X:

X has seen a mass exodus in recent months, especially after the US election in November ‘24. Despite the number of people leaving the platform, there are still 611 million monthly active users.

While X claims to have gained popularity with Gen Z, reports indicate otherwise. Users aged 18 -29 are showing the highest levels of disengagement. This trend has persisted over several years, with a 2021 study finding that 45% of this age group had stopped using X.

36.6% of X users are aged between 25 and 34 years old, with 60.9% of all users being male.

Users tend to turn to X looking for news and time sensitive updates from businesses,  organisations or news outlets.
With this in mind, we’ve seen a number of businesses and large organisations announcing that their leaving, or taking a break from, X. it’s a shame really as it had been reporting some years back that 30% of users wished more brands would utilise X more.

X (formerly Twitter) is a fast-paced, text-led platform ideal for real-time updates, thought leadership, customer service, and joining topical conversations through concise, impactful messaging. With their aim to be the everything platform they’re also turning to short form video!

The Naturally Social Score:

Product Selling Potential: 2/10

Ease of Engagement: 7/10

Beginner Friendly: 7/10

Time Commitment: 8/10

Content Flexibility: 6/10

BlueSky:

Another newbie next, and BlueSky has risen in popularity in recent months, and scooped up some of those users who have left X in droves. It’s difficult to know for sure as BlueSky’s growth has been exceptional and is continuing to grow. But about one-third of users are aged 18 – 24. The platform also has a predominantly male user base with 62.045% of users identifying as men.

BlueSky is being used much in the same way X was used when it was Twitter. However, BlueSky offers a more customisable experience, it allows users to select the algorithms that drive their feed. Users can also use website addresses as handles making verification and discovery easier.

BlueSky is a decentralised social platform focused on open conversation and community-building, offering a quieter, less commercial space for thoughtful engagement and early adopter audiences.

The Naturally Social Score:

Product Selling Potential: Unknown

Ease of Engagement: 7/10

Beginner Friendly: 6/10

Time Commitment: Unknown

Content Flexibility: 5/10

Snapchat:

Snapchat has a highly engaged audience with 443 million users globally, it’s not a platform to be overlooked. The platform is mostly used by Gen Z, with 48% of users being 15 -25. Creating content that is more communicative and less sales-focused is important for every platform, particularly for Snapchat, which is largely use for chatting with friends and family over entertainment like other platforms.
This style of usage can also lead to opportunities however as users are two times more likely to share a product with a close connection than other platforms to seek their opinion before buying, meaning more eyes on your product or service. Its AR features also draw attention to brands and create excitement amongst its audience.

Snapchat is a mobile-only, visual messaging app known for its disappearing content. If you’re wanting to connect with younger audiences through creative, time-sensitive stories, behind-the-scenes glimpses, and interactive features like filters and lenses… Snapchat might be for you!

The Naturally Social Score:

Product Selling Potential: 3/10

Ease of Engagement: 4/10

Beginner Friendly: 5/10

Time Commitment: 7/10

Content Flexibility: 1/10

LinkedIn:

Despite what some people may think,  LinkedIn is still thriving and has a more diverse audience than other platforms in terms of age, cultural background and income. With 1.2 billion members, the platform is very popular amongst users aged between 25 and 34 years old, they represent 47% of LinkedIn users!
Surprisingly, 29% of users are aged between 18 and 24 with only 20% representing those aged 35-54 years old.

LinkedIn’s users are predominantly male (56.9%) and it’s been reported that 43% of consumers have a profile for the platform. When we look at interactions, from users, with brand content, around a quarter of users do this on a daily basis (in 2024).

Connect with Decision Makers:

LinkedIn is where people make professional connections, to find out what’s happening and get company updates… which could be why 80% of B2B marketers utilise the platform. It also offers the unique opportunity to connect directly with the decision makes of a business meaning they have twice the buying power than the average online audience. You may be surprised to read that LinkedIn sits at the top of the table when it comes to the platforms which are most commonly used by B2B marketers (80%).

LinkedIn is a professional networking platform designed for B2B communication, personal branding and industry thought leadership, making it ideal for building credibility, sharing insights, and connecting with decision-makers in a business-focused environment.

The Naturally Social Score:

Product Selling Potential: 9/10

Ease of Engagement: 8/10

Beginner Friendly: 7/10

Time Commitment: 8/10

Content Flexibility: 8/10

Pinterest:

Let’s talk about one of the most positive platforms to be on… Pinterest!

While not technically a social media platform, Pinterest is often still grouped with the likes of Facebook, Instagram and LinkedIn when people are talking about social media presence.

It may surprise you to know that Pinterest is the 15th most popular platform, with 553 million monthly active users! And with the platform promoting discovery it’s not concerning that the average time spent on the platform is around 14 minutes.  The good news is, they’re not punishing you for adding links to your content… that’s what Pinterest is there for!

With 70.3% of Pinterest users identifying as female, it’s becoming a firm favourite amongst Gen Z users (18-24 year olds).  Saying that, it’s been noted that the average age range of Pinners is between 25 and 34 years old.

Pinterest Paid Ads:

Even more surprising is the growth of Pinterest Ads… especially in a time where businesses are reviewing where they will be putting their ad spend. The total potential audience reach for paid ads is 340 million, an increase of 90 million year on year.
If you are looking to spend your ad budget somewhere, Pinterest ads are said to be “2.3x more cost effective per conversion” that other social media ads.

When we look at user activity, 1.5 billion pins are saved to Pinterest boards per week! Impressive, right!? Well, the facts don’t stop there:

• 46% of Pinterest users discover a new product or brand on a weekly basis.
• Half of all Pinterest users consider it to be a place for shopping and buy from luxury brands
• Compared to other platforms, there is a 40% increase in the size of the shopping basket for Pinners.

Pinterest is a visual discovery and planning platform where users actively seek inspiration, making it ideal for businesses with strong visual content to drive traffic, showcase products, and influence purchasing decisions.

The Naturally Social Score:

Product Selling Potential: 9/10

Ease of Engagement: 6/10

Beginner Friendly: 3/10

Time Commitment: 8/10

Content Flexibility: 5/10

YouTube:

As the 3^rd most popular social media platform, YouTube shouldn’t be overlooked!

It has been reported that 76% of consumers are on YouTube which makes it a top place for brands to connect with big audiences.

With 2.53 billion monthly active users, they have massive potential when it comes to paid advertising. The total potential ad reach total is a whopping 2.53 billion users! And, in terms of engagement with brands, around half of YouTube users are engaging with them on a weekly basis! Which gives brands a great opportunity to capture user attention!

YouTube is a long-form video platform and the world’s second-largest search engine, making it ideal for businesses looking to build trust, educate, entertain, and reach audiences through searchable, evergreen video content.

The Naturally Social Score:

Product Selling Potential: 7/10

Ease of Engagement: 6/10

Beginner Friendly: 8/10

Time Commitment: 8/10

Content Flexibility: 2/10

Ready to pick your platforms?

Navigating social media effectively starts with a clear understanding of your target audience. Once you know who you’re trying to reach, you can move on to choose the platforms that best align with their behaviours and preferences.

While some platforms may feel the same, they are different… not just in the terms of what content works best, but in terms of algorithms. And as social media continues to evolve, it will be increasingly important for you to try and stay ahead of the curve to make sure you’re getting the most out of them.

If you’re tempted to go all in on every single platform, we’d recommend holding fire! Start with a couple that you know you can become good at and stay consistent with and build from there.

Once you’re ready to go – remember to be consistent! We can help you with that too. Get a free copy of our content calendar and prepare to plan like a pro

Stay Social… and post that draft TikTok or Reel 😉