The ideal social media platform is a fluid statement as it can only be determined based on the current audience, strategy, goal and trends. With social media marketing, a business owner ought to be as flexible as possible so as to stay at the top of the game. Understanding the nature of business viz a vie current trends, makes it easier for the business owner to quickly adapt to change.

It is also important to understand whether your company is business-to-business (B2B) or business-to-consumer (B2C) as this has an implication on the ideal platform for business. For B2C companies, Facebook and Instagram help gain visibility, visually engage and interact with customers while for B2B, LinkedIn helps target current and potential clients and builds a personal connection. “It is also highly advisable that every business uses YouTube to interact and share. It’s Google-friendly and adds authenticity to your brand.” – Kara Cowie, SkillPath.

To understand which social media platforms is best for your kind of business, let us look at these platforms individually and how they work.

  1. Facebook

With nearly three billion monthly active users, Facebook is still the most popular social media platform in the world. Because of its legacy status and huge user base, most companies feel obligated to make an account. Facebook is popular among older users. That could be because seniors are the fastest-growing demographic on the platform. In actuality, Facebook’s user base is fairly evenly split among Gen Z users, Millennials, and Gen Xers.

Should I use Facebook for my business?

If your target audience is still actively using the social network, you should aim to use it as well.  Your Facebook business page can drive traffic to your website, engage with existing customers, and run advertisements to your target audience for a relatively low cost. You can also use Facebook’s Group feature to create an official group related to your products or industry. It’s also important to note that since Facebook owns Instagram, you need to have a Facebook business account to run Instagram ads, even if you don’t intend to use Facebook actively.

  1. Instagram

Instagram remains one of the most popular social media networks worldwide, with over a billion monthly active users. Half of them are active on the platform every day, and 90% follow at least one brand account. The app is very popular with younger audiences, with roughly 62% falling in the 18-34 age bracket. Instagram is for more than just sharing photos these days. With Instagram Stories, Reels, IGTV, and shoppable feeds, Instagram has positioned itself as both a short-form video and shopping destination. It also has a Live feature that lets you host a live video solo or with another account, making it suitable for hosting fireside chats in a more intimate setting.

Should I use Instagram for my business?

Instagram is a very visual-driven platform making it a double-edged sword. If you’re able to share visually compelling content, you’ll be able to thrive. On the other hand, if you don’t, it will be glaringly obvious if your content is not as aesthetically pleasing as the other content on the platform. If you don’t have a library of visual content or the resources to create some, you should probably put Instagram on the back-burner.

However, Instagram is a great channel for customer marketing compared to lead generation. If your existing customers are using Instagram, you can use the platform to deliver better customer service and strengthen your customer retention. For example, if you’re a small business POS software company, you can connect with the retail or hospitality business owners that use your platform through Instagram and engage with them.

  1. LinkedIn

LinkedIn is more than just a professional networking site. It’s now also a hub for recruiting top talent, providing thought leadership, strengthening employer branding, and generating business leads thanks to its InMail feature. LinkedIn has over 744 million users worldwide, and 97% of Fortune 500 companies have a presence on the platform. LinkedIn is one of the top destinations for B2B marketers—companies that advertise on the site reported seeing a 10-15% lift in short-term sales performance. Brands who use the platform are also more likely perceived as professional, respectable, and intelligent.

Should I use LinkedIn for my business?

A quick search on Google for “best B2B social media platforms” will quickly return to LinkedIn as the top social media site. That’s because LinkedIn allows you to search for, target, and then message potential customers directly for a more personalized and precise approach. On the organic content side, LinkedIn’s algorithm will help push your content to a wide network of people, boosting your brand’s discoverability.

LinkedIn is the only major social media platform that’s geared towards employer branding. Its design and focus on connecting job seekers to open roles make it a natural fit for showcasing how your company treats its employees. This makes you come across as more trustworthy and legitimate to both potential customers and employees.

For better and more understanding of social media platforms,  contact Prism Marketing ltd through [email protected] and +256772957990.


Choosing Social media platform for Business

Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. It has created vast opportunities for different businesses and these include: humanizing the business, driving traffic, generating leads and customers, increase brand awareness, build relationships and so on.

For businesses considering social media marketing as part of their marketing strategy, below are some of the essentials of a successful social media marketing strategy.

  1. Knowledge of your audience. Understanding which platforms your audience use, why they use them, what content they like and so on, is key to optimizing social media marketing.
  2. Brand identity. It is important to understand own brand as this guides what message you want to convey to audience, how, when and your expected returns from your content.
  3. Content strategy. While there is a level of spontaneity on social media platforms, one needs a structured content strategy so as to have a consistent voice and produce regular quality content.

Among the essentials mentioned above and many others, knowledge of target audience is among the most essential steps. It is important before launching of business just as much as it is during its survival.  For example; when beginning your business, you have to consider if there would be any people willing to buy your product or service and if they would keep buying the same. Knowing your audience gives you insights or information that is the power when it comes to launching the business. Knowing the age, gender, income, interests, and even technological skill level of your audience dictates how to position or best sell your products.

Once you know your target audience and you have clearly set goals for your business, you are in better position to focus your strategy on that audience. As you know you further your social media marketing, you also learn habits of audience online through continued interaction. This in return supports continued strategizing so as to increase and better the results.

Central to creating a social media marketing plan, is being able to choose ideal platform(s) for the brand. It is important that a business owner deciphers which platforms support their niche best. This is based on the product or service on market, the platform popular among the target audience and one in agreement with the business brand identity.  It is important to note that different platforms are popular in different locations and therefore, the popularity of the platform in the geographical location of business or targeted audience is also essential.

Generally, the best social media platforms for business are Facebook, YouTube, Instagram, TikTok, LinkedIn, Twitter and Snapchat. Important to note however, is that different marketing sites require different approaches.   has created vast opportunities for different businesses and that there are many social media platforms to choose from.

For more guidance on how to choose the ideal social media platform for your business, contact us on [email protected] and 0772957990.