Despite the boom of new social media platforms in recent years, there are 3 constant players that have remained at the top of the game: Facebook, Instagram & YouTube, however, Facebook continues to be the #1 social network worldwide as well as the one with the most users. 


During the first quarter of 2020, Facebook reported that it had a mind-blowing 1.73 billion daily active users (DAU) and  2.6 billion monthly active users (MAU). That still makes Facebook one of the most relevant social media platforms for any business to be in, none the less there are a myriad of new social media platforms popping up almost every day, so the question remains then…how to keep up with what’s relevant to your business?


The answer is not that straightforward, but one could say that it all starts with the ideal customer… as long as you have a clear understanding of what your target market is and who is your ideal client then you have done 90% of the work. After that comes the fun part… you must match the profile of your ideal customer with the platform that they are most likely to use most often, and how do we find that out? Well, that’s exactly where this handy guide comes into play.


We are about to breakdown the 3 most popular and fastest-growing social media platforms in the North American market so that you can make a smart and informed decision about where to invest your hard-earned money.


1. LinkedIn

LinkedIn has established itself as one of the most sought-after Business to Bussiness (B2B) platforms on the internet due to services such as E-learning, Professional networking, LinkedIn Ads, Sales Navigator and Showcase Pages among others.


So what exactly can you do on LinkedIn? These are just a few examples: 


  • Company milestones
  • Industry-relevant news
  • Important announcements 
  • Highlight someone from your team


Growing your LinkedIn following means understanding which types of content resonate with your audience. The good news is that LinkedIn gives you a ton of freedom when it comes to what you can publish. For example, text-based posts, videos, infographics and you can even apply to go live with interesting and professional content.


Furthermore, the data that you can mine from the LinkedIn analytics is where the real gold is. Things such as getting to know your audience based on:


  • Industry: This is specifically important if, let’s say, you are a salesperson in the pharmaceutical field but you are looking to reach out to businesses only in the medical field, see how this tool can be helpful to narrow down your leads? Not only will you see if you’re appealing to the right audience, but you might get ideas for new industries to target as well.


  • Company Size: are you looking for small business owners or enterprise-sized companies? This data breaks down your audience by how many employees the companies have.


  • Seniority: This information is key because, depending on your brand, you may be trying to reach lower, mid or high-level employees. The seniority demographics allows you to target the appropriate audience.


  • Function/role: Knowing what role your audience serves will help you share content that resonates with them  For instance, comparing nurses versus IT professionals in the medical field is like apples and oranges.


Needless to say, if your business is primarily focused on B2B then this is the #1 platform to be in and explore.


2. TikTok 

After launching their campaign: “Don’t make ads, make TikToks” in June of 2020, the social media platform made it official that they are in it for the long run and that they mean business.


This “TikTok For Business” umbrella includes TopView, which is the ad that appears when you first launch the TikTok app, Brand Takeover which is a full-screen ad that appears on the wall before the user-generated video appears, In-Feed Videos or In-Feed Ads are the video ads that appear in between user videos as you scroll through your “For You page”, Hashtag Challenges and Branded Effects.


Similar to Instagram & Facebook, on this social media platform you can create “Custom Audiences” and “Lookalike Audiences” to reach new audiences that are similar to your existing ones and TikTok’s advertising platform-tools automate the process of creating, delivering, and optimizing your ads.


TikTok Ads currently has two budgeting options: daily or lifetime. With both options, you can adjust your budget anytime throughout your campaign. You can also target your audience by gender, location, age, interests, and other unique variables.


Around 50% of TikTok’s audience is under the age of 35 in the U.S., with the majority of that audience concentrated amongst those between the ages of 16 to 24 and the content that works well in this platform is mostly: entertaining, comedic and sometimes nonsensical short-form video content.

3. Likee

With their catchy but effective slogan: “Likee – Let You Shine” this Singapore based company has managed to turn quite a few heads at the tune of 150 million monthly active users as of June 2020 according to Tech Crunch’s article: https://techcrunch.com/2020/08/13/likee-150-million-monthly-users/


The app’s capabilities include visual effects such as 4D Magic and Dynamic Stickers, as well as video shooting and editing, among other things it’s what has positioned Likee as one of TikTok’s fastest-growing rivals. 


The video-sharing social media platform has established itself as a dominant player in Indonesia, China, Russia, India, and Latin America and will soon make its way to North America. Likee is well-positioned to capitalize on market demand for an easy-to-use video creation and sharing platform.


An important point to consider when using Likee for your business is the demographic that it represents. For the past decade, there has been considerable discussion about how to understand and reach Millennials however, there is a new generation called the Gen Z, roughly those born between 1995 and 2010, meaning kids as young as 11 years old and young adults as old as 26 years old, which are the newest focus.


We hope this article has helped you, if you want to learn more about other areas of marketing management check out this article about the importance of e-mail marketing: 




By Diana Gonzalez


Open chat
Can we help you?