2024 is almost over and it is time to stat thinking about branding and scaling in the next year. Social media is an inevitable and mandatory tool businesses cannot ignore anymore but how to pick the best social media platform for business growth in 2025.
The digital landscape of social media platforms has become a bustling marketplace, where ads and accounts act like vibrant booths lined with colourful products, each one vying for your attention but which one catches your eye? Is it the bright display, the friendly vendor, or perhaps the one that speaks directly to your needs? This is what social media feels like for SMEs —an expansive marketplace where every brand fights to stand out. Here’s the twist: if you’re setting up shop in the wrong part of the market, even the best display or product won’t draw a crowd.
Choosing the right social media platform for business growth is the first, and arguably the most crucial step in any SME’s digital strategy. It’s not just about being present online; it’s about being in the right place at the right time to connect with your target audience. Let’s dive into how you can pick the best social media platform for business growth and to maximise reach and visibility amongst your target audience.
Know your audiences to pick the right social media platform for business growth
Understanding who you’re talking to is critical when choosing the right social media platform for business growth. It’s not just about the product you sell, but also where your potential customers spend time online. Different age groups spend their time on different platforms, and this can be a key differentiator when selecting where to focus your efforts. For example, while TikTok is hugely popular with younger users, LinkedIn tends to be the go-to for professionals in their 30s and 40s.
While age is a significant factor when choosing the right social media platform for business growth, it’s only one piece of the puzzle. Analysing their psychographics —interests, values, and online behaviours— can also determine which platform would be a better fit. If your goal is to captivate a visually driven crowd, platforms like Instagram or Pinterest are perfect for showcasing aesthetically pleasing products. A vegan skincare brand targeting millennials might find great success on Instagram, where influencers are already talking about the latest clean beauty trends. On the other hand, if you’re a legal consultancy firm trying to build professional relationships, LinkedIn is your best bet.
Content creation is a marathon, not a sprint
Before diving into any platform, take a moment to think about your brand’s content capabilities and consider how feasible it will be for the long term. Different platforms demand different types of content, and not every brand is equipped to create the kinds of posts that certain platforms thrive on. For example, platforms like TikTok and Instagram are driven by fast-paced, attention-grabbing content—think quick videos, eye-catching images, and catchy captions. If you’re a fashion brand, short videos on TikTok showcasing styling tips, behind-the-scenes footage, or new collection drops are perfect for sparking interest. TikTok’s algorithm rewards creative, authentic content, which means brands have the opportunity to go viral if they engage with trends in a fun, relatable way.
However, not all brands thrive in this kind of environment. If your content tends to be long-form, more in-depth, or educational, it might be worth considering a platform like YouTube or even LinkedIn. YouTube excels at hosting detailed content such as tutorials, reviews, and webinars. If your business is in a niche like technology or DIY products, longer videos on YouTube could serve as a better fit, as the platform encourages more engaged viewers who are willing to spend time on deeper content.
Spy on the competition (But don’t be a copycat!)
When analysing competitors, the goal isn’t to mimic their every move —it’s about identifying opportunities they may have overlooked. Think of it like navigating a crowded marketplace: just because a stall is bustling doesn’t mean it’s the best spot for your brand. Maybe your competitors are nailing their presence on Facebook but have yet to tap into Pinterest. This gives you the chance to stand out.
Take, for example, a small artisan coffee shop. If your competitors are all over Instagram and Twitter but aren’t utilising Pinterest, you could step in with visually compelling posts, such as “how-to” brewing guides or cosy café styling tips. Pinterest thrives on curated, aesthetically pleasing content—perfect for a coffee brand wanting to build a visually-driven community. You could create a board full of recipes or showcase unique coffee blends with links to buy directly from your site. In this case, Pinterest becomes not just a platform but an extension of your brand identity.
What’s the secret to making it big online?
Choosing the right social media platform is a powerful tool that can shape the trajectory of your brand’s growth. It’s not just about jumping on the bandwagon of popular trends or using the same platforms everyone else does. Instead, it’s about understanding your brand’s essence, your target audience’s preferences, and how each platform can complement your goals. Whether you’re crafting visually stunning content for Instagram, diving into TikTok’s viral potential, or establishing thought leadership on LinkedIn, every platform offers something unique for your business to leverage.
But, as with any marketing strategy, success doesn’t happen overnight. It’s about consistent engagement, knowing when to adapt to new trends, and continuously evaluating the platforms that work best for you. It’s important to think of these platforms as dynamic spaces where your brand’s voice can evolve, allowing you to connect with your audience in meaningful ways.
Pick your best social media platform for business growth in 2025
In the end, your approach should never be one-size-fits-all. As you navigate the world of social media, remember that the key to success lies in strategic choice, creative content, and ongoing innovation. The perfect platform is the one that not only helps you reach your audience but also keeps them engaged and invested in your journey long after they’ve first heard of you. So, go ahead—take the plunge, experiment, and let your brand shine in the places that matter most.
Curious to learn more? Get in touch with us at hello(a) syncpr.co – we’d love to chat!