What is the cardinal rule in marketing? Know your audience. When you really know your audience, you know where they will be looking when they are most easily influenced. With social media quietly taking over our world, it’s easy to see that you will likely find your audience on one of these online platforms. Obviously, it would be helpful to investigate this avenue for your advertising.

Even if you aren’t an expert on the inner workings of social media, setting up an advertising campaign on one is not difficult at all. And it is definitely worth your time, as studies have shown that despite the low cost of ads, social media advertising is extremely profitable.

But not every social media outlet is created the same. You need to do some research to find out which one is best for your product. Different sites attract different demographics. Fortunately, we have taken the first step for you.

Facebook

If you are not advertising on Facebook, regardless of the demographic you are trying to reach, that needs to change. Not only is it the biggest, and still growing, it’s the best at targeting audiences for you. First, let’s not ignore the fact that 71% of all American adults with internet access actively use Facebook. If they are there, why are you not? Second, they make it easy to pinpoint who needs to see your ads. You can narrow your categories down to exactly who you think would be interested in your product. It’s even possible to reintroduce your product to those who may have initially seen your brand but not acted upon it. They also show your stats so that you can see who might be interested and catch a demographic that you didn’t even expect. And there’s not much to lose on a Facebook ad campaign. With a cost of about 25¢ to reach 100 people with your ad, it’s something every business owner can afford.

Twitter

Twitter is a different animal when it comes to who’s using it. You’re going to find a different demographic using this platform, and you need to be aware of that when you consider advertising there. Although you will find almost 321 million active daily participants here, the age range is much younger (though not as young as those on Instagram or SnapChat.) While you won’t be able to target demographic groups quite as finely as you can on Facebook, you will be able to find the followers you need by checking out the followers of your competition. And due to the lack of other advertisers on Twitter, your ads are that much more likely to find the right audience.

Instagram

Ah Instagram. The wave of the future, for at least as long as the future of social media consists of 18-29 year-olds. If your target audience is under age thirty, you should make sure you have an advertising presence on Instagram. Only 11% of users are over age 50, so if you are targeting baby boomers, you should be able to find them pretty easily on Instagram with their targeting algorithms. What’s tricky with Instagram ads is the pricing, which is pay per click. So, there isn’t a good way to plan for how much you will be spending. But the good news about this method of collection is that you’ll be paying for what you get. If you wind up spending a lot, chances are you are seeing a lot of business to make up for it.

Instagram does not have its own ad manager, so they actually work within Facebook’s ads. So be sure you have a presence on both sites. If you are looking for some help trying to get started on Instagram, this site can help.

With so many adults spending at least a little of their spare time on social media, it makes the perfect place to show off your brand. Make sure you know what platform works best for you, and you’ll have the easiest marketing plan you’ve ever had to create.