What Social Media Platforms Should You Use for Your Business?

by Jun 19, 2023Branding, Learning Center

Navigating the world of social media can be daunting, especially for small business owners and entrepreneurs. With so many platforms to choose from, making the right decisions is essential to ensure your business thrives online.
We want to focus on quality over quantity when posting to social media.

We recommend focusing on two or three of the five most popular platforms: Instagram, Facebook, LinkedIn, TikTok, and Google Business Profiles. Keeping your posting locations narrow is enough for your online presence to be effective, but doesn’t end up being too overwhelming.

But what does each platform do? Which is going to be best for your business?

Let’s dive in!


Best For: Retail, Fashion, Food, Travel, Fitness, and More

Person Viewing Instagram from Smartphone

Perfect for businesses that rely heavily on visuals, Instagram is a photo and video-sharing platform that boasts over 1 billion monthly users. This platform is particularly effective for promoting products or showcasing your brand aesthetic. If you have a strong visual component to your products or services, then Instagram is the ideal place to showcase it.

This visually-driven platform is perfect for showcasing your products or services in an aesthetically appealing way. If your business is image-centric or relies heavily on visual storytelling, this platform can be a goldmine.

How Instagram Can Be Good for Your Business

  • Visually Appealing Content: Instagram’s focus on photos and videos makes it an excellent platform for presenting visually captivating content. Businesses with products or services that have a solid visual component can leverage this platform to showcase their offerings in a visually appealing and engaging manner. From high-quality product images to behind-the-scenes glimpses, Instagram allows businesses to curate an aesthetically pleasing feed that captures the attention of their target audience.
  • Ideal for Targeting Young Adults: Instagram’s user base primarily consists of young adults, specifically 18-34. If your business caters to this demographic, Instagram effectively reaches and engages with your target market. By leveraging the platform’s features and tailoring your content to appeal to young adults, you can effectively promote your brand, products, and services to a highly receptive audience.
  • Engaging Tools for Community Interaction: Instagram offers various interactive features, such as Stories and Reels, which allow businesses to foster community engagement. Stories provide a quick and immersive way to share content, while Reels offer short-form videos that can be creatively used to entertain, educate, or promote. These tools enable businesses to humanize their brand, share behind-the-scenes moments, conduct polls, and encourage direct interaction with their audience. By actively engaging with your followers, you can build a loyal community around your brand and strengthen customer relationships.

The Limitations of Instagram for Businesses

  • Requires High-Quality Images: Since Instagram is a visual platform, the quality of your images and videos plays a crucial role in capturing attention and leaving a positive impression. Investing time into making high-quality photography or videography is essential to maintain a visually cohesive and professional presence on Instagram. This requirement may pose a challenge for businesses with limited resources or those in industries that need help to create visually captivating content.
  • Limited to Visual Content Only: Unlike other platforms that allow diverse content formats, Instagram primarily focuses on visual elements. While this benefits businesses that thrive on visual storytelling, those relying heavily on text-based or audio content may need help to effectively communicate their message alongside images and videos.

Considering these factors, Instagram is particularly well-suited for businesses in visually-driven industries. By leveraging Instagram’s visual nature, engaging features, and vast user base, companies can effectively showcase their offerings, connect with their target audience, and create a strong brand presence on the platform.


Best For: All industries, due to its extensive user base and versatile features.

Smartphone Logged Into Facebook

Facebook can be a highly effective platform for businesses, thanks to its massive user base and a range of tools designed to support marketing and advertising efforts. With 2.8 billion monthly active users, Facebook provides an extensive audience reach that businesses can tap into to promote their products or services.

