How to Choose the Right Social Media Platforms for Your Business

With a dizzying array of social media platforms out there—LinkedIn, Facebook, TikTok, Instagram, X (or is it still Twitter?), Blue Sky, Threads—how do you know which ones are right for your small business? 

In this blog, we’re breaking down the crucial task of figuring out where you should be focusing your social media efforts. 

Rather watch than read? Check out the video below for an engaging conversation about it between me and my colleague, Kristen Cudd. 

1. Where Is Your Audience?

The first question to ask when deciding where to be on social media is, “Where is my audience?” It’s easy to feel pressured to jump on every platform, especially when a new one explodes in popularity. But if your target audience isn’t on that platform, there’s no need to waste your energy there.

It’s all about knowing who you’re trying to reach and whether they’re active on the platform in question. If your audience isn’t there, then why should you be?

2. Where Can You Be Authentic?

Equally important is considering where your message will feel authentic. Just because your audience is on a particular platform doesn’t mean it’s the right fit for your business. There’s a culture unique to each social media platform, and not every business will thrive in every environment.

You may use Instagram personally, but not follow business accounts there. Your interests on Instagram could revolve around delicious food, travel destinations, and yoga—not financial services or business partnerships. However, if a financial services firm could authentically connect those interests to their message—like showcasing dream vacation destinations tied to retirement planning—that is a great use of that platform.

3. Case Study: Spring Insight

Let’s take a closer look at how we at Spring Insight approach social media. We’re a B2B services organization focusing on website creation, marketing support, and ongoing website maintenance. Our target audience primarily consists of Gen X, with some younger Boomers and the occasional Millennial.

Given our audience, LinkedIn is a natural home for us. It’s where professionals go to talk business, making it a no-brainer for our primary social media efforts. We also maintain a presence on Facebook to keep our personal networks informed, but we haven’t ventured onto TikTok or Instagram. 

All that said, social media platforms evolve. We have been hearing that TikTok’s algorithm is becoming more business-friendly. While we haven’t fully embraced it, we’re open to experimenting in the future.

The key takeaway here is to establish a core platform where you focus your efforts—your “home base”—and then experiment with other platforms as outposts. For us, LinkedIn is that home base.

4. The Role of YouTube

YouTube is another platform worth discussing. Initially, we didn’t consider it a standalone social platform, but that perception has changed, particularly with the advent of YouTube Shorts. Now, YouTube plays a crucial role in our social media strategy.

What’s fascinating about YouTube is its dual role: it’s both a standalone platform and a content source for other platforms. By creating videos for YouTube, we can repurpose that content across LinkedIn, Facebook, and more, maximizing our reach and impact. This approach has been instrumental as a content multiplier for our marketing efforts at Spring Insight.

Navigating the world of social media can be overwhelming, but by focusing on where your audience is and where you can be authentic, you can make informed decisions about where to invest your time and resources. 

At Spring Insight, we know how overwhelming building and managing a social media presence can be. We’re here to help you build a social media strategy that works for your business. 

Visit Spring Insight to schedule a complimentary consultation. Let’s chat about how we can be your partner in social media success!