How to Determine What Social Platforms to Be On

Choosing which social platforms to be on for your business can be confusing. It can be tempting to decide to have a presence on every platform, however, this is not the right choice for the majority of businesses out there. Most of the time, it is better to stick with 2-3 platforms and do them well.

Here are a few key things that you should consider when choosing what social platforms your business should be on.

Go where your audience is

This is without a doubt the most important factor when choosing a social platform. Be where your audience is. Do your research on the main demographics of users of different platforms to find the audience that best represents your ideal target market.

If you are a B2B market, then a LinkedIn page would be a much more effective platform choice for your business as opposed to a Facebook page. There is no point in spending time and resources on a platform that is not talking to the right people for your product or service.

Determine your social goals

Understanding what you would like your business to achieve from social media will also help you to narrow down your platform choices. Platforms like Pinterest and Facebook are great for driving traffic back to your website, whereas Instagram is a great way to reach a wide audience at a minimal cost.

Think about whether you are using social for brand awareness, for sales, to drive traffic back to your website, as a place to build and nurture an engaged community, or all of the above.

Recognise your content capabilities

Is your business regularly creating content? And if so, is it video content, blogs, images, infographics, or a combination. Social media requires businesses to be regularly uploading content. For this reason it is important to know whether your business will be able to provide the content necessary to keep certain channels running.

For example, a YouTube channel would require a minimum of one video piece a fortnight in order to grow a decent subscription base, whereas pinterest requires article pieces, images and infographics.

Putting it all together

Once you have answered these questions, it is time to look at the different platforms available to you and find the one that best suits the needs of your business. Here’s a quick rundown of the top social platform players for you to compare.


This platform has 2.01 billion active monthly users, the largest audience of all the platforms. Facebook’s core users are aged between 25 to 34, making up 29.7% of users. If this is your target market, then Facebook should definitely be on your business’s list of social platforms to be present on.

Facebook is a great platform for advertising and lead generation as the ads can be created and targeted to very specific audiences. It is important to note that Facebook is a very competitive market for business pages, coupled with algorithm changes, it is important that your page is updated with quality content that garners regular engagement on the page.


Although instagram has a strong number of users of the platform, using instagram for your business should be decided upon after much consideration of your content and your social media goals.

Instagram allows businesses to be found beyond a followers news feed through discovery tools such as hashtags, location tags and suggested posts. However, the only way for people to click back through to your business is through the single link in your profile bio.

In saying this, Instagram has introduced product tagging within posts that allows users the ability to purchase products within the platform, and easily search what products a business does sell (if set up correctly). If you do choose to use Instagram, an effort should be made to build a profile with captivating imagery. Instagram should be seen as a platform to create brand awareness rather than traffic or sales specifically.


This is a great platform for B2B businesses, or for businesses who rely on immediacy with their communication, such as breaking news, product announcements or flash sales. The majority of Twitter users are under the age of 50.

Twitter is also a great choice of platform for businesses who do not have the time and resources to create constant imagery and video. Although tweets with images perform extremely well on twitter, text content still remains popular on the platform.


This is a platform that requires a lot of attention. If you are looking to create a YouTube channel you should be prepared to create and share high quality video content at least once a fortnight.

Building a subscriber base is much more difficult than the other platforms, it is also not as profitable as the other social platforms. If you are looking to create a YouTube account, it should be for brand awareness, and to build a trusting and loyal community.


This is the leading platform choice for B2B businesses. Linkedin does not require as much upkeep as the other social platforms. It is a great platform for lead generation and sharing editorial content pieces.

A LinkedIn profile is a good way to legitimise your business as a trusted company.


This platform is dominated by the female market and is a great way to drive traffic back to your website. The majority of Pinterest content includes fashion, art, home decor, and food, but if you are able to create beautiful imagery of your product, regardless of your industry, Pinterest is the platform for you.

Pinterest’s ‘buy’ button has also made it easier for followers to purchase products that they find via Pinterest.

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