How Facebook Can Be Good for Your Business

  • Massive User Base: Facebook’s large user base presents a significant opportunity for businesses to connect with potential customers. With billions of active users, there is a high likelihood of finding a relevant audience for almost any industry or niche. This vast reach allows businesses to expand brand awareness, engage with customers, and drive website traffic.
  • Robust Targeting Options for Ads: Facebook’s advertising platform offers a range of targeting options that allow businesses to reach their desired audience with precision. Advertisers can target users based on demographics, interests, behaviors, and even specific criteria such as purchase intent or life events. This level of targeting ensures that businesses can tailor their ads to reach the most relevant and interested audience, maximizing the return on their advertising investment.
  • Facebook Pages: Facebook provides dedicated Business Pages, allowing businesses to create an online presence and showcase their products or services. These Pages offer features such as customizable layouts, contact information, reviews, and the ability to publish regular updates, such as promotions or new product launches. Businesses can leverage their Facebook Page to build brand loyalty, engage with customers, and provide timely customer support.
  • Facebook Groups: Besides Business Pages, Facebook Groups offer an opportunity to build an engaged community around a specific topic, interest, or brand. Businesses can create or join relevant Groups and actively participate in discussions to establish thought leadership and foster a sense of community. Businesses can build trust, gather valuable insights, and generate word-of-mouth marketing by engaging with users in Groups.

The Limitations of Facebook for Businesses

  • Decreasing Organic Reach: Facebook has changed its algorithms over the years, resulting in a decline in organic reach for business posts. This means that businesses may need paid advertising to reach a significant portion of their audience. Companies need to invest in paid advertising to mitigate this challenge to ensure their content reaches a broader audience.
  • Time-Consuming to Manage: Running a successful presence on Facebook requires time and effort. Regularly creating and posting engaging content, responding to comments and messages, monitoring analytics, and managing ads can be time-consuming for businesses, especially for those with limited resources. Companies need to allocate dedicated resources or consider outsourcing social media management to ensure effective and consistent engagement.

Facebook’s massive user base, robust ad targeting options, and various tools like Pages and Groups make it a valuable business platform. Despite the decreasing organic reach and the time investment required, leveraging Facebook’s features and advertising capabilities can help businesses connect with their target audience, build brand awareness, foster engagement, and drive business growth.


Best For: Business-to-Business (B2B) Industries, Professional Services, and Human Resources

Phone Outside Viewing LinkedIn Profile

LinkedIn is widely recognized as the go-to social media platform for businesses looking to establish and expand their professional network. It offers a range of features and benefits that make it an ideal platform for businesses, particularly those focused on B2B interactions and professional networking.

How LinkedIn Can Be Good for Your Business

  • Business-Focused Audience: One of the primary advantages of LinkedIn is its business-focused audience. Unlike other social media platforms, LinkedIn attracts professionals, industry experts, and decision-makers from various fields. This creates a unique environment where businesses can connect with individuals actively seeking professional opportunities, industry-related information, and potential business partnerships.
  • Perfect Platform for B2B Companies: LinkedIn’s business-centric nature makes it an ideal platform for B2B companies. It provides a space where businesses can showcase their products, services, and expertise to a relevant audience. Through LinkedIn, B2B companies can establish their brand presence, engage with potential clients and partners, and foster meaningful business relationships.
  • Showcasing Professional Expertise: LinkedIn allows businesses to showcase their expertise through industry-related articles, updates, and thought leadership content. By consistently sharing valuable insights and knowledge, companies can position themselves as industry leaders and build credibility within their target market. This can increase visibility and trust and, ultimately, attract more business opportunities.

The Limitations of LinkedIn for Businesses

  • May Not be as Effective for B2C Companies: While LinkedIn is a valuable platform for B2B companies, it may be less effective for businesses targeting a primary consumer audience (B2C companies). LinkedIn’s user base is more professionally oriented, and the platform’s features and content focus are tailored toward business and career-related topics. B2C companies may succeed better on platforms that cater to consumer interests, such as Instagram or Facebook.

LinkedIn offers numerous benefits for businesses looking to build professional connections, showcase their expertise, and explore B2B opportunities. By leveraging LinkedIn’s business-focused audience, B2B companies can establish themselves as industry leaders and foster meaningful relationships within their target market. While LinkedIn may present challenges for B2C companies, it remains a powerful platform for business networking and professional growth.


Best For: Businesses looking to engage with a younger audience and those who can create entertaining short-form video content.

