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There is no doubt that every company should be present on social media. Today, being active across digital platforms is essential to increase visibility, remain relevant, and stay connected with your target audience.

Social networks are not only powerful brand awareness tools — they are also important channels for customer service, engagement, and relationship building. These platforms are where people share information, interact with others and participate in meaningful conversations. For businesses, they represent an opportunity to join those conversations and strengthen their brand presence.

Social media is one of the most popular online activities worldwide, with over 4.26 billion users in 2021 and an estimated growth of 2 billion additional users by 2027. The most widely used platforms include Facebook, Instagram, LinkedIn, Twitter and Pinterest — meaning that ignoring social media can result in missed exposure and growth opportunities.

However, with so many platforms available, choosing the right one can be challenging. While it may be tempting to be everywhere, that approach is rarely effective. Instead, businesses should focus on the platforms that best align with their goals and target audience.

Before deciding, there are three essential aspects to consider.

1. What are your marketing goals?

It’s impossible to choose the right platform without first defining your marketing objectives. Each social network has different features and strengths, making them more suitable for certain goals than others.

The most common social media marketing objectives include:

• Increasing brand visibility
  Social networks allow brands to reach new audiences and gain exposure among potential customers worldwide.
  
  Boosting engagement
  Likes, comments, shares and interactions help strengthen brand awareness, loyalty and word-of-mouth recommendations. Algorithms also prioritise highly engaging content.
  
  

• Driving traffic to your website
  Social platforms are excellent distribution channels for blog posts, landing pages and campaigns that bring users back to your website.
  
  

• Lead generation
  Businesses with longer sales cycles often use social media to capture leads through forms, gated content or campaigns.
  
  

• Conversions and sales
  Paid advertising and social commerce features allow brands to convert users directly into customers.

2. How do you know which platforms your target audience uses?

Choosing a platform where your audience is not present will rarely deliver results.

Start by clearly defining your buyer personas — including age, gender, interests, profession, income level and online behaviour. Once defined, you can compare this information with social media demographic data to identify the best match.

Research platforms such as the Pew Research Center regularly publish insights on user demographics across different networks. Additionally, advertising tools (such as Meta Ads) often provide audience size estimations that help validate platform potential.

The goal is simple: be present where your audience already spends time.

3. What type of content should you create?

Each social platform favours different content formats.

• Instagram performs best with visual content such as photos, short videos and Reels.

• YouTube excels with long-form video content and tutorials.

• LinkedIn favours educational, professional and editorial-style content.
  
  

Beyond images and video, brands can also leverage:

• blog articles

• podcasts

• user-generated content (UGC)

• webinars

• e-books
  
  

Before producing content, define what best suits your business model and what your audience is most likely to engage with.

4. And finally — which platform is best for your business?

Once your goals, audience and content strategy are defined, you can identify the platform that best connects all three.

Below is a quick overview of the main social networks and their strengths.

• lead generation

• conversions

Facebook content should show the human side of your brand — behind-the-scenes moments, community interaction, videos, photos and storytelling perform particularly well.

Facebook

With more than 2 billion monthly active users, Facebook remains the largest social network globally.

Its advertising platform allows extremely precise audience targeting, making it suitable for:

• brand awareness

• engagement

• website traffic

Facebook content should show the human side of your brand — behind-the-scenes moments, community interaction, videos, photos and storytelling perform particularly well.

Twitter (X)

Twitter is mainly used for real-time updates, news, opinions and short-form content.

With approximately 330 million monthly users, it is especially effective for industries such as:

• media

• technology

• marketing

• journalism

• sports
  
  

Its 280-character format requires concise, informative and engaging communication. Retweets help extend organic reach significantly.

Instagram

Instagram is a highly visual platform with over 1 billion active users, most of them under 40.

It offers excellent opportunities for:

• visibility

• engagement

• influencer marketing

• conversions

High-quality visuals, consistent branding and creative storytelling are essential. Instagram also integrates seamlessly with Facebook, allowing cross-platform publishing and advertising.

LinkedIn

LinkedIn is the leading B2B social network, ideal for professional communication, employer branding and lead generation.

Its main audience includes professionals aged 25–34, representing the majority of users.

Brands can position themselves as industry authorities through educational content, thought leadership and direct-message advertising — making LinkedIn especially valuable for B2B companies.

Pinterest

Pinterest is an inspiration-driven platform focused on discovery and planning.

With more than 360 million monthly users, it performs exceptionally well for:

• e-commerce

• fashion

• home decor

• food

• lifestyle brands

Pinterest users are highly purchase-oriented — studies show that over 80% of users make buying decisions based on branded content, making it a strong channel for conversions.

Final thoughts

Social media is a powerful tool for increasing online presence, strengthening customer relationships and driving business growth.

Choosing the right platform requires understanding your goals, audience and content strategy — not simply following trends.

At Link37, we help businesses identify the most effective social media strategy based on their objectives and market.

👉 Contact us to discover the best digital approach for your brand.