Deciding which social media platforms are right for your business

In 2022, businesses have plenty of options in terms of social media. We’ve come a long way since the days when MySpace was king – and now it’s hard to keep up with the available platforms. 

Rather than attempting to be present on every platform, businesses should consider which ones are right for them. 

To help you reach your intended audience and maintain your brand image, we’re discussing the top 5 social media platforms and which ones might suit your business.

1. Facebook

Facebook enables businesses to reach large, diverse audiences – in fact, it was 2021’s most-used social media platform after YouTube. The platform has existed for 18 years (which makes us feel pretty old!), this means its audience tends to be slightly more mature than many other social media platforms. However, there’s still a range of demographics among its 2.9 billion monthly active users. 

Businesses can create all sorts of content for Facebook, too. From photos and videos to livestreams and live audio rooms, there are plenty of options. It’s a highly versatile platform for all types of businesses – formal and lighthearted alike. 

2. Twitter

Twitter’s defining character limit (that’s 280 characters per Tweet, including spaces) is a major factor shaping the sorts of posts you can create. It’s obviously not suited to long-form text but it’s ideal for brief posts linking to external content. This might include industry news or your business’ latest blog, for instance.

The platform is the place for concise, snappy posts and the average scrolling session on Twitter lasts just 3:39 minutes.

It’s also worth mentioning that Twitter is the original home of the hashtag. This makes it a good option for enabling new customers to discover your business

3. Instagram

Visual content is paramount on Instagram. Unlike other social media platforms, you’ll need plenty of photos or short videos to have a successful business Instagram account. Naturally, businesses with a creative side, such as restaurants, artists or fashion brands, will be very at home on this platform, but we’ve seen great results on here from B2B organisations too. 

There are even more possibilities for businesses using Instagram Reels, which are short, TikTok-esque clips. Taking advantage of this video format can result in some dynamic, on-trend posts. You can even splice clips together, use effects and filters, or add music – so it’s ideal for showing off your business’ creativity!

Be aware that Instagram has a younger user base than its competitors. So, before setting up an account, ask yourself: is your audience likely to be using this platform?

4. LinkedIn

LinkedIn is a unique platform in that it’s entirely professional- and business-oriented. Unlike the B2C-focussed Twitter, Instagram, and Facebook, LinkedIn is perfect for B2B companies. This means that posts on this site tend to be quite professional and formal.

Posts that go down well on LinkedIn might discuss industry news, statistics, or blog posts. If you’re looking to engage with professionals, this platform is certainly the place to be!

5. TikTok

TikTok is a relative newcomer within the world of social media, with the platform focusing on video content exclusively. It’s become synonymous with Gen Z, so it’s worth considering if your business has a younger target audience. 

However, to make a splash on TikTok, you’ll need to present light-hearted content and be open to experimenting. If that approach sounds compatible with your brand, it’s worth having a presence on the platform — as long as you can produce visually-engaging content!

To learn how businesses can succeed on TikTok, check out our recent blog on the subject.


For more tips on social media marketing, get in touch with our experts today, or take a look at our Embrace the Space book for more social media advice for small businesses.

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