Which Social Media Platforms Should Businesses Use? 

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There are many different social media platforms available, and it can be difficult to decide which ones to use for your business. Each platform has its own unique benefits and features that can be useful for businesses of all sizes. 

In this blog post, we will discuss the pros and cons today’s most popular social media platforms so that you can make an informed decision about which ones are right for you.

1. Meta (Facebook)

Meta, formerly known as Facebook, is the largest social media platform. With over two billion active users, it has a very diverse user base, which makes it a great option for businesses that want to reach a wide audience. 

Pros

  • Almost everyone has a profile these days, increasing your chances of reaching your target audience.

  • It’s very versatile, allowing you to promote your business in many different ways.

  • Meta offers a variety of targeting options that allow you to focus on specific audiences.

Cons

  • The size of the Meta user base can also be a downside, as it can be difficult to stand out from the crowd.

  • The platform is constantly changing, which can make it difficult to keep up with the latest trends and best practices.

  • Meta’s algorithm can be unpredictable, which means your content may not always be seen by as many people as you would like.

2. Instagram

Instagram is a visual social media platform with over 700 million active users. It is especially popular among younger audiences, making it a great option for businesses that want to target this demographic. 

Pros

  • Because Instagram is a very visual platform, it’s great for businesses that have products or services that they want to display visually. 

  • The platform is very user-friendly, which makes it easy to post content and interact with your audience. 

  • Instagram offers a variety of features that can be used to promote your business, such as hashtags and sponsored posts.

Cons

  • Because it is a visual platform, businesses that don’t have visually appealing products or services may not be as successful on Instagram.

  • You can only post pictures and videos. 

  • Instagram is owned by Meta, which means that it’s subject to the same algorithm changes.

3. Twitter

Twitter is a microblogging platform that allows users to share short messages of up to 280 characters. It has over 330 million active users and is a great way for businesses to promote their goods and services and share brief news updates.

Pros

  • Twitter is a great platform for building relationships with customers and other businesses. 

  • The platform is very user-friendly, which makes it easy to get started. 

  • Twitter is ideal for sharing timely updates and news about your business.

Cons

  • Twitter can be a challenging platform for businesses that are trying to reach a wide audience, as it is difficult to stand out from the crowd. 

  • The platform is fast-paced, which means that it can be easy to miss important updates. 

  • Things are about to change rapidly under Elon Musk’s new ownership. It’s uncertain what the future of this platform will look like.

4. Snapchat

Snapchat is a popular “disappearing” messaging app that allows users to share photos and videos that will disappear after the recipient views them. Users can also post “stories” for their friends to see, which are visible for 24 hours. 

Pros

  • Snapchat is a great way to connect with customers on a personal level. 

  • The platform provides businesses with an opportunity to be creative with their content. 

  • Snapchat has over 191 million active users and is especially popular among younger audiences. 

Cons

  • Because the content on Snapchat disappears after 24 hours, it can be difficult to build a long-term following. 

  • User engagement is limited and there is no re-share option. 

  • It can be challenging to use for businesses that are not familiar with it.

5. YouTube

YouTube is a video sharing platform that has over a billion active users. It’s an ideal option for businesses that want to share video content with their audiences. 

Pros

  • YouTube offers businesses a way to connect with a wide audience through video content. 

  • It offers great advertising and video monetization options.

  • YouTube is the second most popular search engine in the world.

Cons

  • Like Facebook, the size of the YouTube user base can also be a downside, as it can be difficult to stand out from the crowd. 

  • The platform is constantly changing, which can make it difficult to keep up with the latest trends and best practices. 

  • YouTube’s algorithm can be unpredictable, which means that your content may not always be seen by as many people as you would like.

6. LinkedIn

LinkedIn is a social networking platform designed for business professionals. It has over 500 million active users and is a great option for B2B companies and people looking for work or to recruit new employees.

Pros

  • LinkedIn is the perfect platform for building relationships with other businesses. 

  • The platform provides businesses with an opportunity to share content with a highly-targeted audience. 

  • LinkedIn is a great way to connect with customers on a professional level.

Cons

  • Marketing on LinkedIn can be challenging for B2C companies looking to target their ideal audience. However, it’s still important to establish a business page on LinkedIn regardless of whether or not that’s where your ideal audience lies. 

  • Its advertising platform has a clunky interface and lacks true audience customization. Ads are also very expensive to run.

  • Lots of spam messaging on the platform resulting in a lack of engagement.

7. Tik Tok

TikTok, the newest social media platform of the bunch, is a video-only platform. It’s especially popular with Gen Z audiences and has over 1 billion active users.

Pros

  • TikTok provides businesses with an opportunity to connect with younger audiences. 

  • The platform is perfect for monetizing your creative and engaging content.  

  • Your videos will be shown to random users regardless of whether you pay for ads or not.

Cons

  • The platform can be challenging to use for businesses that are not familiar with it. 

  • It’s not great for businesses looking to target older generations.

  • Tik Tok ads are not budget-friendly for small businesses due to the new yet saturated market. You cannot choose your budget, as ads start at $10 CPM and you are required to spend at least $500 on a campaign.

So, which social media platforms should you use for your business? It depends on your unique goals.

If you want to reach a wide audience with your content, YouTube and Facebook are great options. If you’re looking to build relationships with other businesses, LinkedIn is perfect. And if you’re targeting younger audiences, TikTok is a great choice. But ultimately, it all comes down to what’s best for your business.

Not sure where to start or which social media platforms would suit your company? Contact Bizzuka’s digital marketing team for a free 45-minute strategy session!