Lesson 2 of 6
In Progress

Which Social Media Channel?

Philip Borrowman · March 15, 2021

How do you know which platform to choose? There are some simple ways to narrow this down.


On Facebook you can create Pages or Group. This is the simplest one to go for because almost everyone is on Facebook.

A Facebook page is for brands and sales where as a Facebook group is for a community of people with shared interest. I will discuss this more later.


  • Facebook users are 1.19 billion female and 1.51 billion male.
  • Male users (19.3%) and female users (13.2%) between the ages of 25 and 34 years are the biggest demographic group on Facebook.
  • Around seven-in-ten U.S. adults (69%) use Facebook.
  • Seniors aged 65+ are the smallest demographic group on Facebook (4.8%).
  • See source + more stats


  • Everything goes. Images, videos, polls, long form text and so on.
  • Facebook is by far more flexible.
  • Facebook has a less “specific niche” audience, compared to Pinterest of Instagram.


Food recipes, lifestyle how-to articles, wedding inspiration, and outfit ideas are some of the top searches on Pinterest.

Pinterest is a visual platform so a good eye for graphic design and patience is needed here.


  • 80% of U.S. women ages 18-64 with children use Pinterest.
  • In other words, 8 out of 10 moms are Pinners
  • In 2018, more than 80% of Pinterest’s new sign ups were from outside the U.S.
  • Your main audience here is female.
  • More stats and info about audience.


  • Pinterest is purely an image platform. Visuals.
  • You can definitely use text on the images and leave comments but the main engagement here is a visual one.


This is also a visual platform. Perfect for branding and products promotion, less so for real engagement and communities.

The audience on Instagram is definitely a much younger one than Facebook or Pinterest.


Instagram is most popular with younger users: 67% of 18 to 29 year olds use the social media site.

Here are more stats about the demographic.


Much like Pinterest, this is a visual platform but more for food, brands and influencers.

There is the ability to comment but this is not a platform for in-depth engagement other than likes and shares.