A Guide to Choosing the Right Social Media Channel for Your Business

A Guide to Choosing the Right Social Media Channel for Your Business

With billions of consumers online each day, expanding your brand's digital influence could be the key to success in the modern world.

An estimated 80% of business executives agree it's essential to invest more resources into social media marketing. With billions of consumers online each day, expanding your brand's digital influence could be the key to success in the modern world.

However, there is more to mastering social media than simply uploading posts to your account. To develop an effective strategy, you must first choose the correct channel. Whether it's Instagram, Twitter, or TikTok, each platform caters to specific demographics, and focusing on the wrong one could leave you out of touch with your audience.

Read on to learn more about the demographics of social media channels, and find out how to pick the right one for your brand.

A Look at Social Media Demographics

To really find out which social media channel is right for your business, it's crucial to have a good understanding of what audience is most prevalent on each platform. Here's a quick look at social media demographics to help you determine where your content will have the greatest impact.


As of 2021, Instagram was the third most popular platform among U.S. adults. Out of its one billion users, the photo and video sharing site is populated mainly by younger adults between the ages of 18 and 29. However, it remains popular with users of all ages, with nearly 50% of adults between the ages of 30 and 49 frequenting the app.

Instagram is a highly visual experience, making it a great space to build an identity for your brand. The platform also supports numerous forms of content, including standard posts, stories, and reels—a direct response to the short-form videos that have made TikTok so popular.

This app is a popular choice among businesses for several reasons. For one, its format is extremely conducive to consumer engagement; followers can like, comment, share, repost, and direct message, all of which increase your chance of converting them into customers. Plus, influencers have greatly popularized user-generated content which can both strengthen your brand's reputation and grow your audience.

Additionally, Instagram's new shopping feature makes it easy for users to make purchases straight from the app, which 44% of users admit to doing.


Though it started as a strictly Gen-Z-inhabited space, TikTok has grown to attract users of all ages since its boom during the COVID-19 pandemic. Just under half of its users are under the age of 30, but the number of adults that frequent the app has more than quintupled over the past year. With one billion monthly active users, TikTok is also the most engaging social media app; the average session comes in at 10.85 minutes.

TikTok is largely responsible for popularizing short-form video content that allows users to splice clips together for a quick viewing experience. When done right, the platform can be a unique way to expand your audience and show off your products.


Facebook has remained the most popular social media platform for the past decade. Unlike Instagram and TikTok, the bulk of Facebook's audience is an older crowd, with nearly 50% of its users between the ages of 25 and 44 and slightly more men on the platform than women. However, with a monthly active user rate of over two billion people, Facebook is a consistently reliable place to reach users of all ages.

As opposed to gaining followers, Facebook allows businesses to build their own online community, a tactic that has proven effective for converting users into customers.


Like most social media platforms, Twitter users are fairly split when it comes to gender, with men slightly outnumbering women. Similar to Facebook, Twitter users are generally older than those who frequent Instagram and TikTok; nearly 40% of the site's users are between the ages of 25 and 34.

Twitter also stands out in terms of the economic status of its users. One-third of the platform's audience has a college degree, and a slightly higher percentage earns at least $75,000 per year. Additionally, 27% of Twitter users live in urban areas.

From a business perspective, Twitter is slightly different from other channels in that it is much less visual and posts are highly influenced by a character limit. However, if Twitter is home to your desired audience, learning how to master it could spell success for your brand.

Still Not Sure Which Channel is Best for Your Business?

Even with demographical data, choosing which social media channel to focus on can be a tough decision. Fortunately, it's one you don't have to make on your own. At May Street Studio, our experts have unmatched knowledge of social media and its inner workings. Contact us today to develop a social media marketing strategy that's perfect for your business.

A Guide to Choosing the Right Social Media Channel for Your Business