Which Social Media Platform is Best for Your Small Business? A Practical Comparison
- Kelly Hyde
- Jun 5
- 3 min read
Social media is one of the most cost-effective ways to promote your small business, but knowing where to invest your time and energy can be tricky. With so many platforms out there, each offering something different, how do you choose the right one?
The key is to understand your audience, your goals, and the strengths of each platform. In this blog, we break down the most popular social media platforms and how they can support your small business, without spreading yourself too thin.
Facebook: Community Building & Ads Powerhouse
Best for: Local service businesses, community-focused brands, and those looking to use paid ads.
Audience: Predominantly aged 30–65+
Strengths:
Facebook Groups and local Pages are great for building a loyal community.
Facebook Marketplace can help product-based businesses reach local buyers.
Advanced ad targeting allows you to zero in on specific demographics.
Challenges:
Organic reach is low, boosted posts or ads are often needed for visibility.
Can feel overwhelming with constant changes to the algorithm.
Top Tip: Use Facebook to build a presence in your local community and consider running ads to amplify reach.
Instagram: Visual Storytelling for Brands
Best for: Product-based businesses, lifestyle brands, food, fashion, and creatives.
Audience: 18–44, especially strong among women
Strengths:
Highly visual platform, perfect for showcasing products or behind-the-scenes content.
Reels and Stories offer dynamic ways to connect with followers.
Integration with Meta Ads allows for easy cross-platform promotion.
Challenges:
Visual consistency and quality matter, so it can be time-consuming.
Hashtags and engagement strategies are key to growth.
Top Tip: Use Reels to increase reach and share authentic Stories to build connection.
TikTok: Go Viral with Short-Form Video
Best for: Brands with a creative edge, especially targeting Gen Z and Millennials.
Audience: 16–35 and growing
Strengths:
Enormous potential for viral content and organic growth.
Authentic, personality-driven content performs best.
Helps humanize your brand and reach new audiences.
Challenges:
Trend-based, fast-moving, and time-intensive to create content.
Not ideal for every industry—think carefully about fit.
Top Tip: Don’t try to be perfect. Raw, fun content often outperforms polished videos.
LinkedIn: Build Authority in the B2B Space
Best for: Consultants, coaches, service providers, and B2B businesses.
Audience: Professionals, business owners, decision-makers
Strengths:
Establishes you as a thought leader in your niche.
Excellent for networking and lead generation.
Long-form posts and articles allow for deeper insights.
Challenges:
Less casual, content should maintain a professional tone.
Slower growth unless you’re active and engaging consistently.
Top Tip: Share wins, case studies, and insights to position yourself as an expert.
X (formerly Twitter): Conversations in Real-Time
Best for: News, tech, events, public engagement, customer service.
Audience: Wide, but particularly professionals, journalists, and tech enthusiasts
Strengths:
Real-time updates and conversations.
Great for connecting with niche communities or local events.
Quick responses = good customer service channel.
Challenges:
Fast-paced, tweets have a short lifespan.
Can be hard to grow without frequent posting.
Top Tip: Use for live event updates, quick tips, and direct interactions.
Pinterest: The Quiet Traffic Driver
Best for: Product-based businesses, bloggers, creatives, wedding and lifestyle industries.
Audience: Predominantly women, aged 25–44
Strengths:
More of a search engine than a social network.
Pins have long lifespans, can drive traffic to your site for months.
Ideal for promoting blog posts, product listings, or DIY content.
Challenges:
Requires a steady flow of high-quality visuals and keyword-optimised Pins.
Best results come from consistent pinning.
Top Tip: Optimise Pins with keywords and link them to your website or shop.
So, Which One Should You Choose?
You don’t have to be on every platform. In fact, it’s better to do one or two really well than to spread yourself thin trying to keep up with all of them.
Start by asking yourself:
Where does my audience spend time?
What kind of content do I enjoy creating?
How much time can I commit?
Then choose the platform that aligns with your goals, and stick with it consistently.
Need Help Choosing or Getting Started?
At Launch & Grow, we help small businesses create a focused, effective social media strategy that drives real results, without the overwhelm. Why not download our handy Social Media Platform Cheat Sheet to help you decide where to begin.