![[Quiz] Best social media channel](https://no-cache.hubspot.com/cta/default/2235233/4d6050a3-072b-41f9-a926-9425b5944528.png)
Creating a social media strategy for your or your client’s business comprises many parts, including which social media channels to use. After all, you want to get the best possible return on your efforts.
So, how do you decide which channels are best suited?
Do you go for the largest and most well-established favourites like Instagram? Or do you opt for an up-and-coming network that has less competition?
Decisions, decisions…
This guide will help you choose the right channels for your business by breaking down each platform’s unique value, audience, and content fit. You can also take our free quiz, available in our downloadable resource, that will help you determine which social media platforms are best for your brand.
Additionally, you can check out our video with Agency Owner, Desiree Martinez, on how to pick the right social media channels for your clients.
From a business perspective, Facebook is the most popular social media channel for both B2C and B2B marketers. According to the latest trends, creating online communities is more important than chasing followers, and Facebook is a perfect place to do so.
| Category | Overview |
| Audience fit |
With over 2 billion people using it every month, Facebook is the most popular social network in the world. The largest demographic on Facebook is men aged 25–34. It's a versatile platform that can reach a broad audience, but it's particularly effective for B2C and B2B marketers.
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| Discoverability and SEO value |
Facebook pages and groups can be indexed by Google and appear in search results. The platform’s internal search is also effective for finding businesses and communities.
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| Algorithm and reach |
Recent algorithm changes and the iOS 14 update have made organic reach for Pages more challenging. However, Facebook Groups provide a different story as they can create a sense of community that you can easily manage and interact with on a personal level.
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| Engagement and community potential |
Facebook Groups are the best way to foster deep community engagement. They allow users to join discussions, quickly find the content they're most interested in, and connect with like-minded people.
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| Monetisation and conversions |
Facebook’s ad ecosystem is highly mature, with robust ad targeting and analytics. It’s a powerful channel for driving brand awareness, leads, and sales. More than 50% of consumers prefer using social media for customer service inquiries, and Facebook is the top platform for direct purchases.
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| Content sustainability |
Facebook supports a wide variety of content, from text and images to videos and Live streams. This allows for a flexible content strategy that can be adapted to your resources.
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Over the past few years, Instagram has overtaken established channels and now has over 1 billion users. It’s a visual, mobile-first app, so it’s important to post high-quality photos and videos that showcase your brand in the best possible way.
| Category | Overview |
| Audience fit |
The platform is a great place to showcase your capabilities, especially if you offer visual content creation services. Instagram is the channel of choice for a younger demographic, with 67% of US adults aged 18-29 using the app.
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| Discoverability and SEO value |
Instagram’s algorithm prioritises discovery through hashtags and the "Explore" tab. Content, especially Reels and other visual formats, can appear in Google search results.
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| Algorithm and reach |
Instagram's algorithm loves short, engaging videos, which presents a great opportunity to get high visibility. It is a great place to stretch your content creation muscles as an agency.
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| Engagement and community potential |
Instagram provides a great opportunity to connect with your audience. To do so, ensure that your content is entertaining and valuable. Boring, technical, or otherwise ordinary content doesn't seem to do well on this channel.
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| Monetisation and conversions |
With the addition of shopping tools and Reels, Instagram is leading the way in how audiences can interact with content on social media platforms. It also provides powerful advertising options to drive sales and traffic.
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| Content sustainability |
To get the best out of Instagram, make sure to hop on the most impactful social media trend—short-form vertical videos. For example, Instagram Stories are a prevalent type of content, and their ephemeral nature allows brands to connect with their audiences in a more provoking manner.
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Threads
Threads
is the latest social media network, and its text-based format and community-focused approach make it a strong competitor to X.
| Category | Overview |
| Audience fit |
As a newer platform, Threads is attracting a diverse, engaged audience of early adopters and professionals looking for a more conversational space. It's a great place to build a community around your brand and connect with like-minded people.
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| Discoverability and SEO value | Threads content is still being indexed, and its potential for appearing in search results is high due to its text-based nature. In-app search is also growing. |
| Algorithm and reach |
The algorithm currently favours conversation and original content, providing a strong opportunity for organic reach. This presents a great opportunity for brands to gain a foothold before the platform becomes more saturated.
