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In terms of marketing, one of the biggest mistakes companies make is to create a wider target audience than they can effectively cover. When you’re targeting everyone, you’re not targeting anyone. This blog will introduce you to the different audiences you can reach on some of the major social platforms. If you’re not sure about what social platform you should be on, you can find out here.

Let’s get started!

Determine Your Target Audience 

  1. Focus Group
focus group, target audience, marketing icon, linear style

Once you have established your business, you need to think about future customers. Who would want your product? How will you get in touch with them? The fact is that to sell your products effectively, you need to identify who wants to buy your products while considering why they need your products in their lives. 

Every social media platform will have a different audience, which is an advantage for you. There will be different types of audiences on each platform. Depending on your business, it’s important to know who and how to target the right audience. 


VORONEZH, RUSSIA – NOVEMBER 10, 2018: Facebook logo icon

Facebook has more than 2 billion monthly active users, and there is a lot of data about Facebook users. The audience you are looking for is probably here. According to 2018 statistics: 

  • 88% of people over 13-17 use Facebook 
  • 84% of people over 18-29 use Facebook 
  • 72% of people over 30-49 use Facebook 
  • 62% of people above 50-64 use Facebook
  • 62% of people over 65 use Facebook 

Facebook has a wide range of users, making Facebook one of the most ideal places to find and target audiences. 

Over the years, Facebook has added features that allow people to optimize their data to provide businesses with more information to locate. You might need the best advertising agencies in Kenya to help you target the right audience.


Instagram is a game for young people. The audience for this app is generally younger and prefers photos and videos. Smartphones are common among the younger generation, making this social platform ideal for those with 24/7 internet access and high-quality mobile photos. 

Statistics show: 

72% of 13-17-year-olds use Instagram 

64% of 18-29-year-olds use Instagram 

40% of  30-49 people use Instagram 

21% of 50 -64  people use Instagram 

10% of people use Instagram 

 Facebook gradually decreases with the age of users, and once users reach 30 years of age, Instagram will significantly decrease. 

Part of the reason is that Instagram was not designed for desktop computers-Facebook is. To bring more traffic to their applications, they reduced the user-friendliness of the desktop version. 

If you want to find a young visual audience, Instagram is a great platform. 


Twitter is currently growing, and one of the best uses for Twitter right now is to build brand awareness. 

However, since few people use it regularly, advertising and targeting audiences may not help. 

It is one of the last social platforms to use chronological feeds (the life cycle of tweets is about 15 minutes). 

The largest audience on Twitter comes from people aged 18-29, and statistics show that 40% of people in this age group use Twitter. 


69% of 13-17 and 68% of 18-29 on Snapchat, this social platform is another good way to reach young audiences. 

The proportion of people over 30 on Snapchat is much lower, which makes it less effective in targeting specific age groups. Snapchat is another platform based entirely on photos and videos, so please pay attention to what you share. 

It should be charming and fast. 


Another growing platform LinkedIn specializes in marketing for professionals, making it unique. 

The purpose of this platform is different from other platforms. 

LinkedIn is designed for professional networks. 

Those who wish to develop a personal network use this platform for professional purposes. 

Resumes, work experience, articles, etc. are options for publishing content. Although it may have few users at present, it is a platform with the greatest growth potential. 

It lacks content, which makes the lifespan of posts longer than any other social platform. 

 As of 2018, the following are the percentages of LinkedIn users: 

29% of 18-29-year-olds

 33% of 30-49-year-olds

 24% of people 50-64 years

 9% of people 65 and older 

The proportion of people who use LinkedIn is very low, but I think that LinkedIn is an opportunity to create an existence before it emerges. 

Building your network now and developing your business or yourself is one of the things that will benefit you in the future when others join the trend. 

Social media positioning is not a “one size fits all” strategy. It must be intelligently determined and then optimized. 

The goal is to continuously create, optimize, collect information, optimize and repeat until the desired result is obtained. 

By leveraging the different audiences on each social platform, you can easily reach your target market. 

Our social media experts at Charleson can answer any questions you have about finding your ideal audience. Reach out to us here, the leading advertising agency in Kenya we’ll be happy to hear from you.

Did you find this blog helpful? Or maybe there’s something we missed out on. Why not share with your networks and leave a comment below.

Until next time, cheers!

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