Your Business Doesn’t Need Every Social Media Platform—Just the Right Ones
- Frances Cicogna
- May 21
- 2 min read
Updated: May 21
Last week, a client asked me, “Should we start posting on TikTok?” It’s a common question for small business owners trying to navigate the ever-changing social media landscape. My response? “Who are your customers, and are they on TikTok?”
That simple question led us into a deeper discussion about knowing your audience and choosing the right platforms—because social media isn’t just about being everywhere. It’s about being where your customers are.
Understanding Social Media Demographics
Each platform attracts different audiences, and knowing where your ideal customers spend their time is key. Here’s a quick breakdown of who’s using what in 2025:
Facebook – Still the largest platform, with 3.07 billion monthly users, primarily ages 30-49.
Instagram – Popular among 18-34-year-olds, with strong engagement for visual brands.
TikTok – Dominated by Gen Z (16-24), with users spending an average of 34 hours per month on the app.
LinkedIn – Best for B2B businesses, with 50-64-year-olds making up a significant portion of users.
For my client, their core customers were 35-65 years old, primarily engaging on Facebook and Instagram. While TikTok is growing, it wasn’t the right fit—at least not yet. Instead, we decided to focus on strengthening their presence where their audience already is and revisit TikTok if their demographics shift.
The Takeaway: Be Strategic with Your Social Media
Social media is a powerful tool, but not every platform is right for every business. Before jumping into a new channel, ask yourself:
Who are my customers?
Where do they spend their time online?
Which platforms align with my brand and marketing goals?
If you’re unsure where to focus your efforts, let’s figure it out together. Sign up for a free Marketing Audit and get tailored insights on where your business should be—and how to make the most of it. Visit our homepage to learn more.