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| Engagement and community potential | Threads fosters two-way interaction and community building. It is best used for conversation rather than broadcasting. |
| Monetisation and conversions |
Threads is still in its early stages of monetisation, but brands can use it to build an engaged community and then redirect them to their website or other channels.
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| Content sustainability |
Threads' content is ephemeral and conversational, making it easy to create and maintain. It's a great channel for a real-time engagement strategy.
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X (Twitter)
X (formerly Twitter) is well-known for its short, concise content. It's a fast-paced network ideal for real-time engagement and conversation.
| Category | Overview |
| Audience fit |
X has a diverse audience, with a strong presence of professionals, journalists, and thought leaders. It’s an ideal channel for B2B communication and networking.
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| Discoverability and SEO value |
X posts (tweets) are highly indexable by Google and can appear in search results. It's also a powerful tool for discovering trending topics and conversations.
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| Algorithm and reach | Video tweets receive 10 times more engagement than text-only posts. The algorithm can be volatile, but posts that are highly relevant, newsworthy, and engaging can achieve massive reach. The platform encourages rapid sharing and trend adoption. |
| Engagement and community potential |
X is a powerful tool for networking and engaging in industry conversations. Almost anyone with a public profile is just one message away, and you can use this to your advantage when collaborating with brands or working with exciting people in your space.
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| Monetisation and conversions |
X provides advertising options for businesses. You can also use it to promote events, web content, and sales.
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| Content sustainability |
Content on X is easy to produce, as it’s limited to 280 characters. However, its ephemeral nature requires a consistent, real-time approach.
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LinkedIn has evolved from a job search platform into a social network for professionals. It’s now a go-to platform for B2B marketers and businesses that want to position themselves as thought leaders.
| Category | Overview |
| Audience fit |
LinkedIn is a highly specialised platform primarily utilised by professionals. This audience comprises business professionals from a diverse range of industries, many of whom hold a decision-making role.
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| Discoverability and SEO value |
LinkedIn articles and posts are highly indexable by Google, boosting long-term discoverability. It’s a great channel to build credibility in the digital marketing landscape.
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| Algorithm and reach |
LinkedIn’s algorithm currently favours original content and professional insights, providing a strong opportunity for organic visibility. It is a powerful tool for B2B lead generation and nurturing professional relationships.
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| Engagement and community potential |
LinkedIn is a great platform for building a professional community. You can engage in discussions and connect with other professionals in your niche.
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| Monetisation and conversions | 40% of B2B marketers consider LinkedIn the most effective platform for generating high-quality leads. The platform also provides advertising options for businesses looking to target their ideal customers. |
| Content sustainability |
LinkedIn supports various content types, including text-based posts, articles, and native video. This allows for a flexible content strategy that can be adapted to your resources.
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YouTube
YouTube is the second most popular social media channel and the second largest search engine after Google. It's the ideal platform for long-form video content and for mastering video SEO.
| Category | Overview |
| Audience fit |
People of all ages enjoy watching videos online. YouTube’s average watch time is 22.5 hours a month, with over 70% using their mobile devices. It’s a great channel for reaching a diverse, engaged audience.
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| Discoverability and SEO value |
As the second largest search engine, YouTube is an incredibly powerful platform for long-term visibility. Videos often rank in Google search results, providing a strong source of organic traffic.
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| Algorithm and reach |
The algorithm rewards high watch time and engagement, making it a powerful channel for building a loyal audience. It is a great platform for building thought leadership and expertise.
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| Engagement and community potential |
YouTube provides an opportunity to build a loyal community through comments and long-form video content. It is a great platform for engaging with your audience on a more personal level.
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| Monetisation and conversions |
YouTube offers various monetisation options, from advertising to sponsorships. It is also a great channel for driving traffic to your website and converting viewers into customers.
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| Content sustainability |
Videos on YouTube vary in length, but you'll find more in-depth ones on this social channel compared to shorter videos on other networks like Instagram and TikTok. If you're smart, you can not only reuse your content on other channels but also quickly repurpose it to other formats, like Instagram's Reels.
