It’s hard to be everywhere at once.

Facebook, Twitter, Instagram, Snapchat, YouTube, LinkedIn, Pinterest, TikTok, TripAdvisor… The list goes on. There’s so many social media platforms to choose from, you’ll drive yourself crazy trying to target all of them.

But here’s the thing. You don’t have to.

Sure, every brand needs to be on Facebook. That’s a given. Love it or hate it, it’s the greatest common denominator of social media. But depending on who your audience is, you may be wasting your valuable time focusing on the wrong network. You don’t have unlimited resources. It’s better to optimize your presence to ensure the best results in the places that matter. You need to be more specific.

Start by understanding your demographics. Who are your customers and where are you most likely to find them? If you can’t answer that question off the top of your head, you might need to dig a little deeper. Understanding demographics isn’t just important for picking which social media platform to be on. It will also determine how you talk to them, what sort of content you’ll produce, and more.

Understand the demographics of each platform. Obviously, each social media platform has a very different set of user bases. Take TikTok for example, perhaps the most recent social media network to reach huge levels of popularity (more than 500 million users according to TikTok VP Blake Chandlee). If you’re not familiar with TikTok, it’s a short-form video sharing app. The platform is heavily favored by younger audiences, with 41% of users between the ages of 16 and 24. If your brand is targeted at customers over the age of 50, you probably won’t need to go anywhere near TikTok. Conversely, if you’re having difficulty marketing your products to Gen Z, TikTok might be worth considering.

Like I said, every brand needs to be on Facebook. Why? Because unlike other platforms, it’s a better representation of the entire population. Of note, YouTube is similarly ubiquitous. The Pew Research Center maintains that YouTube is used by 73% of Americans with Facebook being used by 69%. While I would argue that YouTube is less necessary than Facebook, it can certainly every bit as beneficial if your brand is producing strong video content.

For more information on which demographics favor which platforms, click here for a breakdown courtesy of MarketingCharts.

Leverage content across channels. Just because you don’t have to do it all, doesn’t mean you shouldn’t try to do as much as possible. Or at least, be as efficient as possible. You’re probably churning out a ton of content for social media to begin with. It’s in your best interest to leverage that content across the different platforms you’ve selected, where appropriate. For example, let’s say you’re posting a video to YouTube. While it might be a little long for Instagram, you can pull bite-sized clips out and post those. Make sure you’re getting the most out of your content.

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Which social media platforms does your brand favor? Sound off in the comments!

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