Small businesses often try to post on every platform at once, run out of time within a month, and conclude that social media does not work. A better approach is to choose one or two platforms where your customers already spend time and do them well.
Start with your customer, not the platform
Write down who buys from you: their age range, job, and how they make buying decisions. A B2B software buyer researches on LinkedIn and Google. A 25-year-old shopping for skincare discovers products on Instagram and TikTok. A homeowner looking for a plumber checks Google reviews and Facebook groups.
What each platform is good at
Instagram suits visual products, food, fashion, beauty, travel and design. TikTok reaches younger audiences with short, entertaining video and can grow an account quickly. Facebook still works for local businesses, community groups and older audiences, and has the most mature ad platform. LinkedIn is the main channel for B2B services, recruitment and professional services. YouTube suits tutorials, reviews and anything people search for as a how-to. Pinterest drives traffic for home, wedding, recipe and DIY content.
Match the platform to your capacity
Video-first platforms need regular video. If your team cannot film and edit weekly, start with a platform where photos, carousels or text posts perform well, and add video later.
Look at competitors
Check where your three closest competitors post and which of their posts get comments, not just likes. Engagement shows you where the audience is active.
Run a 90-day test
Pick one main platform, post three times a week for 90 days, and track profile visits, website clicks and enquiries. Keep what brings customers and drop what only brings likes.
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CoreClick manages social media on two platforms from $799 per month, including the content calendar, posts and monthly reporting.