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Which social media channels work?

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Marketing is never going to be an easy task, mainly because of how turbulent things can be.

There are always new trends, and new platforms, there isn't a set rulebook you can follow.

Social media marketing has the same issues.

New trends, sounds, platforms, influencers, how do you keep up?

The best way to keep up-to-date is by using social media regularly in your personal life, as it gives you the best understanding.

Other than that, all you can do is research.

Thinking about the platforms currently available to you, there are plenty of options to choose from.


Facebook has been the best-performing social platform for a long time, with 2.91 Billion monthly users.

One change that Facebook has encountered, is the average age of its users.

When first established, it was very modern, fresh, and innovative, so the users reflected that.

Now, older generations are staying loyal to Facebook, as they were users when it first launched.

According to HubSpot, 91% of Baby Boomers, 88% of Millennials, and 83% of Gen X-ers have visited Facebook in the last 3-month period.

It is the most visited app for Baby Boomers and Gen X, as well as their favourite social media platform.

Meaning Facebook is still a great platform to use while marketing to older generations!

One thing to consider is that if you're looking to reach Gen Z, Facebook isn't the place to be.

Engagement statistics decrease significantly with young people.

To summarise, Facebook is great and widely used, but it is no longer cool with our youth.


Instagram is considered the favourite platform for Millennials and Gen Z.

Instagram has over 78 million monthly users, so its popularity isn't limited to the youth.

Although its growth has slowed in recent years, Instagram is still a great platform for any social media marketing plan.

As an image and video-based platform, its content range is wide enough to be beneficial to most businesses and individuals.

Engagement is also much higher on Instagram than it is on platforms like Facebook, often bringing ROI and visibility.


Here's the big one.

If you use any social media, you will have seen TikTok and how it's influenced every other platform.

Its insanely rapid growth and unique content type made it the most downloaded social media app for the last few years running.

It's also used by over half of Gen Z, TikTok is also the most used platform from Gen Z, as well as being the favourite of all their options.

TikTok isn't just for the youngest generations though, it's picking up steam with adults, and businesses have been utilising it to reach many age demographics.

Not only is it popular and very on trend, but TikTok also has the highest engagement rate of any social media, with 10.85 minutes as the average session.

It's current, addictive, and a great way to do short video marketing.

There are plenty more platforms available for you to use, but those three are some of the top performings, and cover a range of different demographics and content types.

Creating a social media marketing plan is important for your success.

If you need help planning and deciding which channels to use, our marketing team can help.

Get in touch for a chat about what we can provide you with.

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