When it comes to marketing your business online, the choices can feel endless. Social media, websites, email, podcasts, YouTube, blogs, online marketplaces, forums… it’s a lot. And while showing up everywhere might sound like a good idea, it’s not always the smartest move.
You don’t need to be on every platform. You just need to be on the right ones.
Why Choosing the Right Social Media Platforms Matters
Before we dive into the “how,” let’s quickly address the “why.”
Your time and energy are limited. You’re probably juggling a lot of stuff such as managing your business, creating content, and trying to maintain a life. When you focus your efforts on social media platforms that actually work for you, for your business, for your audience, everything becomes more efficient.
- You attract the right people.
- You show up more consistently.
- You stop wasting time on social media platforms that don’t convert.
7 Steps to Choose the Right Platforms for Your Business
Here’s a step-by-step guide to help you choose the social media platforms that make the most sense for your business.
1. Know Your Ideal Customer
This step is non-negotiable. You can’t pick the right platform if you don’t know who you’re talking to.
- Are they on LinkedIn reading industry tips?
- Are they scrolling TikTok looking for quick solutions?
- Are they browsing Pinterest for ideas and inspiration?
2. Define Your Content Strengths
Different social media platforms shine with different types of content. Some are great for visuals, others for long-form writing or quick, entertaining videos.
- If you love writing, blog and email newsletters might be your thing.
- If you’re comfortable on camera, try YouTube, Instagram Reels, or TikTok
- If you prefer curated, professional content, maye you could try LinkedIn or Medium.
Don’t force yourself onto a platform you hate using, It’s not sustainable. Play to your strengths while still showing up where your audience is.
3. Match the Platform to Your Business Type
Certain social media platforms naturally align with specific industries or business models. Here are a few quick examples:
- B2B: LinkedIn, email marketing, Twitter (now X)
- E-commerce: Instagram, Facebook, Pinterest, TikTok
- Coaching/Consulting: YouTube, LinkedIn, Facebook Groups, email newsletters
- Creative Services: Instagram, Behance, TikTok, Pinterest
Look at your business type and ask: Where are others in my industry seeing results?
4. Consider the Buyer’s Journey
Not everyone is ready to buy right away. Different social media platforms serve different parts of your customer’s journey.
- Awareness: TikTok, Instagram Reels, Pinterest (great for discovery)
- Consideration: YouTube, blogs, podcasts (longer content builds trust)
- Decision: Email, sales pages, Facebook groups, webinars
Make sure you’re present where people are looking, not just where it’s trendy.
5. Assess Time and Resources
Every platform takes work. If you only have a few hours a week for marketing, spreading yourself thin will lead to burnout fast.
Ask yourself these questions:
- How much time can I realistically spend creating and engaging?
- Do I have help (e.g., a VA or social media manager)?
- Can I re-purpose content across social media platforms, or does each need something totally different?
Start with 1–2 social media platforms that fit your time, content style, and audience. You can always expand later.
6. Check the Analytics
Don’t fly blind. If you’ve already been showing up online, take a look at your numbers:
- Which social media platforms bring the most website traffic?
- Where are people engaging with your content?
- What converts to leads or sales?
7. Test, Measure, and Adjust
Even the best strategy needs to adapt. The digital world moves fast, and your audience’s behavior can shift.
Give yourself permission to experiment and Try new formats.
Don’t Let FOMO Drive Your Strategy.
Choosing the right social media platforms is about protecting your time, energy, and focus.
Overdoing things is a fast track to frustration. You’re better off mastering one platform and getting real results than getting stressed trying to be present in all social media platforms.
