Which Social Media Platform Is Right for My Small Business?
If you’ve ever stood in the shower wondering whether you really need a TikTok account, you’re asking the right question. Most business owners we talk to are already stretched thin, so the last thing you need is another platform to manage badly. The good news is you don’t need to be everywhere. You need to be in the two or three places your customers already spend their time, and you need to show up consistently. Here’s how to work out which ones those are.
Start With Your Customers, Not the App Store
Before you download anything new, think about who actually buys from you. A plumber in Guildford and a boutique florist in Farnham need completely different platforms, even though they’re both small local businesses. Ask yourself three questions. Are my customers mostly local households, other businesses, or a mix? Do people need to see my work before they book me, or do they just need to know I exist? Would a quick video actually show off what I do, or would it feel forced? Your answers point you toward two platforms, maybe three. Not five.
Facebook Still Does the Heavy Lifting for Local Trade
If you’re a plumber, electrician, cleaner, hairdresser, or run any kind of local service, Facebook is still where most of your customers will find you. Local Facebook groups are full of people asking for recommendations, and a well kept Business Page with reviews, opening hours, and recent posts builds trust before anyone even calls you. Post job photos, respond to comments and messages quickly, and ask happy customers to leave a review. That alone will outperform a beautifully designed website that nobody’s found yet.
Instagram Is Your Shop Window
If what you sell is visual, think food, interiors, fashion, beauty, or events, Instagram earns its place. People use it to browse before they buy, so treat your grid and Stories like a shop window rather than a diary. Show the product, the process, and the people behind it. Use Stories for quick behind the scenes moments and Reels for anything that shows movement or transformation, a haircut, a room makeover, a dish coming together. You don’t need fancy equipment. A phone, good light, and a steady hand will do.
TikTok Is Worth It Only If You’ll Actually Post Video
TikTok can bring in a completely different, often younger, audience, but it rewards frequency in a way the other platforms don’t. If you can realistically film and post a few times a week, it’s worth testing, especially if your product or process is naturally interesting to watch. If a week of not posting on it wouldn’t really register on your radar, skip it for now and put that energy into the platform you’ll actually keep up with.
LinkedIn Is for Reaching Other Businesses, Not the High Street
If your customers are other businesses rather than the general public, think accountants, consultants, B2B suppliers, or tradespeople who work with contractors, LinkedIn deserves more attention than it usually gets. It’s less about viral content and more about consistent, useful posts that show you know your industry, plus direct outreach to the right people. If you sell to the public, don’t worry about this one yet.
Pick Two, Do Them Properly, and Stop Feeling Guilty About the Rest
The businesses that grow on social media aren’t the ones posting everywhere. They’re the ones posting consistently on the two platforms that actually reach their customers. Choose based on the questions above, commit to a realistic posting schedule, whether that’s three times a week or once a day, and give it a proper run, at least eight to twelve weeks, before you judge whether it’s working. You can always add a third platform later once the first two feel manageable.
If you’d like a second opinion on which platforms are worth your time, get in touch through our Contact page. We’re happy to take a look at what you’re doing now and tell you honestly where your effort would go furthest.