These days, including social media in your digital marketing efforts is a no-brainer. But if you’re new to the social media landscape, it can be tough to know where to start!

When clients approach us to create and manage social media pages for their business, the first question they often ask is, ‘Which social platforms should our business be on?’.

The answer to this question varies depending on your business, industry, target audience and budget. In this guide, we will provide some brief insight into each social media platform, how it works, the best type of businesses for that platform and how best to utilise each platform to promote your business.


With by far the highest number of users than any other social media platform (1.94 billion), and 1.28 billion of those users logging in to their account dailywe always recommend Facebook for every social media client. Facebook is such an overwhelming force online that 80% of adults who use the internet have a Facebook account.

Every demographic can also be found on Facebook, which makes it the most desirable social media platform to promote on.

Best Types of Businesses for Facebook

Every type of business has a place on Facebook. From a local plumber or tiler to a multi-million-dollar global company – you can find your audience on Facebook. Because you have access to a huge audience and a wealth of options, Facebook is a great starting point for any organisation.

How to Promote Your Business on Facebook

Facebook Posts – Facebook allows you to share relevant content in various forms to your audience such as photos, videos and company updates. Many posts on social media are also set up to take people to a landing page or website to find out more about the content they clicked on. Therefore, Facebook is particularly effective if you’re looking to direct more traffic to your website.

Communication – Facebook provides a unique two-way communication platform between customers and your business thanks to Facebook comments and Facebook messenger. Customers can also leave reviews and testimonials for your business on your Facebook page.

Facebook Advertising – One of the most effective ways to promote your business through Facebook is with Facebook advertising. The advertising options available on Facebook are enviable. When creating a Facebook ad, you can select from a range of business goals, choose a highly targeted audience, implement a creative in the form of articles, images, slide shows, carousels, videos, offers or events, and you can measure the results from each ad with ease.

Facebook gives you lots of flexibility and creative freedom when it comes to creating a promotion. However there is one key restriction that must be noted – ad images should include no more than 20% text. Any more than this and Facebook will restrict viewing for the post.

Facebook Shop – If you have a retail store, Facebook allows you to list products and their prices in a dedicated shop section on your Facebook page. These product listings then link back to a product page on your website, and can be included in a post to further drive sales from your Facebook feed.


Instagram is the second most popular social media platform with 500 million users, and 59% of those users check the app every day. Instagram is owned by Facebook, and as a heavily visual platform, your visuals need to be on point to take full advantage of Instagram.

Best Types of Businesses for Instagram

Instagram has a more artistic niche, with most posts centring around travel, food, art, fashion and lifestyle. If your business fits into any of these categories, Instagram could be a great fit for you.

How to Promote Your Business on Instagram

Visuals – Instagram is a feast for the eyes, so gorgeous imagery is a must. As long as you have access to beautiful images or videos, Instagram is particularly valuable as a branding tool. Whoever is managing your Instagram account should have a good eye for detail and ensure all images and video are of the highest quality.

Influencers – Instagram is a great platform to reach out to influencers. There are many Instagram accounts with a large number of dedicated followers who can share your content and endorse your business.

Make sure you pick influencers that are a good fit for your brand. Keep in mind that the larger their following is, the more those influencers will expect to receive in return for their endorsement, so consider starting with accounts that have a smaller group of dedicated followers.

Hashtags – When you’re promoting your business on Instagram, make good use of hashtags. Hashtags make it easier for people to find your content organically. Do some research on competing Instagram pages to find relevant and popular hashtags in your industry.

Instagram ads – Instagram ads show up in the Instagram feed like posts and can be created as photo, video or carousel advertisements. You can also create ads on Instagram stories. Do keep in mind however that unlike Facebook, Instagram posts don’t have clickable links, making it harder to attract traffic to your website.


LinkedIn is a professional business-related networking site that allows companies to create professional profiles for themselves and their business. LinkedIn provides its members with the opportunity to generate sales leads and interact with customers, employees and businesses.

