Which Social Media Platform Should You Be Using?

Social media is now an essential tool for the modern-day digital marketer, and in 2022 there are A LOT of options to implement into your strategy.

By now, the world has realised that social media isn’t a trend.

With 39% of Australian social media users following businesses or brands on social media, it is imperative to ensure the platform you are using will meet your marketing objectives and not burning out.   

Before implementing your social media strategy, it is essential first to understand the who, what and why of each social media platform, because you really can’t be everywhere at once. 

Each social site serves different purposes and targets other markets. That is why we have broken down the lesser utilised (but still popular) social media sites. That way, you can make an informed decision about which platform(s) is best suited to your business goals.

choose the right platform


Who: More females favour Facebook than males. Sprout Social’s demographic data found that the platform is most popular with 25 to 30, 30 to 49 and 50 to 64-year-old females.

What: While initially designed for college students in the early 2000s, Facebook in 2020 has many uses. From keeping in touch with family and friends to accessing news and current affairs to buying and selling products and services.

Why: The 2020 Yellow Social Media Report found that Facebook is still the most popular social media network in Australia, with the average user accessing the platform 29 times a week. While it may not be as “cool” as newer platforms, we don’t recommend abandoning it anytime soon!


Who: Consumers aged 18 to 29 and 30 to 49 years are most likely to use YouTube. Unlike Facebook, the platform appeals to more men than women.

What: YouTube is a video-sharing service that allows users to create, watch and share videos. Successful content on YouTube includes educational, product reviews, unboxing, tutorials, video game walkthroughs and comedy skits.

Why: YouTube is the second most popular platform with the average Australia social media user spending over half an hour watching videos every time they’re on the platform.


Who: Instagram appeals mostly to a younger demographic. As of November 2019, there are 9,442,000 Instagram users in Australia, and 3,100,000 of these users are aged between 25-34.

What: Instagram is an app that allows users to share both photos and video. Other features include Instagram Stories (much like Snapchat), Instagram TV (a YouTube-like experience but with vertical video) and Instagram Reels (15-second multi-clip videos with audio, effects, and new creative tools).

A new addition to the platform is Instagram Shopping, a set of features across Instagram that let people shop photos and videos no matter where they are in the app.

Why: Not only is Instagram a discovery engine for brands, it offers touchpoints where marketers can drive action.

A 2019 survey conducted by Facebook highlighted how Instagram users engage the platform…

  • 83% discover new products or services
  • 81% research products or services
  • 80% decide whether to buy a provide or service


Who: TikTok is wildly popular with Gen Z; 41% of users are aged between 16 and 24 years old. In Australia, 8% of 16 to 64-year-olds were using the platform in January 2020, equating to more than 1.7 million people.

What: TikTok is a short-form, video-sharing platform where users shoot, edit, create and share videos on any topic. The platform emphasises rawness and creativity with the addition of filters, music, animation and special effects.  

Why: In just a few years, TikTok has risen into the mainstream culture with more than 2.3 billion all-time downloads. It is now the six largest social network in the world, and in 2019, it was the 16th most visited social platform in Australia. Celebrities and brands are now jumping on the TikTok wagon in a bid to reach younger audiences.


Who: The primary demographic of Snapchat users are millennials and Generation Z. 

What: Snapchat is a popular messaging app that allows users to send pictures, videos and messages that self-destruct to individuals or groups of people. Because, according to Snapchat, “Life’s more fun when you live in the moment!”

Why: While there are newer and flashier social networks, you shouldn’t count Snapchat out just yet. As of October 2020, Snapchat had 249 million daily active users globally, which was an increase of 20.5% from 2019.

As a platform that caters to Gen Z and young millennials, it was found that Snapchatters are 20% more likely to make purchases on a mobile device and 60% more likely to make impulse purchases.


Who: A 2020 report found that 61% of LinkedIn users are aged between 25 and 34 years old, with 57% of users men and 43% women. 

What: Designed for business professionals, LinkedIn is known as the world’s largest professional networking platform. Users can find other professionals and also be found by other professionals in their respective industries. Businesses have moved towards the platform to network, connect and sell.

Why: While LinkedIn is the clear choice for job seekers and recruiters, its growing popularity (675 million active users) conveys greater potential for promoting your product or service. 

There are also 30 million businesses active on LinkedIn. Posting regular content (editorial tends to work better on this platform) helps companies build brand credibility and over time can position themselves as thought leaders in their respective industry.


What: Pinterest is a visual discovery engine where users can ‘pin’ ideas such as food, decor, art, fashion, wedding, travel and much more. 

Why: According to data released in 2019, Pinterest has 322 million active users. 97% of queries on Pinterest are unbranded, meaning users are not searching for a particular brand. Instead, they are seeking inspiration and innovation. This means the platform is perfect for brands looking to be discovered.


Who: Twitter is most popular between males aged 25 to 49 years old and females aged 18 to 24 years old.

What: Keeping up to date with trends, news, and conversations is the primary purpose of this platform. It’s all about keeping informed and being a part of the discussion. The challenge of Twitter is being interesting and creative in just 280 characters.

Why: As of the first quarter of 2020, Twitter has 166 million monetizable daily active users. On average, users access Twitter 23 times a week. Which, according to the Yellow Social Media Report, is the fourth most accessed social media platform in Australia. The type of content that works best on this platform is easily digestible, for example, text, articles, listicles, quotes and images (images perform better than video on Twitter).

Need some more guidance? Check out our Social Media for Business workshop.

Which Social Media Platform Should You Be Using?