Choosing the right social media platforms for your business

In today’s digital environment, having a social media presence is a must for business success.

But with so many platforms available, how do you know which ones are right for your business? The key lies not in being everywhere, but picking the ones your audience actually uses, and being realistic about what you can keep up with.

Know your audience

Think about who you’re trying to reach.

If you’re a law firm, you’re not going to find many clients on TikTok. If you’re selling trainers to 20-somethings, LinkedIn isn’t the place.

It’s not about where you spend your time — it’s about where they do.

B2B and B2C need different platforms

If your work is B2B, LinkedIn is usually the most effective platform. It’s built for professional updates and industry conversation. X (Twitter) can also be useful, depending on your sector and how you use it.

For B2C, platforms like Instagram, Facebook and TikTok tend to work better. They’re faster paced, more visual, and more informal which suits lifestyle brands, hospitality, and consumer products.

If you’re trying to reach people under 35, TikTok may be worth considering. But only if it’s a good fit for your tone, and you’ve got the content to support it.

Be realistic about what you can deliver

It’s not just about where your audience is – it’s also about what you can maintain.

If you can’t post regularly, don’t try to be everywhere. Pick two platforms you can keep up with and do them well.

It’s better to post once a week on LinkedIn and get it right than burn out trying to keep four feeds going.

Video-led platforms like TikTok and YouTube require time, planning and a level of consistency. If that doesn’t match your in-house capacity, you’re better focusing on platforms that play to your strengths.

The time to start is now

Some businesses still ask if they need social media. The short answer is yes. People check online before they buy, apply or get in touch. So if your channels are inactive or non-existent, that sends a message too.

Building a useful presence takes time. So if you’ve been putting it off, now’s the time to get started.

What to think about before choosing a platform

• Who are you trying to reach, and where do they spend their time?

• Can you keep up with the content demands of that platform?

• Are you focused on B2B or B2C?

• What’s your actual goal - visibility, enquiries, brand building?

• How much time and capacity do you really have?

In short

You don’t need to be on every platform — just the ones that matter to your audience.

Think about who you’re trying to reach, what you can realistically manage, and what you’re actually trying to achieve.

Social media works best when it’s focused, consistent, and part of a bigger picture. Not when it’s done because you haven't posted for a while.

Start where you can make an impact, and do it properly.