Viewing TikTok Business Profiles on Smartphone

TikTok is an emerging short-form video platform that has taken the world by storm. If your business targets younger audiences (ages 16-24) and adapts well to creative, entertaining video content, TikTok can be a great addition to your social media arsenal.

How TikTok Can Be Good for Your Business

  • High User Engagement: The platform’s algorithm is designed to showcase content most likely to resonate with users, resulting in increased visibility and potential for your business to reach a wider audience. With a vast number of active users, companies have the opportunity to generate significant exposure and build brand awareness.
  • Perfect for Reaching Gen Z: This generation is known for its affinity for video content, and TikTok’s format aligns perfectly with their preferences. By leveraging the platform’s features and understanding the interests of this demographic, businesses can effectively capture their attention and engage with them on a deeper level.
  • Encourages Viral Content: The platform’s unique structure and emphasis on trends and challenges can lead to videos rapidly gaining widespread popularity. Businesses that successfully tap into these trends and challenges have the potential to experience a significant boost in visibility and brand recognition. Going viral on TikTok can lead to exponential growth and increased exposure, which can significantly benefit businesses seeking to expand their reach.

The Limitations of TikTok for Businesses

  • Demands Consistent, High-Quality Video Content: Businesses must invest time and resources into creating engaging and visually appealing videos that align with TikTok’s format and style.
  • Requires Commitment to Topical and Audio Trends and Challenges: TikTok’s trends and challenges evolve quickly, and businesses must stay current and commit to participating in them to remain relevant and maintain their audience’s interest.

TikTok offers numerous advantages for businesses targeting younger audiences and those that can adapt well to creative, entertaining video content. With its high user engagement, ability to reach Generation Z effectively, and potential for content to go viral, TikTok provides businesses with an excellent opportunity to build brand awareness and engage with their target audience.

Google Business Profile

Best For: All businesses, as this platform plays a crucial role in search engine optimization (SEO).

Searching for Businesses on Google

Google Business Profile is not typically considered a traditional social media platform. However, using its posting platform, Google Posts, can still be an excellent way for businesses to engage with their target audience and build their online presence.

How Google Business Profiles Can Be Good for Your Business

  • Boosts Local SEO: A strong online presence is crucial for any business, and Google Business Profile can significantly improve a company’s local search engine optimization (SEO). Creating and optimizing your business profile increases your chances of appearing in local search results when potential customers search for products or services in your area. This visibility can attract more local customers and increase foot traffic to your physical location.
  • Allows for Customer Reviews and Ratings: Google Business Profile enables customers to leave reviews and ratings, which serve as valuable social proof for your business. Positive reviews can help build trust and credibility, encouraging other customers to choose your products or services. Additionally, engaging with customers by responding to their reviews, whether they are positive or negative, shows that you value their feedback and are committed to providing excellent customer service.
  • Offers Insights on Customer Behavior: The platform provides valuable insights into customer behavior, such as how customers found your business, what actions they took (e.g., website visits, phone calls), and where they are located. This data allows you to understand your target audience better and tailor your marketing strategies accordingly. You can use this information to create targeted content, offer promotions, or make informed business decisions.

Google Business Profile helps your business stand out in local search results by providing essential information such as location, hours of operation, and customer reviews. This platform is ideal for brick-and-mortar businesses aiming to attract local customers.

Are You Ready to Boost Your Company’s Social Media Presence?

Social media is essential to building a brand experience that your audience will love. It’s time to let your customers experience and engage with your brand on social media.

But if you’re gonna do it, you need to do it right so you don’t waste your time. With our Social Media Essentials Course, you can make social media simple for your business and learn the ins-and-outs of social media content planning from our Social Media Coach, Allie. The course is designed so you can go through it at your own pace and grow from a social media novice to a content expert in just a few quick, informative modules. You can even pick and choose which social media platforms to focus on based on what makes the most sense for your business, so you truly gain the most benefits for your brand.

Social media can become a goldmine for lead generation and brand awareness if you play your cards right. So whenever you’re ready to gain expert social media insights and advice to boost your business’ online presence and reach a larger audience, InSync Media is here to help.


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