According to Spocket’s 2024 report, Youtube dominates social media usage across all audiences.
And whilst Youtube is the most popular channel used by all ages, Facebook is a close second, except among the youngest audience, where Instagram wins.
Whilst Tiktok is beginning to catch up, it still remains most popular with a younger audience.
Overall millennials (age 29-44) are the biggest users of social media as cited by Wordstream.
What channels should I use to promote my business?
Understanding your demographic is a good place to start, as using the figures above, you’ll easily be able to see what platforms your audience are using.
Once you understand your demographic, it’s important to consider what your offering is. For example if you’re selling a product that can be shipped nationwide then you have a wider audience to reach and may consider promoting across multiple platforms.
However, if you provide a service which applies to a local area or specific region, then your target audience will need to be a lot more targeted. This is where you may consider fewer channels, including the use of Facebook. Facebook is the best channel to use as a local directory and to connect with local customers, as many users opt to join local community groups for recommendations.
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