Query: What number of social media platforms ought to a neighborhood enterprise be utilizing? Realistically, it’s a problem to handle a number of platforms effectively with the restricted sources of a small enterprise. – Keegan Edwards

There’s no finish to the duties small enterprise house owners should juggle every day. Whenever you’re managing all the pieces from technique to gross sales, including a dozen social media accounts into the combo is simply not sustainable.
Excellent news: it’s not vital, both.

Whereas social media is a robust advertising device, loads of entrepreneurs have proved that high quality over amount is vital relating to utilizing social media to maximise their attain – and gross sales.

So: what number of social media platforms must you be utilizing? Keegan requested this nice query as a part of our #AskBuffer sequence. He went on to share his personal stance on the subject: “I’ve all the time beneficial choosing two that make sense in your sort of native enterprise. Two is possible to maintain up with and do effectively.”

We agree that making a range you possibly can sustain with is vital – however there’s a complete lot of nuance relating to precisely what number of platforms to spend your time and sources on and (maybe extra importantly) which ones you select.

On this article, we’ll dig into the elements that you must contemplate when making this essential advertising technique determination and aid you discover your social media candy spot.

In the end, there is no such thing as a proper or unsuitable reply that applies to all small companies.

To reply what number of platforms it’s essential domesticate a social media presence on, your first port of name ought to be determining which of them it’s essential prioritize.

To dig into that, first ask your self: the place is your target market?

Give it some thought this manner: even you probably have the sources to decide to, say, 5 platforms, are these sources effectively spent in case your goal prospects aren’t hanging out on three of them?

From there, it’s essential contemplate your individual enterprise targets, the sources you might have at your disposal, and what you might have time for to make the perfect determination.

The one actual mistake you can also make right here is to unfold your self too skinny. We suggest beginning smaller, and maybe including one other channel or two into the combo should you discover the hassle manageable (and value it!).

Let’s discover every social media platform to present you a greater thought of the place your viewers hangs out, plus share quite a lot of elements to think about relating to your small business and what number of profiles will work greatest for you.

As a small enterprise proprietor, you possible have already got a good suggestion of who your very best prospects are. (For those who don’t, concern not; we’ve got guides to defining your target market and creating marketing personas).

As soon as you already know who they’re, you possibly can start to uncover the place these prospects are. That can assist you reply that query, right here’s a birds-eye view of a number of the hottest social platforms, who frequents them, and what they’re used for.


About Fb’s customers*

  • Month-to-month lively customers: 2.989 billion
  • Breakdown by gender: 77percent girls, 61percent males
  • Dominant age group: 77percent of 30 – 49-year-olds
  • Nearly one-third of global online shoppers use Fb as their most popular social platform for buying.

Fb’s options for companies

  • Meta has grouped Fb and Instagram’s enterprise instruments collectively in Meta’s Business Suite.
  • Fb additionally presents Commerce Manager, a shopping catalog, and an inbox to speak straight with prospects, that means that enterprise house owners can actually arrange store on the Meta-owned platforms, in addition to cross-post between them.


All for cross-posting? You should utilize Buffer to repurpose your content material past the Meta-verse, too.

What performs effectively on Fb

Creating quality content to share in your Fb web page is one of the simplest ways to drive potential prospects to your social storefront or web site. To place your greatest foot ahead with the Facebook algorithm, ensure you’re sharing:

  1. Significant, informative tales
  2. Correct, genuine content material
  3. Secure, respectful habits

Child service model Ubuntu Baba faucets into authenticity on Fb by interspersing mannequin pictures of their merchandise with content material creators by their customers and even heartfelt posts from their founder, Shannon McLaughlin.

Fb helps a number of content material codecs, so that you’ll have all the pieces from video to photo- to text-based posts to play with. Video content material nonetheless sees the highest engagement (and thus attain), however as we unpack in our Facebook Guide for Small Businesses, each format might be invaluable on this versatile platform.


About Instagram’s customers*

  • Month-to-month lively customers: 2 billion
  • Breakdown by gender: 44 % girls, 36 % males
  • Dominant age group: 71 % of 18 to 29-year-olds
  • 83 percent of Instagrammers use the platform to find new services
  • 54 % of customers report having made a purchase order after seeing the product on Instagram

Instagram’s options for companies

  • Distinctive to Instagram is Instagram Shopping, which makes your merchandise straight shoppable inside your feed. Instagram Ads are additionally in style as a pay-to-play possibility that lets you goal a selected group of customers along with your related content material, even when they’re not following you.
  • For those who usually work with creators or need to begin, Instagram’s Branded Content instruments make it straightforward to associate up.
  • Instagram just lately launched a brand new function price exploring for your small business: Broadcast Channels. These channels permit manufacturers or creators to ship mass messages on to followers who’ve opted in to obtain them – nice for stopping massive bulletins from being swallowed by the Instagram algorithm.

