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Which Social Media Channel?

Lesson 2


On Facebook you can create Pages or Group. This is the simplest one to go for because almost everyone is on Facebook.

A Facebook page is for brands and sales where as a Facebook group is for a community of people with shared interest. I will discuss this more later.


  • Facebook users are 1.19 billion female and 1.51 billion male.
  • Male users (19.3%) and female users (13.2%) between the ages of 25 and 34 years are the biggest demographic group on Facebook.
  • Around seven-in-ten U.S. adults (69%) use Facebook.
  • Seniors aged 65+ are the smallest demographic group on Facebook (4.8%).
  • See source + more stats


Everything goes. Images, videos, polls, long form text and so on.

Facebook is by far more flexible.

Facebook has a less "specific niche" audience, compared to Pinterest of Instagram.


Food recipes, lifestyle how-to articles, wedding inspiration, and outfit ideas are some of the top searches on Pinterest.

Pinterest is a visual platform so a good eye for graphic design and patience is needed here.


  • 80% of U.S. women ages 18-64 with children use Pinterest. In other words, 8 out of 10 moms are Pinners
  • In 2018, more than 80% of Pinterest’s new sign ups were from outside the U.S.
  • Your main audience here is female.
  • More stats and info about audience.
  • Format

    Pinterest is purely an image platform. Visuals.

    You can definitely use text on the images and leave comments but the main engagement here is a visual one.


    This is also a visual platform. Perfect for branding and products promotion, less so for real engagement and communities.

    The audience on Instagram is definitely a much younger one than Facebook or Pinterest.


    Instagram is most popular with younger users: 67% of 18 to 29 year olds use the social media site.

    Here are more stats about the demographic.


    Much like Pinterest, this is a visual platform but more for food, brands and influencers.

    There is the ability to comment but this is not a platform for in-depth engagement other than likes and shares.

  • Caelan V says:

    Mhm so I have two YouTube channels my exploring channel witch has 32 subs actually and my main internet marketing channel witch has 7 subs would Pinterest be good for those niches?

  • BERNARD L says:

    Hi Philip, how about your take on the Linkedin platform? If my niche choice is venturing into sales and marketing ideas for O2O ( offline to online) small businesses, will FB be the best platform IF I would like to choose only 1 in the beginning? All along I’ve thought we should have multiple streams of the different platforms as inspired by Gary Vee, where you flow the lead and traffic of your audience by spinning your same contents to suit different places.

    • Philip Borrowman says:

      Having multiple streams of traffic is fine but Gary V has a team that does that for him. If it was just him he would literally no have time for it. Each platform has different formats and ways of engaging. It is a full time job. Pick one and only one. Linkedin is fine too if you feel your audience is there.

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