Best Type of Businesses for LinkedIn

As a widely recognised business networking platform, every B2B company should have a public profile on LinkedIn. Professional B2C companies in the corporate sector can also benefit from having a presence on LinkedIn to further enhance their brand authority.

How to Promote Your Business on LinkedIn

LinkedIn Posts – Posts should be highly relevant and not too frequent to avoid seeming “spammy”. On LinkedIn, you will bode well by providing people with an inside look at your company through visuals. Because of its strictly professional nature, the content on LinkedIn should also be more serious and informative compared to other light-hearted platforms.

LinkedIn Advertising – There are three main ways to get your content seen by a wider audience on LinkedIn: sponsored content where you can reach LinkedIn members right in the LinkedIn feed, text ads that will drive targeted leads across multiple LinkedIn pages and Sponsored inMail where targeted messages can be sent directly to the messaging inboxes of relevant LinkedIn members.

Very specific targeting is also available on LinkedIn where the audience can be narrowed down by location, industry, company name and job role, just to name a few.

LinkedIn Profiles – Promoting to individuals and businesses organically can be achieved most effectively through an individual profile rather than a business page. That’s because only individual accounts can follow and connect with other LinkedIn accounts. Unlike business pages, individual profiles can also join and interact with relevant industry groups.

LinkedIn Groups – Employees of businesses that join and participate in LinkedIn groups will not only improve their own professional profile, but will improve the profile of the business they work for too. This will also help to establish you and your business as an expert in your field among industry peers.

LinkedIn Messages – Develop professional connections by reaching out to your network and group members via messages. But be careful not to be too spammy – the messages you send should always be mutually beneficial.


Twitter is commonly known for being the network where news breaks. It’s also a popular space for celebrities and public figures to connect with their audience.

People with similar interests often come together on this platform, and they can interact with other users easily by mentioning their usernames in posts. Twitter users are also more likely to follow and interact with brands, celebrities and other like-minded individuals on Twitter rather than their real-life friends and relatives.

Best Type of Businesses for Twitter

Companies with a strong customer service focus and global brands can carve out a space on Twitter. Twitter is also worthwhile for a brand that wants to develop a following, engage with their fans and increase brand exposure.

How to Promote Your Business on Twitter

Follow Others – To build your audience, you should start by following other Twitter accounts that are relevant to your business. Pay attention to who you follow. The accounts you follow should include business partners, suppliers, customers, competitors, peers, professional organisations in your industry and local businesses in your area.

Tweets – Each tweet is only 160 characters, and given its short length, should be written as a headline style message. However, tweets are so much more than short text-based messages – they can also include videos, links, images and polls.

You can interact with others by replying to a tweet, mentioning someone in a tweet, retweeting a post or sending a direct message. For your tweets to be effective, you should give people useful information and answer their questions. Because of the high frequency of posts in the feed, frequently posting on this platform is often necessary to cut through the noise.

Go Viral – The reach on this platform is particularly wide, especially when relevant hashtags are used in posts. Because of this, Twitter is the ideal platform for spreading the word about interesting content and making it go viral thanks to the ease of sharing and retweeting.

Jump on a Trend – One of the best ways to go viral is to jump onto a current (and relevant) hashtag trend. Many people love sharing their opinions and getting involved in conversations surrounding a particular topic or a popular TV program such as #eurovision or #thebachelor for example. Try jumping onto these hashtags as they are trending but remember to choose your trend wisely and be tasteful with your tweet.


Pinterest allows users to save and display content they find entertaining or valuable by pinning it on digital bulletin boards organised into categories. These pins are visual and link directly to the website the image came from. For this platform to work for your brand, the imagery must be top shelf and the page it links to should be something people want to remember, refer back to and display on their boards.

Best Type of Businesses for Pinterest

Pinterest is a niche social network, and won’t be worthwhile for everyone. If your product or service has a largely female audience, Pinterest might be a good option to consider as 42% of women online use Pinterest.

The most popular categories on Pinterest include fashion, exercise, DIY projects, beauty, photography, home decoration and food. So if your business fits into one of these categories, most of your customers are female and you have great visuals, Pinterest may be a great pick for you. Pinterest has also grown to be a big influencer in social shopping with ‘buy’ buttons included in product pins from retailers.

