Which Social Media Platforms Should I Use? A Platform Selection Guide

Social media plays a crucial role in connecting with audiences, building personal brands, and driving business growth. With countless platforms available, choosing the right ones for your needs can feel overwhelming.

By now, you may have discovered there are tons of articles about how often you should post your social media updates, or even the ideal times to post.

(Both are super useful things if you’re planning a social media automation queue.)

But there’s not a lot about where you should post. Expert blogs and articles are almost entirely focused on tactics for posting to each of the “Top 5” platforms – which is still cool and useful! But the truth is, success doesn’t come from being everywhere but from being in the right places.

So in this article, we will give you 5 tips to help you navigate this dynamic environment and choose the right social media platforms for you or your business.

‍

Do You Need to Be on Every Social Media Platform?

Before diving into how to choose the best platforms for you or your business, let's address a common misconception: you don’t need to be active on every single social media platform.

The truth is, being present everywhere can actually be counterproductive. Most individuals and brands simply don’t have the time or capacity to manage every social media platform effectively. Spreading yourself too thin often leads to stretched resources, burnout, and diluted messaging.

And here’s the kicker: if you’re on all those platforms without a solid strategy, all the time and effort you invest will likely go to waste.

The key is to prioritize quality over quantity. Focus on the platforms where you can achieve the best results, rather than trying to be everywhere at once. It’s better to excel on a few platforms than to have a mediocre presence on many.

‍

5 Tips to Choose the Right Social Media Platforms

1. Prioritize Platforms with High User Engagement

This can seem a little counterintuitive. After all, it’s easier to get people’s attention in your own cornfield/backyard baseball diamond than in a Major League Baseball stadium, right?

“If you build it, they will come,” isn’t a terrible strategy. But if there are only a dozen people in your backyard, it’s probably not going to do you much good.

Statistically, it’s way better to get your message on the Jumbotron – and get people to notice it.

Getting noticed on social media is a numbers game, and choosing social media platforms that have the bigger audience make sense. The rest of the Top 5 break out like this:

add stats hereabout each social media*

Here’s a snapshot of the most popular platforms as of 2024:

• Facebook: Over 3 billion monthly active users
• YouTube: Over 2.5 billion monthly active users
• WhatsApp: Over 2 billion monthly active users
• Instagram: Over 2 billion monthly active users
• TikTok: Over 1.5 billion monthly active users
• WeChat: Over 1.3 billion monthly active users
• LinkedIn: Over 900 million monthly active users
• Telegram: Over 900 million monthly active users
• Snapchat: Over 800 million monthly members
• X (Twitter): Over 600 million monthly active users
• Pinterest: Over 490 million monthly active users

Engaging on platforms with massive user bases increases the likelihood of your content being seen and shared, amplifying your reach.

2. Identify Where Your Audience Is Most Active

Posting on the most popular social media platform doesn’t matter if your audience isn’t there. You could create the most compelling content, but if it’s reaching the wrong people, your efforts are wasted.

That’s why it’s critical to understand where your audience spends their time online when deciding which platforms to focus on. Not all social media platforms are created equal when it comes to audience demographics, behaviors, and preferences. Each platform caters to specific types of users with varying interests and engagement styles.

By understanding your audience's preferences and habits, you can ensure your message lands in front of the right people, increasing your chances of meaningful engagement.

Pro-tip: Conducting audience research and utilizing platform analytics can help you pinpoint where your potential customers are most active

‍

3. Check your competitors

Competitive analysis is a great starting point when deciding which platforms to focus on.

Where are your competitors most active? More importantly, where are they getting the most engagement?

By observing your competitors' activities, you can uncover valuable insights into where your industry thrives online.

While competitor analysis is invaluable, your goal isn’t to mimic everything they do. Instead, use their successes and strategies as inspiration to carve out your own unique approach. You might even discover an emerging platform they haven’t tapped into yet (one that could be a perfect fit for you!).

‍

4. Reflect on Your Social Media Goals

Your social media goals should guide your platform choices! The first question to ask yourself is: How do I want my social profiles to support my brand?

