After hearing everyone tell you that you absolutely need to be on social media, you’ve finally decided to take the plunge. The problem? Those same people rarely tell you which platforms are right for your business. With so many options, it can get overwhelming—that’s where we come in. This article highlights the main social media […]
After hearing everyone tell you that you absolutely need to be on social media, you’ve finally decided to take the plunge.
The problem? Those same people rarely tell you which platforms are right for your business.
With so many options, it can get overwhelming—that’s where we come in.
This article highlights the main social media platforms available, along with key data to help you make an informed decision about where to invest your time and money. And if you’re still unsure, give us a call—we’ll be happy to help!
2.8 billion—that’s the number of monthly active users on Facebook. In Quebec alone, over 5.49 million users scroll, like, comment, and share (yes, even cat photos).
One of the first platforms of its kind, Facebook has maintained its strong presence over the years.
Despite an aging user base, 49% of users are between 25 and 49 years old—making it still highly relevant.
Contrary to popular belief, Facebook remains valuable for building a community. However, if your audience skews younger, platforms like Instagram and TikTok may be a better fit.
The key to social media success is simple: know your audience, then choose the right platform.
Reach a massive audience
Great for community building
Advanced business tools
With tools like groups and Messenger, you can engage directly with your audience. By posting regularly and interacting with followers, strong results are achievable.
Platforms like Creator Studio and Business Suite help you manage your page professionally. And if organic reach isn’t enough, Facebook Ads allow you to boost results—even with a small budget.
Post frequently (at least 2–3 times per week)
Don’t be afraid to use paid ads
Focus on content that encourages interaction
The third most-used social platform in Quebec, Instagram is especially popular among younger audiences.
With over 1.3 billion users, it plays a major role in shaping trends and culture. Features like Stories, Reels, and IGTV allow businesses to push creative content further.
Globally, 62% of users are between 18 and 34 years old.
Showcase your brand visually
Build closer, more personal engagement
Meet audience expectations
Instagram is highly shareable—users can tag your products in posts and stories, creating free exposure.
You can also:
Use polls and Q&As
Sell directly via Instagram Shopping
Post high-quality visuals
Post at least 3 times per week + daily stories
Use relevant hashtags
With around 397 million users, Twitter is less dominant but still valuable.
However, building a community as an SME requires significant time and investment. Users are there mainly for news—not promotions.
Mostly users aged 25–44, with 60% male and 40% female. The platform is primarily mobile.
Monitor trends (social listening)
Stay updated on industry news
Provide customer support
Evaluate ROI before investing heavily
Post at least once daily
Study how your industry uses the platform
With nearly 800 million users and about 17 million in Canada, LinkedIn is the go-to professional network.
Average age: 44
Audience: professionals, executives, entrepreneurs, and graduates
Lead generation
Recruitment
B2B networking
It’s a great place to showcase your company’s human side, share case studies, and highlight achievements.
Humanize your brand
Post 2–3 times per week
Provide valuable insights and advice
With over 1 billion users and rapid growth, TikTok has become a major cultural force.
Primarily Gen Z (born 1997–2012):
28% under 18
35% aged 19–29
Massive organic reach
Fast results
Strong brand humanization
Success on TikTok requires authenticity—brands that feel natural and relatable perform best.
Post at least 3 times per week
Respond to all comments
Follow trends and add your own twist
With 122 million daily users globally, YouTube remains a powerful platform—especially among younger audiences.
77% of users are between 15 and 35 years old.
Educate your audience
Share long-form content
Answer questions through video
Example: A construction company could create videos explaining material choices—building trust before customers even visit.
Focus on high-quality content
Stand out creatively
Treat your channel like a blog
Often seen as a messaging app, Snapchat remains popular among younger users.
60% aged 18–34
Strongest among 11–24-year-olds
Create custom filters
Build closer relationships
Showcase behind-the-scenes content
However, reach is often limited to existing followers, making virality harder.
Create exclusive content
Post frequently (content disappears after 24h)
Use it as a bridge to platforms with higher ROI
If you’re just getting started, Facebook and Instagram are a solid foundation.
From there, choose additional platforms based on your audience and products.
Think of social media like a cocktail:
Your main ingredient might be Instagram—but adding a few complementary platforms can elevate the whole mix.
Be creative. Be unique. And most importantly—be yourself.
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