Pixel Fish Digital Marketing Blog

Twitter Vs Facebook Vs Instagram Vs LinkedIn: Which is Right for You?

Posted by Kevin Fouche on Sep 19, 2018
Kevin Fouche

Social media offers businesses the unique opportunity to connect with - and communicate to - their existing and potential customers. To know which social media platform is right for your business, you will have to ask yourself who your target audience is.

itter Vs Facebook Vs Instagram Vs LinkedIn

Social media allows you to create a relationship between your customers and your brand. Social media allows your business to effectively target demographic groups so that they are able to see connections between their needs and your product or service. Selecting the right social media platform for your business will largely depend on which demographic groups you wish to target.

Facebook has over 2 billion users worldwide, with 47% of those users being over the age of 35. Twitter, in comparison, have 271 million users worldwide, with 35% of those users being aged between 18 and 29. Instagram has around 700 million active users, and of that number a whopping 59% are between ages 18 and 29. LinkedIn currently has around 550 million users and has been around longer than Facebook or Twitter. LinkedIn, however, sits apart from the other social media platforms as it is a business-focused site.

Twitter Vs Facebook Vs Instagram Vs LinkedIn

To select which social media platform – or platforms – are right for marketing your business, let’s look at them one by one:


  • Facebook is the most popular social network among middle-aged adults.

  • Facebook is popular in both rural and urban areas.

  • Facebook is popular with those at every income level and those of every educational background.

  • Facebook users are more engaged than users of other social networks with 70% of users logging on daily and 43% logging on more than once daily.

What do these statistics tell us? Pretty much that everyone who uses the Internet as a communication tool is on Facebook regularly.

Facebook Pros and Cons:

  • Facebook gives brands the opportunity to create their own business page and offers the tools to be creative, such as live video, offers and slideshows.

  • If a Facebook user goes ahead and decides to ‘Like’ your page, they become you ‘Follower’ and your posts will appear in their News Feed. Over time, if this user is not interested in your posts and does not ‘Like’ or ‘Share’ them, it is possible with the algorithms that Facebook runs that your posts will disappear from your Follower’s News Feeds.

  • Facebook’s Page Insights and Analytics will help your business determine if your business page needs improvement or is on track.

Facebook Suitability: Facebook is ideally suited to small business, as it allows you to fine-tune your target audience. You are able to create big bang for small bucks if you use clever content and correct targeting.


  • Instagram is like breathing for our younger generations. The photo-sharing site’s users are increasing daily. More than half of it’s 200 million active users are between the ages of 18 and 29 - with most of these users visiting the site daily.

  • Instagram is mostly accessed via mobile and is more heavily-used by affluent youth.

Instagram Pros and Cons:

  • Instagram is all about photo and video content and is a great way to build a brand community.

  • Getting the content right and using hashtags (so that users can find your posts) are both key here.

  • Instagram is designed for customer engagement and visual appeal.

Instagram Suitability: Instagram is great for clothing brands, restaurants, gyms and make-up brands. Hairdressers also do very well on Instagram. If your products and services are image-based, Instagram is a must.


  • Twitter has become a conduit for news, particularly with users between 18 and 29.

  • Twitter provides a way for users to follow real-time news feeds, and charges advertisers for the promotion of targeted messages.

  • Twitter’s users are generally younger, with 95 million in 2014 stating they were aged between 18 and 29; (compared to 54 million users stating their age as being between 30 and 59 and another 44 million users stating their age as 50 and above).

  • Twitter is far more likely to be used by people living in urban areas and is much less popular with those in rural areas.

  • Twitter is more popular among the affluent and the highly educated.

  • Popular with celebrities, politicians, journalists and news outlets, it is also well-liked by businesses in the tech sector.

Twitter Pros and Cons:

  • Twitter offers you the opportunity to ‘Tweet’ messages of a few sentences in a public way. The content is short and to the point. While good for promoting an event or positioning yourself as a thought leader, any message with substance will struggle here.

  • Twitter is great for answering customer concerns in real-time (but only if you have the ability to be available to respond in real-time).

Twitter Suitability: Business that want to reach journalists would benefit from Twitter.


  • You can create a company page, run LinkedIn Polls and participate in relevant groups.

  • LinkedIn can be used to position your business as an ‘expert’ on a topic by sharing your business knowledge and helping others find solutions to their problems using LinkedIn Answers.

  • Sharing content regularly – as with all social media sites – is the key to your ability to reach and convert using LinkedIn.

  • LinkedIn is a great way to target your sales prospects. Using LinkedIn’s tools, you will be able to fine-tune to reach your ideal audience.

LinkedIn Pros and Cons:

  • LinkedIn is a business-focused site – which in itself, depending on your requirements, can be both a pro and a con.

  • LinkedIn is great for networking opportunities, however due to it’s solely business emphasis, it isn’t as ‘social’ as other social media platforms.

LinkedIn Suitability: B2B companies would particularly benefit from using LinkedIn.

As a business owner, deciding which social media platform you are going to dedicate your time to is an important decision. Social media, unlike any other form of media, gives you the power to engage with your customers to create a relationship, therefore it is essential you get it right. Have a look at what platforms your competitors are using and analyse their use of these platforms from the perspective of a potential customer. What feels right and fits with your brand may not be the same as what fits your competitors, after all, your products or services may be similar, but you may be targeting a very different audience.

Next, you may want to check out our other blogs on Small Business Social Media Best Practice, The Future of Social Media For Small Business or our blog on Social Media Mistakes to Avoid.

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Topics: Social Media