Which Social Media Site is Best For Your Business?

Social media isn’t the “new kid on the block” anymore. Platforms that were just starting out when we first wrote about this topic have become global giants, and new contenders are constantly emerging. Far from being a fleeting trend, social media is now a fundamental pillar of modern marketing and communication. However, with so many options – from established networks to rapidly growing video platforms – it’s easy to feel overwhelmed and unsure where to focus your efforts.

The truth is, a strong social media presence has the unparalleled potential to grow your business. When approached strategically, it allows you to connect with and engage your ideal audience, showcase your products or services, and build significant brand awareness. If you’re not thoughtfully leveraging at least one or two key platforms, you’re likely missing valuable opportunities to connect with customers.

Many businesses feel pressured to be active on every social media channel. However, stretching your resources too thin often leads to mediocre results across the board. At Platform81, our experience consistently shows that you’re far better off selecting a few platforms that are genuinely relevant to your target audience and business goals, and then committing to using them exceptionally well.

But how do you choose? Here’s a rundown of some of the most influential social media platforms in 2025 and who you’re likely to find on them:

Dominant & Diverse Platforms:

• Facebook:

   

  • The Lowdown: Despite the rise of newer platforms, Facebook remains a behemoth with a vast and diverse user base. It excels in community building, targeted advertising, and offering a wide range of content formats (text, images, video, stories, groups).
  • Who’s Using It (2025 General Demographics): While younger audiences might spend more time elsewhere, Facebook still boasts significant numbers across all age groups, including a strong presence among users aged 25-55+. Its demographic spread makes it versatile for many business types, particularly those targeting Gen X and Baby Boomers, though Millennials are also highly active.
  • Best For: Broad audience reach, community engagement, detailed ad targeting, customer service.

• Instagram:

   

  • The Lowdown: Highly visual, Instagram is the king of engaging imagery, short-form video (Reels), and influencer marketing. Its focus on aesthetics and storytelling makes it powerful for brands with a strong visual appeal.
  • Who’s Using It (2025 General Demographics): Very popular with Millennials (approx. 25-40) and Gen Z (approx. 18-24), with a fairly even gender split, though often skewing slightly more female. Its user base is increasingly broadening to older demographics as well.
  • Best For: Visual branding, influencer collaborations, e-commerce (shoppable posts), reaching younger to middle-aged audiences.

• YouTube:

   

  • The Lowdown: The undisputed leader in online video, YouTube is also the world’s second-largest search engine. It’s invaluable for how-to guides, product demonstrations, brand storytelling, and educational content.
  • Who’s Using It (2025 General Demographics): Extremely widespread across all age groups, from teenagers to seniors. While usage is high everywhere, a significant core of active users falls within the 25-55 age range.
  • Best For: Video marketing, tutorials, in-depth content, SEO benefits, broad demographic reach.

• TikTok:

   

  • The Lowdown: TikTok has cemented its place as a dominant force, especially for short-form, engaging, and often trend-driven video content. Its algorithm is known for its powerful reach and content discovery capabilities.
  • Who’s Using It (2025 General Demographics): Hugely popular with Gen Z (under 25) and increasingly with Millennials. Its user base is rapidly ageing up, with more users in the 25-34 bracket and beyond joining and engaging.
  • Best For: Reaching younger audiences, brand personality, user-generated content, viral trends, and creative short-form video.

Professional & Niche Networks:

• LinkedIn:

   

  • The Lowdown: The go-to professional network, LinkedIn, is essential for B2B marketing, recruitment, establishing thought leadership, and networking with industry peers.
  • Who’s Using It (2025 General Demographics): Predominantly users aged 25-55, with a strong concentration of college graduates and professionals. The core active users are typically in the 30-64 age bracket.
  • Best For: B2B lead generation, professional networking, employer branding, industry insights.

• X (formerly Twitter):

   

  • The Lowdown: X is a fast-paced platform for real-time information, news dissemination, public conversations, and customer service. Its strength lies in its immediacy and ability to connect with current events.
  • Who’s Using It (2025 General Demographics): A diverse age range, but particularly popular among users aged 25-49. It tends to attract users interested in news, current affairs, and specific niches like tech, politics, and entertainment.
  • Best For: Real-time updates, news sharing, customer engagement, public relations, and community building around specific topics.

• Pinterest:

   

  • The Lowdown: A visual discovery engine where users find inspiration for everything from recipes and home décor to travel and fashion. It has a strong track record of driving purchasing decisions.
  • Who’s Using It (2025 General Demographics): While historically female-dominated, its male user base has been steadily growing. It’s popular across a broader age range than some might expect, particularly with women aged 25-54 who are often in a planning or purchasing mindset.
  • Best For: Visual product discovery, driving website traffic, e-commerce, brands in lifestyle, DIY, food, and retail sectors.

Other Platforms to Consider:

• Snapchat:

   

  • The Lowdown: While perhaps not with the same broad business marketing buzz as a few years ago for all demographics, Snapchat remains very popular with younger audiences for its ephemeral content (Snaps and Stories) and augmented reality (AR) filters.
  • Who’s Using It (2025 General Demographics): Primarily Gen Z and younger Millennials (16-25).
  • Best For: Reaching very young demographics, highly informal engagement, AR lens marketing.

• Threads (by Instagram):

   

  • The Lowdown: Launched as a text-based conversation app linked to Instagram, Threads is still carving out its specific niche and long-term engagement patterns. It aims to foster public discussions and real-time conversations.
  • Who’s Using It (2025 General Demographics): Initially drew heavily from the existing Instagram user base, so demographics are currently similar, skewing towards Millennials and Gen Z. Its continued evolution will determine its distinct user profile.
  • Best For: Brands already strong on Instagram looking to expand text-based engagement, real-time conversations (similar to X).

Bluesky:

• The Lowdown: Bluesky has emerged as a notable contender in the microblogging space, built on the decentralised AT Protocol. It offers a user experience reminiscent of early Twitter/X, emphasising public conversations and greater user control over their feeds and data. Its open nature is fostering a growing ecosystem of custom feeds and third-party clients, positioning it as a community-centric alternative.
• Who’s Using It (2025 General Demographics): Attracting users looking for alternatives to more established platforms, particularly those interested in open-source technologies, specific niche communities, and a potentially less algorithmically-driven experience. The user base is still solidifying but shows strong engagement from tech-savvy individuals, academics, journalists, and creators exploring new digital spaces.
• Best For: Businesses exploring emerging platforms, fostering community around specific interests, engaging with audiences who value transparency and data ownership, and brands looking for a potentially more organic reach in a less commercially saturated environment.

Making Your Choice

So, which platforms are right for your business? Consider these questions:

1. Where does my target audience spend their time online? This is the most crucial factor.
2. What kind of content can I realistically create consistently? (e.g., video, high-quality images, written posts).
3. What are my business goals for social media? (e.g., brand awareness, lead generation, customer service, website traffic).
4. What platforms do my competitors use successfully? (For inspiration, not just imitation).

Answering these will help you narrow down your options and focus your energy where it will count the most.

What social media platforms have brought the most success to your business? We’d love to hear your experiences! Tweet us @platform_81.

Still feeling lost in the social media landscape or need help crafting a winning strategy? Get in touch with the team at Platform81 today for expert advice! You can reach us via our contact page or give us a call.