How to Promote Your Business on Pinterest

Pins – Because Pinterest users regularly pin their favourite fashion, food, home decorating ideas and more, retail businesses can do wonders by sharing pins of their products that link back to the purchase page on their website. You can even have buyable pins where products can be purchased directly from Pinterest. But not every pin should be a product listing – make sure you also share inspirational, interesting, helpful and entertaining pins that your audience will enjoy.

A recent study by Pinterest and Millward Brown Digital showed that 79% of active pinners said that Pinterest helped them make a purchase decision on food. The numbers are just as impressive for other products – 53% for clothing, 60% for home décor, 51% for beauty and 47% for health and fitness.

Group Boards – Consider creating a group board where other users are invited to contribute pins to that board. That activity then shows up in the feed of both your guest pinners and your followers. Reach out to influential pinners with large followings to make the most of this feature.

Long Lasting Content – Creating quality content that’s tailored to your audience is vital on this platform because content on Pinterest lasts longer than on any other platform. Thanks to the power of Pinterest’s algorithm, your pin can continue to be re-pinned by others and go viral.


Snapchat is the only purely mobile social media platform on this list. It’s one of the fastest growing apps where users send a self-destructing snap to a friend that disappears in a few seconds after being viewed. The snap can include a photo, short video or message. The snap can also be sent to one or more people, or be shared in a story which can be viewed by everyone who follows that person’s account.

The platform has also expanded to include chat, image storage, messaging, events and media content.

Best Type of Businesses for Snapchat

60% of Snapchat users are under the age of 24, making it the ideal social platform to target millennials. Brands targeting youth with fresh, interesting and humorous content will fare well on Snapchat, but if your business is interested in paid promotions, the high cost of advertising on this platform is largely reserved for global brands.

How to Promote Your Business on Snapchat

Finding Your Account – When clicking ‘search’, users can find relevant Snapchat stories that fit under different categories such as Snapchat accounts around me, music, food, fashion and more. The ‘discover’ feature also compiles popular sponsored content together that people can view instantly.

In most cases, however, users must add you first before seeing your content, so it really helps to do some real-world promoting to encourage customers to follow your Snapchat account for updates and content.

Snaps – The younger demographic tends to flock to Snapchat because it’s more authentic and relatable to them, so you need to make sure your snaps reflect that. Keep your snaps fun, playful and highly youth-targeted. You should also steer clear from promotional content – it won’t work on this platform.

Partner with Influencers – Just like Instagram, there’s a large number of influencers on Snapchat with a strong social following that you can utilise to help spread awareness for your brand to a demographic that’s typically harder to reach.

Snap Ads – On Snapchat, you can invest in mobile video ads that can include an interactive element. The swipe-up rate for these ads is found to be 5X higher than average click-through rates on other similar social platforms. The most popular snap ads come in the form of interactive videos, which start at $3,000 a month. Keep in mind that this does not include the cost of the creative.

Sponsored Lenses & Geo-filters – If you have big bucks to spend, brands can invest in tailor-made lenses and geo-filters that people can use when taking selfies. These effects can visually alter the image in a way that reflects the brand in a fun and playful way. With a cost of approximately $500K a day, this option is out of reach for many, but very effective – over 224 million views were achieved in a recent Taco Bell campaign.

Need Help Choosing the Right Social Media Platform for Your Business?

Before you dive head first into social media for your business, one key point we should stress here is that it’s often best to start out with one or two social media platforms. In most cases, that will be Facebook, and once your Facebook page is perfected and a steady following is being generated, you can then look at potentially expanding onto other platforms.

Keep in mind that a lot of trial and error is involved in finding out what works for each platform and your audience. Unfortunately, there’s no ‘one size fits all’ scenario in the world of social media, but at KDM, we can implement industry best practices and develop a strategy that’s the best fit for your business.

If you want your business to be a success on social media, KDM can help! Visit our Social Media Marketing page to find out more.