Which Platform?

Which social media platform is right for your business?

Deciding which social media platforms you'd like to market your business on is an important decision, but don't worry, it's not set in stone if you discover a certain platform isn't working for you.

The key things to consider when choosing your platforms is who your business demographic is. Do you primarily target customers directly? That'll be Facebook then. Do you want to focus on great customer service and ongoing conversations with your following? That's Twitter. Do you have great looking products that you want to share and market organically, or do your customers take pictures with or wearing your product? Get on Instagram! Primarily network and work with other businesses? You guessed it - Linkedin is what you're looking for.

You might do a combination of the above, or want to start doing them, which is great. Below we've broken down the pros and cons of each of the main platforms, but if you're unsure what could work for your business, get in touch and we'll talk about all the possibilities.

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  • Most popular social network in the world!
  • Powerful advertising and targeting options.
  • Extremely visual, and well optimised user experience.
  • Low potential for B2B

Who's it for: Everyone (even your mum).

What to share: A huge variety of content, events, and advertisements. The more visual the better - avoid text-only posts as much as possible.

How often to post: Once or twice a day – you don’t want to put people off by oversharing.

Facebook is all about personality. Yes, the platform’s incredibly powerful advertising makes it ideal to promote your business, but your page shouldn’t look like one giant advertisement. You should be looking to inspire and engage, starting conversations by asking questions. The average person checks Facebook multiple times per day, so putting your brand in these people’s eyeline can be an invaluable form of marketing. In our humble opinion, Facebook is an absolute must.


  • Relevant - Make your voice heard
  • Incredible potential for customer interaction
  • Fast-paced and dynamic content
  • Fast-paced and dynamic content
  • Needs to be updated regularly to get your content seen.

Who's it for: Everyone - from one-man bands to multinational firms.

What to share: Short-form content, real-time updates and direct responses to your customers and other users. 

How often to post: At least four times per day.

Twitter is fast becoming the number one news source online. Its snappy content and fast-paced nature makes it a great way to join conversations, and its direct nature makes it a great way to handle customer service. However, maintaining a strong Twitter presence needs work, so don’t take on the task lightly. As Tweets roll through users’ newsfeeds in chronological order, it’s easy to see your content go unnoticed, and therefore it’s advisable to repeat any important updates to increase your potential reach.


  • Visual layout lets you show off attractive products and services
  • Rapidly expanding and highly engaged demographic
  • Now shares Facebooks data for highly targeted advertising
  • Comment links are not clickable
  • Smaller, younger, but highly engaged demographic

Who's it for: Restaurants, lifestyle, travel and luxury brands. If your business look good, show it off.

What to share: Stunning imagery plus short videos (less than 15 seconds).

How often to post: Once a day.

If you’re business lends itself perfectly to visual content, Instagram’s right up your street. Own a coffee shop, travel agent or a fashion brand? Sign up right this instant. If you don’t have a photogenic product, however, or the ability to take regular photos, it’s best to leave this one out. Instagram began solely as a mobile app, so it’s unsurprising to hear that 90% of users access the platform via mobile. If your audience relies heavily on desktop, again this might not be the right choice. However, Facebook now allows you to display certain adverts on Instagram, whether you have an account or not. Bonus!


  • Best platform for B2B and targeting business owners (by FAR)
  • Highly responsive and engaged professional audience
  • Huge potential for B2B business generation
  • Little B2C potential

Who's it for: B2B businesses, recruiters and job-hunters.

What to share:  Jobs, educational content, blog posts.

How often to post: Two to four times each week.

LinkedIn is aimed primarily at job seekers and recruiters, allowing people to make connections in order to further their career. It’s this demographic that makes the platform ideal for B2B companies – think insurance brokers offering business insurance, security firms and digital agencies. Keep everything super-professional when using LinkedIn. This is a must in general, of course, but your spelling and grammar needs to be especially spot-on in this case. Proofreading is key! Posting blogs on LinkedIn works well, as this type of content shows you are knowledgeable with your finger on the pulse.