This informal CPD article, ‘How to Choose the Best Social Media Platform for Your Business’, was provided by Alt Marketing School, a modern marketing school for marketers who want to do marketing differently and advance their career along the way.
Social media is a vast ever-changing, and honestly, a little overwhelming area of marketing (Kaplan, Haenlein, 2010). Whether you’re a small business owner or a marketer, it can feel like there’s always a new platform, a new trend, or a new audience you need to figure out.
New or emerging digital spaces are gaining attention and prompting questions such as, ‘Should I explore this new platform?’ While they may not yet hold the same reach as more established platforms, it reflects the continuous evolution of social media, presenting both opportunities and challenges for businesses.
It’s important to carefully consider whether new platforms align with your business goals before adopting them. Success on social media isn’t about being everywhere but showing up where it matters most. Established platforms such as Facebook, LinkedIn, and TikTok continue to attract large audiences and provide features that can support business growth.
Emerging platforms like Bluesky or Threads are being explored by some businesses, but the question you need to ask is, “Does this align with my goals and my audience?”
Understanding the landscape means staying informed but not overwhelmed. You can explore emerging platforms without stretching yourself too thin. Start by mastering where your audience already is and let that guide your next steps.
Why Demographics Are Your Secret Weapon
Here’s the truth: not every platform is right for your business. Your perfect social media strategy doesn’t start with posting - it starts with understanding where your people are hanging out.
Demographic data is crucial here. Is your audience primarily Gen Z, who actively engage on platforms like TikTok? Perhaps they are LinkedIn professionals seeking industry insights, or they might be exploring decentralised social media (Sprout Social, 2024).
Knowing where they spend their time saves you hours (and let’s be honest, a lot of frustration) chasing the wrong platforms.
It’s not just about where they are. In fact, it’s about what they want.
By digging into audience data, you can tailor your messaging, your visuals, and even your tone of voice. For instance, some platforms are more suited for visual, aspirational content, while others may favour concise, conversational posts.
Start by asking yourself these questions:
- Who am I trying to reach?
- What platforms align with my audience’s habits?
- How can I adapt my strategy to suit them?
By choosing platforms strategically based on demographics, you’ll not only get better engagement but also save your energy for what really matters and connecting with your people in meaningful ways.
What Does your Audience Really Want?
If you want to create content that sticks, you’ve got to go deeper than demographics. It’s about understanding your audience’s needs and aspirations. What keeps them up at night? What gets them excited about the day ahead?
For example, say your audience consists of start-up founders. Their pain points might include navigating burnout or scaling on a shoestring budget, while their aspirations might lean toward creating impact or building time freedom. Your content, then, could be about practical tips for managing stress, alongside inspirational stories about founders who’ve succeeded.
The key is to show them you get it. That you’re not just selling: you’re helping, connecting, and inspiring.
How to connect with audience needs:
1. Listen First: Use polls, comments, and direct interactions to learn what matters to them.
2. Address Pain Points: Solve a problem or share a perspective that resonates.
3. Celebrate Their Wins: Show that you’re rooting for their success as much as your own.
When your content reflects what your audience truly wants (whether it’s answers, solutions, or a little hope) you’ll build a connection that goes beyond likes and shares.
How to Choose the Right Platforms: Asking the Right Questions
Once we start identifying patterns driven by our audience, how can we take this even further? Figuring out which platforms align with your goals. Instead of jumping onto every app that comes your way, take a step back and ask yourself these questions:
What Are My Goals?
- If your goal is to build brand awareness, consider platforms that are strong in visual storytelling and content sharing.
- Driving website traffic or sales? Twitter (X) and Pinterest might be better suited for linking content directly to your products or services.
- Want to establish thought leadership? LinkedIn’s long-form posts or video content are great tools.
How Much Time and Energy Can I Devote?
Managing social media takes time, and each platform has its own rhythm. Instagram’s visual focus requires high-quality imagery, while TikTok is often about fast-paced, creative videos (Hootsuite, Social Trends, 2025). If you’re a one-person show, doubling down on a single platform might make more sense than going multi-channel.
What Platforms Feel Natural for My Brand?
Your brand voice matters. If your style is professional and polished, LinkedIn might be a perfect fit. For brands that thrive on humour and relatability, TikTok or Instagram Stories could be the ideal playground.
What’s My Budget?
Certain platforms may be more suitable for paid advertising strategies, while others can offer opportunities for organic growth depending on the content format and audience behaviour.
