Originally published 2/07/20, Updated 2/04/22


Social Media has changed so much over time.  I mastered Facebook reach and engagement for organic growth just in time for them to change their algorithms.  Twitter always seemed like too much work for me, we’ve done okay with it.  Our account is currently in limbo because of a hack.  It’s crazy.  LinkedIn frustrates me so much, but as soon as I complain about all the spam from the messages, I talk to five good potential jv partners and a couple potential customers.  Pinterest constantly grows for me, the graphics are amazing, but it would be a full time job just to keep the graphics up for that. Instagram keeps getting good feedback.  So… what’s the secret?
Learn where your clients are and focus your energy in one place.  Until you get that mastered, don’t worry about the other platforms.

Every new health coach tells me that their ideal client is between age 20 and 60, both man and woman, and this is where you learn, that just isn’t practical.  You wouldn’t advertise to a 60 year old man the same way you would a 28 year old woman.  Spending time narrowing your niche will save you time, money and a great deal of frustration.  Not to mention, that you’ll get infinitely better results.

Pinterest Category Cover

There was an article that said there were 65 social media platforms that we need to know about.

Well, no matter what you read, my feeling is that most of you don’t need to know about that many.  There are major social media platforms with the potential to reach a huge number of our ideal clients (target market).

Maybe I’m wrong if you are trying to reach one specific international group or a neighborhood, or even a specific job market.

I love nextdoor.com for hiring people.  They’re right there in my neighborhood.  You can get referrals for local attorneys, accountants, babysitters, painters, and the list goes on.  You can see where that may be a useful social media platform if you want to work with local people.  It also gives your potential client a more secure feeling about doing business with you.  They know where you live!  I found Quora while working on the Life Matters program.  Tons of young adults and teens on there sharing advice to each other.   Then there’s TikTok, you’ll be hearing more about that, especially if you have kids under 16.  Meetup is a place that can be used to meet others who are interest in the same thing as you, this may be good for local yoga, cooking, business and a lot more.  In that case, check this list out.


FACEBOOK POST 1200 x 630

PINTEREST 1080 x 1920

TWITTER 1600 x 900

INSTAGRAM 1080 x 1080



Facebook is the largest social media platform there is.  Facebook has changed over the years and is not expected to downsize any time soon.  The demographics may change but the platform is solid.  Facebook Groups are used to build corporate culture, community, and to teach.  We use Facebook for all these purposes and find that it is the easiest place to do that, because of our target market.

Facebook has 2.9 billion monthly active users.  The number of active users has increased 9% in the last couple of years.  Every single day, 1.93 billion people log in and of the total users, roughly 66% log in each and every day. 

5% of Facebooks active users are fake.  You may be aware of this from all those good looking guys with the airplanes and fancy cars who want to be your friend.

75% of adults in the US login daily, with half logging in multiple times.  That’s a lot.

You may not be surprised to know that the fastest growing demographic for Facebook; seniors.  This will grow as we get older.

More women use Facebook than men.  55% of women and 45% of men use it.  I’m personally surprised that the male percentage is that high.

Facebook is the most popular platform in rural areas.

North America has roughly 10% of the Facebook users and the demographics from 2021 break down by age:

  • 86% of people ages 18-29 use Facebook
  • 77% of people ages 30-49 use Facebook
  • 51% of people ages 50-65 use Facebook
  • 34% of people that are 65+ years old use Facebook

Facebook is the most popular platform in low income households.

Political beliefs on Facebook are 50/50.



Facebook released a system to make and receive payments.  It’s being introduced slowly and allows payments on Facebook, WhatsApp, Instagram, and Messenger.  It is now easy to send money to friends, donate and shop.  It is free on both ends, sending and receiving.  Facebook Marketplace is easier to use with the ability to pay and receive through the platform.


Facebook Groups are an amazing way to share your business culture and create your own community.  If you aren’t using Facebook Groups to build your list, provide value, nurture your target market, and to share your expertise, then you are missing out.

Facebook is giving groups stronger reach by increasing the visibality in the members’ feed.


Facebook ad recipients has gone down in the past couple of years.  It’s more important than ever to narrow your target and specify who you want to pay to get in front of.

The Facebook reps say video.  Your ads need to be video.  Have you seen our most recent ads?  Well, (I want a smiley face here), you will.  We’re retargeting website visitors.   We’re spending $100 a day for our customers to see our ads.  It’s not cheap, but it is more beneficial.  $3.48 per view as opposed to .03 per view for our last one-picture campaign.  It increased our sales by 184%.  That’s a lot and we were still under our 10% budget.

The current ad was made in our graphic design department as a video.  The ad that was running for a few weeks before that was created as a slide show right in Facebook Ad Manager.  You can put together a video right on Facebook!  It’s easy and it doesn’t take an advertising agency to do it.

However, even though Facebook has the highest ROI of all social media platforms, new changes to privacy settings on both mobile and in the app itself have made narrowing to a target audience a little more difficult.


Believe it or not, this is good news.  Instead of just clicking a button, it will force us to engage, comment, or share.  It’s meant to encourage more posts and reduce the importance a post has by the number of likes.

It should also encourage more meaningful posts.



The biggest benefit to choosing one platform and getting it right is to get results.  Another benefit that not many people think of, is to become popular as an influencer.  If you look around at some other people in your “arena” of health, you’ll see that becoming popular with many followers gives you clout.  You are known as an influencer.  As an influencer you are valuable to other businesses.  We have several different businesses contacting us each day to promote their products.  They’ll pay you to do that.  You look at some websites who have many companies paying them to put their products on their site.

They’re playing a game of numbers.  The products get seen enough, someone will need one.

It’s another source or income.  It’s not really passive, but there are no cost of goods.  Another company is producing the product or service and the influencer is making money marketing it.

This works the other direction as well.  If you find an influencer to put your goods or services on their site, you are creating brand recognition and exposure, raising your reputation, and selling more.


I got a little carried away with my info on Facebook this time.  If you want to learn more, we have tons of interviews in our Inner Circle Member Archive of videos.  We’ve done some social media interviews in the podcast, and I’ll have more in the future.

It’s a constant learning experience to keep up with social media changes.  To be able to use those platforms to our advantage, it’s important to know what’s coming in the future, what works and what doesn’t, and who we will reach where.

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Further Reading:

LIFE MATTERS  Skillsets, Answers, Resources, and Leadership

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Thanks to Khoros for the numbers.  Find more here.

Thanks to Hootsuite for the sizes.

How to advertise on Facebook

Tell me where you are in your business building and what you’re stuck on.  Let’s see if we can get you “unstuck”.  Comment below.

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