What performs effectively on Instagram

As a extremely visible platform, it’s usually stunning, aspirational content material that resonates on Instagram. In response to an analysis by influencer marketing platform Heepsy primarily based on variety of profiles and engagement charges, the highest 10 classes are media, trend, music, arts, health and wellness, images, meals, journey, cinema and performing, and make-up.

Codecs supported on the platform embody pictures and short-form movies by way of posts or Reels on the feed or inside Instagram Stories that disappear after 24 hours. Birch & Bramble makes essentially the most of all three by showcasing their work in picture posts and behind-the-scenes Reels and tales.


About TikTok’s customers*

  • Month-to-month lively customers: 1 billion
  • Breakdown by gender: 24 % girls, 17 % males
  • Dominant age group: 48 % of 18 – 29-year-olds
  • Just under half (49 percent) of users have stated they’ve purchased a product after seeing it on TikTok.

TikTok’s options for companies

What performs effectively on TikTok

A hashtag analysis revealed leisure, dance, and pranks take the top-three spots on the short-form video platform, however health/sports activities, residence renovations/DIY, magnificence/skincare, trend, lifehacks/recommendation, and pets are additionally contenders.

Fashivly CEO Ashlyn Greer (who just lately starred in our Creator’s Unlocked series) discovered success by rejecting completely polished model content material in favor of a grittier, extra off-the-cuff model that creators are likely to favor.

Ashlyn usually options in content material herself and makes use of creator staples like greenscreen to create the sort of authenticity and spontaneity that thrives on TikTok.

@fashivly @Reese Blutstein i would like each factor 🥹🥹🥹 #futurecollective @goal ♬ original sound – fashivly

X (previously Twitter)

About X’s customers*

  • Month-to-month lively customers: 564 million
  • Breakdown by gender: 22 % girls, 25 % males
  • Dominant age group: 42 % of 18 – 29-year-olds
  • Both traffic and ad revenue are declining – however to this point, not one of the Twitter alternatives on the market are coming near the platform’s present lively month-to-month consumer base.

X’s options for companies

What performs effectively on X

As we unpack in our Guide to Twitter for Small Businesses, you’ll go far with popular culture tendencies and information, thought-provoking content material, and, in fact, humor and wit.

An ideal instance is exercise app Sudor’s quirky tweets, which depend on trending memes and gifs to attach with their followers.


About LinkedIn’s customers

  • Month-to-month lively customers: 310 million
  • Breakdown by gender: 26percent girls, 31percent males
  • Dominant age group: 36 % of 30 – 49-year-olds
  • Manufacturers have seen a 33 percent increase in purchase intent from advert publicity on LinkedIn.

LinkedIn’s options for companies

  • Showcase pages make it simpler for manufacturers to section their viewers by creating devoted areas for particular tasks, whereas Product pages will aid you spotlight particular options and proposals. Each are sub-pages of an organization’s main LinkedIn web page.
  • You too can ship newsletters to your followers straight throughout the platform
  • LinkedIn Ads will mean you can goal particular teams, even when they don’t comply with you.

What performs effectively on LinkedIn

B2B (business-to-business) manufacturers and career-related industries are discovering success on the Microsoft-owned channel.

That is significantly true when their workers construct private manufacturers and share their experience on the platform. We recently spoke to 3 founders in these industries who’ve seen phenomenal success on the platform by doing simply that.

The info exhibits the platform is highly effective for extra than simply gathering a following, too.

Whereas LinkedIn is the popular stomping floor for B2B entrepreneurs, there’s potential for B2C (business-to-customer) manufacturers to realize traction there too.

B2C firm Lavender has helped cultivate personal brands on LinkedIn round their small workforce (or employed individuals with massive followings already behind them) and takes benefit of the attain of their profiles, plus their very own model account.


About YouTube’s Customers

  • Month-to-month lively customers: 2.5 billion
  • Breakdown by gender**: 46 % girls, 16 % males
  • Dominant age group: 48 % of 18 – 29-year-olds
  • 70 percent of people say they’ve purchased one thing on account of seeing it on YouTube
  • 51 percent of US and UK buyers use YouTube to search out merchandise or analysis them

YouTube’s options for companies

What performs effectively on YouTube

The world of lengthy and short-form video is your oyster on the multi-faceted platform. Content material that performs effectively on Youtube – and lends itself to enterprise – are how-to or instructional content material about your small business or product, demos, and creator product opinions or unboxings.Our comprehensive guide to the YouTube algorithm will aid you uncover alternatives in your channel.

An ideal instance of YouTube finished effectively is sustainable menstrual product model, DAME. They use their channel to share useful how-to guides.


