How to Choose the Right Social Media Platforms for Your Business

How to Choose the Right Social Media Platforms for Your Business

Let’s take a moment to appreciate the incredible influence social media has on the way we do business these days. It’s like we’ve been handed this vibrant canvas where brands can paint their presence, engage with a global audience, and boost their sales — all thanks to platforms like Facebook, Instagram, and Twitter that are buzzing with billions of users.

Choosing the right social media platform can seem like navigating a maze with endless turns. The key to finding your way? It’s about syncing your strategy with the crowd you want to draw in, setting clear goals, and making the best use of what you’ve got at your disposal.

In this exploration, we’re going to guide you through selecting social media platforms that not only highlight your brand but also captivate your audience. Plus, we’ll shed some light on the powerful ways social media is reshaping consumer habits.

Understanding the Major Social Media Platforms and Their Features

With so many social media sites out there, it’s essential to understand the core platforms and their unique features. The major networks each cater to different audiences, interests and content formats. – and communicating on each of these platforms has its own nuances.

Ryan Lilly, an author and marketing expert, also said: “Social media is not just a spoke on the wheel of marketing. It’s becoming the way entire bicycles are built.” – this quote is a stark and very real reminder that if we’re not using social media in business and marketing, then we’re going to be left behind very quickly by the competitors in our industry.

Facebook remains the largest social network, ideal for consumer-focused brands. Its huge user base, demographic diversity and range of ad options make it a pillar for many marketing plans. Facebook offers features like Pages, Groups, Live Video, Marketplace ads and more.

Instagram is the top platform for visually-driven content and influencer marketing. Its photo and video features are ideal for lifestyle brands. Instagram Stories and IGTV allow for engaging video content. Instagram also provides robust analytics on engagement and demographic data.

Twitter is the “real-time” social network, perfect for news, conversations and quick engagement. Its short format lends itself to timely updates, hashtags, polls and conversational tone. Twitter is ideal for real-time monitoring and customer service.

LinkedIn dominates the professional space, ideal for B2B companies, thought leaders and recruitment. Users rely on LinkedIn for industry news, professional networks and career opportunities. Its focused audience offers a prime place to establish expertise.

YouTube has become the #2 search engine thanks to its massive video library. It’s ideal for tutorial content and brand video campaigns. YouTube ads also allow precision targeting of video ads to relevant audiences.

There are also visual platforms like Pinterest and Snapchat, discussion forums like Reddit, and emerging platforms like TikTok. Each has unique features and audiences that may match your brand’s goals.

Evolving Social Media Communication

So, as we’ve discussed, at its heart, social media truly is about communication. But that communication can also change and evolve depending on the audience. As Bill Gates said: “When you let people communicate, you have to deal with the fact that certain incorrect things that are very titillating can spread very rapidly compared to the truth. And we’ve always seen that with vaccines.“. So, communicating your message is one thing – but realising others will interpret and communicate the same message very differently is also a truth worth noting. What you say about your brand or product could very well be changed and twisted by others.

One example of how a company’s social media marketing has been twisted to become negative is when DiGiorno Pizza tweeted a joke about the hashtag #WhyIStayed, which was being used to discuss domestic violence. The tweet read, “You had pizza. #WhyIStayed.” This tweet was (rightfully so) seen as insensitive and offensive, and the company received a lot of backlash on social media. Social media can be a double-edged sword for businesses, and it’s important to be aware of the potential negative consequences of social media marketing.

Understanding the core differences allows you to focus efforts on the platforms that best fit your strategy and align with your target customer interests. The ubiquity of social media means consumers expect to connect with brands across multiple platforms.

Key Social Media Platform Statistics




  • Monthly active users: 2 billion

    Source: Data Reportal

  • Percentage of Americans who use Instagram: 40%

    Source: Pew Research

  • Percentage of regular news consumers on Instagram: 13%

    Source: Pew Research


  • Monthly active users: 250 million

    Source: Data Reportal

  • LinkedIn has over 34 million users in the UK, which accounts for 51.1% of the country’s population



  • Monthly active users: 1.218 billion

    Source: Statista

  • Percentage of Americans who use TikTok: 21%

    Source: Pew Research

  • Primary reason for visiting the platform: to look for funny and entertaining videos

    Source: Data Reportal


  • Percentage of Americans who use Snapchat: 25%

    Source: Pew Research

  • Percentage of regular news consumers on Snapchat: 4%

    Source: Pew Research


Key Factors to Consider When Choosing Platforms

Once you’ve identified the leading platforms, there are a few key factors to weigh when deciding where to invest time and resources:

Your Target Audience: The demographics, psychographics and interests of your audience should drive which platforms you prioritise. B2B brands will gravitate toward LinkedIn, while consumer brands may focus on Facebook, Instagram and Twitter. Know where your audience is spending time online.

Content Format: Consider what types of content – video, images, conversations, long-form writing – best fit each platform and your brand’s assets. Instagram and Pinterest rely on visuals, while Twitter emphasises topical conversations. Match content format to platforms.

Goals and Objectives: What do you hope to achieve via social media? Brand awareness? Lead generation? Community building? Platform choice should align with tangible goals. Set key performance indicators to track as well.

