In the digital era, social media has become an essential tool for communication, marketing, and brand building. However, many businesses make the mistake of wanting to be present on all platforms, believing this will increase their reach and visibility. In practice, this represents a misuse of time and resources.
Each social network has its target audience, so it’s essential to know the characteristics of each one and who they target in order to truly connect with customers and create a solid community.
According to Datareportal, there are more than 5.21 billion active social media users, representing nearly 65% of the world’s population. Usage and preferences vary significantly by age, making choosing the right channel crucial.
1. Facebook
Although many think it has lost strength, Facebook remains the social network with the most active users worldwide, surpassing 3.07 billion in 2025.
The main audience consists of adults, especially between 25 and 44 years old, although it also maintains a notable presence among those over 45. This makes it an ideal channel for businesses targeting an established adult audience.
Main advantages:
- Very precise segmentation thanks to tools like Audience Insights.
- Integration with the META ecosystem, making it easy to manage joint campaigns with Instagram and WhatsApp.
- Enhances brand visibility and creates stable communities around it.
2. Instagram
Instagram maintains solid growth and has established itself as the second most used platform, with more than 2.5 billion users in 2025.
It’s a network focused on visual content and is especially useful for brands that want to showcase their products or services attractively. Most of its audience is between 18 and 34 years old.
Key benefits:
- Favors building a strong visual brand identity.
- Allows generating traffic from posts to the website.
- It’s optimal for promoting products directly and attracting potential customers through visual content.
3. TikTok
TikTok is the social network that has experienced the greatest growth in recent years, becoming one of the platforms with the most usage time by users.
In 2025, it established itself as the favorite of Gen Z and Alpha generations, with a format that favors creativity and virality even in small accounts. The platform has a base of around 1.6 billion active users.
Strengths:
- Facilitates the creation of entertaining, original, and authentic content.
- Its algorithm enhances the reach of new and relevant content.
- Users respond better to brands that convey a close and humanized image.
It’s not about being everywhere, but about being where it really matters. Choosing the right social media according to your audience is key to saving time, effort, and money, but above all to truly connect with the people you want to attract.
Analyze who your target audience is, how they communicate, on which platforms they spend the most time, and what type of content they consume. From there, focus on the channels that best adapt to your brand’s reality.
Because a good strategy doesn’t consist of being on all social media, but of standing out on those that best fit your business.
If you have doubts about managing your business’s social media, don’t hesitate and request free consulting from the Economic Office of Galicia.
