How to choose social media channels for a small business
Choose the two or three channels where your customers already look for businesses like yours, that suit the content you can make every week, and where you can answer messages. Add another channel only when the first ones run without strain.
Start with your customers
Ask new customers how they found you, and look at which sites send visitors to your website. If you share links with tracking parameters, Google Analytics shows which source and campaign brought each visit. Our measurement guide explains how.
Match the channel to what you can make
Each network favors a different kind of post. Be honest about what you can produce every week:
- Instagram: photos, carousels and short video of your work, products or place.
- Facebook: community updates, events and local news.
- LinkedIn: professional services and business to business work; LinkedIn Page analytics break down content, followers and visitors.
- X and Threads: short text, quick news and conversation.
- Bluesky and Mastodon: open networks with communities around interests; Mastodon posts default to 500 characters.
- TikTok: short vertical video, if you can film regularly.
If you serve customers locally, an accurate Google Business Profile often matters as much as any social network. See social media for local businesses.
Count the replies, not just the posts
Every channel brings comments and messages. Only add a channel if someone can answer there within a reasonable time. An unanswered question in public does more harm than a missing post.
One idea, several formats
Plan ideas once and adapt the format per channel, as described in planning a month of posts. Keep the voice the same everywhere.
Key takeaways
- Two or three channels done well beat many done poorly.
- Pick channels by where customers look and what you can make weekly.
- Only add a channel you can also answer messages on.
- Plan ideas once, adapt the format per channel.
Frequently asked questions
Which social media platform is best for a small business?
The one where your customers already look for businesses like yours and that fits the content you can make every week. Ask customers how they found you and check which sites send you visitors.
Should a small business be on every social network?
No. Start with two or three you can post to and answer messages on every week. Add more only when those run smoothly.
Do I need TikTok?
Only if your customers are there and you can film short vertical video regularly. A channel you cannot keep up is better left out.
Sources
- URL builders: Collect campaign data with custom URLs, Google Analytics Help
- LinkedIn Page analytics, LinkedIn Help
- Posting to your profile, Mastodon documentation
- Tips to improve your local ranking on Google, Google Business Profile Help