There are countless social media platforms out there. A recent survey showed that 73% of Americans (around 253 million) are active on social media. If your business is making the jump into the world of social media marketing, it can be tempting to want to be everywhere all at once. But here’s the truth: not every platform is right for every brand.
So how do you figure out which social platforms are actually worth your time? Let’s walk through a few easy ways to pick the right ones for your brand.
Know Your Audience
The first step to picking the right social platforms is asking questions about your audience.
- What’s their age demographic?
- Are they consumers or professionals? (think B2C or B2B)
- What kind of content do they already consume?
Understanding your audience is crucial. If your brand is targeting a Gen Z audience, chances are they’re spending more time on TikTok and Instagram than on Facebook. If your content is aimed towards business professionals, LinkedIn might be the best place to start. Many platforms like Sprout Social or Hootsuite publish platform-specific audience statistics, or a quick survey of your existing customers can go a long way, too.
Define Your Content Strengths
Each social platform has its own personality, so your brand needs to learn how to play to its strengths. Instagram and Facebook thrive on visuals and are great for community building. X (formerly Twitter) is all about quick, engaging takes. TikTok rewards creativity and short-form video content, while YouTube favors longer-form, high-quality video content. On the other hand, LinkedIn is the place to go when it comes to thought leadership, industry insights, and content targeted towards industry professionals.
As a brand, the big question is: What content can we confidently handle in-house, and when should we call in a marketing agency to take it further?
Determine Your Goals
Why is your brand on social media in the first place? If your goal is brand awareness, you might prioritize reach and engagement on platforms like Instagram, TikTok, or Facebook. If it’s thought leadership in your industry, LinkedIn might be the better choice. Are you trying to improve customer service or provide quick support? X (Twitter) and Facebook Messenger/Instagram DMs are great for real-time conversations and quick responses. These platforms let you address customer needs, answer questions, and publicly show your audience that you’re listening and responsive.
Start Small, Then Grow
It’s easy to get overwhelmed trying to manage five different social platforms at once. Start with one or two that align best with your audience, your content strengths, and your goals. Build a solid presence there first. Once you have a rhythm and results, you can always expand if it makes sense.
The bottom line is you don’t need to be everywhere; you just need to be where it matters. Choosing the right social media platforms is all about aligning your brand with the right audience, on the right platform, with the right kind of content.
Ready to elevate your brand’s social presence? Let’s connect! We'll help you build a strategy that delivers measurable results.
