How to choose the right social media platforms for your business

Selecting the right social media platform for a business can be akin to navigating a bustling marketplace—every platform presenting its own unique attraction and potential customer base. Insights from industry experts like CEOs and Chief Marketing Officers offer invaluable perspectives. 

Choosing the right social media platforms for your business

From understanding the audience to aligning platforms with business goals, these fifteen pieces of advice encompass a broad spectrum of wisdom.

1. Prioritize audience and content

Go where your audience expects you, then expand when engagement is maxed out.

When selecting platforms to establish our social media presence, we focused on where our target audience spends their time. Since we serve B2B clients, LinkedIn and Twitter (X) were natural fits, given their professional networks and more business-oriented focus.

We also considered the type of content we share—like property listings and industry insights. So, the more legacy platforms with established business presence were our focus from the outset.

When we had spent sufficient time establishing ourselves on a couple social media platforms, we then decided to expand to ones that supported more visual formats, like Facebook. Businesses that aren't as service-focused as us, who deal more with physical products, might instead pursue platforms like Instagram or Pinterest.

Despite operating a service-oriented business, visually engaging promotions on platforms like Facebook and LinkedIn have now become key to our SMM strategy, too.

For businesses just starting out with social media marketing, I'd recommend researching where your potential customers are most active and also aligning your platform choice with the types of content that suit your business and expected audience.

Don't feel the need to be everywhere straight away; prioritize quality over quantity when it comes to posts and engagement, at least initially.

Measure your performance closely and adjust strategies until you see improvement. When you've established a solid presence on a couple of platforms and have stable levels of engagement, then consider expanding to other platforms and posting formats.

Teresha Aird, Chief Marketing Officer & HR Lead, Offices.net

2. Follow your audience

Our social-media strategy is simple: we go where our audience goes. As a company that connects students with international education opportunities, we closely monitor social-media trends and follow our audience as they shift platforms. If our target demographic is increasingly active on TikTok, for instance, we enhance our presence there with engaging and relevant content to connect on their terms.

Our decision-making process includes:

Advice for Businesses: Stay audience-focused. Regularly analyze where your audience is, experiment with different platforms, and adapt your content to fit each unique environment. Don’t just stick to familiar platforms—follow your audience’s attention and engage where they are most active. This adaptability is key to maintaining relevance and building genuine connections.

James Edge, CEO, Beyond The States

3. Use a data-first approach

When we expanded our online presence, we knew finding the right social media platforms was critical. Our approach began by surveying customers to understand their behaviors. We found that 60% of our most engaged audience were consuming DIY tutorials on YouTube and participating in Facebook groups dedicated to woodworking.

This data guided our focus on these platforms. We didn't guess. We asked. We let the data lead us.

We then tailored content specifically for YouTube, creating step-by-step tutorials to show how our products solve real problems. For instance, a video on using our router-gantry system to flatten wood slabs resulted in a 15% boost in sales within the first week. We tracked this success through referral traffic analytics, which showed over half of our social traffic originated from YouTube.

My advice? Use a data-first approach when selecting platforms. Survey your audience or analyze web traffic to see where they’re most active. Then, create content tailored to those platforms. By focusing on channels where your audience naturally spends time, you’ll maximize engagement and growth. This approach has consistently driven higher conversion rates from social media.

Jacob Rhodes, Owner and Chief Engineer, TrueTrac

4. Prioritize values and reach

We focus on security, privacy, and open source, so we pay close attention to the data protection practices of social media platforms when selecting them. Platforms that use user data for advertising or sales are not our favorite platforms, but we must still use some of these because of their wide reach. 

After all, we want to convince people to improve their privacy and choose better services compared to Silicon Valley tech giants.

However, to achieve that, we must be able to get in touch with the people on the platforms that they are currently using, which can also be Facebook, X, YouTube, or even TikTok.

So while it is also important to us that social media platforms support open-source technologies and operate transparently, mainstream platforms that go against our ethics are not out of the picture entirely. Another priority for us when choosing social media platforms is that these platforms appeal to a tech-savvy and security-conscious target group, as this is relevant for our products, which we also regularly showcase on our social media channels.

