How Social Media Managers Can Use Different Social Networks To Their Advantage

Social Media—some love it and others hate it. But regardless of our personal feelings towards it, there is no denying the profound impact it can have on businesses. According to a study done by Social Media Examiner, 90% of marketers indicated that their social media efforts have generated more exposure for their businesses and more than half of marketers who have been using social media for at least two years report it helped them improve sales (2015).

However, as amazing as social media can be, it can also be very overwhelming. With what seems like a never-ending list of social media platforms, it can be difficult to keep track of them all. But as social media managers, it’s important for us to understand the reach that each platform has, as well as the benefits of marketing on different networks so that we know how to use the different platforms to our advantage when creating campaigns.

In order to help you do this, not only have we provided you with some important statistics about the top social media platforms, but we’ve also included pros and cons about marketing on each site.


  • 1.86 billion total users and 113 billion daily active users
  • 72% of adult Internet users use Facebook
  • Facebook continues to have the most engaged uses—70% log on daily, including 43% who do so several times a day
  • In the past two years, content consumption on Facebook has increased 57%
  • Facebook posts with images see 2.3 times more engagement than those without images

Pros of Marketing on Facebook

  • With 1.86 billion users, Facebook has the largest audience of all of the social networking sites.
  • Facebook allows you to micro-target—you can define a target audience by location, employment status, age, annual income, marital status, hobbies, and many more characteristics.

Cons of Marketing on Facebook

  • Facebook may be the largest social network; however, with all of the constant activity, it can be tough to engage with your target audience.
  • Organic reach has decreased, so brands need to use paid media in order to reach users.


  • 800 million users
  • 28% of adult Internet users are on Instagram
  • 59% of Instagram users are on the platform daily, including 35% who visit several times a day
  • Instagram has 500 million monthly active users
  • Photos showing faces get 38% more likes than photos not showing faces

Pros of Marketing on Instagram

  • Instagram is the most popular, widely used social media app for millennials and is commonly used by younger generations as an alternative to Facebook.
  • The visual nature of the social network is good for businesses that have amazing image and video content.

Cons of Marketing on Instagram

  • Because Instagram’s has so many young users, most have little purchasing power as consumers.
  • The visual nature of Instgram is beneficial for brands in industries like dining and fashion, but many brands have a difficult time creating enough visual content to be relevant on the social network.


  • 500 million users; 25% of adult users are on LinkedIn
  • LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49- year olds than among 18- to 29-year olds
  • 46% of online adults who have graduated from college are LinkedIn users, compared with just 9% of online adults with a high school diploma or less
  • 32% of employed adults are LinkedIn users, compared with 15% of online adults who are not employed
  • In the past two years, content consumption on LinkedIn has increased 21%

Pros of Marketing on LinkedIn

  • As the most popular site for professionals, LinkedIn isn’t as cluttered as Facebook and Instagram, and it presents many opportunities for companies to engage in B2B selling.
  • Many highly respected business influencers are active on LinkedIn, as the site is seen as social media’s center of professional thought leadership

Cons of Marketing on LinkedIn

  • The LinkedIn community is not very active, especially when compared to Facebook, Instagram, and Twitter.
  • The cost of marketing on LinkedIn can be very high.


  • 175 million monthly active users
  • 31% of adult Internet users use Pinterest
  • “Pinners” are just as likely to purchase as users from other social channels, but spend 50% more on average compared to other social channels. They also spend 20% more that users referred from non-social channels
  • 71% of Pinterest’s users are women
  • 45% of people on Pinterest use the app while watching TV

Pros of Marketing on Pinterest

  • The unique design of Pinterest (every image that you put on a board is automatically hyperlinked to its original source) makes it extremely easy to drive traffic from Pinterest to external sites.
  • People come to Pinterest to research topics that are important to them, which means there is a good chance that they are thinking about buying or signing up for something, so conversion rates on Pinterest are usually higher compared to Twitter and Facebook.

Cons of Marketing on Pinterest

  • Because most Pinterest users are women under the age of 45, it can be difficult to reach a wide range of audiences on this site.
  • Pinterest is a lifestyle social site, so a lot of boards aren’t business oriented. If you are a fashion or food brand, you will have much more success marketing on Pinterest compared to a construction company.


  • 187 million daily active users
  • 52% of Snapchat users are under the age of 25
  • 30% of US millennial Internet users use Snapchat regularly
  • Users under the age of 25 use Snapchat for 40 minutes on average every day
  • Every second, 8,796 photos are shared on Snapchat

 Pros of Marketing on Snapchat

  • Users tend to be more engaged and attentive when using Snapchat because it is a live streaming app.
  • Snapchat’s audience is extremely active, with 10 billion video views every day.

 Cons of Marketing on Snapchat

  • Snapchat is more so used by younger, rather than older, audiences, so users don’t have a lot of purchasing power.
  • There is no way to track data on Snapchat, which makes measuring a social media marketing campaign extremely difficult.


  • 313 million monthly active users
  • 23% of adult Internet users are on Twitter
  • 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older
  • Twitter has nearly 4 times as many users internationally as in the US
  • In the past two years, content consumption on Twitter has increased 25%

Pros of Marketing on Twitter

  • Twitter has the most effective real-time content delivery system of any active network.
  • The site is quite effective for paid media marketing campaigns because promoted tweets reach target audiences at lower pay-per-click rates than Facebook.

Cons of Marketing on Twitter

  • While Twitter comes in second behind Facebook as far as number of users, its growth is stagnant.
  • Even though Twitter has become a better site for marketing with paid media, it is lacking compared to the competition in terms of useful analytics and data reporting.

Sources: HubspotEmergent Digital, Omnicore & Brandon Gaille

Which Social Media Site Are YOU?

Now that you’ve read about all of the different social media sites, take this quiz that we created to find out which social media site you are!