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How to Choose the Right Social Media Platform for Your Business

Are you overwhelmed about which social media platform to use for your business? Don't worry! We're here to help you select the best platform for your needs! Social media is a great way to meet your business goals, but you want to be sure you are doing it with the best practices in mind. Grab your smartphone and ring light, it's time to get set up, engage, and optimize your presence on social media.


social media platform influencer

Know Your Audience and Set Your Goals

Before you start investing time, effort, and money into your social media presence, you need to be sure you know your audience. This is the time to pool together all your data, research, testimonials, and any feedback you have on file to piece together a clear image of your target audience. 


Once you have that in mind, you can begin to set your business goals. Take some time to consider and explicitly define what you are looking to get out of social media. Your business might have several goals, which is totally okay! Make a list of them to use as a reference and guidance on your social media journey. Here are a few common social media goals:


  • Build brand awareness

  • Drive sales

  • Generate leads

  • Provide customer service

  • Engage with a community


Each social media platform has strengths that align with different goals, and audience demographics that vary. Not sure which platform might be best for you? Let’s take a closer look at the top platforms and how they work for different businesses.


social media platform engagement

Top Social Media Platforms and How to Use Them


Facebook


Best for: Community building, customer service, paid ads


Audience: 2.91 billion monthly active users; skewed towards 25-49-year-olds

Facebook is the largest social network globally, making it a great option for businesses looking to reach a broad audience. Its highly developed ad platform, Facebook Ads, allows businesses to target specific demographics, interests, and behaviors. With the right strategy, you can reach people who are highly likely to be interested in your products or services.


Pros:

  • Advanced advertising tools

  • Strong for customer engagement and community building (think Facebook Groups)

  • Great for sharing diverse types of content: text, video, events, and links


Cons:

  • Declining organic reach; paid ads are often necessary

  • Younger audiences are migrating to other platforms


What You Need to Get Started:

  • Create a business page

  • Set up a Facebook Ad account (if you plan to advertise)

  • Craft a mix of content that provides value and encourages interaction


Instagram


Best for: Visual brands, influencer partnerships, eCommerce


Audience: 1.4 billion monthly active users, popular among 18-34-year-olds


Instagram is THE go-to platform for brands that want to showcase their visual content. Businesses with visually appealing products find a lot of success here, from fashion and beauty to travel and food. But don’t let that deter you, if you can create pretty content and provide value, you’ll find your people. With features like Stories, Reels, and Shopping, Instagram offers plenty of ways to engage followers and sell directly on the platform.


Pros:

  • Visual-centric, ideal for brand storytelling

  • Shopping features that allow users to buy without leaving the app

  • High engagement rates, especially on Reels


Cons:

  • Limited link-sharing options (only one clickable link in the bio)

  • Highly competitive, with visually appealing content needed to stand out


What You Need to Get Started:

  • Set up a business or creator account

  • Build a visually cohesive feed and focus on high-quality images/videos

  • Add relevant hashtags to reach a broader audience


LinkedIn


Best for: B2B companies, professional networking, thought leadership


Audience: 875 million users; professionals and business-focused individuals


LinkedIn is a professional social network, and it’s particularly beneficial for B2B businesses, recruiters, and those looking to build thought leadership. This social media platform allows brands to connect directly with decision-makers, share industry insights, and showcase company culture.


Pros:

  • Highly targeted advertising options for B2B

  • Excellent for building authority through long-form content and industry insights

  • Strong networking potential


Cons:

  • Limited appeal for B2C brands

  • Paid ads can be costly compared to other platforms


What You Need to Get Started:

  • Create a LinkedIn business page and optimize it with relevant keywords

  • Post regularly with professional content, including articles, case studies, and thought leadership pieces

  • Encourage employees to share and engage with the content


TikTok


Best for: Engaging younger audiences, brand personality, viral marketing


Audience: 1 billion monthly active users; most popular with Gen Z and Millennials


TikTok is a short-form video platform that has taken the social media world by storm, thanks to its highly engaging format. It’s ideal for brands looking to showcase a fun, casual side or produce viral-worthy content. Many brands use TikTok to educate, entertain, or provide behind-the-scenes content, creating a unique personality for their brand. Not to mention, there is the opportunity to grow a huge following overnight on this social media platform.


Pros:

  • High organic reach potential

  • Great for trends and viral challenges

  • Lower barrier to entry with short, low-production videos


Cons:

  • Limited audience for older demographics

  • Less formal content style may not suit every brand


What You Need to Get Started:

  • Create a TikTok account and explore trending content in your niche

  • Develop a playful, casual content style and experiment with short videos

  • Use trending sounds and hashtags to increase visibility


Twitter


Best for: Engaging younger audiences, brand personality, viral marketing


Audience: 1 billion monthly active users; most popular with Gen Z and Millennials


TikTok is a short-form video platform that has taken the social media world by storm, thanks to its highly engaging format. It’s ideal for brands looking to showcase a fun, casual side or produce viral-worthy content. Many brands use TikTok to educate, entertain, or provide behind-the-scenes content, creating a unique personality for their brand. Not to mention, there is the opportunity to grow a huge following overnight on this social media platform.


Pros:

  • High organic reach potential

  • Great for trends and viral challenges

  • Lower barrier to entry with short, low-production videos


Cons:

  • Limited audience for older demographics

  • Less formal content style may not suit every brand


What You Need to Get Started:

  • Create a TikTok account and explore trending content in your niche

  • Develop a playful, casual content style and experiment with short videos

  • Use trending sounds and hashtags to increase visibility



social media platform iPhone

Getting the Most Out of Social Media

When you choose the right social media platforms based on your audience and goals, you can harness the power of social media to build brand loyalty, engage with your community, and grow your business. Take it one platform at a time, experiment, and remember: the best strategy is the one that matches your brand and resonates with your customers.


Looking to get started on social? Let Social Society guide you through the process! From profile setup to social media strategy and more, our team will work with you to ensure your paid social media marketing campaigns succeed. Book a one-to-one consultation with Josie today!


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