One of the most common mistakes we see is trying to post everywhere at once. It spreads your time and budget thin, and none of your pages grow. A better approach: choose one or two platforms where your customers already are, and do them well.
Instagram: for brands that sell with visuals
Instagram suits businesses where looks matter — fashion, beauty, clinics, restaurants, interiors and real estate. Reels help you reach new people, while posts and story highlights work like a portfolio for people checking you out before they buy.
TikTok: for reach and personality
TikTok rewards authentic, entertaining videos far more than polished adverts. It is a strong choice if you can show behind-the-scenes moments, quick tips or real reactions — and if your audience is younger. Consistency matters more than production quality.
Facebook: for local reach and lead generation
Facebook remains powerful for local businesses and for advertising. Its ad platform (shared with Instagram) lets you target by city, interests and behaviour, and lead forms or click-to-WhatsApp ads make it easy for people to get in touch.
LinkedIn and YouTube
If you sell to other businesses, LinkedIn builds credibility with decision-makers. YouTube is ideal for longer explanations, tutorials and property walk-throughs that people search for.
How to decide
- Where do your customers spend time? Ask a few of them.
- What can you create consistently? Video, photos or written posts.
- What is the goal? Awareness, enquiries or online sales.
Start focused, measure what brings enquiries, and expand once one platform is working.
Not sure where your customers are? Our free social media audit looks at your pages and your competitors and recommends where to focus.