Which social media channels should I have?

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Table of contents

1. Choosing your channel
2. Setting up your channels

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Before you go ahead and set up the channel, you'll need to make sure that you've picked the right ones for your business and audiences. Once you've selected the right channel, we've included a step-by-step guide on how to set up these channels up for success.

Choosing your channels

Each social media channel attracts a unique audience demographic, with varying interests, behaviours, and preferences. We've included a general overview of the audience differences between some of the most popular social media channels. 

1. Facebook:

   • Audience: Facebook has a diverse user base spanning all age groups, with a particularly large presence among older demographics (30+).
   • Interests: Users engage with a wide range of content, including news, entertainment, lifestyle, and family-related topics.
   • Behaviour: Facebook users often use the platform to connect with friends and family, share updates, join groups, and consume content from brands and publishers.

2. Instagram:

   • Audience: Instagram has a younger audience compared to Facebook, with a strong presence among millennials (born 1980-1994) and Gen Z (1995-2012).
   • Interests: Users are highly engaged with visual content, including photos, videos, stories, and reels. Fashion, beauty, travel, lifestyle, and food are popular content categories.
   • Behavior: Instagram users use the platform to discover inspiration, share moments, connect with influencers, and follow brands they love.
   This channel can be used for both B2C and B2B audiences, however tends to be stronger for consumer activity.
   
   

3. Twitter:

   • Audience: Twitter attracts a diverse audience, with a slightly higher representation of urban, educated, and tech-savvy users.
   • Interests: Users engage in real-time conversations around news, current events, politics, sports, entertainment, and trending topics.
   • Behavior: Twitter users use the platform to share thoughts, opinions, updates, and news articles, as well as engage in public discussions and debates.
     
     This can also be a really useful channel for reaching other businesses as well as a local audience.

4. LinkedIn:

   • Audience: LinkedIn is primarily used by professionals, business owners, and job seekers, with a focus on B2B networking and professional development.
   • Interests: Users engage with content related to careers, industry insights, business news, networking tips, and professional growth.
   • Behavior: LinkedIn users use the platform to build their professional brand, connect with colleagues and industry peers, share expertise, and discover job opportunities.
     
     This is a good channel to focus on if you're looking to reach other businesses and professionals.

5. Pinterest:

   • Audience: Pinterest attracts a predominantly female audience, with a strong presence among women interested in lifestyle, DIY, home decor, fashion, and cooking.
   • Interests: Users engage with visually appealing content, including images and videos, to discover ideas, inspiration, and projects to try.
   • Behavior: Pinterest users use the platform for planning, organizing, and bookmarking ideas for future projects, events, and purchases.

6. TikTok:

   • Audience: TikTok has a younger audience compared to other platforms, with a significant presence among Gen Z (born 1995-2012) and younger millennials (born 1989 - 1994).
   • Interests: Users engage with short-form video content covering a wide range of topics, including entertainment, humor, dance, challenges, and lifestyle.
   • Behavior: TikTok users consume and create entertaining and creative content, participate in challenges, follow trends, and discover new creators.

By selecting the right platforms and crafting content that aligns with the interests and preferences of your audience, you can maximise your impact and achieve your marketing objectives. 

It is important to note, that you don't need to have every single channel, you just need to pick the right ones.

There are a few things to mindful of when choosing your channels:

Once you have the answers to these questions and have considered which are the right channels for your facility and business, you can follow the step by step guides below.