Which Social Networks Should You Advertise on in 2021?

Whether or not you employ it to complement your current inbound marketing efforts or it makes up your complete technique, you’ve in all probability used social media to fulfill your advertising aims.

There are numerous social media platforms to select from, and every comes with a consumer base that brings totally different promoting potential. Though there are such a lot of platforms, HubSpot advertising specialists Kelly Hendrickson and Andrew Delaney don’t assume that try to be utilizing all of them.

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Hendrickson says, “In the case of selecting which social platforms to put money into, there’s typically not a one-size-fits-all reply.” It’s because, primarily based on your online business’s purchaser personas and advertising objectives, sure channels will assist your commercials acquire extra traction, whereas others will not be as impactful.

This publish covers six totally different social media platforms to present you an understanding of when you must and shouldn’t elect to make use of them in your social media promoting technique.

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Which social networks do you have to promote on?

When deciding which social networks to make use of, Delaney says, “It’s tough to advocate one platform or one other for social promoting.” It’s finest to take a holistic view of your wants, what the platform has to supply and go from there.

That being mentioned, some social networks are higher geared up for assembly total advertising wants than others, and we’ll focus on these beneath.


Fb has round 1.82 billion daily active users and is among the hottest social media platforms. It’s also the main advertising platform worldwide, with 91% of B2B and 96% of B2C entrepreneurs utilizing it for advertising and marketing.  

Given this, Hendrickson says, “For higher or for worse, each enterprise wants a Fb promoting presence.” The platform has essentially the most highly effective instruments for optimizing and focusing on, enabling entrepreneurs to create a real purchaser’s journey inside the platform. Hendrickson provides, “It’s additionally a number of bang to your buck,” which means that conversion charges on the platform are excessive (4.7%, to be exact).

facebook advertising

Whether or not you’re a software program firm or a clothes enterprise, you’ll doubtless discover success on Fb, particularly should you use their advert administration instrument and create a Facebook marketing strategy that fastidiously considers your goal audiences.

You’ll be able to consider it like this: 15% of Fb customers use the platform to find and shop for products. Suppose you’re an eCommerce enterprise that has focused the fitting audiences to your commercials. In that case, the networks’ excessive conversion charges say that your goal market, who’re already utilizing the platform to buy, are more likely to make purchases primarily based in your adverts.

Must you select to make use of Fb, you should utilize automation software program, like Perfect Audience, to make sure that you’re constantly nurturing leads and focusing on essentially the most certified prospects. Excellent Viewers helps you generate lists of customers on Fb which might be most definitely to develop into prospects and re-targets them for steady affect.

Should you’re a HubSpot consumer, the instrument integrates with Advertising Hub, and you may analyze marketing campaign success and observe conversions. When you perceive who your most certified prospects are, Excellent Viewers helps you constantly re-target these prospects to maximise your affect. The picture beneath shows a abstract of a marketing campaign evaluation on the Excellent Viewers platform.

perfect audience hubspot integration campaign analysis demo

When shouldn’t you promote on Fb?

Regardless of being helpful for many companies, there are nonetheless occasions the place promoting on the platform is just not as useful.

For instance, should you don’t have a deep understanding of who your audience is, it could be finest to position Fb on the again burner till you’ll be able to acquire a radical understanding of who they’re. Whereas advert focusing on on Fb is particular, and the algorithm learns out of your leads over time, the method begins with a pre-existing record of teams to focus on.


Instagram is a visible social media platform, favoring high-quality pictures and video content material. The community has round 500 million each day energetic customers, and 62.7% of its world viewers are between 18-34 years previous. When it comes to consumer exercise, 70% of buying fanatics report utilizing the app for product discovery.

Contemplating these information, Instagram might be very worthwhile for B2C companies (82% of B2C entrepreneurs are already using it), particularly those who use high-quality images and visuals to draw leads and drive conversions. Instagram has not too long ago re-designed their cellular utility to be more shopping focused than ever before, making it simpler to promote and promote merchandise while not having prospects to navigate to a web site storefront.  

As well as, Instagram is useful for eCommerce companies as a method of customer support. Moderately than having customers electronic mail questions or name customer support, you’ll be able to ask followers to instantly message you with questions, remark in your posts, and you may even publish educational movies explaining how your merchandise work.

So, in sum, should you’re an eCommerce enterprise that may produce high-quality visible content material to draw and interact leads, Instagram is value contemplating.

When shouldn’t you promote on Instagram?

Not like Fb, Instagram actually solely caters to B2C companies. Should you’re a extra company enterprise not targeted on particular person client purchases, you’ll doubtless have some bother advertising on Instagram and cultivating engagement.

