Which social media platform is right for you?
When it comes to social media, it’s easy to feel like you need to be everywhere, all at once.The most effective communication strategies usually start with a simple question: Where does your audience actually spend their time?
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We often tell our clients that it’s better to communicate well on a couple of platforms, than try to juggle all of them. Let's take a closer look at the top social media platforms, and which businesses they’re best suited to.
Facebook: Still a community cornerstone?
Despite being one of the oldest platforms around, Facebook continues to offer real value for businesses, particularly when it comes to building community, starting conversations and sharing a wide range of content.
Facebook allows for flexibility and deeper engagement through tools like Groups and Live sessions, highlighting local events and behind-the-scenes videos, product launches and customer reviews.
Best for: Local businesses, service providers, e-commerce brands and companies that want to share their story in a more personal way.
LinkedIn: The professional power player
If you’re in the B2B space, LinkedIn is the place to be. It’s the go-to platform for sharing insights, building credibility and connecting with key decision-makers.
Longer-form content works particularly well on LinkedIn, such as thought leadership articles, company news and updates that highlight your expertise and impact.
Best for: B2B organisations, consultants, recruiters, and anyone wanting to build a personal brand or position themselves as an industry leader.
Instagram: Visual storytelling done right
Many of us use Instagram personally, but Instagram is also great for businesses with strong visuals and creative content - from products and projects, to team culture and creative processes. Making use of features such as Reels, Stories and interactive polls, is a great way to showcase personality and encourage engagement.
Best for: Fashion, lifestyle, hospitality, interior design, food and drink, and creative industries.
TikTok: The creative wildcard
Love it or hate it, TikTok has changed the game when it comes to video marketing. It’s fast-paced, trend-driven and thrives on authenticity, which means businesses that are willing to experiment with the social platform, often see the best results.
TikTok is definitely ‘less polish, more personality’. If you’re great at jumping on trends and showing the human side of your brand, TikTok could be a great addition to your overall comms strategy.
Best for: Product-led brands, creators, entertainment, and businesses ready to get creative with short-form video.
X / Threads / Bluesky: Keeping it conversational
While these platforms each offer something slightly different, they all focus on real-time interaction and fast-moving updates. If your brand has a strong voice and something to say, this is where you can jump into the conversation quickly, commenting on industry news, providing customer support, or offering your hot take on trending topics.
With these platforms, it’s less about the ‘sell’ and more about being part of a community and sharing your perspective in a snappy, engaging way.
Best for: News outlets, tech companies, startups, thought leaders and brands with a distinct tone of voice.
Our final thoughts: It's about quality, not quantity
You don’t need to be everywhere, you just need to be where it matters.
The key to success on social media is knowing where your audience is most active, then being consistent with content that connects with them.
For most businesses, a combination of two or three platforms is more than enough to build brand awareness, drive engagement and generate real results. It’s all about striking the right balance.