About Pinterest’s Customers

  • Month-to-month lively customers: 463 million
  • Breakdown by gender: 46 % girls, 16 % males
  • Dominant age group: 48 % of 18 – 29-year-olds
  • 85 percent of weekly US pinners have made a purchase order primarily based on Pins from manufacturers

Pinterest’s options for companies

What performs effectively on Pinterest

Kinds of content material that carry out greatest on Pinterest are aspirational and provoking, with high-quality pictures and short-form movies the order of the day.

KINDRD Studios’s residence decor and digital obtain planners actually lend themselves to the platform, which they use to drive pinners to their Etsy store.

Right here’s our guide to creating compelling content on Pinterest digs into that a little bit extra. This very helpful live trends board, which you’ll filter by age and gender, can also be price exploring.


About Mastodon’s Customers

  • Month-to-month lively customers: 1 million
  • Breakdown by gender: 34 % girls, 66 % males
  • Dominant age group: 33 % of customers are age 29-34

Mastodon’s options for companies

Mastodon is a decentralized, open-source platform that permits customers to arrange their very own servers or cases to speak. It presently doesn’t have any options for promoting or in-platform procuring. As a nonprofit group, these appear unlikely for the longer term.

What performs effectively on Mastodon

The platform does help pictures and gifs, however favors textual content posts. Whereas it’s been reported that “information and publishing” is the most well-liked class on the platform, there’s no definitive information on the market simply but.

Whereas it is price exploring in case your specific area of interest has a preferred server you possibly can be part of to satisfy customers the place they’re, Mastodon could also be one to observe moderately than a social platform to leap on you probably have restricted sources for social media marketing.

So that you’ve pinpointed a number of platforms that might be match for you: this doesn’t essentially imply you need to be spinning up accounts for all of them.

There are elements past demographics to think about:

Selecting content material codecs that swimsuit your small business

What sort of social media content material greatest helps your small business? Many product-based companies will discover they’re greatest suited to a visible platform, whereas a service-based providing may lend itself to thought management textual content and video.

The effort and time every platform requires

Video-first platforms like YouTube and TikTok may require extra of your time should you don’t have already got video content material you possibly can repurpose into social media posts. Suppose via the hassle that can be wanted to actually succeed on every platform and the way it aligns with the period of time your small business can make investments into social media for the time being.

The potential for repurposing

If your small business usually hosts video workshops you possibly can flip into content material, that may aid you save on time. You could possibly share these simply on YouTube and pull out highlights from these movies to function as short-form movies on different platforms like Reels, TikTok, and even clips on LinkedIn.

Or should you’re sharing experience on LinkedIn: may the longer submit be chopped up right into a Twitter thread? Earlier than selecting social networks, be sure that to assume via how one can repurpose content material to assist make it simpler to remain constant.

Which platforms you’re most accustomed to

Whereas the educational curve of a brand new platform shouldn’t be insurmountable (and the hyperlinks to guides we’ve got peppered all through this text will assist!), you’ll be up and working a lot sooner with a well-known platform.

Sticking to platforms you utilize usually may even assist with posting constantly, and usually replying to feedback and fascinating with followers.

What your prospects need

Whereas platform demographics will mean you can create a helpful speculation about the place you’ll discover new prospects, there’s one other solution to uncover which social media websites are greatest for your small business: ask them.

It’s recommendation you’ll usually discover in our varied platform guides. Participating with prospects about which platforms they usually use will aid you meet them the place they’re – and discover others like them.

How your posts are performing

Selecting social platforms shouldn’t be a one-and-done job – you’ll have to hold an in depth eye on platform efficiency to evaluate whether or not your digital advertising efforts are price what you’re getting out.

To drill down on the particular metrics related to every platform, we recommend testing our guides for TikTok, LinkedIn, Twitter, Facebook, and Instagram.

In the end, it’s essential know: is the effort and time you’re placing into your platforms paying off?

Buffer’s analytics features can assist you make the decision. It’s a robust associate in analyzing all of your content material: assume customized studies so you possibly can monitor what actually issues, plus centralized efficiency monitoring to mean you can keep watch over all your social media platforms in a single hub.

One other helpful function: Our analytics will look at your information and let you know when, what, and the way usually to submit to verify the hassle you’re placing in issues – positively price attempting earlier than you pull the plug on a platform.

With all that in thoughts, it’s possible you’ll assume you possibly can handle three social media platforms with liberal repurposing. Or maybe you assume you’d moderately zero in on one platform for now – no matter feels sustainable is the best name for you and your small business.

No matter your determination, don’t be afraid to experiment. What works for one enterprise won’t be just right for you – and discovering the candy spot for you’ll virtually actually contain stepping out of your consolation zone and having some enjoyable!

* Information as per 2021 Pew Research Center Social Media Fact Sheet,

** % of US girls/males on the platform


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