Nonetheless, utilizing Instagram and never producing the high-quality content material that the app requires received’t help in your advertising efforts. Customers on the app anticipate high-quality content material, so having these visuals is essential, no matter your online business sort. Should you don’t have the time or the means, turning to a distinct platform will doubtless carry extra success as you dedicate time to study Instagram and create high-quality visible content material for future use.


Twitter is a micro-blogging social media platform, with 330 million month-to-month energetic customers and 145 million daily active users. It’s common in 20 different countries, and its customers ship out round 500 million tweets per day.  It’s additionally common with companies, as 59% of B2B entrepreneurs and 53% of B2C entrepreneurs use the platform to meet their marketing goals.

Like Fb, the probabilities for publicity on the app are extremely excessive due to consumer rely. Hendrickson says that, due to this, “Twitter is nice to construct consciousness to your model and repute as a thought chief.”

social network advertising

A few of Twitter’s major options, like hashtags, make it straightforward to succeed in all kinds of audiences with out having to focus on them particularly (plus, hashtags don’t include a price ticket). It’s value noting that tweets with hashtags get 100% more engagement.

Along with natural promoting, Twitter additionally has focused advertising choices that let you promote content material to your key audiences.

Briefly, there are a selection of companies that may promote on Twitter. Smaller firms that will not have a big promoting finances can use free focusing on with business-related hashtags. So can bigger B2B enterprise companies (as HubSpot does) that use paid promoting. Twitter will also be useful for any enterprise with a big understanding of their buyer base, as advert focusing on lets you choose related classes and demographic teams which will develop into certified leads after seeing your campaigns.

Nonetheless, Twitter is just not the platform that can herald a big quantity of website visitors conversions.

When shouldn’t you promote on Twitter?

Hendrickson says, “On the lookout for website visitors? Twitter might be not your good friend. It’s powerful to ask that viewers to click on and go away the platform.” In case your total advertising aim is to drive conversions to generate website visitors, it’s finest to look elsewhere for these metrics.

Though there are methods to focus on particular teams by hashtags with out spending cash, there’s solely a lot you are able to do organically on Twitter to generate constant engagement with out constant virality. Should you’re a smaller enterprise with a restricted finances, counting on hashtags and mentions to promote your online business will make it difficult to carry out towards bigger, established companies on the platform.

It might be finest to then select a platform that speaks extra to your wants and use Twitter as a supplementary advertising channel.

Which social networks shouldn’t you promote on?

All the above platforms work for particular promoting wants. Nonetheless, entrepreneurs with totally different objectives can nonetheless develop a presence on the app and construct their technique till they want these advertising aims. Delaney says, “Your success on totally different social media platforms can range relying in your aim or goal, in addition to your trade and the place your audience spends your time.”

social media channels to advertise on

There are different social media platforms whose viewers and goal demographics are so particular that it is going to be difficult to seek out success with out assembly their area of interest necessities, like LinkedIn and TikTok.

That being mentioned, this doesn’t imply that you must by no means take into account these platforms. As an alternative, their consumer base is so niched that companies who don’t have an express want for what the platform has to supply doubtless can’t make use of it.

Under, we’ll go over these two platforms, what they can be utilized for, and provides entrepreneurs an thought of when they are able to make use of those platforms sooner or later.


LinkedIn is a singular social media platform, catered fully in the direction of companies and dealing professionals. Though its consumer base is extraordinarily particular, LinkedIn has highly effective, focused advert capabilities that may assist entrepreneurs attain over 690 million users.

The prices of working LinkedIn advert campaigns are comparatively excessive. Nonetheless, the audiences you’ll attain are higher-quality than different websites as a result of leads are far more certified than different social media channels. Your adverts will all the time be seen by business-minded people focused primarily based on related demographic info like job title, claimed trade, and dealing location.

Along with its larger prices, LinkedIn doesn’t have excessive click-through charges (the average is .45% decrease than Facebook).

Due to its exclusivity, eCommerce companies and B2C companies will doubtless have little success of their LinkedIn advertising efforts, as platform customers don’t browse with the intent of creating purchases as they might on Instagram or Fb, and even lower than they might on Twitter.

Having mentioned that, B2B companies that use the platform might have one thing to realize.  

When do you have to promote on LinkedIn?

82% of B2B marketers report utilizing LinkedIn as a method of networking and making skilled connections. Whether or not you’re hoping to lift model consciousness, get occasion registrations, promote job alternatives, or recruit new staff, LinkedIn’s ad manager will enable you designate goal audiences and draw within the leads you want.  

