The Best Social Media Platform for Your Business
“Which social media platform should my business use?”
We get this one a lot. The answer isn’t as clear-cut as one might think. If only it were that easy. There are plenty of social media sites and apps, but they may not be right for your business. Social media is an investment, so it’s important to consider which platform will bring the most value. It can be one of your most profitable marketing channels, but it could end up being one of your most draining without taking advantage of the right outlets.
Not every platform is a good fit for every business, and the best one depends on your goals and offerings. Every social media platform has nuances that make it useful for some but a waste for others. There is a right and wrong social media platform for your business. You just need to find out which will work best for you.
Facebook has had a firm grip on the social media world since 2004. And although they may not be the newest and trendiest option out there, it remains the most used social media platform worldwide. Each month, the site has 2.7 billion active users. Its massive size makes it a safe bet for most B2C businesses, including retail stores, restaurants, and even nonprofits. B2Bs often do well on Facebook too, but they may not see as many engagements as their B2C counterparts.
Ultimately, your ideal audience is probably using Facebook unless they are young millennials or a part of Gen Z. Membership for this age group drops by about five percent each year. However, the platform has seen a notable increase in the 55 and older crowd, partially due to its changing algorithm.
Over the years, Facebook’s algorithm has limited the amount of News Feed content shown by business pages in favor of posts by family and friends. This change has made the platform more competitive, pushing businesses toward paid advertising campaigns. For many companies, Facebook has become a “Pay to Play” social media environment. Depending on your industry, your engagement may hinge on a paid ads.
Easy to get started
Massive potential reach
Some ads require a large budget
Hit or miss customer support
Instagram is undoubtedly the most visual of all the social platforms. It also happens to be one of our favorite options because of its flexibility. It started as a photo-based social media platform but has since expanded its features to include temporary stories like Snapchat, short Reels like TikTok, and long-form videos like YouTube.
We think of Instagram as a brand-building platform. With its lineup of options, you can create a wide variety of visual content. That being said, Instagram is for businesses that have strong visuals. Think restaurants, retail stores, creative companies, and event venues. But don’t be discouraged by that. There are plenty of other industries that have found success on Instagram.
Facebook owns Instagram, so it easily integrates with the company’s other products. With that in mind, you may fall into the same advertising patterns. However, hashtags are still very relevant on this platform, making it easier for you to reach people organically. You can also manage your Instagram account directly within Facebook, whether you choose to run sponsored posts or keep it unpaid.
Many interactive features
Popular with younger users
No native scheduling options
Not intended for desktop users
Twitter is easily one of the most polarizing social media platforms out there. It’s a fast-paced environment focused on breaking news and announcements. There are over 500 million tweets sent daily, but much of the marketing community believes Twitter is dead despite its ongoing popularity.
Statistically, the average business won’t do well on Twitter. It’s not because their content is uninteresting or their delivery is poor. It’s due to the platform’s consistently low engagement rates. On Twitter, even the world’s biggest brands see minuscule numbers. We’re talking about ten retweets and 50 likes on a post. It’s just not worth it.
However, over the past few years, we’ve seen a spike in Twitter’s young users. The platform has attracted attention from identity-focused communities—Black Twitter, Asian American or AAPI Twitter, and Feminist Twitter are among the many scholar-recognized communities. If your business aligns with a specific identity or supportive of these groups, Twitter might be a valuable option for you.
Easily engage influencers
Low engagement rates
Easy to get lost in the shuffle
Many fake or bot accounts
Developing your brand’s social media presence can be difficult and intimidating, especially when you don’t know where to start. The trick to choosing the right platform is thinking realistically about the people you’re targeting and how you plan to connect with them. We recommend narrowing down your target audience and considering the types of content that make sense for your brand.
For most companies, it’s best to select a couple of different options. You don’t have to pick just one. It’s okay to experiment with various platforms to see which one works best for you. If you want to take the guesswork out of social media and get it right the first time, 20Twenty is here to help with our lineup of social media marketing services.