  3. Give them goals. Think about your product or service, and then think about this character you’ve created, and their goals and needs for their own path. Try to think about what your service or product can do for your target audience - maybe your service is counselling, and your target audience's goal is to progress with self-help and personal development.

  4. What are their pain points? Thinking about your ideal customer or client, what frustrations are getting in the way of their goals - and how can you help them?

  5. What social channels do they use? This is where we get a bit more specific. Compare your user persona with the social media user demographics below and ask yourself which platforms you think they would use. This will help you narrow down your platform options.

Social media platform demographics


  • Highest active user demographic: 25-34.
  • Platform gender demographic: 56% men, 44% women.
  • Who uses it, and what for? To turn leads into loyal customers by showing a human side to your business. Used by end-users, aka the people who will ultimately be buying your products and engaging with your business.

Facebook page


  • Highest active user demographic: 25-34, closely followed by 18-24.
  • Platform gender demographic: 43% men, 57% women.
  • Who uses it, and what for? To showcase products and services, supply information and build a community around your business. Also used by end-users, as well as influencers who are a great avenue for promotional opportunities. 

Instagram signup


  • Highest active user demographic: 25-34.
  • Platform gender demographic: 70.4% men, 29.6% women.
  • Who uses it, and what for? To network and hold discussions. Primarily used by business people, academics and those who want to keep up-to-date with trending topics and the news.
Twitter feed


  • Highest active user demographic: 19-29,
  • Platform gender demographic: 43% men, 57% women.
  • Who uses it, and what for? For fun and creative content surrounding trending audio themes. TikTok is mostly used by creatives, small business entrepreneurs and influencers.
TikTok profile


  • Highest active user demographic: 25-34.
  • Platform gender demographic: 52% men, 48% women.
  • Who uses it, and what for? To share work-related updates and to network with other businesses. Primarily used by working professionals.
LinkedIn sales navigator

What content is suitable for your business, and which platform does it lend best to?

Think about what your business offers and how that can translate into social media content. For example, if you’re a photographer - Instagram and TikTok would work well, as it favors photos, videos and visually creative content. If your business is more corporate and tech-based, Twitter and LinkedIn are your best friends - but with that being said, if you think you can create some unique and entertaining content, the world is your oyster. Just look at RyanAir on Tiktok!

RyanAir TikTok

We hope that you’re feeling a little more clarity when it comes to deciding which platforms your business should join. Now that you’re beginning your social media journey, the next thing to think about is how to measure success on social media. If you have any questions or need any advice when it comes to social media, we’re the experts - drop us a line or book a call!