Let’s be honest — managing your business’s social media presence can feel like spinning plates. Between Facebook, Instagram, LinkedIn, TikTok, X (formerly Twitter), Threads, YouTube, Pinterest and maybe even BeReal (no, really)… how are you supposed to know which platforms are worth your time and energy?
Spoiler alert: You don’t need to be on all of them. You just need to be on the right ones.
At Twenty Three Creative, we help businesses across the East Midlands and beyond make sense of the ever-evolving social landscape. So here’s a no-nonsense breakdown of which channels might be right for your business — and why.
1. Facebook: Still the MVP for Community and Ads
If your target audience is over 30, or you want to build a local following, Facebook is a must. It’s ideal for:
Community engagement
Local promotions
Paid ads with powerful targeting
Sharing updates, events, and longer-form content
🧠 Best for : Local businesses, service providers, retailers, and any brand that wants to build trust and conversation.
2. Instagram: Visual Storytelling at Its Finest
Perfect for brands with a visual flair, Instagram is where aesthetics meet engagement. Whether it’s Reels, Stories, or product shots, this platform shines when you show, not just tell.
Showcase your products or services
Tap into influencer marketing
Use location and hashtag targeting
🧠 Best for: Creatives, fashion, beauty, hospitality, and lifestyle brands.
3. LinkedIn: B2B and Beyond
Think LinkedIn’s just for job hunters? Think again. If you’re in the B2B space, LinkedIn is your power player. It’s where decision-makers hang out.
Share insights, case studies, and thought leadership
Connect with potential clients and collaborators
Boost your personal brand and business credibility
🧠 Best for: B2B businesses, consultants, professional services, and anyone with expertise to share.
4. TikTok: The Fast Track to Viral (If You’re Brave Enough)
It’s not just for Gen Z dance routines anymore. TikTok is a creative playground where authenticity wins over polish. But it does take time and consistency.
Short-form video content
Creative, trend-led marketing
Organic reach (still going strong!)
🧠 Best for: Bold brands, entertainment, e-commerce, and those willing to experiment.
5. X (Twitter): Fast-Paced, Real-Time Conversation
Twitter (sorry — X) is still useful for real-time news, updates, and customer interaction. But engagement can be low unless you’ve built a solid following.
Quick updates and customer service
Live event commentary
Industry news and opinions
🧠 Best for: Media, tech, politics, and customer-focused brands.
6. YouTube: The Long-Game Platform
Video isn’t going anywhere, and YouTube is still king. From tutorials to behind-the-scenes footage, it’s great for building authority and driving SEO.
Longer-form videos
Educational content
Brand storytelling
🧠 Best for: Brands with value to share — like how-tos, explainers, or product demos.
7. Threads, Pinterest & Others: Niche But Noteworthy
Some platforms are more niche — but that can be a good thing.
Pinterest: Great for planning, DIY, lifestyle, and design inspiration
Threads: Instagram’s sibling — still growing, but great if your audience skews young and curious
WhatsApp/Telegram: Powerful for community groups and direct communication
🧠 Best for: Specific audiences, creative planning, or direct engagement.
So… Which Channels Should You Be On?
Ask yourself:
Where is my audience hanging out?
What type of content do I enjoy creating (or have the resource for)?
What are my goals — brand awareness, lead generation, sales, support?