Should you’re seeking to promote a brand new job alternative, use LinkedIn. Should you’re hoping to community and develop connections in your area, use LinkedIn. Should you’re a recruiter, use LinkedIn. The price of promoting on the platform pays off for many who use it as a result of, as talked about above, the leads are considerably extra certified than they might be should you have been to promote a job on Fb.

Should you select to include LinkedIn into your B2B advertising technique, utilizing a platform like RollWorks may also help you observe marketing campaign success and perceive if the platform is worth it to your advertising technique. RollWorks provides you with marketing campaign metrics within the type of exercise graphs that present overviews of conversions, price per click on (CPC), and return on investment (ROI).

RollWorks might be integrated with HubSpot, permitting you to get an summary of your marketing campaign success throughout all platforms.

However, B2C companies do have alternatives to make use of LinkedIn for quite a lot of totally different eventualities in addition to engagement and conversions. For instance, should you’re a B2C firm seeking to open a brand new storefront in a wholly totally different metropolis, utilizing LinkedIn to promote job postings might be useful. The advert focusing on will enable you phase related audiences in that location and recruit professionals finest suited to these positions.


TikTok is a comparatively new promoting platform for entrepreneurs to make use of. The corporate not too long ago launched TikTok For Business, the place entrepreneurs can study TikTok promoting and create adverts which might be finest suited to the app.

The social media community has not too long ago taken off and is out there in 155 totally different nations, with over 600 million active monthly users. These customers spend extra time on the app than every other social media website, having a median session time of 10.85 minutes. Given this, the promoting potential on TikTok is excessive, particularly on the subject of consciousness and engagement.

TikTok, like over visible platforms, favors high-quality movies, however the popular sort of video content material is totally different, which makes it tougher to seek out success. It’s because TikTok is common amongst Technology Z, and most of its customers are between the ages of 10 and 19. Whereas the app may give you publicity to a youthful viewers than most different social media apps, this demographic could be very particular within the forms of content material they get pleasure from. They shrink back from ‘sales-to-drive’ leads promotions and like casual behind the scenes content material adverts.

They prefer to see a extra human aspect of your online business, like who creates the merchandise you produce and what day-to-day appears like for your online business staff. If your online business is just not ready to fulfill these wants, it is going to be arduous to profit from the excessive engagement charges that TikTok has to supply. Nonetheless, there’s all the time room for development and companies to plot a advertising plan that favors TikTok preferences.

When do you have to use TikTok?

Companies that can discover essentially the most success on the app are able to, or already, create and publish behind the scenes, natural content material on their account. Should you’re a clothes firm, this might appear like a behind the scenes video of a photoshoot to your new clothes line.

In case your model or enterprise is B2B targeted and sometimes creates sales-driven formal content material, using the platform would require a big quantity of focus diverted to a TikTok advertising technique to make the content material it prefers. Henrickson says, “In the case of newer or extra experimental channels like TikTok, they’re value attempting if in case you have the sources. Beating the competitors to a platform and succeeding is nice, but when your different tried and true channels endure due to it, it in all probability isn’t the fitting transfer to your model in the long term.”

advertising on social media platforms

That being mentioned, if your online business is seeking to department out and produce content material to show a brand new, human aspect of your organization, TikTok is a superb place to start out, particularly since engagement charges are larger than Instagram and Twitter across all follower levels. Utilizing the platform may also help you diversify your content material varieties and share a artistic aspect of your online business.

Moreover, TikTok does favor influencer marketing and influencer content material. If your online business already makes use of the sort of promoting, utilizing TikTok as a spot to publish this content material is value contemplating.

Making Your Last Choice

Selecting the platform you’ll use to execute your advertising technique is dependent upon your total enterprise objectives and enterprise sort. Should you’re consumer-purchase targeted, you need to use a platform that can entice your viewers to buy your merchandise, like high-quality Instagram images. Should you’re a recruiting firm, you need professionals to know that you just’re severe about your efforts and never working a rip-off, like LinkedIn job postings.

Delaney says, “I’m normally in favor of testing out numerous forms of artistic content material throughout totally different aims and audiences on a number of platforms, iterating on these outcomes, and evaluating over time.” You could discover {that a} platform you initially thought was finest doesn’t draw within the outcomes you have been hoping for.

Should you analyze your marketing campaign metrics and take note of the campaigns you run, you’ll get the knowledge it is advisable to make educated choices about your advertising efforts. You’ll be able to decide which platform affords one of the best outcomes for your online business and use that to tell future media placements.

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