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Get the Most Out of Marketing: The Differences Between Social Media Sites

Read on to learn the differences between social media sites to optimize your marketing strategy.

Keyword(s): differences between

Sometimes the best solutions in life are the simplest ones.

Take marketing strategy, for example. If you want to grow your brand, you must go where the people are.

And where are the people? They’re on social media for several hours every day.

But don’t think you can just cut-and-paste the same messages to each social media platform. Each social channel brings it’s own benefits to the table and, as such, each requires a unique strategy.

And that’s the subject of today’s post: Recognizing the differences between five popular social media outlets and how to maximize the benefits each platform offers.

Are you ready? Let’s dive in.


The biggest benefit of Facebook is obvious. It’s the most popular social media platform with 1.86 billion monthly active users.  Everyone and their dog (sometimes literally) uses Facebook for personal use and for business as well.

Perhaps the biggest advantage Facebook offers marketers is its unmatched targeting ability. Their analytics allow you to put ads in front of your ideal customers.

Marketing on Facebook

The beauty of Facebook is the number of ways you can reach customers.

For one, post everything on your Facebook business page from company news and developments to pictures of your holiday party. Give uses many reasons to “Like” your page.

Starting a Facebook Group in your niche is a great way to build a community of like-minded people who are fans of your company.

But best of all is Facebook Ads. Utilize Facebook’s social demographics to hone in on your ideal prospect with pinpoint precision and capture qualified leads for your main products and services.

Many businesses also run campaigns to test the viability of new offers. It’s a great way to get your offer out there to a large number of people and gauge the response.


Twitter has over 336 million monthly active users who click, read, follow and re-tweet.

Most (if not all) of the influencers in your industry are on Twitter and the medium provides the bridge to form connections, expand your network and increase your social media exposure.

Marketing on Twitter

Twitter is perfect for sharing quick information hits about your business and getting readers to click through to your website. Users are skimming their feed so use unique and interesting photos or graphics to grab their attention. Entice Twitterers to click with contests, coupons, polls or short videos.

With Twitter, it’s all about the #hashtags. Expand the reach of your tweets by utilizing hashtags that your ideal customer may be searching for.


Instagram continues to rise in popularity and offers a suite of tools, including Instagram Live and Instagram Stories to broadcast your company’s message.

The platform is almost entirely mobile and is highly focused on photography. Companies in artistic industries tend to excel on Instagram. Even if you don’t market heavily on Instagram, make sure the photos and videos you post are visually appealing.

Marketing on Instagram

Instagram offers the same targeting ability as their parent company, Facebook. This means you can get your company’s brand in front of the right people with Instagram Ads.

Engagement on the platform is high, with users 58 times more likely to share an Instagram post than one on Facebook.

Instagram is the perfect place to share your companies voice and personality. By keeping a consistent voice and look to your posts, users can form a stronger association and level of trust with your brand, which is the first step towards doing business with them.


Think Pinterest is just for women? That is not the case, as 40% of new signups are men.

The audience is not as large as other social media sites, with 200 million monthly active users. But 93% of those users use the site to plan for purchases, making it an effective place to market.

Marketing on Pinterest

Pinterest images are directly linked to your website. That means users can do a search, see your image, and land on your site in one click. In this way, Pinterest is half social marketing and half search engine.

The potential to get direct traffic from Pinterest is huge, but only if your pins are clickable. Whether you create the pins yourself or outsource them, your images must be eye-catching and visually appealing if you want to market on Pinterest seriously.


LinkedIn boasts 106 million monthly active users who focus on business and career objectives. As such, LinkedIn is the place to be for B2B marketers.

Marketing on LinkedIn

You can reach people by industry or job type. LinkedIn offers the usual targeting parameters: Location, age, profession, gender, etc.  Since LinkedIn is a professional network, users are more receptive to advertising.

The best way to use LinkedIn is to post articles to your own LinkedIn blog. The more helpful information you share, the more you improve your credibility.

The Differences Between Social Media Platforms: Wrapping It Up

The differences between the most popular social media channels are enough to justify marketing differently in each arena.

Everyone should market on Facebook because of their sheer size. Instagram utilizes the same targeting metrics as Facebook, but will typically result in more shares.

Enjoy more direct traffic through Pinterest and expand your reach on Twitter. Don’t forget LinkedIn, which offers fantastic B2B marketing potential.

If you found this article helpful, we invite you to check out our social media marketing services.

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