Are you using the Right Social Media Platform for your Business?
Let’s get one thing straight: All social media platforms aren’t for all businesses. And no—just because you’re ready to grow doesn’t mean you should be on all of them. Each platform has its own audience, strengths, and purpose.
Just like not every small business is created equal, each network works better for different goals and industries.
The key is figuring out:
Who your audience is
Where they’re hanging out
And what you can commit to consistently
Because without consistency, even the best content gets ignored.
Let’s break it all down so you can stop wasting time on platforms that don’t serve you—and start building momentum where it counts.
First: Know Your Demographic
It always starts here. Because if you don’t know who is likely to need your services, you are already waisting your time, Hate to break it to you. You should already for this in mind:
Who are you targeting?
Who is your perfect customer?
Where do they spend their time online?
Are the male of female?
What age range are they in?
Where are their located?
What are their hobbies?
You need to show up where they are—not where a guru told you to be.
Social Media Platforms and Who They’re For
Facebook is the OG of social media—and still one of the most powerful platforms for local businesses. It’s great for building community, connecting with families, and staying top of mind with your neighborhood audience. Used by a wide range of ages, with a strong presence among adults 35–65.
Great for local community building, neighborhood referrals, and local ads.
Best for:
Local service providers (cleaners, therapists, nutritionists)
Restaurants and retail stores
Family photographers
Nonprofits and community-focused brands
Why it works:
People still trust Facebook for recommendations and events. If your audience is a little older and community-driven, start here.
Instagram is where visual brands shine. If your business is visually appealing, personal, or lifestyle-driven, this platform is a top choice. It's all about connection, consistency, and showing the real side of your business.
Best for:
Beauty pros: lash techs, estheticians, nail artists
Health & fitness: personal trainers, wellness coaches
Creatives: photographers, boutique owners, product sellers
Why it works:
Instagram makes it easy to connect with local followers, show off your work, and turn followers into clients—fast.
Pinterest (not a social network)
Although Pinterest is not technically a social media network. It still belongs among the greats. Pinterest is a visual search engine. It’s the go-to spot for people planning events, searching for ideas, or saving inspiration. If your business offers tips, products, or content that solves a problem—this is gold.Think of it as a visual search engine, not a social feed. Skews heavily female (25–54) and is built for planning, discovery, and evergreen content.
Best for:
Product-based businesses
Photographers, event planners, stylists
DIYers, bloggers, and content creators
Why it works:
One pin can bring you traffic for months. If you blog, sell products, or teach tutorials, Pinterest can quietly grow your business in the background.
LinkedIn is for building credibility and connecting professionally. If you offer services to other businesses or want to be known as an expert in your space, this is the platform to plant roots and grow authority.T he professional playground. Most active users are 30–49 years old, and they’re here for business.
Best for:
B2B businesses and service providers
Consultants, coaches, and freelancers
Anyone targeting professionals or decision-makers
Why it works:
You can build authority, grow a network, and position yourself as an expert—without dancing on camera.
TikTok
TikTok is fast, fun, and trend-driven. It’s where creativity meets visibility. Known for short-form video and trend-based content.If you can create short, engaging videos (and don’t mind being a little bold), you can grow a loyal following quickly here. Dominated by GenZ and young Millennials (16–34), but, trend lightly, as its days may be numbered.
Best for:
Beauty and wellness pros
Lifestyle and fashion brands
Businesses with personality and bold visuals
Why it works:
If you love video and want to grow fast, TikTok is the place. But it requires creativity, consistency, and trend awareness.
X (formerly Twitter)
X is the place for real-time conversation. It’s best for brands that want to comment on current events, share insights, or lead thought-provoking discussions. If your brand has a voice, use it here. The X feed moves quickly, so a lot and consistent content is key here. Often used by men and women 18–49, with stronger male engagement.
Best for:
Tech companies, news outlets, thought leaders
Businesses who want to comment on trends, news, or real-time conversations
Why it works:
Not ideal for everyone. But if you're witty, informative, or building a voice in your industry—it works.
YouTube
YouTube is where people go to learn and trust. Long-form video builds credibility fast. If you can teach, demonstrate, or tell stories through video, this platform can drive serious long-term traffic. YouTube is where people go to learn and trust. Long-form video builds credibility fast. If you can teach, demonstrate, or tell stories through video, this platform can drive serious long-term traffic. Serves all age groups, especially 18–49. It’s known as the second biggest search engine after Google.
Best for:
Personal trainers, makeup artists, estheticians
Coaches or educators
Anyone who teaches or explains a process
Why it works:
YouTube builds deep trust and positions you as an expert. One great video can generate leads for months or even years.
Threads
Threads is Instagram’s casual, text-based little sister. It's great for sharing quick thoughts, hot takes, or behind-the-scenes updates. If you already use Instagram, Threads is an easy way to extend your brand voice with zero pressure. Used by Millennials and Gen Z looking for casual, unfiltered conversation. Most users are already on Instagram.
Best for:
Creators and service providers who want to show more personality
Brands that want to build community with short, casual posts
Anyone who wants to repurpose thoughts, tips, or “hot takes” quickly
Why it works:
If you already use Instagram, Threads is an easy extension. It’s a place to share unfiltered thoughts, behind-the-scenes takes, or quick ideas. It’s still new, but growing fast.
Final Thought
Stop Trying to Be Everywhere! Here’s the hard truth:
Just because you want to grow your business doesn’t mean you should be on every platform.
Each network has its benefits. But that doesn’t mean it’s right for you—right now.
Instead of being halfway committed on five platforms…
Be 100% consistent on one. Give it a consistent 3 month commitment on the platform where your business will shine. Which one is the right one for you?
