Social media is an essential tool for small businesses, but with so many platforms available, choosing the right ones can feel overwhelming. While it’s smart to focus on one or two platforms that align best with your audience and business goals, it’s equally important to maintain a presence on all major social media channels. Even if you don’t post frequently on every platform, having an up-to-date profile ensures your business remains visible and accessible. Here’s how to decide which platforms to prioritise while maintaining a well-rounded digital presence.
Why You Should Be Present on Multiple Platforms
Even if your main engagement happens on one or two platforms, having a presence across multiple channels boosts credibility, improves discoverability, and makes it easier for potential customers to connect with you. A customer may search for your business on LinkedIn for credibility, Instagram for visuals, and Facebook for reviews. If they can’t find you on one of these, they may turn to a competitor instead.
Tip: Ensure your profiles on all major platforms are updated with accurate contact details, branding, and a few key posts to show your business is active.
Choosing the Right Platform for Your Business
1. Facebook – Best for Community Building and Ads
Facebook remains a must-have for small businesses. It’s ideal for creating an engaged community, running targeted ads, and providing customer support through Messenger. Businesses that rely on local customers or events benefit from Facebook Groups and location-based advertising.
Best for: Local businesses, eCommerce, service providers, and B2C brands.
2. Instagram – Best for Visual Storytelling
If your business thrives on visual content, Instagram should be a priority. From high-quality product photos to engaging Reels and Stories, Instagram allows you to showcase your brand personality and connect with your audience through engaging visuals.
Best for: Fashion, beauty, hospitality, creative industries, and lifestyle brands.
3. LinkedIn – Best for B2B and Professional Networking
LinkedIn is the go-to platform for businesses targeting professionals and other businesses. It’s a great space to establish thought leadership, share industry insights, and generate B2B leads.
Best for: Professional services, consultants, and B2B companies.
4. TikTok – Best for Short-Form Video and Trend-Driven Content
TikTok’s rapid growth has made it a key player in social media marketing. Its algorithm favours entertaining, short-form video content, making it an excellent platform for creative and engaging brand storytelling.
Best for: Consumer brands, entertainment, food, and brands looking to reach younger audiences.
5. Twitter (X) – Best for Real-Time Engagement
Twitter is great for engaging in trending conversations, customer service, and sharing timely updates. If your business thrives on real-time interactions and thought leadership, it’s worth maintaining an active presence here.
Best for: News-driven industries, tech companies, and brands looking to provide customer support.
6. Pinterest – Best for Inspiration and Shopping
Pinterest is an excellent tool for businesses in industries like fashion, home decor, food, and DIY. If your content is visually appealing and provides inspiration, Pinterest can drive significant traffic to your website.
Best for: Retail, lifestyle, home and garden, and creative businesses.
Finding the Right Balance
Rather than spreading yourself too thin, focus your primary marketing efforts on the one or two platforms where your audience is most active. However, ensure your business is still present, up to date, and available on all major platforms. This way, potential customers can find and connect with you no matter where they search.
Tip: Use a scheduling tool like Later, Buffer, or Hootsuite to maintain a minimal yet active presence on less frequently used platforms.
Build a Strong, Multi-Platform Presence for 2025
The best social media strategy involves balancing focus with visibility. While you should prioritise the platforms that generate the most engagement and conversions, don’t neglect others entirely. Keeping updated profiles across multiple platforms ensures your brand stays relevant, searchable, and accessible to different customer segments. Take the time to review your social media presence, optimise your profiles, and plan a strategy that works best for your business in 2025.