How to Choose the Right Social Media Platforms for Your Business

Mariah Narduzzo • July 29, 2025

With so many social media platforms out there, it can feel overwhelming to figure out where your business should show up. Should you be on all of them? Just one or two? And how do you even decide?


Let's break it down.

Step 1: Know Your Business and Audience

Before jumping into platforms, ask yourself: Who are you talking to?


Are you a B2B (business-to-business) company looking to connect with decision-makers and industry pros? Or are you B2C (business-to-consumer), speaking directly to everyday customers?


Understanding this is key, it shapes where you should spend your time online.

Step 2: Find Our Where Your Audience Hangs Out

Different platforms attract different crowds. Here's a quick cheat sheet:

  • Instagram - Perfect for visual content, behind-the-scenes, lifestyle branding, and engaging stories. Popular with millennials and Gen Z.
  • Facebook - Great for community building and longer-form posts. It's audience skews slightly older but remains massive.
  • X (Twitter) - Ideal for real-time updates, conversations, and through leadership. Think snappy, quick takes.
  • LinkedIn - The go-to for B2B, professional networking, company news, and recruiting.
  • TikTok - Dominated by short, creative videos. It's great for reaching younger audiences and showing off your brand's personality.

Step 3: Match the Platform to the Content

Each platform has its strengths when it comes to content. Consider what type of content your brand creates (or wants to create):

  • Short-from Videos - TikTok, Instagram Reels, Facebook Posts
  • Carousel Posts - LinkedIn, Instagram
  • Day-in-the-Life (DITL) Content - TikTok, Instagram Stories
  • Long-Form Video - YouTube, LinkedIn for B2B thought leadership
  • Informative and Educational Posts - LinkedIn, Instagram, Facebook
  • Fun, Relatable, and Laid-Back Content - TikTok, Instagram, Facebook


Think about what you enjoy making and what resonates with your audience. The sweet spot is where those two overlap.


You Don't Have to Be Everywhere

Focus on the platforms where your target audience is most active and where your content will do best. Master one or two before expanding. Social media is a powerful tool but only when used intentionally.


Need help building a strategy for the right platforms? Reach out to us!

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