Choosing the Right Channels

Once you understand your business goals and target audiences, choosing the right social media channel mix to support your strategy is critical. It is far better to manage ONE channel well rather than spread your resources too thin across many channels. 

On this page:

When choosing your channel:

  • Be sure it is a match for your audience and business goals
  • Be sure you have the resources (e.g. Instagram calls for high-quality visuals; Facebook may need a budget to boost your posts to your followers)
  • Start small and build on your successes
  • Review audience demographics

Here’s how UB uses these social media channels

Channel What Drives Engagement? Total  Monthly Active Users Global Reach Audience Targeting
Facebook Content that validates pride in UB 2.37 billion Global* Yes
Instagram Visuals that validate pride in UB 1 billion Global* Yes
Twitter News, special interest topics 330 million Global* Limited
Snapchat Quirky, offbeat stories of the UB Experience 301 million Global^ Limited
LinkedIn Content that validates pride in UB, special interest topics 546 million Global Yes
Youtube Visuals that validate pride in UB, special interest topics 2 billion Global* Yes
Pinterest Visuals that validate pride in UB 265 million Global* Yes

Get a sense of the channels, review our training

Getting Started With Facebook
Getting Started With Snapchat

Footnotes:
^ U.S., Canada and Europe
* Blocked in China

Sources:

https://www.thesocialmediahat.com/active-users
https://datareportal.com/social-media-users
https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
https://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
http://expandedramblings.com/index.php/snapchat-statistics/