If you’re running a small business, startup, or operate as a solopreneur, chances are your time and manpower are limited. You likely wear a number of hats and have various goals and objectives to reach in your business. This means when it comes to curating content for social media platforms, you need to identify the kind of content that performs best on the different platforms and who you’re trying to reach.

According to a Pew Research Center survey done in March 2018, 68% of US adults used Facebook and 73% used YouTube on their phones. Among US young adults ( between 18-24 years of age), 78% use Snapchat and 71% use Instagram, and 45% use Twitter. 94% of young adults in the US aged 18-24 years old, use YouTube.

So, as you can see, different age groups gravitate more towards different platforms, so if your target audience is in a particular age demographic, you should definitely do further research on where they’re “hanging out.”

Let’s take a look at the top platforms and what to post, because you should not post the exact same thing on each platform. It’s important to remember that people follow you on different platforms for different reasons, so don’t bore them with the same content.


With it’s clickable link feature within posts, Facebook makes it really easy to drive traffic from it’s platform to your own. Because of this, Facebook is a great place for announcements, event details, sharing more information about your company, blog posts, and newsletter sign ups. People often come to Facebook to get information and to find out what’s going on.


Instagram is the place for pictures. People go to Instagram to see beautiful images, useful videos or stories, and to find inspiration—in a sense. To notice the “ambiance” of Instagram is to see that it is a place where much less division and debate occurs and where brand building can really happen.

This is the place where you want to share your best photos—photos of food from a yummy recipe you just made or photos of some behind-the-scenes action going on in your business.


Twitter is for one liners. It’s for quick interactions with consumers, announcements, networking and reputation management. While other platforms focus on distributing and consuming content, Twitter is meant for interaction, so it’s a place where your focus should be on adding value to a conversation and differentiating yourself.


The younger generation loves Snapchat because it provides a way to share a moment to a direct person in an immediately consumable format that feels temporary ( despite the fact that screenshots can be captured). It “feels” more private than Facebook and people love to send wacky pictures with funny faces or quirky filters.

Businesses use Snapcat to give “access” to live events and deliver sneak peeks and exclusive announcements before they roll out on a bigger scale. Like on Instagram and Facebook, they partner with influencers and run promotions or campaigns.


One of the top reasons people use YouTube is to seek information. It’s a great place to share educational content, which can better inform your audience and introduce new people to your business.

This is a quick rundown of the kind of content people get from the top social media platforms and where adults and young adults are spending their time online. Definitely dig into the research for your business, but remember—each platform has a different person, which means your audience should see a slightly different side of you on each one.

If you’re already curating content for social media and you’re in need of social media share images or business cover photos for your social media platforms, I’d love to help.

Reach out to me via the contact page for more information.