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As of April 2021, there are 4.33 billion active social media users worldwide. A large number of consumers on social media has led to the platform being great for marketing. There are many marketing objectives social media marketing can achieve – from branding to brand awareness and sales conversion.

However, there are many social media platforms out there. On one hand, we have larger players like Facebook and YouTube. On the other hand, we have smaller and newer players like Clubhouse. Therefore, the question arises. How do we choose the best social media platform for our social media or influencer marketing campaign?

Well, the short answer is that the most ideal platform differs from brand to brand. It is dependent on a multitude of factors. Some of these factors being the campaign’s goals, the brand’s budget, and the brand’s product offerings.

Marketing tips: #1. Facebook

Firstly, we have Facebook, one of the most popular social media platforms. Along with YouTube, Facebook has one of the largest active monthly user bases of 2.7 billion users.

Other defining features of Facebook include its diverse demographic user base. The age range of 25-34 makes up the largest proportion of Facebook users, at 25%. However, Facebook’s age range is rather diverse. For instance, Facebook users over 65 make up 11% of the platform’s active users.

Therefore, Facebook is a platform that caters to consumers of all ages. This can be compared to platforms like TikTok where a large proportion of its users come from the Gen Z or Millennial demographic group.

Hence, if your influencer campaign has a diverse target group, Facebook could be a suitable platform. Of course, there are many other ways for your marketing efforts to reach your target group. One of them being the choice of influencers. Getting influencers who have an audience base that is similar to your target consumers is a must for an effective influencer marketing campaign.

Apart from the diverse age range, Facebook is also a great platform that has incorporated many trendy functions. Facebook is not just about posting pictures and captions on one’s news feed. The platform has incorporated many other features over the years – from Facebook live to Facebook stories. Therefore, do explore the many functions of the platform to determine which feature would best fit your influencer marketing campaign.

Marketing tips: #2. YouTube

Secondly, we have YouTube, the platform known for its video content. There are many platforms for video content. Common examples include Twitch, Facebook Live and Instagram TV. However, when it comes to the monthly active users, YouTube wins the game. YouTube currently has 2.2 billion users, making it one of the biggest social media platforms out there.

Furthermore, unlike the other social media platforms, there is a larger range of diverse content. In the case of Twitch, a huge focus of the platform is its gaming content. However, YouTube houses a wide variety of content.

YouTube’s content covers many categories – from gaming to fashion, food and lifestyle. After all, anyone can be a YouTuber, a YouTube account is all that is required to create content on YouTube. The wide variety of content has led to a diverse viewership base. From animal lovers to computer gurus, there is demand for all sorts of content on YouTube.

Another feature that distinguishes YouTube is the ability for long-form content. In comparison with the 60 second long limit on TikTok, YouTube videos are much longer. Therefore, YouTube is suitable for content such as product reviews, detailed ‘how to’ videos and storytelling. While these forms of content can be conducted on platforms like TikTok, YouTube and its longer-form content allow for in-depth content ideas. Instead of touch and go short video clips, YouTube videos are a great way to get the details across.

Marketing tips: #3. Instagram

Thirdly, we have Instagram, the epicentre of aesthetically pleasing visual content. The platform has over a billion monthly active users, a significant amount for a social media platform.

Unlike Facebook’s diverse age group, a majority of Instagram users belong in the 18-34 age range – with 29.8% in the 18-24 age range and 33% in the 25-34 age range.

Additionally, images are a big part of the platform. After all, Instagram started off as a photo-sharing social media platform. That being said, the platform has evolved over the years to include content like Instagram videos, stories and live.

As a visually-driven platform, Instagram is a great place for marketers to capture the eyeballs of their consumers. This is especially so for certain industries like the fashion and food industry, where visuals are often the most effective tool for marketing.

In fact, 72% of Instagram users made purchases based on something they saw on Instagram. This shows the effect of visuals on the mind of the consumer. Take the example of selling a dress. Rather than long paragraphs on the quality and design of the dress, a picture of the dress on a fashionable influencer will likely be more impactful. Therefore, Instagram is the best platform for brands who want to use visuals to market their product.

Marketing tips: #4. TikTok

Lastly, we have TikTok, the platform for trendy short videos. The platform, despite being of the newer social media platforms, has more than 1 billion active users.

As mentioned earlier, Millennials and Gen Zs make up a big proportion of Tik Tok’s demographic. Additionally, the platform is known for its trendy and bite-sized content. The maximum duration of videos is 60 seconds. Therefore, content has to be to the point, capturing one’s attention in the first few seconds.

You might be thinking, what can be achieved in 60 seconds. Well, there are many types of impactful content that can be produced. From quick lookbooks to challenges, the beauty of such short-form content is its attention-grabbing ability. Therefore, TikTok influencer marketing is great for spreading a short message across or increasing brand awareness.

Additionally, the virality of TikTok challenges also makes it ideal for a marketing campaign. Brands have started viral challenges on the platform. Take the example of Samsung’s #VideoSnapChallenge, where TikTok users could take part by capturing themselves in three poses that showcased Samsung’s 8K Video Snap feature, found in the Samsung Galaxy S21 smartphone.


There are many social media platforms in the market. While there are certain common features, each of these platforms has its defining feature. Therefore, to choose the best social media for your influencer marketing campaign, do consider the slight nuances in these platforms.

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