Impact Insights Blog

How to Choose the Best Social Media Platforms for Your Brand

December 14, 2023

There’s nothing simple about social media. Recent studies have found that the average social media user spends almost three hours scrolling through content each day and accesses seven platforms every month. As more social media platforms have been introduced in recent years (hello TikTok and Threads), it has become increasingly difficult for brands to manage their online presence.  

According to Hootsuite’s 2024 Social Trends Report, 58% of marketers struggle to keep up with platform updates and 66% are overwhelmed with tasks and responsibilities – maintaining a presence on multiple platforms is hard work!   

As such, it’s not surprising that many brands are saying goodbye to the networks that aren’t serving them, or their target audiences.  

But how exactly do you identify the platforms that are right for you?  

Here are 5 tips and tricks to guide you: 

1. First and foremost, consider your social media marketing team, and their talents.  

Will your team consist of one person or several? Do you have someone to plan content, craft copy and create graphics? How far in advance will you plan content and who will schedule (or post) it?  

The number of platforms that your brand can, realistically, be active on and your overall social media strategy are dependent on the size and skills of your team.  

2. Define your goals.  

Are you looking to drive traffic to your brand’s website? Do you want to engage with current or potential customers? Are you hoping to increase brand awareness or overall sales? 

It is important to consider your goals before developing a social media strategy because there are different advantages to each social media platform. If you want to reach consumers, Instagram or Facebook could be the only channels you need. Conversely, if you are a business-to-business company, you may find more success on LinkedIn. During this ideation stage, you may also want to consider the content that you share or plan to share in the future. If your content will consist of links (to blog posts, case studies, etc.), do not use a platform that is not link-friendly (i.e. Instagram). 

3. Research the user demographics of the platforms you are currently using or those that you plan to use.  

This may seem obvious, but it cannot be overstated. TikTok, for example, is often thought of as a Gen Z playhouse – if you want to reach adults, TikTok is useless, right?  

Wrong! There are nearly as many Millennials and Gen X users on TikTok as there are Gen Z.  

4. Conduct a social media audit 

Review all of the accounts connected to your brand, the content that is published, the level of engagement, and more. When choosing between multiple platforms, it is important to measure the performance of platforms against each other. For example, you may receive more likes on Instagram, but more comments on Facebook. LinkedIn posts typically have a higher click-through rate than other networks’ content. There is not one social media strategy that is right for everyone, so you must think about your goals and the best ways to achieve them. If you’re feeling stuck, review your competitors’ social channels to see what and where they post. Don’t mine for ideas this way, but do use it to inspire you to be active and engaging in creative ways.  

For a complete social media audit guide, read one of our earlier blog posts!  

5. Test, test, test! 

The most important thing to know about social media is that there’s no one-size-fits-all. If you have an idea, give it a try. See how your followers react and make a strategic decision based on the data collected.  

If you are struggling with multi-platform management, do not think that your social media strategy is working, or need a few tips and tricks, we’re here for you! Connect with our team to see how we can help you reach your business goals.