How to know which social media channels to use

The number of active people on social media is growing year on year. This makes platforms such as Facebook, Twitter and Instagram excellent marketing channels for your site.

Before deciding which platforms you should be using, consider your target audience and what’s most popular with that age demographic. You want to make sure the right message is reaching the right audience.


Facebook is still one of the most widely used social media platforms with a wide range of ages actively using the site. 56% of people who are aged 65+ use it, showing that Facebook is a good channel to build a strong presence on no matter who your audience is.

Though there is talk that Facebook is losing some of its younger audiences, 87% of 18-29 year olds are still using the platform. If you’re trying to target a younger audience, you should also consider using other platforms that are popular with younger demographics, such as Twitter and Instagram.


Twitter can increase your brand awareness and help you to share information easily with your audience. With 37% of 18-29 year olds actively using Twitter, it’s a quicker and fast paced way to engage with your community. If your site is aimed at the General network, you may find that this is a good way to reach them.

Only 10% of those aged 65+ actively use the platform, meaning Twitter may not be an effective way of advertising if you’re trying to reach a Mature network.


By sharing relevant and engaging content, blogging allows you to build a stronger connection with your audience. Members will look at blogs for dating advice, profile tips and to gain a better understanding of your brand. It’s important you post regularly on your blog, even if it’s just once a week. This consistency will help members form a sense of trust in your brand.

Whether your site is aimed at the General or Mature network, all age ranges look at blogs as they are easy to find with a simple search in Google, Yahoo or Bing.


With over 300 millions users and over 60 million photo posts each day, Instagram is an increasingly popular social media tool. It is widely popular with the under 30’s, with 53% of 18-29 year olds actively using Instagram.

It’s great to have an Instagram presence whether you choose to advertise through it or just set up a page. If your site is for a younger and more tech savvy audience, they will be impressed when they recognise your brand.

For more information or to speak to the Partner team about setting up a social media site for your brand, please get in touch with the Partner Team here.

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