How to choose the right social media platforms for your business

Posted by Jan Giffen | January 10, 2021

Key learnings

  • Why you shouldn’t try to be everywhere on social media
  • The social media platforms that are producing the best results for businesses
  • Identifying the best platforms to use for your business

With more than 3.5 billion social media users worldwide, social media marketing, as part of an overall digital marketing strategy, can be a powerful tool for a business. But it is very easy to get sucked into the social media vortex, posting more and more content… and seeing no results.

A huge part of your success on social media will come down to choosing the right social media platforms for your business and focusing your efforts there.

You can’t be everywhere

You can’t be everywhere online. And nor should you try to be. Trying to post on every social media platform is not only time consuming… it is a huge waste of that time.

The reality is that if your customers aren’t on a platform, there is no point to you posting there.

The best strategy is to understand which one or two social media platforms are where your customers spend most of their time, and maximise your presence on those platforms. This strategy will not only save you time and money, but it will also ensure consistency in your brand and position you in the right way with your customers.


Facebook is the biggest social media platform of them all. In Australia alone, there are more than 15 million active users. With such large numbers of users, there is a good chance that your customers regularly spend time on Facebook.

While Facebook is predominantly for connecting and communicating with family and friends, there is also a place for businesses to share photos, news and updates on the platform. Whether yours is a B2B or B2C business, Facebook is a great tool to drive traffic to your website.

Facebook is a good starting point for improving your digital presence and building a community with your customers. In fact, two-thirds of Facebook users visit a business page each week.

But Facebook is not without its risks and challenges. While it was once very easy to have your content seen by your followers, the algorithm Facebook now uses to rank how they show posts in the news feed makes that much harder.

You can pay to have your content seen via Facebook advertising, but this can become a very costly strategy.

If you have a large following on Facebook, you should also be prepared to spend time engaging with your followers and responding to reviews and questions. If you fail to do so, you can see detrimental impacts to your brand, such as negative comments and reviews.


LinkedIn is the social media platform for business networking. It is like a traditional networking event on steroids… giving you access to professionals all over the world.

And given the focus of business on the LinkedIn platform, it is the ideal place for businesses to share content, ideas, news and ultimately generate leads. This is the home of B2B social media.

In Australia there are 9 million LinkedIn users. Each of those users has a digital CV and the ability to share updates or insights. If you’re reaching out to new contacts on LinkedIn, it is crucial that your profile and CV are up to date and representative of your expertise and knowledge.

While LinkedIn has the power to generate leads for your business, this is not the place for hard selling. Just like in the non-digital world, it takes time to build valuable connections and trust.

Hard sell will get you nowhere.

Take time to connect, talk to people, be helpful and you’ll build a powerful network slowly and surely. Publish relevant, informative content on your business page and personal profile and always keep it professional.

And a final point – you will be judged by the company you keep – so choose carefully who you approach and whose approaches you accept.

Related posts

The social media metrics that matter for your business
How to create thumb-stopping social media content
Why digital marketing is not a silver bullet


Instagram is a very visual social media platform. It is all about stopping the scroll with beautiful imagery combined with engaging captions.

While users on Facebook and LinkedIn span the generations, the 1 billion monthly active users on Instagram are skewed to a younger Gen Z and Millennial audience. But the opportunity – particularly for B2C businesses – is strong.

Instagram can be time consuming to manage and high engagement on your posts won’t necessarily translate to conversions. It takes considerable experience and knowledge to really get an Instagram account firing as a powerful tool for a business.

Poor quality content on Instagram is detrimental to your brand. If you don’t have access to high quality images to use on your social media, Instagram isn’t a good choice for you. You also need to be quite clever at ensuring brand consistency and tone across every post, choosing the right words to add depth to each of the images you use.


In the last four years, YouTube has seen a traffic increase of almost 30%. This is a platform on the rise! What you also may not realise is that YouTube is the second largest search engine… and it’s owned by Google.

The rise of video marketing in recent years is really only the tip of the iceberg of how powerful video – including YouTube – is for business.

There are a number of elements which make YouTube such an attractive social media platform. Firstly, it is the relationship with Google. The Google search results no longer just show web pages – they also show YouTube videos as well as other Google owned assets. Your videos can be found on both YouTube and broader Google search, giving you access to a potentially huge audience.

Video gives you the ability to speak directly to your customers. You can showcase your products and services and build connections very easily. YouTube videos can also be embedded into your website to enhance your brand content.

The risk with YouTube is that poor quality video content can damage your brand… but video can be costly to produce. This isn’t a platform where you can knock together content on the run. It needs serious thought and planning to maximise the opportunity.

The right social media platforms for your business

At Brilliant Digital, we have been supporting our clients with their social media for more than a decade. We take a holistic approach to ensure your social media marketing supports your overall digital marketing strategy.

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Are you ready? We aren’t your standard digital solutions agency. We avoid hype and noise. Instead, we build long-term partnerships with successful businesses delivering genuine expertise, best-fit solutions and sustained results. Contact us to start the conversation.

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