Social Media Platforms
There were 5.17 billion social media users in the world, or roughly 63.7% of the global population, as of July 2024, according to global statistics from DataReportal.1 This total is spread out across multiple popular platforms that target different audiences and can be used for different marketing strategies. Here are some of the most prominent platforms in the United States (although there are many global options as well):
Facebook (META): Facebook is the most popular global platform, with a cross-generational demographic of 3.27 billion monthly active users.2 A wide range of businesses can benefit by creating business pages that automatically cross-posts content on Instagram, which can act as an online store, too. Facebook groups also build a sense of community, allowing for moderated or unmoderated conversations between like-minded people.
X (formerly known as Twitter): X is useful for real-time updates, customer engagement, and businesses looking to share concise information. This character-limited text platform has recently undergone a rebrand under its new ownership. Some users have closed their accounts, while others have upgraded to X Premium, a fee-based subscription that allows for greater visibility.
TikTok: While TikTok started off as a place to do silly voiceover videos, it is fast superseding Instagram as the place for visual content. Despite concerns over data security, many content creators continue to find it easy to create and monetize viral TikTok content that builds brand awareness and audience popularity. Many businesses that create TikToks cross-post them on Instagram as well. Instagram: Instagram is a photo-sharing platform owned by Meta, which also owns Facebook. Instagram is designed for visual content, like photos or videos of travel, food, or lifestyle brands
LinkedIn: LinkedIn is a more professional and business-oriented platform, originally created to connect employees with recruiters and hiring companies. Companies often find success advertising jobs on the platform or creating newsletters that gain media attention.
Pinterest: Pinterest is a photo-focused search engine site. It has a strong, predominantly female demographic who uses the platform to create visual shopping lists for arts, crafts, events, and design projects.
YouTube: YouTube includes longer-form video content that is too lengthy for TikTok and Instagram’s normal 30-second snippets. Here, business owners can offer password-protected or publicly available content, ideal for tours, tutorials, staff introductions, industry explainers, and webinars, as well as unique content that can attract viewers and customers.
