What is the Best Social Media Platform for my Business?

Through my job as an instructor, I've met lots of motivated entrepreneurs; they are curious, they are eager to grow, they want to learn how to bring their business idea to reality. Social media plays a important part in the small business owner's marketing strategy.

One of the most common questions people ask me is: "What platform should I be on?" The answer isn’t one-size-fits-all. It depends on your audience, your goals, your content style, and the time you have to dedicate to social media. Let's break it down to help you make the best choice for your business in 2025.

#1 - Get to Know Your Audience

In the world of social media marketing, knowing your audience is the key - I will not say it enough! It's important to choose your social media platforms according to where your audience hangs out. If you are just starting and don't have much of an audience yet, think about your persona, your ideal customer.

Where are they mostly like to be on social media? What kind of content format do they prefer? What content gets you the best engagement? Reels? Posts? Blogs? Podcasts? Think about where they get their information, that's where you need to be.

Here are some general guidelines when it comes to each audiences on social media:

• Gen Z and Millennials? TikTok and Instagram are key players.

• Professionals and B2B services? LinkedIn is your go-to.

• Families or local communities? Facebook still holds a lot of power.

• Creative or visual products? Pinterest and Instagram shine here.

#2 - Analyze Platform Demographics

Understanding social media platform demographics will help you choose the right channel for your business. Each platform attracts a unique audience based on age, interests, and behavior. For example, "The largest proportion (30%) of US TikTok users are 25 to 34 years of age. In fact, 55% of TikTok users are under 30."

Instagram also has a younger audience, attracting users between 18-34, while Facebook continues to have a broad reach, especially among users aged 25-44. LinkedIn stands out as the top platform for professionals and B2B marketing, with most users aged 30-49 and a higher-than-average income level. (Source: Statista, Hootsuite Digital Trends 2024)

Knowing these demographic differences can help businesses show up where their ideal customers already spend time online.

#3 - Understand Each Platform's Strengths

Every platform is different and people use it for different reasons. Let’s take a look at what each social media platform does best:

• Instagram: Great for storytelling, visual branding, and product showcasing. The Explore tab and Reels make it easy to reach new people.

• TikTok: Ideal for viral, short-form video content. Perfect for businesses willing to be creative and authentic. Great for younger audiences.

• Facebook: Still strong for building communities and running detailed ad campaigns. People still use Facebook to connect with family & friends and stay informed about events & local businesses.

• LinkedIn: Best for B2B, thought leadership, networking, and professional services.

• Pinterest: Powerful for product discovery, especially in niches like DIY, fashion, food, home renovation and home decor.

• YouTube: The go-to for long-form video content, tutorials, and educational content.

Pro Tip: You don't need to be everywhere. Start with one or two platforms that align with your audience and build from there.

#4 - Define Your Content Style

What kind of content are you comfortable publishing? Do you like writing long captions or blog posts? Are you great at video production and editing or are you more talented in the photography side of things? What kind of content works with your competitors?

These are all great questions to ask yourself when you are trying to decide on the best social media platform for your business. If you don't have any videos on hand, you might want to start with platforms that are less video focused. Here are some content types that work well on specific platforms:

• Visual content queen/king? Go with Instagram or Pinterest.

• Video-first? Try TikTok or YouTube.

• Written/educational content? LinkedIn and YouTube are solid choices.

• Interactive content? Facebook Groups or Instagram Stories can help build relationships.

#5 - Consider Your Time and Resources

One of the most important things to remember when choosing your social media platforms is that you don't have to be present on all the platforms. It can be a lot of work to create content specific to each platform, especially if you are a solopreneur! Creating content takes time. It’s better to create great content and to be consistent on one platform than to spread yourself too thin across seven.

Reminder: Having a sustainable content strategy wins over doing "all of the things everywhere."

The best social media platform for your business is the one where your audience spends their time, where your content fits naturally, and where you can show up consistently.

Don't worry about chasing every trend. Focus on where you can show up authentically and offer real value. Start small, experiment, and track your results.

Need help figuring it all out? Check out the rest of our blog or reach out for a one on one strategy session!

Happy marketing!