Which social media platform is best for your business?

Social media is now an essential part of every marketing strategy, allowing you to connect and engage with your audience and build trust. But as more platforms emerge and grow every day, knowing which social media platform to focus your efforts on can be tricky.

Choosing the right channel requires you to bring together several aspects of your DNA and communications plan, including:

  • What you want to achieve (measurable objectives) – define specific goals that your social media marketing is going to target.
  • Where your audience are (client personas) – you can find this out by asking your existing clients or researching the trending hashtags for your industry.
  • What is your unique quality – what do you have to offer the audience that you’re targeting on social media?


To help get you started in choosing the right social media platform for your business, we’ve put together a guide of the most common uses and benefits for each of the most popular platforms right now.  


Facebook is the most widely used social media platform for adults, with a massive 1.62 billion users visiting the site every day. Its wide
audience often makes it a key first step for brands looking to get started with social media.

The platform is versatile – allowing you to share images, videos, links to external content and plain text. There’s also many additional features that might be useful for different business – such as reviews, private groups, stories and livestreams. 


Instagram is another highly popular platform – but this one acts as your online gallery. It’s particularly ideal for businesses that have a strong visual presence – for example, if what you do or make is eye-catching and will look great in photographs.

Although, anyone can have an Instagram presence. The site boasts many popular hashtags and the use of geotags that can increase your local discoverability. You can design graphics to share information or post pictures of your team and workspace.

Daily stories came to Instagram before Facebook and they’re incredibly popular, seeing over 500 million users daily. Additional features like question stickers, polls and quizzes allow even more engagement with your audience.

A phone showing an Instagram profile.


Short, snappy content has its home on Twitter. The length of a tweet is currently limited to 280 characters – although you can link more tweets to continue a conversation or hyperlink external material.

Despite the character limitation, Twitter is used everyday by thousands of influential figures: politicians, celebrities, businesses and presidents. It can be a great place to interact with both your potential clients and important voices in your sector.

The site is also ideal for sharing industry news and updates, as tweets have a short lifespan and trending content changes rapidly.


Starting as a networking tool strictly for professionals, LinkedIn has become one of the largest social media platforms for businesses, employers and jobseekers.

Any business can utilise LinkedIn to build connections, but for B2B businesses the possibilities are particularly lucrative.

You can use the platform to share content and show off your business processes through case studies, anecdotes and testimonials.

For help in understanding how your marketing strategy could be stronger, book your free communications review here.

YouTube and TikTok

A phone showing the TikTok logo.

Both sites allow you to share eye-catching and engaging videos of different lengths. TikTok, most popular with 15–24-year-olds, heavily features videos under 60 seconds with short and snappy messages.

However, both can be utilised to connect you with your audience, whether it’s stunning videography, funny observations or instructions and advice – terms like ‘how to’ and ‘for beginners’ are powerful.

Videos can also be shared easily amongst most other social media platforms, increasing consistency across your brand.

Social media has endless possibilities, with a range of different platforms and audiences where your brand can reach potential clients.

If you’re not sure which social media platform is right for your business, or need help developing your social media marketing strategy, get in touch or fill out the form below.      


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