Resources: How much budget and staff do you have to manage social media? More networks mean more time and effort. Start with the 1-3 platforms that make the most strategic sense. Quality trumps quantity.

Competition Analysis: Research where competitors are active on social media, and any advantages or gaps you can fill by joining select platforms. You don’t have to mirror competitors, but understand their social presence.

Continually evaluate performance on each platform against your goals, and optimise efforts towards platforms driving results. For example, you may find Instagram drives online sales more than Facebook. Resources can then shift accordingly.

Strategies to Maximise Engagement on Chosen Platforms

Once you’ve determined the right platforms based on audience, goals and resources, the next step is executing a strategy to maximise engagement.

woman showing black Samsung smartphone

Here are some best practices for driving active engagement and conversions on social media:

Create Shareable Content: Visual assets, videos, infographics and polls tend to get shared more on social media. Develop eye-catching and useful content tailored to your brand and audience interests.

Showcase Human Faces: Social media allows fans to connect with the real people behind a brand. Share photos and quotes from staff, founders and fans. Showcase company culture.

Engage With Followers: Reply promptly to comments and messages. Ask for feedback in polls and comments. Engagement is a two-way street – interact meaningfully with your audience.

Promote UGC: User-generated-content like customer photos and testimonials helps personalise a brand. Repost and highlight UGC with consent to showcase your brand community.

Run Contests: Competitions, giveaways and sweepstakes build excitement around a brand. Contests also allow you to collect user data and expand reach.

Utilise Influencers: Strategic influencer partnerships provide brands endorsements from key figures with engaged follower networks.

Probe Social Listening Data: Monitoring brand mentions, reviews, hashtags and conversations across social media provides valuable consumer insights to help shape engagement strategies.

Connect The Dots: Coordinate social media efforts across platforms to reinforce messaging and calls-to-action. Sync banners, profiles and posts.

Convert Followers: Include links to landing pages, online stores or email signup forms to convert passive followers into leads and customers.

Analyse Performance: Use platform analytics to identify your best-performing content. Double down on what drives the most clicks, shares, conversions over what falls flat.

A strategic, audience-focused approach to social media engagement will help you maximise value from chosen platforms and build your brand.

The Rising Impact of Social Media on Consumer Behaviour

As social media platforms have exploded in popularity, they have begun influencing consumer behaviour in new, meaningful ways.

Over 3 billion people now actively use social media worldwide. They not only interact with friends and family, but also learn about brands, products, personalities and news.

Social platforms like Instagram and TikTok have become trendsetters, with viral content and influencers driving consumer choices. Even a single viral post can spark interest in a brand or product.

Consumers actively ask questions and seek recommendations about brands in social communities. Positive or negative feedback shapes perceptions. In fact, 92% of consumers trust recommendations from others over branded content, reflecting the power of social proof.

Similarly, users are swayed by the social causes and values that brands promote via social channels. Consumers now expect transparency and responsibility.

With social media’s vast reach, platforms have also changed how word-of-mouth and influencer marketing works. Brand messages now spread rapidly, transcending geography.

Social media also provides instant access to product reviews, customer service and real-time conversations with businesses. Consumers have come to expect this direct connection.

Ultimately, social media allows brands to tell stories, express purpose, inform buyers and make meaningful human connections with audiences. For today’s brands, social media is essential not just for marketing, but for relating to consumers and influencing behaviour.

Key Takeaways

Choosing the right mix of social platforms tailored to your goals and audience is critical for business success. Key points include:

  • Research major platforms like Instagram and Twitter and consider audience demographics, content formats and objectives

  • Weigh factors like resources, competition and audience interests in platform selection

  • Develop engaging, shareable content and human connections on chosen platforms

  • Monitor performance and optimise social media efforts based on data

  • Recognise social media’s rising influence on modern consumer behaviour

Today’s crowded digital landscape means standing out on social is tougher than ever. But brands that do social media right have an opportunity to thrive like never before. Strategic platform choice and audience-focused engagement are the keys to unlocking the full power of social.


Social media has redefined how brands relate to consumers. But with so many platforms available, from Instagram to Twitter and beyond, it can be daunting to determine the best social media mix. This article explored strategies for choosing the right platforms for your business based on your target audience, goals and resources.

We looked at major networks like Facebook, Instagram, Twitter, LinkedIn and YouTube and how their features align with different content formats, communities and objectives. There is no one-size-fits-all approach. Brands must research where their audience is most active and aim to develop an authentic presence that provides value.

Once you determine strategic platforms, the next key is maximising engagement through compelling content, interactions, campaigns and analytics. Active engagement and conversion of followers is essential.

Lastly, we discussed how social media has transformed consumer behaviour. Platforms like Instagram and TikTok are now trendsetters. User-generated content and online reviews influence perceptions. Social media allows brands to directly inform, respond to, and build relationships with consumers.

A thoughtful social media presence across the right mix of platforms gives brands the opportunity to thrive amidst the social revolution. As social media continues to shape consumer perspectives, it has become one of the most powerful tools in a marketer’s toolkit. Leveraging platforms tailored to your audience and goals provides a chance to foster genuine connections and business growth.

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