Each social media platform has a different user base with their own demographic and psychographic segmentation. Each platform provides its users a unique benefit which attracts a certain audience for a specific reason.

If you’re using social media advertisements for your company’s marketing efforts, you should consider your objective and approach after you’ve identified your target audience. Each platform has its own advantages and disadvantages for delivering a particular message and capturing attention, so you should have that in mind when conceptualizing content.

And while they do have all those differences, a combination of social platforms should most likely be used to further reach. Repurposing content is an effective way to turn one piece of content into more. One strategy for this is creating pillar content, which gets cut up into microcontent, stories or articles that can be distributed to different channels.

All social platforms require constant attention though, so have that in mind when planning your strategy. A few posts won’t get you a following; it takes time. Schedule your social advertising campaigns to spread reach and keep engagement rates up and your followings growing on all relevant platforms.

Further reading includes the most popular social platforms for advertising, but others should be considered if relevant. Here are some things to consider when making your company’s social advertising campaigns and content for them.


Facebook is by far the most used social platform and explains why it’s the most used for social ads. It also offers the most diverse methods of content delivery and they nearly change by the month which can be tasking to keep up with.

There are many different ways to use a call-to-action button with Facebook ads. Learning all of them deserves a full course let alone a full article. Its current state has been great for video content as compared to most platforms beyond YouTube which is also great for organic reach.

Likes and comments seem to drop off after two posts in a day. Post can take a longer time to gain traction than you’ll see on other platforms like Twitter or Instagram, but a healthy Facebook post can keep engagement rates up for a Month or longer.


Instagram is tough. Unless you have amazing visual content that captures the eye quick, you’ll get scrolled past. If you can be consistent and get this down though, it’s an amazing platform for forming a lifestyle around your brand to relate with customers.

With stories and IG TV now, Instagram has become a channel for both short form and long form video content and is a decent way to gain organic traffic.

Because of the way content relates to followers, the average interaction rate is much, much higher than any other social platform.


It’s great for immediate attention so it’s a good tool for targeting people when your product or promotion has a limited time. Twitter doesn’t offer as much advertising formats as Facebook or Instagram, but it still has a large millennial user base and a considerable amount of active teen users.


While Snapchat has seen more growth in recent years than other platforms, it’s ad platform probably the hardest to master. Ads are quickly clicked past and building an account with tons of subscribers is near impossible without promoting it on other social channels.

Creating engaging content that leaves a lasting impression on the platform is also tough. Creating Geofilters might be the most cost-effective way to target a relevant audience and create engagement.

It’s gaining adult users but Snapchat is already highly popular among teens and millennials. Thirty-five percent of teens say they use Snapchat more often than any other social platform.


Ah, the professional network. LinkedIn is great for B2B marketing and a good way to establish authority in an industry. It’s great for certain brands and products, but not so much for consumer goods.

Best post practices for LinkedIn are roughly 20 times a month or once a day.


Pinterest is great for advertising clothing and accessory products since many of its users are women shoppers. It’s great for getting referrals and a digital space where users might go for reviews or doing research for in-person shopping.

Demographics by Platform

Credit: SproutSocial

Quicksprout — Stop Guessing: Here’s a Social Media Strategy That Works
SmartInsights — Global Social Media Research Summary 2019
Hootsuite — 100+ Social Media Demographics that Matter to Marketers
Sprout Social — Social Media Demographics to Drive Your Brand’s Online Presence
Spredfast — The 2018 Social Audience Guide

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