Which Social Media Platforms Make the Most Sense for Your Business?

A woman using her smartphone to take a photo of her pottery.
Written by: Connections Marketing

Just about every business out there knows it must rely on social media to some degree – whether to advertise, respond to feedback, or grow its following. But not every platform makes sense for every brand. And when the trends seem to change with the winds, focusing on the right ones can start to feel more difficult than it should. For some smaller businesses, it could be beneficial to focus primarily on one platform. Others need a healthy combination with a formula for how and when to post on each one.

To figure out which ones make the most sense for you, start by taking a look at where the most people are and find out more about them.


According to a recent study, “LinkedIn and Facebook are the top two most used social media platforms for business purposes in the age group 18-56+. Instagram came in in third place with 41%.” Still, those are big-picture figures. Each company must continually refine its goals to figure out which platforms are the most likely to help accomplish them.

Facebook lends itself to B2B, B2C and D2C uses, explaining why it continues to top the list. It is especially useful for building business relationships and viewing analytics on target certain users. The average age of its audience has gone up as younger users gravitate to newer sites like TikTok. Two smart reasons to be on Facebook are:

  1. To target ads toward a specific demographic or behavior
  2. To engage actively with users to build brand loyalty

It is similar to Instagram – also owned by Meta – in the breadth of the type of user, and if showcasing your business makes sense on one it likely makes sense on the other.


With a strong B2B focus, LinkedIn has limited but powerful potential. This is your site when you want to target decision makers, making it ideal for businesses in search of brand collaborators and talented influencers. Because it is a professional networking site, it may be of more use to your HR department than your marketing team. The platform tends not to be used as much by consumer product marketers unless they’re networking or posting job openings.


Apparel, home decor and beauty products are ubiquitous on Instagram. But those aren’t the only industries that actively benefit from the site. If your goal is to integrate a strategy to reach a broad range of users and increase your brand recognition, Instagram is a good way to do it. With its strong use of photos and video “Reels,” the platform offers a variety of advantages if you want to:

  • Target women
  • Reach relatively young people
  • Demo products or services
  • Show your visual, creative side
  • Post videos

However, brands that don’t have anything to show visually aren’t likely to find much ground on this platform.


This one can get overlooked, as it often functions more like TV than a social media outlet. However, with billions of active users, its power and influence should not be discounted. Naturally, the main way to use it is through videos. Unlike other platforms, this one skews heavily toward educational, how-to and DIY demos.

If you already have a few recent vids on your site, it will be free to upload them on your own YouTube channel. Even if your video-making skills and budget are lacking, the use of YouTube “Shorts” has skyrocketed. They offer a much more casual outlet for taking a minute to inform your target audience with a helpful snippet of info.

Keep an Eye on X (Twitter) and Other Social Media Sites

Things evolve quickly in the world of social media. Marketers need to keep up and occasionally change course when it makes sense. There are many other possible options to add to your mix, from TikTok to Tumbler to X (formerly Twitter). Keep an eye on popular ones such as X to see how they can also service your needs. Even controversial platforms can be handy tools for connecting directly with followers.

A Digital Marketing Partner Will Help You Protect Past and Future Data

Businesses often reach out to Connections Marketing unsure of what platforms to be on. We help them figure that out, and then create a strategic path forward toward measurable success. Some of the ways we do this include:

  • Doing a social media audit
  • IDing the right channels for clients
  • Planning content calendars
  • Managing content placement
  • Strategizing on the details
  • Tracking analytics
  • Reviewing the results
  • Making changes accordingly

An experienced digital marketing partner will help you protect your time and resources by creating a well-thought-out strategy that aligns with your goals. At Connections Marketing, our dedicated social media specialists can work closely with you to find which platforms make the most sense for your business and help you change course when necessary.

Contact Connections Marketing to consult with one of our social media specialists today.

Find other blogs: