Statistics to Help You Choose Which Social Media Platform to Use for Your Next Campaign


There is a famous quote about leadership that goes as follows:

Envision a group of producers cutting their way through the jungle with machetes. They’re the producers, the problem solvers. They’re cutting through the undergrowth, clearing it out.

The managers are behind them, sharpening their machetes, writing policy and procedure manuals, holding muscle development programs, bringing in improved technologies, and setting up working schedules and compensation programs for machete wielders.
The leader is the one who climbs the tallest tree, surveys the entire situation, and yells, ‘Wrong jungle!’”

In a previous article we have already discussed the most popular social media platforms that can be utilized for an advertising campaign. However, it is important to ensure your next campaign isn’t in the ‘wrong jungle’ or it may fall flat. I’m going to outline the best uses for some of the most popular social media platforms.

Facebook: Facebook is by far the most popular of the social media platforms. As of 2016 80% of internet users are on Facebook. With the average age of Facebook user being in their 40s, it may be a better choice for a brand targeting an older audience. Facebook also has a very high character limit on posts (63,206 characters) which makes it useful for the long form.

Instagram: According to a recent PiperJaffrey study, teens described Instagram as their second most important social media, second only to Snapchat. Instagram definitely takes the cake with ‘trendier’ audiences, especially those ages 18 – 29. Instagram additionally has one of the largest presences of influencers among the different social media sites. Hashtags and the explore page make it easy for content to be seen.

Twitter: Twitter differs from Facebook and Instagram in the sense that it is primarily text-based posts, although photos and videos can be posted. Twitter is popular not only for light-hearted content, but also for more serious subjects such as politics. Young people make up a greater number than older people on twitter, which is important to understand for campaigns. Twitter is still very useful for campaigns regarding more serious subjects such as politics or business.

Snapchat: Snapchat is extremely popular among young people with 71% of their users being under the age of 34. The Snapchat Stories feature is very useful for advertising and product placement with influencers. Additionally, 70% of Snapchat users are female.

Each social media platform has its own strengths and weaknesses which are important to consider for any type of campaign involving influencers.