The Big Social Media Platforms and Their Strengths

Social media marketing is complex.

Not only do businesses have to develop a unique message and attract an audience, but they also must ensure that this message reaches users who are likely to engage with their product.

However, when done right, the potential of social marketing is incredible. If you’re not already utilising social media to promote your business, it’s time to start.

In marketing, we use social media to increase brand awareness, generate leads, and improve traffic. If you are at the starting point of your social marketing strategy, you might be wondering which type of platforms are the best choice for your business.

Let us assist in your decision and take you through the most prominent social platforms’ marketing strengths.


here is no denying that Facebook is the largest social media site in the world, with a staggering 2.6 million monthly active users. This pre-existing audience makes Facebook a popular platform for brands to market their products.

Many brands also opt for Facebook as their primary social marketing platform due to its innate targeting abilities. Facebook advertising allows you, for a relatively low cost, to target users based on:

Facebook Ads require a minimum spend of $1.40, but this is the absolute lowest amount that you should invest. The ads function so that the more you invest, the wider your reach. An investment of $20 on a day on advertising campaigns will go much further than a budget of $10.

Another benefit of Facebook marketing is the detailed analytics it provides. Facebook’s Ad Manager can offer metrics of your weekly reach, post engagement, as well as performance.  Also available are insights into elements like clicks, conversions, and even sales.

Facebook leaves no room for guessing. All your information is laid out coherently within your management tool, allowing you to analyse your campaign results and determine your next step.

In the realm of social media marketing, Facebook cannot be ignored. Marketers and businesses alike recognise the platform as a powerful marketing tool. The combination of its customised ads and its sheer volume of users makes it an undeniable force in the world of social media marketing.


While Instagram has a smaller user-base than Facebook it is still one of the most popular social networks and deserves our attention.

Like Facebook, Instagram also has paid ads that let you target a specific audience. However, the content on Instagram focuses on videos and photos, and not so much on text.

If your brand’s social media strategy centres around ad content with vivid imagery, then engagement on Instagram will be far greater than any other platform.

Another benefit of Instagram is that it allows you to connect with your audience to receive direct feedback from your customers. Businesses can respond to user comments by private message and on a public forum, which serves to forge a valuable connection between company and user.

The Instagram user-base is forecasted to grow exponentially through 2021, and the brands who advertise on the platform will ultimately become more and more recognisable, helping them build credibility and gain their audience’s trust.


In comparison to Facebook and Instagram, LinkedIn has the lowest number of active users.

However, the platform’s most publicised strength lies in its unique user-base. LinkedIn has marketed itself as a business platform, and therefore users on the network tend to be older, more educated, and have a higher income. If your business aims to target an audience of educated professionals, LinkedIn will be your ideal advertising platform.

Like other prominent social platforms, LinkedIn allows you to target your ads. However, LinkedIn ads specifically narrow your targeting through industry-specific variables like:

  • Job title
  • Job function
  • Seniority
  • Company name
  • Company size
  • Industry
  • Skill
  • Degree type and name

Companies that sell consumer-based products and services that focus on specific industries, degrees, and job titles can benefit hugely from the opportunities provided by LinkedIn’s narrow targeting.

Final Thoughts

It’s clear that each of the most prominent social media platforms has unique advertising strengths; Facebook has the most reach, Instagram benefits visual brands, and LinkedIn provides access to executives. Ultimately, a business’s decision on which platform to focus its advertising efforts should depend on several elements of their social marketing strategy.

What exactly do you wish to get out of these ads? What is your budget, target audience, and your specific, measurable marketing goal?

Once you have answered these questions and have a clear and concise strategy, you can then make an informed decision on which social media platform will position you for success.

Not sure which is the best for you?

If you’re struggling to find a platform which suits your unique business, then reach out to us, and we can help answer your questions today!



Kate joins us from the land of leprechauns and Guinness. She began her career in Whistler, Canada, working as a social media content creator and skiing as much as possible.

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