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Bluesky
Bluesky is a decentralised social network that offers a unique alternative to traditional platforms. It is still in its early stages but is quickly gaining popularity among professionals and thought leaders.
| Category | Overview |
| Audience fit | Bluesky has a fast-growing community of early adopters, tech enthusiasts, journalists, and a more niche audience that values decentralised and open-source platforms. |
| Discoverability and SEO value |
Even though a newer platform, Bluesky's content is still gaining indexability. Additionally, its public-by-default posts and open protocol create significant long-term potential for appearing in search results.
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| Algorithm and reach |
The algorithm is designed to be more transparent and customisable, allowing users to choose their own feeds. This can lead to strong organic reach if your content resonates with specific communities.
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| Engagement and community potential |
Bluesky is ideal for building a dedicated, highly engaged community. The platform is excellent for conversations, quick updates, and sharing ideas with a discerning audience.
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| Monetisation and conversions |
Monetisation features are still under development, but brands can build a strong early presence and leverage the platform for brand building and thought leadership.
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| Content sustainability | Content on Bluesky is primarily text-based, similar to X, which makes it easy to produce and maintain. It's an excellent platform for a real-time, conversational content strategy. |
Google Business Profile
While it might not seem like a traditional social media platform, your Google Business Profile is a crucial part of your online presence and an essential tool for local SEO.
| Category | Overview |
| Audience fit |
Google Business Profile is for any business with a physical location or that serves a local area. The audience is high-intent, as they are actively searching for your services on Google Maps and search.
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| Discoverability and SEO value |
A well-optimised profile is the most important factor in local SEO. It helps your business appear in local search results, on Google Maps, and in the Google Local Pack.
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| Algorithm and reach |
The Google Business Profile algorithm prioritises relevance, distance, and prominence. A complete profile with regular updates, photos, and reviews can significantly boost your visibility.
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| Engagement and community potential |
The profile allows for customer reviews, questions, and answers. It is a great platform for building trust and engaging with your local community.
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| Monetisation and conversions |
The profile is a powerful conversion tool. It allows customers to call you, visit your website, or get directions with a single click. It's a must-have for local businesses looking to drive foot traffic or generate leads.
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| Content sustainability |
The content required for a Google Business Profile is minimal but highly effective. You can post regular updates, photos, and videos to keep your profile fresh and engaging.
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The best social media channels for your industry: a deep dive
Choosing the right social media channels is a critical decision that can determine your success. While every business is different, here is a breakdown of which platforms are best suited for common industries.
Real estate
The real estate industry is heavily reliant on visuals, trust, and local connections. Social media is a prime source for generating high-quality leads, with 54% of real estate agents finding it to be their best source of leads.
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Instagram and TikTok: These visual platforms are essential for showcasing properties and personality. Short-form video is a non-negotiable for real estate marketing, as viewers watch at least 16 seconds of a video under one minute. Use Reels to provide virtual viewings and highlight local amenities.
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Facebook: Ideal for building community connections, running hyper-local ad campaigns, and hosting live QandA sessions to answer questions about the buying or selling process.
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LinkedIn: Use this professional platform to network with real estate agents, loan officers, and other industry professionals. Share market trend updates and industry insights to position yourself as an expert.
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Google Business Profile: Crucial for local SEO, helping you appear in Google Maps and local search results when people search for "real estate agent near me."
Source: @pacificunionrealestate
Loan officers/Mortgage brokers
Loan officers need to build trust and educate their audience on complex topics. A mix of professional and personal content works best.
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LinkedIn: The top platform for networking with real estate agents and other partners. Use it to share educational articles, infographics, and client success stories to establish credibility.
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Facebook: Great for building community relationships and running targeted ads to reach first-time homebuyers or those looking to refinance.
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Instagram and TikTok: These are powerful visual platforms to connect with a younger, first-time buyer audience. Use short-form videos to give bite-sized mortgage advice, answer FAQs, and share behind-the-scenes office glimpses.
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YouTube: The best channel for deep, educational content. Use it to create video series that tackle common loan questions, host live Q&As, and explain different mortgage products in a clear, digestible way.
Dental clinics and healthcare
Building a social media presence for a dental or healthcare practice is all about building trust and reaching local patients.
