How to Choose Social Media Platforms for Business

I just got off a call with a CEO who’s frustrated because their TikTok isn’t working. They’ve been posting for six months and have 127 followers.

“But our biggest competitor has 15,000 TikTok followers,” he said.

So we looked up their competitor’s account. Yeah, 15,000 followers. But their latest video? Posted three weeks ago. Got 23 views. The one before that? 41 views.

Meanwhile, this same competitor is crushing it on LinkedIn. Their posts there get hundreds of comments and actual customer inquiries.

That’s the problem. We’re all terrified of missing the next big thing, so we jump on platforms where our customers don’t even exist.

Find Out Where Your Audience Actually Spends Time

A little while ago, we talked to a company selling industrial equipment. They were posting on Instagram because someone told them they “needed visual content.” Their Instagram posts got maybe 5 likes from their own employees.

But their LinkedIn posts about maintenance tips? Those were getting shared by plant managers across the country. Some of those shares turned into $50,000 deals.

We killed their Instagram account. Focused everything on LinkedIn and YouTube. Six months later, their social media was actually generating revenue instead of just eating up time.

Try Before You Buy

Here’s what we tell every new client: pick one platform you’re curious about and test it for exactly 30 days. Not three days. Not six months. Thirty days.

Post real content. Put $10 a day behind your best posts so you reach enough people to get actual data. Then look at the numbers.

We had one client insist that Facebook was dead for B2B. We tested it anyway. Turns out their target audience – facility managers in their 50s – was very much alive and commenting on Facebook. Those comments turned into meetings. Those meetings turned into contracts.

The moral? Your assumptions about platforms are probably wrong. Test them properly before you decide.

Are you posting somewhere because your customers are there, or because someone told you that you should be?

Tired of guessing what’ll work for your business? Let’s talk about your specific situation and figure out a plan that actually makes sense. Book a strategy call with us – worst case, you get some free advice from people who’ve seen this stuff before.