What Social Platforms Matter?

Six Young People Using Their Mobile Phone

Social media has changed how the world has approached just about everything that we know. From interactions to finding new products and supporting advocacies, people across the globe depend heavily on digital platforms. 

It’s also no secret that entrepreneurs and marketers have made giant leaps in utilizing platforms to maximize their reach. With 4.8 billion people worldwide using the internet daily, how could they not?

It’s also no secret that entrepreneurs and marketers have made giant leaps in utilizing platforms to maximize their reach: with 4.8 billion people worldwide using the internet daily, how could they not?

However, the caveat might overshadow the possible benefits of social media. With so many platforms popping up and even more creators competing to be seen and heard, it can feel overwhelming to find the right platform for your business.

To keep yourself in the loop, you have to learn about why social media matters and which options might be the best for your purposes:

How social media marketing benefits a business

Many years ago, businesses were heavily reliant on print ads and other paid advertisements to promote their products and services. That is no longer the case nowadays. Though traditional advertising won’t be disappearing anytime soon, it sees a decline in relevance each year. In contrast, global spending on digital advertising continues to skyrocket. Between 2018 and 2021, digital advertising saw a more than $60 billion rise, whereas traditional advertising declined by $10 billion!

For smaller businesses, the impact of social media marketing may be even more significant. Forbes reports that 50% of small businesses say social media helps increase sales. Not all enterprises spend on paid ads. Thus, companies can experience organic growth of their accounts at little cost other than time and effort with the right content strategies. Even for those who allocate a budget to devote to these marketing efforts, the amount is less and the results better than, say, printing and disseminating flyers. The use of digital platforms provides a modern and cost-effective alternative for entrepreneurs who want to reach more people without breaking the bank.


Aside from being more affordable, digital marketing is also more accessible. Businesses have myriad new ways to connect with current and potential customers, whether by providing an enhanced customer service experience or utilizing digital platforms for ease of operations. The prevalence of social media marketing has inspired developers to create better tools for marketers, like analytics and targeted audience options.

Using these tools help marketers get to know their audience better and cater to their needs. Social media is a bridge to communicate with people who have trusted your establishment for years. It is also a place to generate new leads and see how you can expand to reach more people.

Not only is social media a bridge to talk to people who have trusted your establishment for years — it’s also a place to generate new leads and see how you can expand to serve more people.

If you’re looking to learn more about what social platforms matter, take a look at how numerous people across the globe utilize popular options:

1. Facebook

  • Number of active users: 2.8 billion
  • Number of business accounts/pages: 60 million
  • The marketing features you’ll love: Facebook Analytics (shows metrics on users, demographic, location, and page metrics), Creative Hub (allows you to test different ad mockups and preview them before launching), Campaign Budget Optimization (automatic analysis of ad performance and allotment of budget to ads that are performing well), Saved Audiences (allows you to save certain sets of parameters that make it easier to publish ads for specific markets)

Since its public launch in 2006, Facebook has quickly made its name as the largest and most popular social media platform. In its less than two decades of existence, it has undergone a rapid change to meet user needs, setting industry standards for others to keep up with. 

Businesses use the platform in the present day to provide smoother customer experiences. Entrepreneurs often use Facebook to share important updates, whether by sharing behind-the-scenes posts or engaging content.

2. Instagram

  • Number of active users: 1 billion
  • Number of business accounts/pages: 200 million
  • Marketing features you’ll love: Filters (creators can upload their filters that their audience can use to promote their business), IGTV (upload longer videos for your followers to enjoy), Story highlights (let your audience look back at important posts you want them to see)

When Instagram launched in 2010, it started as a photo-sharing app where friends could share quick snaps of their day. Now one of the world’s biggest social media platforms, there are over a billion people on the app, allowing marketers the opportunity to reach more and more people around the globe. Depending on the type of business, Instagram is an excellent place to share fun daily updates and speak casually with customers.

3. LinkedIn

  • Number of active users: 180 million
  • Number of business accounts/pages: 30 million
  • Marketing features you’ll love: Hashtag following (users can stay connected to hashtags and pages that are relevant to their interests so that marketers can use this to their advantage), scheduled publishing (rather than using external apps for scheduling, LinkedIn helps you post at your desired time that you know is best to reach your audience)

LinkedIn launched in 2002 as one of the earliest social platforms. If you’re looking to connect with working professionals, this is the perfect place. Most businesses post essential company updates and personal messages from their company executives. Need a boost with your professional audience? Head over to this site for better chances.

4. Twitter

  • Number of active users: 192 million
  • Number of business accounts/pages: 67% of all B2B businesses
  • The marketing features you’ll love: Tweet pinning (place emphasis on the most important content that you want your audience to notice), Post analytics (see how much engagement you’re getting), Twitter moments (compile all of the best posts for your audience to browse seamlessly), Advanced search (if you’re looking for something specific, Twitter has advanced search options to make it easier for you to find what you need)

Twitter’s 2006 launch gave it instant popularity as a place to share your thoughts briefly. Being able to connect personally in a conversational manner helps consumers appreciate brands more. This social platform has all the potential to help you stay in better tune with their needs and interests.

Other platforms

Because social platforms have developed to meet a spectrum of needs, there are more than just these popular sites that businesses can use. Depending on the nature of your business or who your target market might be, there could be one or more different platforms that are right for your circumstances. Here are a few others that you might want to look into:

  • Snapchat
  • Pinterest
  • YouTube
  • Tiktok

Final Word

A little bit of research will help you figure out which ones are worth pursuing. Need to up your game a little bit further? Learn how to make a great thing out of the good that social media already bring. AAuAutomating your social media will help you reach even greater heights of success.

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