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Which Social Platforms Should You Be On?

Social media shouldn't be the only thing in your marketing strategy - but it should be at the forefront because it allows you to connect, build relationships, and communicate one-on-one with existing customers and new prospects. Social networks are among the fastest-growing industries in the world, and it’s becoming more and more important to invest in these channels to ensure that your brand presence is properly positioned in the eyes of consumers.

As social networks grow, they are beginning to replace traditional search engines when consumers look for new products and services. If your business isn't on social media, you're missing the opportunity to be discovered by potential customers.

So, which socials should you start out on?

The short answer is the ones that you can do well, and that will best benefit your business. If you can only manage or only have the budget to do one or two social networks really well, then focus on those. When it comes it social media, it's better to do a couple of essential platforms really well than to be everywhere and performing poorly. With that in mind, let's get into it!


Instagram stands as a great platform for expanding your brand's reach and connecting with both your existing and potential audience. Given its visual nature, it's vital to curate and share high-quality, shareable content. Take note of the word curate here - aesthetics are important on Insta.

If your business operates in the e-commerce realm, don't miss out on the opportunity to link your website to Instagram, allowing users to seamlessly shop directly through the platform.


As the largest social media behemoth, Facebook offers an expansive canvas for your brand's story. To make a lasting impression, incorporate industry-related news, engaging videos, stunning graphics, and other visually captivating content in addition to your text-based posts.

Facebook's prowess in paid advertising, thanks to its precise targeting capabilities, makes it a powerful tool. If your business operates in e-commerce, consider integrating your website with Facebook to facilitate direct shopping experiences. Today's consumer loves convenience!

Twitter (sorry, Elon, I'm not calling it 'X')

If your target audience resides on Twitter, you're in the midst of a highly engaged community. To strike the right chord, share breaking news, easily digestible bite-sized content, and real-time updates. Twitter thrives on quick, concise information delivery. Given the lightning-fast speed of the platform, it's fantastic for customer service, resolving complaints, and getting an honest appraisal of your brand sentiment.

If you're on Twitter, watch the platform carefully. Though it still has value and can be a great place to be, the changes being made by its new ownership have it on choppy waters and advertisers are beginning to jump ship.


YouTube, often called the world's second-largest search engine, opens up a world of opportunities for your brand. This platform is ideal for disseminating both informative long-form and short-form content tailored to your business.


TikTok has swiftly gained popularity with people of all ages and has a chokehold on the under-35 crowd. This platform thrives on entertaining, interesting, and fun short-form content.

Don't use TikTok solely for brand promotion or aggressive product/service pushes, you'll get ignored. Instead, focus on building a personal connection with your audience and highlighting your brand's unique personality. The great thing about this platform is that each new video is an opportunity to go viral, and its informal, irreverent, fun culture is all about entertainment. Try out trends, be authentic, and have fun! The only downside is that you'll need to post. A lot. Content is king, and Tiktok demands quality AND volume.


Pinterest serves as a valuable tool for reaching "top-of-funnel" users and introducing your brand to specific, interested audiences. This social bookmarking platform is particularly favoured by those seeking inspiration across various categories, with a predominantly female user base. To maximize your reach on Pinterest, share polished, eye-catching photos and incorporate relevant keywords into your pins.


The newcomer on the block is Meta's answer to Twitter, and is being heralded as "Twitter, but without the toxicity." Insofar as platform setup goes, it's attached to your Instagram account and directly imports your followers, profile, and Instagram handle so you don't have to input all the information again. As a baby platform, Threads is still finding its feet, but if you want to be an active participant in deciding the culture of a new social platform, it's the place to be!

Which platforms are you on? Do you have a favourite?

*partial quote from John Buscall

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