Not every target group can be reached optimally via Facebook. Some are more active on Twitter or Instagram, others prefer to use Snapchat or YouTube. Which platforms are suitable for social media activity is not only decided by the target group in terms of their use. The subject area also influences the channel selection. For example, it is difficult to advertise incontinence products on Facebook and Instagram and a machine manufacturer will have little success with the Pinterest platform, which is primarily used by women.