Overview of the Top Social Media Platforms

All social media networks are not created equally.  When you start a social media strategy one of the first things to do is figure out what networks you will utilize.  Your best results will come from having a small combination of platforms that work the best for you and your business. Start by reviewing the demographics and usage of the top platforms to see where your audience might be present. Select 1-3 platforms and work these into your strategy.  

Here is a summary of the  major social media platforms: Facebook, Twitter, LinkedIn, Instagram, Snapchat, Pinterest, and YouTube.
1. Facebook 

• Facebook remains a dominant social media platform with a diverse audience of over 3.1 billion active monthly users. Its wide reach and versatility make it a cornerstone of any effective social media marketing strategy.
• A Facebook business page is a free and powerful tool that helps you connect with your audience and expand your online presence. When optimized and used strategically, it can be an invaluable asset for businesses of all sizes.

2. LinkedIn 

• LinkedIn continues to dominate as the premier platform for professional networking, now with over 930 million total users and over 400 million monthly active users worldwide. It remains the most utilized platform for professionals, particularly those aged 30-49, and is ideal for connecting with top talent, positioning yourself as an industry leader, and promoting your business.
• Within its massive network of professionals, you’ll find more than 61 million users in senior positions on LinkedIn.  Everyone should have a fully optimized LinkedIn account to control their image online.  
• A fully optimized LinkedIn profile allows individuals and businesses to control their professional image and credibility online.
• B2B Lead Generation: LinkedIn is a hub for connecting with decision-makers who can hire your company, stock your product, or partner with you.
• You can join industry-specific LinkedIn Groups to ask and answer questions, which can help you establish brand recognition and bring users to your company page and website. Like on Twitter, it is best to have a mix of original and shared content on your page, so commit to creating polished, professional content related to your business. 

3. X 

• Once Twitter, now rebranded as X, continues to thrive as a dynamic platform for sharing real-time updates, building brand awareness, and engaging in conversations that matter. With over 560 million monthly active users as of 2025, X remains a critical platform for businesses, influencers, and individuals.
• The platform's user base is predominantly male, with 60.9% identifying as men and 39.1% as women.
• X is a go-to platform for real-time updates and news, making it a favorite for journalists, news outlets, and event organizers.
• Combine X with offline engagement, such as live-tweeting during events, to foster real-time interaction with your audience.

4. Instagram 

• Instagram has around 1 billion active users in 2021. 63% of users are between the ages of 18 to 34 with virtually even split between male and female users.
• It's important to note that this platform is almost entirely mobile: You can't take photos or create new posts on the desktop version.
• Instagram is one of the fastest growing platforms, especially among a young audience. Instagram relies on photos for conversation. As a result, this platform works really well for visual based businesses, like art, food, retail, and beauty.
• More artistic niches tend to excel on Instagram, the person running your account must have a good eye for detail and ensure the photos and videos posted to your account are high-quality.

5. Snapchat 

• Snapchat remains a favorite platform for younger audiences, with over 525 million monthly active users as of 2025. The platform's most active demographic includes users aged 13-24, with teens spending an average of 35+ minutes daily on the app.
• Known for its disappearing content, photos and videos sent directly to other users or posted to Stories vanish after 24 hours.
• In addition to visual posts, Snapchat now offers chat, messaging, image storage, AR lenses, events, and media content, making it a versatile platform.
• Snapchat is another mobile-only, visual social media network that's known for its disappearing content. Users can send videos and photos to each other or post content to their public Stories, which disappear after 24 hours. The app has expanded to include chat, messaging, image storage, events and media content. Now, content posted on Snapchat can easily be saved and uploaded elsewhere.
• Because posts are temporary, there is less pressure to create super-polished content. You can also see how many and which specific users viewed your story. A small business will most likely utilize the platform's Stories feature, but keep in mind that only users who have added you can view your Stories content. However, once you have an audience, Stories allows you to easily create story-driven and interactive content. 

6. Pinterest 

• Pinterest remains a powerhouse for visual content discovery and inspiration, now boasting over 470 million monthly active users, with 76% of users identifying as female. It’s a go-to platform for sharing and discovering visually compelling ideas, products, and projects.
• Pinterest is designed for “virtual scrapbooking,” allowing users to save and organize content by “pinning” images or videos to themed boards. Each pin is visual-first, often linking back to external websites, making it an effective tool for driving traffic.
• Some of the most popular content on Pinterest includes fashion, food, decor, wedding, workout and DIY-related pins. In addition, anything with rich visual can thrive on Pinterest.  

7. YouTube 

• YouTube continues to dominate as the world’s largest video-sharing platform, with over 2.9 billion monthly active users globally. Owned by Google, YouTube is a central hub for entertainment, education, and news, making it an essential platform for businesses seeking to reach diverse audiences.

• 500 hours of video are uploaded every minute, creating a highly competitive environment.
• 1 billion hours of video are watched daily, providing vast opportunities for brand exposure.
• 90% of consumers say they discover new brands and products through YouTube, making it a critical platform for businesses to showcase their offerings.
• Businesses with visual, educational, or creative components thrive on YouTube. It’s ideal for tutorials, product demos, or behind-the-scenes content. The platform is heavily creative in nature, so it's important for you to have a dedicated video editor producing content. ​ ​

I found the image below from https://aofund.org/ and find it as a good visual overview of the top social media platforms

How to Market on Facebook

How to Market on Instagram

How to Market on LinkedIn

The Social Media Profile
“Don't use social media to impress people; use it to impact people.” — Dave Willis, Writer & Pastor

Each Social Media Platform allows you to set up a Profile.  A profile describes you or your business and you have control of your profile. Whether you are just trying to get more exposure online, connect with your fans or customers, or improve your online reputation, social networking profiles are important. Be sure to OPTIMIZE your profile on each social media platform by filling in all that is asked for.  A Bio is essential and will set the stage for your online presence. 
A bio on any network should address five key pieces of information:

• Who you are
• Where you work
• What you do
• Your brand’s tone
• How someone can get in touch with you
• Images – Do not leave profile images blank.  ​​

Checklist for an Optimized Social Media Profile