When you’re busy running your business, it can be very difficult to find time to maintain your online presence on every platform,and there’s just so many out there. Instagram, Tiktok, Linkedin, Facebook, Youtube, Pinterest, the list just doesn’t stop and the truth is, you don’t have to be on every platform. 

When you narrow your selection, you are actually opening your business up to more opportunities, as it will allow you to focus more on what matters the most, and will help to guide you in the right direction.  So, how do you know which social media platform is right for your business? 

To help you choose the right platform for your organic social marketing, here are some of our tips:

Identify your target audience

Who are your ideal customers? What are their demographics? Consider their age, location, gender and interests. Would your audience engage in serious and insightful, or would they be interested in soft, witty and visual content. Once you have a solid understanding of who your customers are and what they are interested in, it will be easier to discover the right platform for your business.

To help you identify the right platform for your business, here is a breakdown of demographics on each platform.


Source: social factor

As you can see, each social media platform has a slightly different demographic. This is important to keep in mind when you’re planning your social media marketing strategy. 

Outline your business goals

What are your business goals? Are you looking to increase brand awareness, drive traffic to your website, or generate leads? It is important to outline the purpose of your online presence. Once you have a clear understanding of your goals, you can start to look at social media platforms and identify which ones will help you achieve these. Not all social media platforms are the same. Each one offers unique features and caters to different types of content which ultimately, allows you to reach your business goals.  It is important that you understand how each platform works before making a decision. Here is a quick overview of some of the most popular social media platforms and how they have helped to increase online presence in the business world.


With over 2 billion active users worldwide, Facebook offers a huge potential customer base. It is great for lead generation, and its advertising platform can be highly customized to target specific audiences. However, there are a few things you should keep in mind. First of all, it’s important to understand that Facebook is a very different platform than other social media sites like Twitter and LinkedIn. It’s important to focus on creating and maintaining relationships with your customers and clients, rather than just trying to sell them something.

Facebook is a very visual platform which means if you want to make a good impression, it’s important to use high-quality images and videos.  A challenge many businesses face with Facebook Marketing is the fact that it is constantly changing, which means that what works today might not work tomorrow, so it’s important to stay up-to-date on the latest changes and trends.


Instagram is a powerful marketing tool that can be used in a variety of ways to promote your business. Whether you’re using it to show off your products, share behind-the-scenes content, or run ads, Instagram can help you reach a wider audience and boost your bottom line.

This visual platform has over 1 billion monthly active users and half of them are active on the platform every day, and 90% follow at least one brand account. It is a great place to showcase your products, give customers a behind the scenes look at your business and build a strong relationship with your audience. 

In 2021, instagram introduced their reel feature, which is a fantastic way for brands and businesses to showcase their creative juices and add visual experiences to their profiles. Similar to instagram stories, shooting and editing directly from your mobile device will ensure you get the right dimensions, however if you are shooting from another device, create content with a size of 1080 pixels x 1920 pixels. Inshot and Splice are great apps to collate your content for the perfect reel. Further to this, you can add ‘collaborators’ to your posts, if the user accepts your invite to collaborate, your post will be shared with their followers and they’ll be shown as a co-author on the post, resulting in an enhanced engagement. 


With over 313 million monthly active users, Twitter is a popular social media platform for sharing news, and is a popular platform for engaging in conversations especially from their reposting feature. When sharing your captions, you will only have 280 characters so make your text short, impactful & sweet!


LinkedIn is a social networking site for professionals with over 630 million monthly active users. It is great for building relationships with other businesses, sharing content and generating leads.


YouTube is a video sharing platform with over 1 billion monthly active users. It’s a great place to share product videos, how-to guides and other types of informative content.

Identify how much time and resources you are willing to invest in social media

Maintaining an active social media presence can be time-consuming. It is important to be realistic about the amount of time and resources you are willing to invest in social media.  A well-crafted and executed social media marketing strategy can take some time to produce results, but it’s worth it in the long run.

But guess what?! In today’s day and age, it’s becoming more and more possible to repurpose quality content. Yes! We said it, you do not have to reinvent the wheel. Social media allows you to take a great piece of your own content and get creative with it! If you’ve been noticing certain types of content receiving double the engagement than other posts, play on that. 

Have you recently spent a bit of time writing a recent blog? Does it have all the bells and whistles? Why not turn it into a video or image! 

Take a leaf out of Expert Virginia Kerr’s book, and give your first instagram reel a go in just under 10 minutes!

Let your product or service guide you

Your product or service should be the foundation of your social media strategy. By understanding what you are selling, you can start to identify which social media platforms would be most beneficial for promoting your business. For instance, Instagram is a highly visual platform that focuses on pictures, and most recently videos. Out of all of the big networks, Instagram has the highest engagement rate. Tools like InVideo can help you create and edit professional videos that increase engagement and reach more people.

Whereas, if you are offering a service, LinkedIn would be a great platform to share your expert knowledge and connect with other professionals. It is also ideal for individuals to learn new things about industries. Within an instant, you can find out who’s hiring, who’s launching a new service, and get the inside scoop on competitors and what they are doing. A particularly great feature that is frequently used on linked in, is groups. Looking for insights, feedback and recommendations from like-minded professionals? Ask your community! 

What Happens Next?

Once you’ve selected the social media platforms that are right for your business, it’s important to build a consistent strategy. This means posting regularly and engaging with your audience. You should also take advantage of features that will help you promote your business, such as paid ads or promoted posts. 

It is important to remember, there is no “one size fits all” when it comes to social media, so it’s important to find what works best for you and your business. Be clear about your goals, be consistent with your content, and engage with your audience!

If you have any questions about social media or how to use it effectively for your business, please don’t hesitate to contact us. We would be more than happy to help!