Love it or dread it, social media is central to the success of any business in operation today. Your business needs to be present on at least one social media platform to stay connected with customers and show that you are an active, trustworthy company to work with. But which platform should you choose for your business?

While there is something to be said for choosing whichever platform you can keep up with consistently, consistency will mean little if it’s not a platform your customers spend time on. Below, we’ll guide you through the most popular social media platforms, who each is best for, what content works best, and how to create a strategy for each.

Which Social Media Platform Fits Your Business Best?

Below we’ll cover:

  1. Instagram
  2. Facebook
  3. TikTok
  4. LinkedIn
  5. Twitter


Instagram has a huge user base, so your ideal customer is almost certainly using the platform. Instagram’s organic reach (like Facebook below) has dropped in recent years, so you need to consider using video content to get the most from this platform.

Best for: Businesses serving millennials.

What content: Quality photos and video. Instagram gives more organic traffic to Reels now than any form of feed post.

Strategy: Try to diversify the kind of posts you create. Use carousel posts, videos and photos, create Reels, and post to stories. Don’t upload for the sake of it – think about what you can create that will make your ideal customer pause to look a little closer.


Facebook is the oldest social media platform still in use by millions of people, though its popularity among younger generations is waning. It’s also becoming more difficult for businesses to work with because many find it difficult to reach their audiences organically on the platform.

Best for: Reaching people past midlife, i.e. 55 and over. It’s also a good place to reach foreign markets if you market to a worldwide audience, and for those looking to reach a small niche audience. While Facebook has fallen out of favor with younger generations, they will still return to Facebook for the Groups feature to connect with like-minded people.

What content: Facebook is a little more flexible than other platforms, and you should use a mix of video and static posts (with pictures) to see what your audience resonates with.

Strategy: If your business serves people’s passions (sports, animals, hobbies, etc), consider starting a Facebook Group where people can come together to ask questions and discuss their interests. You can be the central authority in the group and answer the questions to position yourself as an authority.


When TikTok first came to the US, there was a lot of discussion about whether or not it would stick around for long. Clearly, it has, and its popularity is still climbing. Most popular with Gen-Z, this is where you need to be if your customer base is under 30.

Best for: Businesses with something to teach, a sense of humor, or a mesmerizing or satisfying process (think candle pouring or pressure washing).

What content: Short, snappy videos that capture the viewer’s attention early and give them something they want. That can be a lesson, a laugh, or a thrill.

Strategy: Post 1-2 times a day to find traction and experiment to see what works. TikTok’s algorithms will promote what resonates. Use the platform for a while before you start creating content.


LinkedIn may not be the most exciting social media platform to be on, but if you’re in the B2B space, there’s still no better.

Best for: B2B businesses.

What content: Informative content that teaches something or shares insight on industry developments. The more share-worthy, the better.

Strategy: Aim to become the authority on your topic or offer something different from what other experts in your industry offer. For example, if you’re naturally someone who makes a lot of jokes, why not bring some levity to your topics? Share at times people will be naturally checking in on LinkedIn.


Twitter has been at the center of some controversy lately, so unless you’re absolutely certain that Twitter is where you need to be to reach your audience, it may be best to look to another platform for building a stable audience.

Best for: Witty businesses and those who can best convey their message through a short statement to connect with Millennials and Teenagers.

What content: Share knowledge, updates, inspirational language, or whatever best represents your brand. Use pictures when possible.

Strategy: Start and join conversations. Try to create a community that thrives on positivity and supporting one another.

A note on Pinterest: Pinterest is a great option for any business with products, infographics, or blog posts to share. We haven’t included it here as an option as it is more of a search engine than a social media platform.

Social media is something all businesses need to be managing but is a huge pull on resources (namely, time). You’ve not only got to be present and consistent but you also need to be testing and analyzing what works. If you’re not someone who likes to spend a lot of time on social media, it can sound like more trouble than it’s worth.

Fortunately, our social media management service can take care of everything for you. We create custom social media posts and images, make sure your posts are using the right hashtags, and promote your products or services. To find out more about how we can help you, click here.