It's a trick question, there’s no right answer here, but here are some interesting insights on this topic from the Influencer Marketing Hub.

𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸 𝗔𝗱𝘀 𝗰𝗮𝗻 𝗿𝗲𝗮𝗰𝗵 𝘂𝗽𝘁𝗼 𝟯𝟲% 𝗼𝗳 𝘁𝗵𝗲 𝗧𝗼𝘁𝗮𝗹 𝗽𝗼𝗽𝘂𝗹𝗮𝘁𝗶𝗼𝗻 𝟭𝟯𝘆𝗿𝘀+.
A phenomenal stat from the network that serves 60% of the world's social media audience.

𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺 𝗶𝘀 𝘀𝘁𝗶𝗹𝗹 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝘃𝗲 𝗮𝘁 𝟮𝟮% 𝗼𝗳 𝟭𝟯𝘆𝗿𝘀+, 𝗮𝗻𝗱 𝗿𝗲𝗮𝗰𝗵𝗶𝗻𝗴 𝟮𝟬% 𝗼𝗳 𝗮𝗹𝗹 𝘁𝗵𝗲 𝘀𝗼𝗰𝗶𝗮𝗹 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲.
Plus with 1Bn monthly active users and well established shoppable features it remains a favourite of many.

𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗔𝗱𝘀 𝗰𝗮𝗻 𝗿𝗲𝗮𝗰𝗵 𝟮.𝟮𝟵𝗕𝗻 𝗽𝗲𝗼𝗽𝗹𝗲 𝗴𝗹𝗼𝗯𝗮𝗹𝗹𝘆.
And as we all know video content is far more efficient in driving engagement metrics.

𝗔𝗻𝗱 𝗮𝘀 𝗽𝗿𝗼𝗯𝗮𝗯𝗹𝘆 𝗲𝘅𝗽𝗲𝗰𝘁𝗲𝗱 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗔𝗱𝘀 𝗰𝗼𝗺𝗺𝗮𝗻𝗱 𝗮𝗻 𝗼𝗹𝗱𝗲𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲, 𝗿𝗲𝗮𝗰𝗵𝗶𝗻𝗴 𝘂𝗽 𝘁𝗼 𝟭𝟰% 𝗼𝗳 𝘁𝗵𝗲 𝘁𝗼𝘁𝗮𝗹 𝗽𝗼𝗽𝘂𝗹𝗮𝘁𝗶𝗼𝗻 𝟭𝟴𝘆𝗿𝘀+.
But do you want to have to use your 'work' voice all the time?

𝗦𝗻𝗮𝗽𝗰𝗵𝗮𝘁'𝘀 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗿𝗲𝗮𝗰𝗵 𝗶𝘀 𝘆𝗼𝘂𝗻𝗴.
But loyal. Seemingly most of the teen early adopters have remained, growing older with the platform.

𝗔𝗻𝗱 𝗧𝘄𝗶𝘁𝘁𝗲𝗿, 𝗶𝘀 𝗺𝗼𝘀𝘁𝗹𝘆 𝗺𝗮𝗹𝗲.
A 70:30 M:F split to be exact, but a favoured instant news channel for sports with over 2Bn sports tweets last year.

𝗔𝗹𝘁𝗵𝗼𝘂𝗴𝗵 𝗬𝗼𝘂𝗧𝘂𝗯𝗲'𝘀 𝗹𝗮𝗿𝗴𝗲𝘀𝘁 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗶𝘀 𝗮𝗹𝘀𝗼 𝗺𝗮𝗹𝗲, 𝗮𝗴𝗲𝗱 𝟮𝟱-𝟯𝟰.
The sweet spot for marketable consumers with disposable income.

So maybe there is a right answer, but it will take some homework.

Our advice is to get out there and start posting, measure the results consistently, scale what is working and discard the rest!