Social Media Marketing: Which Platform is Best for Your Business?

Digital MarketingSmall Business Tips
Written By Scott Berman

Ah, social media marketing—the modern-day battleground for customer attention. If you’ve ever wondered which platform is right for your business, you’re not alone. With Facebook, Instagram, TikTok, LinkedIn, and Pinterest all vying for your precious time, choosing the right one can feel like picking your favorite child (don’t worry, we won’t tell).

Here’s the truth: not every platform is right for every business. You don’t have to be everywhere at once (unless you have superpowers, in which case, let’s talk). Instead, focus your energy where your audience is most active. Let’s break it all down.

Platform Breakdown: Who Should Be Where?

Let’s take a look at the major social platforms and who they work best for.

1. Facebook: The Jack-of-All-Trades (and Still Relevant, We Swear)

Best For: Local businesses, service providers, and B2C brands
Why You Should Use It:

  • It has over 3 billion users. (Yes, with a “B.”)

  • Great for ads and retargeting (aka following your audience around the internet like a digital detective).

  • Best for community engagement—groups, events, and direct messaging.

Pro Tip: Facebook rewards engagement. The more people comment, like, and share your content, the more your posts will show up in their feeds. So ask questions, post funny memes, and for the love of all things social, don’t just post links to your website every day.

2. Instagram: The Aesthetic Powerhouse

Best For: Fashion, food, fitness, beauty, and lifestyle brands
Why You Should Use It:

  • Visual storytelling is king—high-quality images and videos thrive here.

  • Instagram Stories & Reels help boost engagement and reach.

  • Shopping integration makes it easy to sell directly through the app.

Pro Tip: If your business isn’t visually appealing, don’t force it. A tax consultancy posting selfies might not make sense (but hey, you do you). Instead, use infographics, client success stories, and behind-the-scenes content to keep your feed engaging.

3. TikTok: Where the Cool Kids (and Smart Brands) Hang Out

Best For: Businesses targeting Gen Z & Millennials, personal brands, and companies with a fun/creative side
Why You Should Use It:

  • Organic reach is insane—you don’t need a massive following to go viral.

  • Short, engaging videos get higher engagement than traditional ads.

  • TikTok’s algorithm prioritizes relevance over followers, meaning small businesses can shine.

Pro Tip: Don’t take yourself too seriously. TikTok thrives on authenticity and humor. If you can make someone laugh (or teach them something valuable), you’ve already won.

4. LinkedIn: The Professional Network That’s More Than Just Résumés

Best For: B2B businesses, consultants, coaches, and industry leaders
Why You Should Use It:

  • The best platform for professional networking and B2B marketing.

  • Great for long-form content, industry news, and thought leadership.

  • People actually read posts here (unlike other platforms where scrolling is a sport).

Pro Tip: If your LinkedIn posts sound like a robot wrote them, stop. Be conversational, add personal stories, and provide value instead of just flexing about your company’s achievements.

5. Pinterest: The Underrated E-Commerce Goldmine

Best For: E-commerce brands, DIY businesses, home decor, fashion, and wellness
Why You Should Use It:

  • Pinterest users are planners—they’re actively searching for inspiration.

  • Pins have a long shelf life (unlike Instagram posts that disappear in 24 hours).

  • It drives serious website traffic (many users click directly from Pinterest to buy).

Pro Tip: Use keyword-rich descriptions on your pins. Pinterest works like a visual search engine, so treat it like Google.

How to Win on Social Media (Without Losing Your Sanity)

No matter which platform you choose, these tips will help you stand out.

1. Know Your Audience (Because Guessing is Not a Strategy)

Use insights and analytics tools like:

Look at who’s engaging with your content and tailor your strategy accordingly.

2. Post Consistently (But Not Obsessively)

Posting once a month won’t cut it, but posting 10 times a day will burn you out. A solid guideline:

  • Facebook: 3–5 times per week

  • Instagram: 3–5 times per week (Reels = extra engagement)

  • TikTok: 3–7 times per week (consistency = better reach)

  • LinkedIn: 2–3 times per week

  • Pinterest: 10+ pins per week (use a scheduler)

3. Engage Like a Human (Not a Sales Machine)

Social media is social. If you’re just posting and ghosting, you’re doing it wrong. Reply to comments, ask questions, and interact with your followers.

Nobody wants to follow a brand that feels like a robot. Even if you’re in a “boring” industry, you can still inject personality into your posts.

4. Experiment with Paid Ads (Even with a Small Budget)

The harsh reality? Organic reach isn’t what it used to be.
Paid ads help:

  • Target the right audience (age, location, interests, etc.).

  • Retarget people who visited your site but didn’t convert.

  • Boost engagement for high-performing posts.

Even $5–$10 a day can make a difference.

5. Track Performance & Adjust Your Strategy

Use built-in analytics tools to see what’s working. Double down on what gets engagement and ditch what flops.

Final Thoughts: Don’t Overthink It

Social media marketing doesn’t have to be complicated. Pick 1–2 platforms that best suit your business, post consistently, and focus on engaging content.

If something isn’t working, tweak your approach. And if you ever feel overwhelmed, remember: even the biggest brands started with zero followers.

Need help with your social media strategy? Let’s chat—no awkward sales pitch, we promise.

Scott Berman
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