Do you run a small business? Or maybe you’re responsible for the business development of a larger organisation. Whatever the size of your business, do you ever stop to consider if you’re on the best social media channel(s) to promote your business?

Choosing the right social media platform can make or break your business. Get it right and see your audience grow with loyal customers and fans keen to digest, re-share your content and buy your product/service. Get it wrong, and you churn out content to nobody and face tumbleweed.

Do you remember when marketing was all about stuffing letterboxes with flyers? I’m talking direct mail here, guys.

Well, those days are over. Now, any business worth its salt must act on the digital stage. You must find innovative ways to get your message out there and deliver it with content that resonates with your audience.

The social media struggle is real.

You're trying to get noticed in a sea of cat videos and food pics. It's tough! And sometimes, in desperation, you post random stuff just to feel like you’re doing something.

But wait!

That's a poor strategy.

If you post random content for the sake of posting random content, you will confuse your audience. They will ask, “What do they do exactly? I’m confused. Urgh, I don’t want to see their content any more; it’s twisting my melon. I’m going to unfollow you.”

First things first: What's your game plan?

Before you even think about which emoji to use in your next post, you need to figure out your social media game plan.

Ask yourself:

What do I want to achieve? More sales? More followers? A better reputation?

What do I want to be known for? The funny finance guy? The tech wizard? The best divorce lawyer in town?

How do I want people to describe me or my business to their friends and colleagues?

Quality over quantity: Pick your platform wisely

Here's where you might be going wrong…

You try to be everywhere at once. Facebook, Instagram, Twitter, LinkedIn, TikTok. But hold up! You don't need to be everywhere. You just need to be where your people, aka your customers, are.

Which is the best social media platform for my business?

Here’s a whistlestop guide on the major social media platforms, who they’re aimed at and the types of businesses that do well on them:

Facebook

A great all-rounder. It’s perfect for B2C businesses, especially if your customers are over 25. It’s not great for B2B companies unless you’re willing to spend £££ on advertising or if your target audience is under 25.

Instagram

AKA the pretty one. It’s perfect for businesses with visually appealing products or services for sale. It’s also a great place to show off your company culture (team-building pics and fundraising, anyone?). Now, the important thing to remember is that this platform's ideal audience age range is between 25 and 34 years old.

LinkedIn

The professional platform. It’s ideal for B2B companies and professional services firms. It can work for businesses that are B2C, but you need to keep your content relatively professional. LinkedIn is a great place to boost your personal brand and share industry insights and what makes you passionate about what you do.

TikTok

The cool kid. This platform is best for businesses targeting Gen Z (16-24 year olds). It’s great if you want to create fun, engaging short videos. This platform's growth pace is vast, so if you’re targeting the youth, get on it now. (See Snapchat, too).

Snapchat

The fun one. Snapchat is great for engaging younger audiences, especially those aged 13-24. It’s perfect for fun, short-lived content that showcases your brand’s personality and connects with users playfully.

X

The conversationalist. This is a good platform for service-focused businesses as it offers a great way to communicate directly with customers. You must be responsive, though, as your followers expect a speedy response to their tweets. You may also experience the darker side of social media, as there are many trolls on Twitter.

There isn't one answer to the initial question of what is the best social media channel to promote your business. What I can say is don’t try to be everywhere. Be where you believe you can make the most significant impact. Think about where your ideal customer hangs out and test your content there. Start with one platform, do that really well, and then consider adding to it with another platform. But don’t feel you have to. You can stay on just one, just like I do with TwitTwooYou. You’ll find me here: www.linkedin.com/in/jobuchanan.

Like what you’ve read?

Jo Buchanan, the author of this blog, is the Founder and Director of TwitTwooYou Limited, a business growth strategic consultancy centred on getting brands noticed. TwitTwooYou offers smart services to help businesses grow and achieve their aspirations and goals. Want to get your brand noticed? Get in touch for a free, no-obligation chat.