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Instagram and TikTok: Excellent for visual content that humanises your practice. Share behind-the-scenes peeks of your office, celebrate team birthdays, or post educational videos on dental hygiene.
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Facebook: Ideal for community building and local ads. You can use Facebook Groups to answer patient questions and share updates about your practice.
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Google Business Profile: Crucial for local visibility. A complete profile with photos, reviews, and up-to-date information is essential to attract new patients searching for a dentist near them.
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YouTube: The best platform for educational videos that explain specific dental procedures or provide a tour of your office. You can also use it to share patient testimonials.
Source: @drsurinasehgal
Vets
Veterinary practices can use social media to build a relationship with pet owners and provide valuable pet care tips. The most popular platforms for vets are Facebook and Instagram.
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Facebook and Instagram: The most popular channels for veterinarians. Use them to post photos and videos of pet patients, host contests, and share educational content. A mix of humorous memes and substantive content works best.
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YouTube and TikTok: If you have entertaining video content, these platforms are a must. Use them to post how-to guides, educational videos, and behind-the-scenes content that shows your team in action.
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Google Business Profile: Essential for local search visibility, helping new pet owners find your practice.
Beauty industry
The beauty industry is a perfect fit for visual platforms that showcase talent and transformations.
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Instagram and TikTok: These platforms are essential for beauty salons and spas. Use high-quality visuals to showcase your services, share before-and-after transformations, and post educational tutorials. You can also use Stories to announce last-minute appointment openings.
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Facebook: Great for building community and running targeted ad campaigns to attract new clients. You can also host giveaways and contests to increase engagement and exposure.
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YouTube: Ideal for longer-form tutorials, product reviews, and educational content that positions your salon as an authority in the field.
Social media agencies
As a social media agency, your own channels are your best marketing tool. You must practice what you preach and showcase your expertise and authenticity.
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LinkedIn: A professional platform to showcase your expertise, share case studies, and network with other businesses.
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Instagram and TikTok: Use these platforms to showcase your creativity, agency culture, and personality. This humanises your brand and attracts new talent.
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Threads and X: These are great for real-time engagement and for sharing quick insights and opinions on industry trends.
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YouTube: Use this platform to create in-depth videos on social media strategy, trends, and tools to position your agency as a thought leader.
Source: @roysdigitalmedia
Higher education
Higher education institutions can use social media to attract new students, engage with alumni, and build their brand reputation.
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Instagram and TikTok: Highly effective for reaching and engaging with younger audiences. Use them to showcase student life, campus tours, and student-generated content.
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Facebook: A powerful platform for reaching a large audience. Use it to share campus news, event updates, and connect with parents and alumni.
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LinkedIn: The best professional platform to showcase your university's achievements, research, and alumni success stories.
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YouTube: The best channel for video content. You can post campus tours, student testimonials, and lectures to give a comprehensive look at your institution.
Gyms
Gyms and fitness centers need to create a brand that is interesting, effective, and engaging to attract new members. Social media marketing can also help gyms boost brand awareness and attract new members.
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Instagram and Facebook: These platforms are the most popular in the fitness industry and are excellent for visual content. Use them to share workout tips, before-and-after transformations, and member success stories.
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TikTok: A great platform to promote your gym in a fun and creative way. Use it to create short videos, share workout tips, and showcase your community.
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YouTube: The best platform for long-form videos that educate and empower your audience. Use it for in-depth workout tutorials and nutritional advice.
Hotel chains
Hotel chains must create a brand that is interesting, effective, and engaging to attract new members. Social media marketing can also help hotels promote the destination and ask for reviews from their guests.
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Instagram and Facebook: Highly visual platforms, they are essential for showcasing your hotel's ambiance, services, and guest experiences. Use them to post high-quality photos and videos of your property, amenities, and local attractions.
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Threads and X: Great for real-time engagement with guests. You can use them to answer questions, provide quick updates, and engage in conversations about your brand.
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YouTube: The best channel for video content, you can post virtual tours of your hotel, guest testimonials, and videos of your local area to promote the destination.
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Google Business Profile: Crucial for local SEO, helping you appear in Google Maps and local search results when people search for "hotels near me."
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