Not all social media channels are right for every business, so how do you know which ones to choose?


Social media can be a fantastic way to promote your business to wider audiences, providing you understand which platforms they’re using. It may not always be the most effective plan to have every-single social media platform available.
Having multiple social media pages might help with search rankings, but only marginally, and if you’re not 100% committed to every platform, it’s going to end up being a waste of time and effort. Certain platforms are more effective for certain industries, and whether your business is B2B or B2C can play as a factor.

Below is a brief profile of 4 key social media platforms:


Facebook is the second most used social media platform in the world, and has 2.38 billion active users monthly (Facebook, 2019). This platform is great to use if you have a B2C business, and target demographics of men and/or women aged 20-55. In recent years, there has been a decline in teenagers using the platform, mainly because as they opt for Instagram instead. Facebook is best utilised when posting visual content (videos, images etc.), as well as links to blog content/articles. It’s also good for posting competitions, provided you have a following of 100+. Some B2B companies may still find the platform useful, particularly if it’s smaller, local businesses that make up your target audience.


The Instagram platform is still growing even though it already has over 1 billion active users monthly (Oberlo, 2019), and 71% of those that use the platform are under the age of 35. It’s a great platform for a restaurant or boutique shop to use, as visual content of food or products (presented well) are always a hit. Of course, any business that can create multiple pieces of visual content weekly and have a target audience of anyone between the ages of 14-35, would probably find Instagram an effective social media channel.


40% of Twitter users are between the ages of 18-29, and tweets with videos get over 6x as many retweets compared to tweets with photos (Wochit, 2018). Although Twitter is a declining platform, it still has 369 million monthly users (Statitsa, 2018), and as long as you know your target audience use this platform, it can be a highly effective marketing tool. It’s also a great platform to show the personality of your business, as the bakery chain Greggs had done when they launched their vegan sausage rolls. It’s also the fourth most effective platform for B2B businesses.


LinkedIn is predominantly a networking platform. Great for B2B businesses as it allows you to get in touch with specific people at other companies. You can also create article content using the ‘write an article’ link on the platform. As 61% of LinkedIn users are aged 30-64, with a fairly even split between men and women, the content you use should mirror this. Think informative over entertaining, especially if your business is targeting those at the higher end of the age bracket.

At the end of the day, it’s up to you to choose which platforms you feel are most effective for your business. Keep in mind that videos, images, and written articles/blogs were (and probably still are) the most engaging types of content on social media. So if you are going ahead and using every platform available, think about the content that’s best for your audience.

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