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What platforms should my small business be on?

What social media platform is right for your small business?

Nowadays it’s rare to find someone who doesn’t have a digital footprint. Long gone are the days of myspace where we were coding on our parents’ desktop computer using dial-up internet after school.

In today’s digital age, a strong online presence is essential for small businesses. Social media platforms offer cost-effective ways to reach potential customers, build brand awareness, and engage with your community. However, with so many platforms available, it can be overwhelming to decide which ones to focus on. In conversations with other business owners, most ask “What platform should I be on?”. The first question you should answer for yourself is “Who is your target audience?”. From there you can use this quick guide to help you determine the best social media platforms for your small business.

1. Facebook: The All-Arounder

Facebook is the most widely used social media platform, with billions of users worldwide. It’s a great platform for almost any type of small business, offering features like business pages, advertising options, and community groups.

  • Best For: Businesses that want to reach a broad audience.

  • Key Features: Facebook Ads, Messenger for customer service, Facebook Groups.

  • Tips: Use Facebook’s robust ad targeting to reach specific demographics. Engage with your audience through regular posts, live videos, and responding to comments and messages.

  • Audience:

    • 18.1% of people between the ages of 18-24 use Facebook;

    • 43.8% of people between the ages of 25-44 use Facebook;

    • 13.6% of people between the ages of 45-54 use Facebook;

    • 11% of people between the ages of 55-64 use Facebook.

2. Instagram: The Visual Storyteller

Instagram is ideal for businesses that have a strong visual element, such as retail, food, beauty, or travel. With features like Instagram Stories, Reels, and shopping tags, it’s perfect for showcasing products and behind-the-scenes content.

  • Best For: Brands with visually appealing products or services.

  • Key Features: Instagram Stories, Reels, IGTV, Shoppable posts.

  • Tips: Maintain a consistent aesthetic and use high-quality images. Leverage hashtags to increase visibility and consider collaborating with influencers to reach a broader audience.

  • Audience:

    • 71% of people aged 18-29 have active Instagram accounts;

    • 48% of people aged 30-49 have active Instagram accounts;

    • and 29% of people aged 50-64 have active Instagram accounts.

3. LinkedIn: The Professional Network

LinkedIn is the go-to platform for B2B companies and professional services. It’s great for networking, sharing industry news, and building your brand as a thought leader in your field.

  • Best For: B2B companies, professional services, and personal branding.

  • Key Features: LinkedIn Groups, Publishing articles, LinkedIn Ads.

  • Tips: Share valuable content related to your industry, participate in relevant groups, and connect with other professionals to expand your network.

  • Audience:

    • 24.5% of LinkedIn users are under 18 to 24 years old;

    • 50.6% of LinkedIn users are between 25 and 34 years old;

    • and 3.8% are above 55 years old.

4. X: The Real-Time Connector

X is a fast-paced platform ideal for businesses that want to engage in real-time conversations, customer service, and share timely content like news, updates, or promotions.

  • Best For: Businesses that want to engage in real-time with their audience.

  • Key Features: X Chats, Hashtags, X Ads.

  • Tips: Post regularly and engage with trending topics and hashtags relevant to your business. Use X to provide customer service and quick updates to your followers.

  • Audience:

    • 34.2% of X users are 18-24 years old;

    • 36.6% of X users are 25-34 years old;

    • 19.7% of X users are 35-49 old;

    • and 7% of X users are 50+ years old.

5. TikTok: The Trendsetter

TikTok is a rapidly growing platform known for its short, engaging videos. It’s particularly popular with younger audiences, making it a great choice for businesses targeting Gen Z and Millennials.

  • Best For: Brands targeting younger demographics with creative content.

  • Key Features: Short-form videos, TikTok Ads, Influencer collaborations.

  • Tips: Focus on creating authentic, fun, and engaging content. Participate in trending challenges and consider using TikTok ads to boost your reach.

  • Audience:

    • 25% of US TikTok users are 10 to 19 years of age;

    • 47.4% of TikTok users are under 30;

    • The share of TikTok users decreases in size as age groups advance. Those aged 50+ make up the smallest share of TikTok users at just 11%.

6. YouTube: The Content Hub

YouTube is the second-largest search engine after Google, making it a powerful platform for businesses that can create valuable video content. It’s excellent for tutorials, product reviews, and behind-the-scenes content.

  • Best For: Brands that can create educational or entertaining video content.

  • Key Features: YouTube Ads, Channel subscriptions, Comments.

  • Tips: Optimize your video titles and descriptions with relevant keywords. Engage with your audience through comments and consider monetizing your content through ads.

Conclusion

Choosing the right social media platforms for your small business depends on your target audience, industry, and the type of content you can create. Start by focusing on one or two platforms where your audience is most active and where you can consistently deliver quality content. As your business grows, you can expand to other platforms to further enhance your online presence. Remember, the key to social media success is consistency, engagement, and providing value to your audience.

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