Despite the multitude of social media platforms, it is rare that you truly know how your audiences are utilizing them. In an ideal world, you would know what the current audience usage rate is. Yet, it is still a daunting task to research all of the platforms and provide relevant product and marketing information for your company.

To help you, here are 5 well-known social media platforms and their usage by adults:

Facebook: In 2016, nearly 62 million people used Facebook to chat. In 2017, that number grew to nearly 83 million. This means that Facebook is almost everyone in your social circle. Due to its popularity, Facebook provides a wide variety of options for followers: Ads, newsfeed, promotional tools, photo sharing, etc. If you plan to advertise on Facebook, you will have more insights into your audience by examining the past behavior of each person.

Twitter: Twitter is the social media outlet of choice for millennials. Over 72 million unique Twitter users log into the site every day. It may seem like a minor figure, but this is enough to warrant its full integration into your marketing strategy. Research your audience on Twitter and find out what content is helping them, as well as what topics they aren’t finding worth their time. With a lack of details, you will find that your brand is not conversing with your audience effectively. To provide your audience with the ability to engage with your brand, Twitter is starting to implement new features like features like how to use emoji on Tweets, the ability to embed links and put them in Tweets, and more.

Instagram: Instagram has by far the biggest reach of the social media platforms for grown-ups. The average Instagram user has 100 followers, which is above Facebook’s 65 and Twitter’s 66. Its success is most likely due to its separate nature from the other platforms: People who are following Instagram are not under the same pressure of staying on the app because of the need to keep up with their friends. Still, there are things you can do to incorporate your Instagram user base into your social media marketing: Show a little interest in the interests your audience seems to be gravitating toward, or provide a way for them to engage with your brand.

Snapchat: Though it is a startup platform, Snapchat has been very popular with young adults. In fact, it is estimated that by 2018, the country will have doubled its users to over 130 million. Once the launch of their Discover feature happened earlier this year, Snapchat began showing advertisements, which turned out to be highly successful, with 4 billion Snap Ads being seen in 2018.

Vine: Twitter rolled out Vine, their new short video platform, in October 2013. Vining was a feature that allowed users to record 3-6 second videos on Vine that would then be put on a loop. The platform ended its life on Twitter in 2015. Since Vine has ended its life on Twitter, it has not been used as much but is still available to the public. However, it is no longer launched by Twitter.