• Is it to increase brand awareness?
• Is it to build community and foster engagement with followers or clients?
• Is it to generate leads and drive sales?

Answering these questions and aligning your goals with your overall strategy will help you make the right platform choices.

Additionally, consider the type of content you create, whether it's videos, articles, photos, or infographics, and match it to the platform that best supports that format.

‍

5. Test, Analyze, and Optimize

Here's the most important part: social media is not a "set it and forget it" endeavor. You will have to try and test!

Try and test

Don’t be afraid to test different platforms and content types to see what resonates with your audience.

Start small and scale your efforts as you gain insights. This way, you avoid spreading yourself too thin and can focus on developing skills or tackling higher-priority tasks for your brand.

Measure

Remember those goals you defined earlier? Now is the time to reflect on them: Are your expectations for this platform being met? How is your content performing?
Use platform analytics to track key metrics like engagement, reach, and conversions. These insights will help you understand what’s working and what needs improvement.

Make it better

Based on the data you’ve gathered, refine your strategy. Sometimes, failing is part of the process—and that’s okay!

The key is to learn from your experiences and make informed decisions. Focus more on the platforms that are delivering results, and reconsider those that aren’t performing.

Remember, it’s not just about the platform itself but also how you use it. Plus, the digital landscape is ever-evolving, and flexibility is key!

‍

Platform Insights to Help You Make an Informed Decision

To simplify your decision-making process, we’ve gathered valuable insights from reliable sources (Statista, Khoros and Forbes). Here’s a breakdown of the most popular platforms to help you choose the right one for your goals:

Facebook

• Monthly Active Users: Over 3 billion
• Age Distribution:
  • 18–24: 22.6%
  • 25–34: 29.4%
  • 35–44: 19.1%
• Key Strengths:
  • Extensive targeting options
  • Robust advertising platform
  • Strong community-building features
• Best For:
  • Local businesses
  • Community engagement
  • Detailed targeted advertising

Instagram

• Monthly Active Users: Over 2 billion
• Age Distribution:
  • 18–24: 30.8%
  • 25–34: 29.6%
• Key Strengths:
  • Visual content dominance
  • High engagement rates
  • Hub for influencer marketing
• Best For:
  • Lifestyle brands
  • Visual industries (fashion, food, travel)
  • Reaching younger demographics

LinkedIn

• Total Members: 1 billion
• Age Distribution:
  • 25–34: 60%
  • 35–54: 30%
• Key Strengths:
  • Professional networking
  • B2B marketing
  • Thought leadership content
• Best For:
  • Professional services
  • B2B companies
  • Career development content

TikTok

• Monthly Active Users: 1.7 billion
• Age Distribution:
  • 18–24: 36.2%
  • 25–34: 27.2%
• Key Strengths:
  • Potential for viral content
  • Algorithm-driven discovery
  • Creative short-form videos
• Best For:
  • Brands targeting Gen Z
  • Entertainment
  • Creative industries

X (formerly Twitter)

• Monthly Active Users: 611 million
• Age Distribution:
  • 25–34: 38.5%
  • 35–49: 26.5%
• Key Strengths:
  • Real-time news and updates
  • Public conversations
  • Instant customer service
• Best For:
  • News organizations
  • Tech companies
  • Customer support

Pinterest

• Monthly Active Users: 498 million
• Demographics:
  • 76.2% female users
  • 17.2% male users
• Key Strengths:
  • High purchasing intent
  • Visual inspiration
  • Long content lifespan
• Best For:
  • E-commerce
  • Home décor
  • Fashion
  • DIY and crafts

Aligning Content with Each Social Media Platform

A crucial part of choosing the right platform is matching your content to where it fits best. Each platform caters to specific content types and user behaviors, so aligning your content strategy with the platform's strengths can make all the difference. Here's an overview to guide your decision:

Final Thoughts

Remember, success isn’t about being everywhere, it's about being strategic, intentional, and aligned with your goals. Your social media success is a journey, not a destination. Embrace the process, stay curious, and keep evolving.

‍