Which social media platform is best for my small business?

September 26, 2017

While social media is a great way to connect with your customers, engage an audience, and spread brand awareness, a common mistake small businesses often make is trying to use too many different platforms at once.

It’s easy to feel like your business needs to have a presence on every social network in order to reach the maximum amount of people, but spreading yourself too thin will limit your brand’s social media capabilities. It’s a much better strategy to choose a few platforms to focus on and pour your social media efforts into. The key to choosing which social media platform is best for your business is to define your target audience and understand where that audience spends their time online.


There are 2 billion users on Facebook which makes it the largest social network in the world. With this kind of reach and access to such a large audience, Facebook should arguably be used by every single business. Aside from audience size, Facebook is where customers go to connect with or reach out to a business. 32% of all Facebook users engage with brands regularly, and users leave 2.5 billion comments on Facebook pages each month.

These statistics are hard to ignore as a small business. Keep in mind that when using Facebook for your business, it’s important to stay engaged, post on a consistent basis, and be available to respond to customer questions and comments.


The second most used platform, Instagram is most popular among the younger crowd. A majority of Instagram users are between 18-29 years old, and 32% of teenagers consider the platform to be the most important social network. With its seamless integration of Facebook business tools (Instagram is owned by Facebook and uses a lot of the same functions) and its recent addition of Snapchat-like Stories, Instagram has become an all-in-one tool.

For businesses with particularly visual products, like food or clothing, Instagram is a necessity. But if your business isn’t as visually appealing, don’t let that stop you! Use the platform as a way to give glimpses behind the scenes or spotlight team members.


Like most of the social networks, Twitter has experienced a lot of changes over the years. New algorithms have made it difficult to get your message into everyone’s feed, or even present them in chronological order. Instead of trying to get your tweets seen by the masses, focus on building a loyal following through conversations.

Use Twitter as a way to inform your audience on events, store hours, new menu items, or anything else customers want updates on. Also keep an eye out for any mentions of your business and respond whether it’s good or bad.


It’s safe to say we’ve all watched a video on YouTube before, right? That’s probably not hard to believe considering YouTube reaches more 18-34 and 18-49 year olds than any cable network in the U.S. The big question is, should your small business be on YouTube? In 2017 video will account for 74% of all web traffic, so it might be a smart choice as video is climbing the ranks as a popular marketing tool.  

If you decide you want to integrate videos into your blog or social media accounts, those videos need a place to live, and that’s where YouTube comes into play. Small businesses can use YouTube videos for product or promotional purposes, how-tos, or insight into company culture. YouTube viewers either want to be entertained or informed, so keep this in mind when creating videos for your business.


Pinterest gained popularity back in 2010 for being a virtual inspiration board, but the social platform isn’t just recipes and outfit ideas. Consumers use Pinterest to not only seek out ideas and inspiration, but also to shop. 93% of users use Pinterest to plan or make purchases which can be especially helpful if, for example, you have an online-only shop and need a way to get your products in front of customers. The platform is very visual so be sure you’re only putting high-quality images out there.

Need Social Media Assistance? Trust the Experts at Hummingbird Collective!

Hummingbird Collective offers blogging, SEO, social media and other digital marketing services to small businesses and nonprofits in the Denver area and beyond. We love working with passionate organizations who are ready to take the next step in their digital marketing efforts. Reach out to us online for more information about our digital marketing packages, or call us at (720) 442-0772 to tell us more about your story!


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