Where to start?
The target audience
First of all, you need to understand in which social media is concentrated a greater number of your potential consumers (target audience). For it's enough to look at the demographic indicators of each social network or analyze examples of your competitor's campaigns. In addition, you can create a survey among existing customers, for example, through the mailing. This will help to know more precisely what social media channel they prefer.
Type of the product/service
It's unlikely that you'll find a concrete mixer advertising on Instagram or a new line of liquid lipsticks on LinkedIn. Advertising of parties, leisure time services, beauty, sports, and art products is more relevant on Instagram. While advertising on LinkedIn and Twitter are more popular among companies from the financial, automotive, construction and educational spheres. Facebook and YouTube reach the largest audience among people from a wide variety of industries. Therefore, on these channels, you can promote almost any kind of goods or services.
Think about what do you want to get by launching an advertising campaign and in what format it should be. Let's take a closer look on how and why it's better to use a particular social network.