In the fast-paced digital world we live in, having a social media presence isn’t just a nice bonus—it’s a non-negotiable. Whether you’re running a cozy small-town boutique or a buzzing startup in the Bay Area, social media is your gateway to increased visibility, loyal customers, and more revenue.
Finding Your Target Audience
Before deciding what platforms to market your business on, you need to know who is on each platform. In digital marketing, your target audience refers to the specific group of people most likely to be interested in your product or service. This group is defined by demographics (like age, gender, and location), psychographics (such as lifestyle, interests, and values), and behaviors (such as online habits or purchasing decisions).
To figure out your target audience, start by asking:
Who benefits most from what I offer?
Who already buys from me?
What problems do I solve, and for whom?
Once you’ve narrowed this down, you can tailor your content and choose platforms where that audience is already active.
Picking The Right Platform Using Demographics
To make the most of your efforts, it’s essential to go where your audience already hangs out online. Here’s a breakdown of age demographics across the most popular platforms:
Ages 18–29:
YouTube (93%) Instagram (76%) Facebook (68%) Snapchat (65%)
TikTok (62%)
Ages 50–64:
YouTube (86%) Facebook (70%) Instagram (36%) LinkedIn (30%)
TikTok (18%)
Ages 30–49:
YouTube (94%) Facebook (78%) Instagram (66%) Pinterest (43%)
TikTok (39%)
Ages 65+:
YouTube (65%) Facebook (59%) Instagram (19%) Pinterest (22%)
TikTok (10%)
As you can see:
YouTube is used by people from all age groups with the greatest amount of users being Millennials.
Instagram and Facebook dominate with users that are Gen X and Boomers.
(With both using Meta, posting to both platforms simultaneously a breeze making them the go-to platform for those businesses just starting to use social media.)
LinkedIn serves a more professional, B2B crowd and freelancers offering services.
TikTok is rising in popularity, specifically with users under 30, making it a prime platform for businesses whose target audience are Gen Z and young Millennials.
Choosing The Right Platform
Not every business needs to be on every platform. Strategic selection ensures you’re not wasting time shouting into the digital void—and instead, speaking directly to your people. The key is to match your platform with your target audience’s demographic:
Facebook:
Best for businesses targeting adults 30+ and families.
(If your business sells something targeted to moms or infants/young children, Facebook is heavily inundated with mom, baby and young children groups.)
Instagram:
A visual-heavy platform ideal for younger audiences and lifestyle brands.
(If your product is visually appealing and easily photographed various places, utilizing Instagram can grow your brand quickly with the right content.
LinkedIn:
B2B brands, freelance service providers, and business professionals thrive here.
(Unless your business fits into any of the above categories, you probably won’t need to market on this platform.)
TikTok:
Perfect for quick, creative, trend-driven content.
(Posting user generated content (UGC) on this platform can positively increase brand awareness and usually increases sales.)
The Social Media Presence Pay-Off
Maintaining a strong, consistent social media presence pays off—literally. Here are some eye-opening stats:
Businesses with active social media accounts see a 2–5% increase in web sales compared to those without.
78% of businesses rely on social platforms to drive revenue.
Customers who interact with brands on social media spend up to 40% more than those who don’t.
Social media isn’t just about “likes” anymore.
It’s about trust, connection, and conversion.
In 2025, being active on social media isn’t optional—it’s expected. Believe it or not but your audience wants to find you, follow you, and engage with you. By meeting them where they already are and showing up with intention, your business can thrive in ways traditional marketing just can’t compete with.
Not sure where to start when it comes to social media?
Don’t know what content to post or where?
Hey there—I’m a social media specialist and certified content marketer with 6+ years of hands-on experience helping businesses not just exist online, but actually shine. I’ve worked with everything from cozy small-town shops in Northern California to well-established brands in the Bay Area—managing accounts for businesses of all sizes and industries across multiple platforms, and crafting content that truly resonates with their audience.
Think you can’t afford to get help? I get it—budgets are tight.
That’s why I’m committed to working with any business on any budget to create a custom strategy that meets your needs without breaking the bank.
Together we can build a strong digital foundation for your business that empowers it to grow, thrive, and stand out online.
Contact me now for a FREE CONSULTATION!
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