Which Social Media Platform is Right for Your Business?
Social Media can be a lot of work and the truth is, your audience may not even be seeing your content. I’m not saying that so you get discouraged, but so you know that if you put your energy into the right channels, where your audience is, you will get the return on investment you were hoping for.
Now, you might be thinking, how could they not see your content? There are a few factors:
Social Media algorithms mean that your posts aren’t being shown to everyone and not even your whole follower list will see every one of your posts. Then we have non-followers.
Your audience isn’t necessarily on the platform you are posting and engaging on.
Let’s focus on the right platform(s) and forget about the rest. Do not spread yourself too thin. Not every social media platform is a good fit for every business, simple as that. Focus on where your ideal customer spends their time and where your content will perform best.
Below, we’ll break down the major platforms — who they serve, what kind of businesses they benefit, and how to decide if they’re right for you.
Instagram is our favorite platform, but we know it’s not right for everyone. It’s built for visual storytelling, e-commerce shopping, and for users to engage with businesses they want to hear from.
Who it’s best for: Small businesses & visual brands.
Who’s on it: 62% of users are 18-34, and growing among 35-44 and 45-65.
Why use it: High engagement, great for brand storytelling, and strong e-commerce potential.
Why Small Businesses Should Use this Platform:
Build a loyal community – Engage with customers through Stories, Reels, and DMs.
Showcase your products & services – Use high-quality images, carousels, and videos to highlight your offerings.
Sell directly on the platform – Instagram Shopping allows small businesses to turn posts into sales.
Attract new customers – 70% of shoppers look to Instagram for product discovery.
Leverage organic & paid growth – Reach new audiences through hashtags/ keywords, collaborations, and ads.
Skip this platform if: Your audience is mainly professionals or B2B-focused (LinkedIn might be a better fit) or if you don’t have strong visuals and are not willing to get them.
This can be a strong tool for businesses but can be confusing with some outdated features. It has a large reach, but only with specific audiences.
Who’s its best for: Local businesses, construction, restaurants, service-based businesses, retail, tourism, and hospitality.
Who’s on it: 69% of users are ages 35 and up
Why use it: Community engagement, local searchability, event pages, and targeted advertising
Why Small Businesses Should Use this platform:
Local discovery – Many New Englanders use Facebook to find businesses nearby.
Customer relationships – Engage with customers through posts, comments, and Facebook Groups.
Event promotion – Promote local markets, pop-ups, and seasonal events.
Reviews & recommendations – Build credibility through Facebook business reviews.
Skip this platform if: Your audience is under 25 or your business relies mostly on visuals (Instagram or TikTok may be better).
TikTok
TikTok can give small businesses the opportunity to go viral while reaching a wide range of audiences. It requires consistent posting and keeping up with trends.
Who it’s best for: Businesses that love content that's creative, engaging, and educational. (fashion, tourism, restaurants, etc.)
Who’s on it: 60% of users are 30 and under, but is growing with ages 35+
Why use it: High potential for content to go viral, opportunities for organic reach, great for short-form video marketing.
Why Small Businesses Should Use this platform:
Local Trends - Take part in trends inspired by what’s going on around you and reach your specific audience.
Behind-the-scenes content - Let users see the inner workings of how your business runs.
Community engagement - Responding to TikTok comments is a fun way to engage with your customers and build your business network.
User-Generated Content - Lets users promote your business while helping to drive attention to your brand.
Skip this platform if: You don’t have the time to produce consistent short-form video content.
LinkedIn is great for businesses who are always looking to hire, thought leaders trying to build their network, and B2B brands. This is focused more on the professionals from brands than the actual business, but businesses can have pages through LinkedIn.
Who it’s best for: Professional services, B2B brands, consultants, and agencies
Who’s on it: 40% of its users, primarily ages 30-55, check the app daily.
Why use it: Connect with local businesses network with experts, and find new employers
Why Small Businesses Should Use this Platform:
Networking - Connect with local businesses and experts in your area
Recruiting - Find employers in your area.
Credibility - Engage with your network and showcase your expertise through your achievements and skills.
Event Marketing - Promote events and workshops.
Skip this platform if: Your business relies on visual and engaging content. (TikTok or Instagram could be a better fit)
An ideal place for visually showcasing your business and is perfect for driving website traffic.
Who it’s best for: Local tourism, home decor brands, fashion, wedding and event planning, etc.
Who’s on it: 76% of users are female ages 18-34.
Why use it: Pinterest's “pins” are perfect for product discovery and website traffic.
Why Small Businesses Should Use this Platform:
Drive Website Traffic - It's a great way for businesses with online shops and digital guides to attract traffic to their website.
E-commerce Efficient - If you offer locally made products, Pinterest can help you boost online sales through the apps different selling features.
Seasonal Content - Ideal for promoting your business's holiday products, or event services.
Local Searchability - Users search Pinterest for area-specific inspiration.
Skip this platform if: Your business has minimal visual content and is service-based with no online presence. (Try Facebook or X) Services that use blogs, sell products, or find their audience digitally could still use this platform.
X (formally known as Twitter)
X is a great tool to interact with your audience and see what they are saying about your market. It is not the app you want to use if you are big on visual content.
Who it’s best for: Businesses that are looking for real-time engagement, public figures, and news-focused brands.
Who’s on it: 38% of its users are ages 24-34 with 80% being decision-makers.
Why use it: Give live updates, have conversations with your audience, and provide customer service.
Why Small Businesses Should Use this Platform:
Local News and updates - Share events, special offers, and business announcements.
Connect to the Local Community - Network with your community such as local news sources, influencers, and organizations.
Customer Support Tool - Get back to your customers quickly and easily, amd respond to any questions that arise.
Skip this platform if: You are a business that focuses on visual content or if you can't be active throughout the day.
YouTube
YouTube is a strong-standing platform with a huge age demographic, but unlike most apps, it performs better with longer high-quality videos.
Who it’s best for: 81% of all aged U.S. adults
Who’s on it: Businesses that have educational content like tourism, fashion, and real estate
Why use it: Has lots of SEO benefits and majors in long-form video content.
Why Small Businesses Should Use this Platform:
Local Tourism and Experiences - Great for tour guides, attractions, and hotels.
Local Storytelling - Have real people tell stories about your business, your history, and your community impact.
Benefits SEO - Businesses will rank higher in Google search engine results.
Evergreen Content - Videos will stay relevant long after the original posting date.
Skip this platform if: You prefer quick engagement and don't have time to create high-quality video content. (Instagram and TikTok could be what you need)
We understand that it can be confusing trying to navigate what platforms work best for your business. That's why it's important to have clear goals in mind before jumping onto a platform.
Still confused? Here's a short list that could help you out.
Want local visibility? → Use Facebook & Instagram
Want to connect with other business owners? → Try LinkedIn
Love video content? → TikTok & YouTube are for you
Selling products online? → Instagram, Pinterest, & Facebook are your best bet.
Building credibility? → LinkedIn & YouTube will help you out.