Let’s face it, not every platform is right for your business. And in 2025, with new features, changing algorithms, and even newer platforms showing up, it’s easy to feel overwhelmed when deciding which platform to choose and prioritise for your business.

So if you’re wondering: “What social media should I be using for my business?”, this blog’s for you.

In this blog, we will break down the strengths of each major platform choice in 2025, what type of business they suit best, practical examples of how real businesses use them effectively, and how to choose the right one based on your audience and goals.

Before you choose the platforms you want to post on, you should take a second to ask yourself:

What’s the purpose of your social media right now?

• Do you want to generate leads?

• Build brand awareness?

• Show social proof or case studies?

• Drive traffic to your website or funnel?

• Build a community around your brand?

Once you’ve clarified that, choosing the right platform becomes a lot easier.

If your business relies on visual appeal (think food, fashion, fitness, creative services), Instagram is still one of the best platforms in 2025.

Instagram is ideal for:

• Showcasing your brand’s personality and visuals

• Building trust through behind-the-scenes, Reels, and Stories

• Reaching younger audiences (particularly Millennials and Gen Z, with the largest age groups being 18–24 and 25–34)

• Sharing portfolio work, product demos, and testimonials

Best for: B2C brands, creatives, lifestyle businesses, and service providers with strong visuals.

Example of effective use:

A local bakery posting Reels of fresh bakes, behind-the-scenes mixing clips, and customer reviews, driving pre-orders and foot traffic.

Things to avoid:

• Only sharing product shots with no story or personality

• Never linking back to your website or booking pages

Ignoring comments (Instagram rewards engagement, not silence)

LinkedIn used to be thought of as the social media to showcase your CV. However, this couldn’t be further from the truth in 2025. It’s now where people go to learn, network, and buy.

LinkedIn is ideal for:

• Consultants, coaches, and agencies selling to other businesses

• Sharing expert insights and building thought leadership

• Reaching decision-makers in a professional setting

• Posting case studies, client results, or behind-the-scenes strategy

Best for: B2B businesses, freelancers, SaaS, and professional service providers.

Example of effective use:

A consultancy sharing weekly carousels breaking down industry insights, paired with case studies and thought-leadership videos, leading to inbound enquiries.

Things to avoid:

• Treating LinkedIn like Facebook (memes and off-topic content rarely perform)

• Selling in every single post

Not engaging with others — LinkedIn favours two-way communication

TikTok has matured so much in the past year. It’s not just for dancing teens, it’s now a discovery engine with one of the best organic reaches around.

TikTok is ideal for:

• Creating entertaining or educational content in short form

• Tapping into trends or cultural moments

• Reaching younger audiences (but not exclusively — 30+ creators are booming)

• Showcasing personality and building authentic brand connection

Best for: Brands with a fun, bold or creative tone, and anyone who wants to build reach fast without relying on ads.

Example of effective use:

A personal trainer sharing “what I eat in a day,” quick workout routines, and myth-busting content, generating inquiries even without ads.

Things to avoid:

• Posting overly polished, slow-paced videos (TikTok favours fast, real, and authentic)

• Using trending sounds that don’t fit your niche

• Never showing your face — connection matters here

Facebook is far from dead. In 2025, it’s still a core platform for:

Facebook is ideal for:

• Running effective local or national ad campaigns

• Building Facebook Groups for community engagement

• Reaching slightly older audiences (25–34 being the largest group globally)

• Linking posts to blogs, events, and offers

Best for: Local businesses, e-commerce, membership communities, and those running paid ads.

Example of effective use:

A local café running location-targeted ads promoting weekend specials, paired with a community group sharing photos and updates.

Things to avoid:

• Posting only sales offers with no community-based content

• Neglecting your business page’s messages, many customers DM instead of email

• Forgetting to update outdated opening times or business details

Twitter (X) is still a place where professionals, founders, and journalists hang out. But it’s not for every business anymore.

X is ideal for:

• Sharing quick thoughts, industry insights, or reactive takes

• Joining trending conversations and building a public voice

• Networking in specific startup or niche communities

Best for: Tech founders, startup brands, media, or solo professionals with something to say regularly.

Example of effective use:

A SaaS founder tweeting product updates, quick business lessons, and progress logs, generating early adopters.

Things to avoid:

• Only sharing links — X prefers short-form native thoughts

• Posting inconsistently (X thrives on volume and frequency)

Using it as a one-way announcement board

If you’ve got something to teach, show, or explain, YouTube is a powerful platform that can support your wider funnel.

YouTube is ideal for:

• Explainer videos, tutorials, case studies

• Building authority over time

• Ranking on Google and YouTube search

• Converting subscribers into long-term customers

Best for: Coaches, educators, service providers, SaaS, and anyone willing to invest in long-form content.

Example of effective use:

A financial advisor posting helpful guides on budgeting, tax basics, and saving tips, establishing trust and driving leads to their site.

Things to avoid:

• Only posting long, unedited videos (2025 viewers expect structure and clarity)

• Weak thumbnails, they matter more than the title

Uploading once every 6 months and expecting growth

You don’t need to be everywhere. You just need to show up where your audience already is, and post content that guides them toward the next step.

If you’re just starting out or refining your social strategy for 2025, choosing the right platform can help you grow faster, reach the right people, and make your marketing feel less like a chore.

Still unsure where to focus? That’s what we’re here for.

Need help building a social strategy that actually works?

We help small businesses build content plans and funnels that feel natural and get results.
Get in touch with us here.