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What Social Media Platform Is Right for Your Business

Social media marketing is a large part of digital marketing strategies and content management. The ability to connect directly with your community and customers is a huge advantage any business manager should take advantage of. 

Whether you’re already on social media or you’re about to take the leap, the first crucial step is understanding what apps are right for your business.

Why It’s Important to Select the Right Platforms for Digital Marketing

social media platforms for business marketingJust being on social media is not enough to warrant a successful social media marketing strategy. Social media marketing is about more than your web presence, it’s about the proper balance of branding, engagement, community building, promotion, and getting to know your audience in new ways. The best way to use social media to its fullest extent is to be on the right platforms for both your audience and your business.

Although you may be more comfortable using Facebook and are familiar with its layout, is it where your primary audience engages? Instagram may seem trendy and full of media possibilities, but is it the right place to showcase your services in a way that highlights your best attributes?

A little bit of research goes a long way. Think realistically not just about what audience you want to target, but who your current audience is and expand from there. If you build a strong base, your foundation is sure to grow that much more.

What to Think About When Selecting Your Social Media Apps

Breaking Down Social Media Apps

social media marketing strategy The truth is that every social media platform has advantages and disadvantages, and every social media marketer will have a different opinion about what platforms will work best for what clients. Social media marketing is a balance of statistics and creativity and relies heavily on the authenticity of the brand to pull it through.

Although we’ve put together a great guideline to help you determine what social media apps you may choose to focus on, there is always more info out there and you should always opt for what feels good to you — if you’re a business to business company but have a thriving community on Facebook, don’t abandon the platform to switch to LinkedIn.

Always watch your engagements and see what drives traffic to your website, and from there you can adjust and grow. This guide will, however, provide a baseline to help determine where you should begin for the best chance of success. When in doubt, switch it up and try again! Social media marketing is all about risks, changes, and adapting.

linkedin advertising

LinkedIn

LinkedIn is a great platform for freelancers and business to business companies.

Primary Generation

All generations use LinkedIn and the users are often business professionals

Advertisement Options

Advertising opportunities are available, but at a higher cost vs other platforms

Tone

Company and business jargon is acceptable on this platform, but don’t forget to be creative and show a humanistic side as well

Media Options

Supports all media content for posts: video, image, text

Post Scheduling

Does not have an internal ability to schedule posts, will need to use a third party platform

Hashtags

Hashtags are encouraged but not as popular or as vital to reach
facebook advertising

Facebook

Facebook has the ability to build and engage with specific communities through groups, events, and other features. Users often use this platform for custom support, inquiries, and to follow companies. All business industries can utilize this platform if it aligns with their target demographic. 

Primary Generation

Used most by Millennials, Baby Boomers, and Gen X’ers, not used by younger generations like Gen Z

Advertisement Options

Widespread advertising opportunities for all range of budgets

Tone

Tone can vary from professional, casual, fun, or educational

Media Options

Supports video, text, and image content types

Post Scheduling

Ability to schedule posts ahead of time within the platform

Hashtags

Hashtags supported but rarely used
instagram social media planning

Instagram

Great for visual companies, creatives, products, athleticism, and similar businesses. Be sure to utilize both the primary platform and the story functions to connect with all users and various demographics. 

Primary Generation

Popular among younger generations including Millennials and Gen Z

Advertisement Options

Offers varying advertising opportunities including boosted posts, ads, and story ads

Tone

Casual conversational tones are great for Instagram and its primary users; avoid too much jargon or professionalism in captions and exchanges unless branding to a niche community

Media Options

Supports images and videos but cannot post text only content; also uses short video clips via Stories and Reels; be aware that Instagram media must have specific dimensions for stories, InstagramTV, and standard posts or the images and videos will be distorted or improperly cropped

Post Scheduling

Scheduled posts are available through Facebook creator studio, and are easily synced with Facebook content

Hashtags

Hashtags strongly used and can be beneficial to branding
pinterest marketing

Pinterest

Great for home decor, lifestyle, and similar product companies who are visual with their promotion.

Primary Generation

All generations use this platform but its largest audience is women and mothers

Advertisement Options

Pinterest is constantly adapting to allow ecommerce and shop owners to promote their products and increase sales directly on the platform; Pinterest also offers advertising opportunities to boost products

Tone

Tone can range from casual to professional but you want to stay on brand and get users excited about your product

Media Options

Best for companies who utilize images the most but also supports video files

Post Scheduling

Businesses are able to schedule up to 30 posts within a two week period within the platform

Hashtags

Hashtags can be used but are not a primary or popular function of the platform to rely on
youtube marketing

YouTube

Videos are growing rapidly as the most used media in digital marketing, overtaking infographics and blog posts for companies. Does not need weekly or even monthly uploads, but scheduled curated video content can help expand brand and reach. All business types can benefit from video promotion and connection.

Primary Generation

All generations utilize this platform

Advertisement Options

Allows advertising opportunities

Tone

Wide range of tone and conversational aspects but keeping it informative and professional is recommended for businesses

Media Options

Video is the only media type supported

Post Scheduling

YouTube does allow you to schedule your videos ahead of publication within the platform

Hashtags

Hashtags and keywords offered but not greatly used
twitter marketing

Twitter

Great for tech companies, news companies, freelancers, and other creators. Twitter is fantastic for virtual events, news, pop culture, and identifying trendy topics.

Primary Generation

Twitter appeals to Millenials, Gen X, and Baby Boomers

Advertisement Options

Does allow for advertising opportunities

Tone

Twitter favors a casual tone and allows brands to experiment with their conversational lingo online

Media Options

Twitter does support video and photo but is best used for text only content and external links; character count is restricted on posts to ensure fast, quick posts that summarize info

Post Scheduling

Twitter does allow scheduling posts within the platform

Hashtags

Hashtags are a large part of search and community connection

Social Media Marketing Advice for Every Platform

 • No matter what social platforms you opt to use, remember to think about each audience on each platform. Although it is helpful to use third party software and schedule your posts to go live across every platform using the same content, try to diversify your approach a little bit with each key generation in mind. Use hashtags more often on Twitter, and increase your technical jargon while on LinkedIn.

 • Consider default sizes for each platform’s posts, as well. A display image on LinkedIn will not display the same on Instagram, and it’s important that each media you display has a great first impression on every platform.

 • No matter how you decide to approach social media marketing, try to keep your business’ products and services in mind and think about where they will thrive. You may not use Pinterest, but your home decor will shine and attract the right customers on the platform. Instagram Stories may feel quick and too short, but a lot can be done and advertising to younger generations with the right content approach.

 • Think outside the box, ask for assistance, continue to pay attention to what platforms are thriving and what new offerings are being supplied. You never know, your business could see great growth on social media apps that you did not anticipate. Start small, grow your audience, and genuinely connect with those who are invested in your brand.

If you still have questions, or you want to share how our guide helped you with your business, comment below! You can always email us or connect with us on social media. 

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