When it comes to choosing which social media platforms to use to market your business there are three main things to take into consideration:
- Platform statistics
- The content you will be sharing, or have available to share on these platforms, and
- Which platforms your audience is using.
To start with, let’s take a look at some platform statistics.
- Facebook has reported over 2.7 billion monthly active users
- The all-industry median benchmark for Facebook engagement rate per post is 0.09%. This number is mainly unchanged from 2019.
- Instagram has 1 billion monthly active users and 500 million of them use Instagram Stories.
- The largest demographic on the network is women aged 18–24 years old.
- The all-industry median benchmark for Instagram engagement rate per post is 1.22%. This median has decreased by 23% from 1.60% in 2019.
- Twitter has 353 million active monthly users.
- The all-industry median benchmark for Twitter engagement rate per Tweet is 0.045%. This has been a consistent number for three years in a row.
- Tweeting frequency decreased by 10% in 2020.
- LinkedIn has more than 722 million users globally.
- 96% of B2B marketers use LinkedIn for organic content distribution and 83% for paid social, making it the top most-used platform in both content distribution types.
- Long-form posts perform well on the network. In fact, posts with 1900–2000 words performed the best in terms of views and engagement.
- According to the company’s 2020 Q3 report, the global MAU count grew 37% year over year to 442 million Pinners.
- Demographic growth is substantial on Pinterest. Women make up more than 60% of the global Pinner community and male Pinners are up almost 50% year over year. In terms of generations, Gen Z Pinners are up 50% year over year while millennial Pinners are up 35% year over year.