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How to choose the correct social media platforms to market your business

When we speak to new clients about social media marketing Facebook is often the first platform we mention, but what about the other platforms? While Facebook remains the number one platform in terms of users, with 2.7 billion monthly active users, there are other platforms worth including in your social media strategy.

When it comes to choosing which social media platforms to use to market your business there are three main things to take into consideration: 

  1. Platform statistics
  2. The content you will be sharing, or have available to share on these platforms, and
  3. 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.



  • 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. 



  • 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.