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Did you know that over 5.07 billion people use social media globally?

3 high school boys at prom dressed in tuxedos. They quickly pull out their phones and start typing.

That’s more than half of the global population!

As a business owner, you’ll want to jump on the social media train to get your products and services out to the world. It's a powerful tool for reaching your dream customers and making sales!

But with tons of social media platforms out there, which one's right for you?

Step 1: Know Your Audience

If you're trying to market and sell to everyone and anyone, it becomes challenging to reach the people who actually want what you're selling.

 Oprah pointing at people in her audience.

It’s important to know exactly who your audience is.

You want to understand your target audience— also known as the group of people you want to purchase your products or services.

These are the people who you want to reach!

Quiz

Who is Disney's main target audience?

Step 2: Define Your Target Audience

To identify the target audience for your business, start here:

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  1. What is the age range and gender of your typical customer?

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2. What do they love to do in their free time? What are their hobbies/interests?

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  1. What problems do my potential customers have, and how can I help solve them?

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  1. Where do they hang out online, and what kind of content do they love?

Once you've got the inside scoop on your audience, you can pick the best social media platforms to work your magic and get in front of them!

Did you know?

On average, Gen Z and Millennials have 8.5 social media accounts. How many do you use on a daily basis?

Step 3: Get Clear On Your Goals

Here are some reasons for promoting your business on social media:

  • Increase brand awareness

  • Send people to your website

  • Showcase your products/services

  • Make sales!

  • Build a loyal community

A woman printing money and shooting it across the room.

Nailing down your goals will help you choose the best social media platform to reach those goals.

For example, if your business goal is showcasing your products, a visual platform like Instagram could be a great fit.

If you want to increase brand awareness, TikTok would be a great choice.

Did you know?

"87% of sellers confirm that promoting on social media has been effective for their business sales." If sales are important (they should be!), then you can't miss out on this channel.

Step 4: Pick A Social Media Platform

With new social platforms popping up all the time, it's your job as a business owner to stay in the loop and find the ones that fit with your audience.

Remember: Meet your audience where they hang out online.

Penguin scrolling

If you’re just getting started, try choosing only one platform to get your feet wet and get the hang of things. There can be a bit of a learning curve for creating content. Once you've figured it out, you can always add more later!

Let’s explore the top social media platforms for business owners.

Top Social Media Platforms

You can use the following overview to understand which of the social media platforms are the best fit for:

  • Your business

  • Your target audience

  • Your goals

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Facebook

Use it if...

  • You want to reach a wide and diverse range of people, leaning towards an older audience.

  • You want to build communities.

  • You plan to use advertising.

Don't use it if...

  • You rely mainly on organic reach.

  • Your target audience is primarily young people.

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Instagram

Use it if...

  • Your brand is visually appealing (like fashion, food, or travel).

  • You want high engagement.

  • You want to work with influencer marketing.

Don't use it if...

  • You can't consistently produce high-quality visuals.

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YouTube

Use it if...

  • You create detailed content, tutorials, or vlogs.

  • You want to reach a broad audience through video content.

Don't use it if...

  • You can't produce high-quality videos regularly.

  • You need quick and easy content creation.

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LinkedIn

Use it if...

  • You focus on B2B marketing, professional networking, or industry news.

  • You're targeting professionals and businesses.

Don't use it if...

  • Your brand targets young, casual audiences.

  • Your brand is informal.

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TikTok

Use it if...

  • You want to reach a younger audience (like Gen Z).

  • Your brand can create fun, engaging, viral content.

Don't use it if...

  • Your brand has a more serious tone.

  • You can't commit to frequent new content and following trends.

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X (formerly Twitter)

Use it if...

  • You're targeting tech-savvy audiences.

  • You need to share quick updates with customers.

  • You want a channel for customer support.

Don't use it if...

  • Your business relies heavily on visuals and longer content.

  • You find it challenging to keep up with a fast-paced platform.

Quiz

Your brand is focused on educational content and tutorials. Which platform is best for you?

Take Action

Ready to unleash the power of social media to grow your business?

A woman on her phone. She smiles as social media icons float around her.

License:

This Byte has been authored by

TH

Tamara Hombrebueno

Instructional Designer

English

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