Thus, our favorite social media platform is Mastodon, an open-source and decentralized platform that fits perfectly with our values and ethics. But we are also active on Reddit, Twitter (X), YouTube, and even on Facebook, Instagram, and TikTok as we aim to reach and educate wider audiences about the benefits of better privacy and data protection practices.

Hanna Bozakov, Press Officer, Tuta Mail

5. Align platforms with goals

When it comes to selecting social media platforms, we align each platform with the specific audience we want to reach and the goal we want to achieve.

Our target market consists of large foodservice companies, where decisions are typically made by committees that include upper management and middle management. But, the buying journey, we learned, often starts with floor staff surfacing an issue that needs fixing.

The platforms we choose must resonate with those specific profiles, and the content strategy must align with the platform's strengths—whether it's professional networking, community engagement, or sharing insights with peers.

We urge our employees to use social media to build genuine relationships, not just to drive sales. There are better ways to drive sales.

LinkedIn is where we connect with decision-makers like CFOs and COOs. It's a professional environment, perfect for building relationships with the people likely to be on the buying committee.

Reddit is more informal and community-driven. Here, we engage with middle management and kitchen staff by answering their questions and sharing knowledge, which in turn boosts our topical authority.

Podcasts are a key strategic tool where we interview leaders in our industry, building relationships beyond sales conversations. These conversations offer insights into challenges that resonate with other prospects, and our guests' networks help us reach a wider audience.

Medium is our go-to platform for long-form content, such as in-depth articles that tackle industry challenges, which also help improve our SEO rankings.

YouTube allows us to share webinars and podcasts, attracting a broader audience through highly engaging visual content.

Finally, we believe in maximizing the value of each content piece. For example, podcast episodes are distributed in full, but we also break them into snippets for social media. We use quotes in blog posts, landing pages, and across our digital assets to extend the content's lifespan and reach.

Carl Jacobs, Co-founder & CEO, Apicbase

6. Analyze audience and platform

I always start with an in-depth analysis of the desired audience-targeting factors, such as age, location, interests, and online behavior, when it comes to choosing social media platforms for a business. This helps identify which platforms they are most active on. 

Apart from the demographics of the audience, I consider what kind of content the business is good at producing. If a business has a strong visual element, then Instagram, Pinterest, and even YouTube will help extend its reach. For a content-driven business, LinkedIn, Facebook, and even Twitter may be more effective.

I also analyze the competition and performance on different platforms through tools like Social Blade or Sprout Social to understand what is working best for them. This helps in benchmarking and keeps expectations realistic. 

Another very important area has to do with knowing how the algorithm on that particular platform works and if that would be applicable to business goals, whether it's brand awareness, generating leads, or reengaging with customers. Each of these has its nuances and the knowledge to use them—for example, using appropriate hashtags on Instagram or being part of Groups on LinkedIn—really makes a difference.

My advice for the business that wants to make informed decisions is to start with a small number of platforms that their audience is most likely using. For tracking engagement and conversions, tools are available like Google Analytics, Facebook Insights, and Hootsuite Analytics. The other most important thing is being flexible: social media trends evolve, and one needs to revisit and readjust regularly for effectiveness.

Ashot Nanayan, CEO and Founder, DWI

7. Align strategy with audience

When selecting a social media platform for your marketing efforts, it's crucial to align your strategy with your target audience's behavior and preferences. We always take a customer-centric approach, using customer-journey maps to understand objectives at each phase of the journey and align this with our platform selection. Customers may be active on multiple platforms but in different mindsets depending on where they are in the purchase journey.

For example, if you sell dishwashers, you might find urgent buyers on Reddit seeking quick recommendations, while on Pinterest, users may be in a research phase, considering aesthetics and higher-end models. Similarly, Instagram users might be looking for visual inspiration and lifestyle content, whereas LinkedIn could be a platform for reaching business customers or facilities managers. Your social media content should be tailored to the audience and their objectives on each platform, ensuring strong conversions and ROI.

By carefully selecting and optimizing your social media presence across platforms, you can effectively engage with customers at various stages of their journey, ultimately driving better results for your business and providing value to your audience.

