How to Best Promote Yourself: Which is the most effective social media platform to use?

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We are currently spoilt for choice when it comes to using Social Media platforms.

We have access to an array of options, all which deliver the same if not very similar services with slight variations. So it can be difficult to determine which social media platform will be most effective for you. Particularly when it comes to growing your social presence.

To help you determine which platform is best for you, you need to answer 3 questions:

1. What is the user base of each social media platform?

2. Where is the greatest reach?

3. Where is my target audience most engaged?

User Base:

Social Media Conversations - Facebook


Has a very broad user base of people of all different ages, ethnicity and culture.


It's core users tend to be the younger generations, from millennial to young adults. It is a very open platform and it is common to connect to with anyone you come across. There is a very high usage from social media influencers as well as small (start up) brands.


Has a core user group of teenage millennials. They are engaged by the way the platform encourages a playful form of communication.


Has a very strong core user group of creative people. It's focus is on art, design, fashion, graphics, decorating. This has become a hub of inspiration for creative to use to generate ideas and concepts. Pinterest has users from all different ages and backgrounds, but around 81% of the platforms users are female.


Has a very large audience in the professional working sector. It is a platform for people in ‘office jobs’ that connect, look for talent, share new concepts and promote their businesses. It is very popular among young professionals but is of interest to all professionals of all ages and, gender and background.



There are over 1.9 billion monthly users of Facebook making it the largest social network in the world.

Facebook has cemented itself as a global brand. With it's vast number of users gives you unparalleled potential to reach people.

One of the hurdles many face when trying to gain exposure through this network is the fact that it is a closed network. Connections generally only happen between people with direct relationships. The platform was started as a place to share memories and connections with friends and loved ones and has remained so. So this means it may be difficult to attract people to follow or connect with you on this platform if you do not know them. This can stunt the growth any brand trying to become recognisable and grow influence on this platform.


Instagram is owned by Facebook. It has an estimated 700 million users worldwide, which it has doubled in the last two years.

Instagram is a very open network where you are able to view content from anyone, not only those that you follow that publish or share things. You can explore all the content that platform has to offer via its explore feature. You can browse the most recent posts of top people on the platform, search hashtags and find all posts related to it, search all posts in a specific location and you can even search names. This means that Instagram’s potential reach is huge.


Has an estimated 166 million users worldwide and was growing at a rate of 50 million daily users a day. Its growth is slowing and its struggling to catch up with the likes of Facebook and Instagram.


Has an estimated 150 million users worldwide. It is a very broad and open network but proves quiet complicated to gain exposure. You need to create boards, contribute to others boards, use content from other boards, be endorsed by others. These things are necessary on the platform to grow but it can become quite complex and a lot of effort.


LinkedIn has an estimated 500 million users, ranging from large international corporations to small enterprises.


Social Media Conversations - Facebook


Engagement rates on Facebook are high due to the fact that it is a closed network. Content is usually shared among a closed community of people that know each other. These relationships usually form due to common interests or similarities.

The engagement rate in terms of likes, comments and shares is likely to be higher on Facebook.


Engagement rates on Instagram are relative and depends upon your level of influence. For example; if you have a high following you are likely to generate higher engagement as more people are likely to see it from your network. The algorithm prioritises content so your content will be more visible also.

If you use #hashtags and locations effectively, you can see higher levels of engagement than you may otherwise would. This can sometimes be very spammy and put users off thus having the opposite effective.

One problem with Instagram is "Binge engagement" which is very common. People will continuously "like" things that appear in their feed without taking much interest in it.


Engagement rates on Snapchat are one of the highest across all social media platforms.

Like Facebook, this is because it is a closed network. Those that interact with each other already are likely people with a relationship or very similar interests. Snapchat has a very personal element to it where things are direct between user to user, thus creating higher engagement levels.

Interestingly among its user group, Snapchat is often the preferred method of interacting with one another. Rather than SMS, Instant Messaging services and other social media platforms.


Engagement is very high on Pinterest as the quality of content is very high! It is has beautiful, well crafted or designed things that are aesthetically pleasing and generate high levels of user engagement. It is also become a platform for inspiration that helps contribute to high levels of engagement.


Engagement on LinkedIn isn’t as high as other platforms. It is like many, a closed network where you can only see content published or shared by those you follow. But it is also quite closed in the sense of engaging with only things that are of interest to your field of work. What has become a common practice on LinkedIn is that users aim to build up a profile that is relevant and influential in line with their industry of work. This narrows user engagement even further.

About the Author Jordan Wilson

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