It is rare these days for any organisation’s engagement/communications strategy not to include at least one social media channel. In these times of social distancing where the social usage stats are the highest they’ve ever been it’s become an even more valuable channel, worthy of further serious consideration. But what content goes to which channel for which audience demographic? We have looked at some of the major players, analysing their purpose (what it is), profile (audience demographic) and potential (in terms of the opportunities it presents.

Linked In

Purpose: An employment-oriented service used for professional networking, sharing content and recruitment.

Profile: Vast age range concentrated through peoples working lives with 38% between 25-34 years old, 30% between 35-54 and 24% of users in the 18-24 year old category.1

Potential to:

  • Share knowledge, events, business initiatives etc.
  • Recruit employees with; adverts, stories or your workplace etc.
  • Recruit corporate organisations into your membership


Purpose: Social networking service to post comments, share photos and post links, chat live and watch short-videos. Also includes; Facebook Messenger, Facebook Live, Facebook Portal.

Profile: The largest age range of users is 25-49-year olds2.

Potential to:

  • Share personal stories of employees, members, beneficiaries
  • Promote charity fundraisers and results
  • Be motivational, engaging and interactive (polls, questions etc.)


Purpose: A microblogging and social networking service for news and content sharing.

Profile: A more even spread of users being between 18-49 years.2

Potential to:

  • Broadcast with less effort as content is brief
  • Voice opinions, tell jokes and share trends
  • Share articles and news
  • Push out campaigns and initiatives.


Purpose: The channel encourages publishers to post images and videos for users to find inspiration, discover new interests and share.

Profile: Similar to Twitter, Pinterest users are spread more evenly between 18-49 years.2

Potential to:

  • Post resources
  • Share visual aids, ideas and inspiration
  • Promote your merchandise


Purpose: A multimedia messaging app used globally to make connections and send short videos, doodles and messages with time limited availability. Features include filters for photos and Snapmaps.

Profile: The largest age bracket of users is 18-24 year olds.2

Potential to:

  • Promote your product /lifestyle – show users what they could do.
  • Share fundraising initiatives (e.g. the icebucket challenge / no makeup selfie)
  • Push out images and memes that support your brand and message.


Purpose: An image and video-sharing social networking service (owned by Facebook) with the ability to add captions, location and edit filters.

Profile: The platform requires users to be over 13 old, the largest age bracket of users is similar to Snapchat in being 18-24 year olds.2

Potential to:

  • Share photos and Stories (videos pulled after 24hrs) to promote your work.
  • Live stream events/talks
  • IGTV offers ability to share longer videos (that unlike Stories remain beyond 24hrs)


Purpose: The latest large contender in the social circuit, TikTok has shot to popularity through its short-form mobile video-sharing service (formally known as onto which effects can be overlaid. Dedicated to ‘inspiring creativity and bringing joy’ TikTok was ranked as the 7th most downloaded mobile app of the decade.

Profile: The legal age of use is 13, and whilst stats indicate that users are predominantly 16-24 years old’, there are concerns that younger users have simply falsified their birth date.

Potential to:

  • Attract the attention of a young demographic through the short-form video medium
  • Convey a fun/creative personality/aspect of your organisation or work
  • Promote campaigns such as fundraising initiatives and grow audience through encouraging people to share their participation videos.

Social media can provide organic (free) access to audiences you may not otherwise reach. All this at a time that’s convenient to them, when they are more likely receptive to new things. All social media channels offer some form of paid engagement, whether its advertising, sponsored posts or PPC. When considering your social media strategy, like with any engagement work, start with the who to determine where you should be and what you should be doing. To optimise the value of the opportunity make sure that you use tools for visibility such as mentions (@), hash tagging (#) and aligning yourself with trending topics for the right reasons.

If you want advice on your digital brand representation, social media, engagement or content strategy get in touch.