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  • Writer's pictureSarah White

How to Determine What Social Media Platforms to Use for Your Business

With so many social media platforms out there like Instagram, TikTok, LinkedIn, and more, it may seem difficult to decide which ones your brand should utilize. With social media, it's important to focus all of your energy and resources on platforms that will effectively grow your business. These platforms are not one-size-fits-all, so we'll discuss how to choose which ones to use.


One of the most important aspects of marketing is identifying your target audience. This goes for social media as well. For example, if your target audience is 55 and up, platforms like TikTok and Instagram wouldn't be the best fit.

Determine your industry as well. Financial firms, law firms, banks, and medical practices are more catered toward LinkedIn. LinkedIn is a more professionally-based platform where intensive knowledge is shared. Twitter would also be a great space to utilize as you can share industry news, fun facts, and important information in a short-form format.

For industries such as beauty, health and wellness, and retail, we would suggest having a primary focus on Instagram and TikTok. Brands on these platforms have a greater inclination to go viral. Additionally, these platforms cater toward influencer marketing, which is most effective with beauty and retail brands.

Based on audience, this is a short breakdown of what platforms you should consider:

  • Beauty: Instagram, TikTok, Pinterest, Facebook

  • Health & Wellness: Instagram, TikTok, Pinterest

  • Finance & Banking: LinkedIn, Twitter, Facebook

  • Firms: LinkedIn, Twitter

  • Technology: LinkedIn, Twitter, Instagram

  • Retail: Instagram, TikTok, Pinterest, Facebook

  • Real Estate: Instagram, TikTok, Facebook, LinkedIn


Next, you should determine what kind of content you will be curating for your audience. If you're not going to have a video-centric content strategy, then Instagram, TikTok, and YouTube would not be a sufficient choice.

Think about your copy. Will it be short-form or long-form, informative or interactive, and video or static? Platforms like LinkedIn and Facebook are perfect for long-form content and do not heavily rely on videos. Twitter, Instagram, and TikTok all cater toward a short-form copy, with Instagram and TikTok having a primary focus on video versus static graphics.

Now contemplate the quality of content you are offering. Platforms such as TikTok and Instagram rely heavily on interactive and lighthearted content. Whereas LinkedIn relies on knowledge-heavy, informative content.

Platform Features

Lastly, we should discuss platform features. If you are a retail brand, platforms that offer shopping would be a great pick. Both Instagram and Facebook allow you to set up a shop directly on your social media profiles to give your customers a quicker and easier way to purchase your goods.

If you are a brand where your business is focused on current news (finance, stocks, cryptocurrency), then a platform like Twitter would be your best option due to Twitter News, which allows you to directly drive traffic to and from news sources within the app itself.

If you want a platform that can integrate directly with your website, then you should consider focusing on Instagram and Facebook. The Meta products have many integrations allowing traffic to easily flow right into your website, shops, blogs, and more.

Did you find this blog post helpful? We'd love to hear your feedback! If you're interested in growing your business with Atlas, don't forget to stop by our "Work With Us" page to book your free discovery call.

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