Shane Hale, Conversion Optimization CEO, repeatGROWTH

8. Start with one platform

A big mistake many people make is jumping onto every social-media platform without careful consideration. Instead, if you start by choosing just one platform, you'll save yourself months of wasted time and make the best use of your resources.

The first question you need to answer is surprisingly simple, yet often overlooked. In fact, it's missed by nearly everyone, but you’re going to appreciate it: "How many clients do you actually need to find each year?" It could be as few as 20 or as many as a million.

Let’s walk through an example. Suppose you're a consultant or run an agency, and without expanding your team, you're happy with 30 clients a year.

When you only need a small number of clients, the key is your ability to reach out to people directly. Social-media posting and advertising become less significant in this case, and a platform like LinkedIn would be a great place to start.

However, if your goal is to sell a product at high volume, direct one-on-one communication is impractical, and you'll need to rely on social-media posting and ads. In this case, it's crucial to choose a platform where your ideal clients spend time and, more importantly, where you can use targeted advertising to reach them effectively.

For example, if you're selling sneakers that can be worn in both a corporate setting and a cool wine bar, you might expect your target audience to be aged 28-50, fit, with a personal income of $150,000 a year, and a taste for brands like Hugo Boss and Prada. The question is, can the advertising platform you're using be accurate enough to reach this specific audience?

In summary, think about the number of sales your business can handle today, and if you require paid ads, ensure the platform allows you to precisely target your desired audience.

David Poole, CEO, Going Beyond The Illusion

9. Know your audience

When choosing social media platforms for a business, the first thing I focus on is where the audience hangs out most. It’s not just about jumping on whatever platform is trending—it's about understanding where your message will have the most impact. To do this, we start by digging into the demographics, behaviors, and content preferences of the target audience.

For example, if we’re working with a childcare center, platforms like Facebook or Instagram make sense because that’s where parents are most active—whether they’re sharing local recommendations or searching for resources. On the other hand, a B2B business might find better engagement on LinkedIn, where professionals are looking to build networks and seek out industry insights.

Another key consideration is the type of content that’s natural for the business to produce. If we’re working with a brand in fashion or hospitality, platforms that support visual storytelling, like Instagram or TikTok, are ideal. However, for a tech company or a service-based business, platforms like LinkedIn or blogs, which allow for more in-depth content, can work better.

We always ensure the platform aligns not just with the audience, but also with the business’s goals. For example, if the goal is to build brand awareness or drive traffic, platforms like Instagram and Facebook are great for that. But if it’s more about lead generation, Google Ads or LinkedIn might be the better choice. The key is not spreading your efforts too thin—it’s much more effective to be really good on a few platforms than to be average across many.

For businesses trying to figure this out, I always suggest asking these questions:

• Who is my audience and where are they active?
• What type of content does my brand naturally produce, and where does it fit?
• What are my business goals, and which platforms align with them?
• Do I have the resources to maintain a consistent presence?

Lastly, I can’t stress enough how important it is to test and refine. Social media is constantly evolving, and what works today might not be as effective tomorrow. The key is to stay flexible and adjust your strategy as you learn what resonates best with your audience.

James Hill, CEO, Golden Goose Digital

10. Define goals first

When selecting social media platforms for a business, we always start by understanding the client’s goals through a thorough discovery process. Before diving into any specific platform, it's crucial to define what success looks like for them—whether it's brand awareness, lead generation, or direct sales. 

What works on one network might not work on another, so we tailor strategies accordingly. We also strongly recommend exploratory testing, especially if there’s a significant budget for ads. This helps ensure you're investing in the right platforms that align with your audience and goals, maximizing your return on investment.

Gabriella Sannino, International Marketing Consultant, Level343 An International Marketing & SEO Company

11. Align content with platform

The first step in choosing the right social media platforms for your business is understanding your audience. This involves not only knowing their age and interests but also where and how they spend their time online. For instance, platforms like TikTok and Instagram are popular with Gen Z, while LinkedIn is better suited for a professional or B2B audience. This understanding empowers you to make informed decisions about your social-media strategy.

Aligning your content with the right platform is a strategic move. Instagram and TikTok are perfect for visual content such as videos and images, while LinkedIn and X (formerly Twitter) are ideal for sharing articles and industry insights. This alignment guides you in making informed decisions on where to post for optimal results.

Lastly, keep up with platform updates. Features like Instagram Reels, TikTok Shop, and LinkedIn Stories constantly evolve to boost engagement. It's crucial that the platforms you choose align with your business goals and audience's needs, keeping your social-media strategy focused and strategic.

Haley Wells, Social Media Team Lead, seoplus+

12. Identify your ideal customer

First, take a breath. You don't, and can't, be on every social media platform (there are over 250!). To select which platforms deserve your time, you'll need to look at who your ideal customer is and the work you did in defining that person—what are their demographics, psychographics, etc.? 

Each audience segment has a primary platform and a secondary platform. Use the demographic and engagement data from those platforms to select which ones to spend the most time, energy, and money on. 

For example, if you're a B2B business, your primary platform would most likely be LinkedIn. If you're a B2C selling products to Millennials, your primary may be Instagram and secondary may be TikTok.

Samantha Diaz, Marketing Consultant, Sage & Reign Marketing

13. Consider sales cycle and buyer

As someone working with a lot of different types of local and bigger companies, many of which are in emergency service sectors (fire damage repair, plumbers, emergency dentists, etc.), marketing on social media is dependent on how long the sales cycle is and who is mostly buying (demographics).

Here's the two concepts explained.

1. How long is the sales cycle?

If my house floods or my roof gets hail-damaged, I am not going to sit around, read 10 comparison articles of different products/services, click on a few retargeting Facebook/Instagram ads, and then buy a service.

No, instead, I'm going to go to Google and then simply search up a flood restoration business.

What does this tell us?

Many businesses aren't even social-media-marketing material to begin with. There is simply no reason for a mold removal company to run TikTok ads.

So, this is how I first filter out my clients at the start—many of them I just say, "Just focus on Google."

2. Who is buying?

Now, once we have businesses that have longer sales cycles and are selling more of a "want" product/service rather than a "need" or even an "urgent need," it's time to pick a platform.

Facebook works best for older target demographics with more money—think home remodeling, solar, roofing, medical, or legal.

Instagram and TikTok ads are for younger, lower-purchasing-power but higher-impulse buyers.

This would mean car detailers, carpet cleaners, eCommerce sellers of tech, makeup, and similar, and others would do well here.

Bogdan Krstic, Founder, Krstic SEO

14. Consider your energy levels

While this may seem unconventional, we always like to consider where your energy is in terms of social media. Some platforms feel draining; engagement there can feel like a chore. If this is the case, it's likely your engagement won't be great or will come off as forced, which will deter engagement. If you enjoy the social-media platform, your likelihood of success is better. Secondly, consider where your ideal audience is. You want to select social platforms where your audience is already looking for you. 

Lastly, consider your frequency of posting. If you are ready and have a team assembled to be posting multiple times a day, then look at the platforms that require that kind of production for engagement. If you are a team of one and want to post once or twice a week, you might be better focused on platforms that either reward or do not dock you for that kind of engagement.

Emily Soccorsy, Owner + Principal, Root + River

15. Align with audience and goals

Selecting the right social media platforms for businesses is all about strategic alignment. I've found that knowing your audience inside and out is crucial. It's not just demographics—it's about understanding their online behavior and engagement patterns. During a recent campaign for a tech startup, we discovered their core audience was more active on LinkedIn than Instagram, completely shifting our approach.

Your platform choice should sync with your business objectives. Whether you're aiming for brand awareness or lead generation, each platform has its unique strengths. For a B2B client, we zeroed in on LinkedIn, resulting in a 40% boost in qualified leads within just three months.

One common pitfall I've seen is trying to be everywhere at once. I generally advise clients to start with one or two platforms where their audience is most concentrated. We helped a local artisan brand focus exclusively on Instagram, and their engagement rates soared by 65% in just six weeks.

The key takeaway—it's not about having a presence everywhere; it's about making the biggest impact where it counts. Start focused, measure your results, and scale based on what works for your unique business.

Roland Jakob, Managing Partner, BlazeKin Media

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