How to choose the best social media channels for your business

With so many social media channels available, deciding which ones are best for your business can be overwhelming. To make sure you’re making the right decision, there are certain factors that you should consider.

This post will discuss choosing the best social media channels to market your product or service to maximize your visibility and reach.

1. Research Your Target Audience

Before you dive into selecting a social media channel, it’s important to do your research first. You must identify which platforms will give you full access to your target audience.

Figure out what type of content they prefer and what kind of tone resonates with them. Do they prefer videos? Images? Articles? Knowing this before you start will save you time and energy in the long run.

Once you have identified your target audience, it’s also important to understand their demographics, such as age, gender, location, and interests, so that you can determine which platforms will be most effective for reaching them.

For example, if your target audience is primarily young people aged 18-24, then Instagram would be a great platform since over half of its users are within this age group. Alternatively, if most of your target audience is older, Facebook may be a better option since nearly 80% of its users are over 35.

2. Set Clear Goals & Objectives

It’s also important to set clear goals and objectives for each platform you use for marketing purposes. Having specific objectives helps narrow down what content should be shared on each channel to achieve those goals.

For example, if one of your goals is to increase brand awareness, posting engaging content regularly on Twitter would help achieve that goal more effectively than infrequently posting on LinkedIn.

Also, think about how often you want to post and how much time and effort needs to go into creating content for each platform for it to be successful.

3. Research Social Media Channels

Understanding the unique characteristics and audiences of various social media platforms is crucial. Conducting thorough research on each channel allows you to make informed decisions about where to focus your efforts and create content that resonates with your target audience.

For example, imagine you run a local bakery and want to expand your online presence. Begin by researching the most popular social media platforms and analyzing their primary user demographics, content types, and engagement styles.

Instagram and Pinterest are visual platforms ideal for showcasing beautifully crafted baked goods. On the other hand, Twitter might be better suited for sharing time-sensitive deals, promotions, or news updates. Facebook could be a great place to foster a community by sharing behind-the-scenes content, responding to customer inquiries, and collecting reviews.

Next, evaluate your target audience’s preferences and behaviors. Conduct surveys, engage with your customers, and analyze your competitors’ channels to gain insights into which platforms your audience prefers and the types of content that resonate with them.

4. Evaluate Your Resources

Consider the resources available to manage your social media channels. How much time, budget, and staff are available to manage your social media accounts? Choose social media channels that align with your resources.

5. Test and Measure

Test different social media channels to determine which ones work best for your business. Use social media analytics to measure engagement, reach, and conversions. Use the data to optimize your social media strategy.

Experimenting with different tactics and analyzing their effectiveness will help refine your strategy and drive better results.

6. Stay up-to-date with Trends

Keeping your finger on the pulse of current social media trends is essential. Staying informed about the latest platform features, emerging channels, and popular content formats can help you adapt your strategy and stay ahead of the competition.

Here’s an example of how to effectively stay up-to-date with trends and incorporate them into your social media strategy:

Imagine you run a travel agency and want to ensure your social media strategy is always fresh and engaging. Start by following industry leaders, influencers, and popular hashtags on your preferred social media platforms.

This will allow you to identify your niche’s trending topics, content formats, and best practices.

For example, suppose you notice a sudden rise in the popularity of Instagram Reels or TikTok videos featuring travel tips, destination highlights, or behind-the-scenes glimpses.

In this case, you could create short, engaging video content showcasing your travel offerings and expertise.

Additionally, attend webinars, conferences, and workshops on social media marketing to gain insights into the latest strategies and tools. Join online communities and forums where social media professionals and enthusiasts share knowledge, experiences, and advice.

By staying up-to-date with trends and proactively incorporating them into your strategy, you’ll be better positioned to capture your audience’s attention, drive engagement, and ultimately grow your business.

7. Engage with Your Audience

Engagement is key to building a strong online presence. Respond to comments, messages, and reviews promptly and professionally.

Use social media tools like polls, contests, and live videos to encourage interaction with your audience.

8. Collaborate With Influencers

Partnering with influencers can be an effective way to expand your brand’s reach and credibility. With their established audiences and trust, influencers can help you connect with potential customers and boost engagement.

Let’s say you own a skincare brand and want to raise awareness about your new line of products. Start by identifying influencers within the beauty and skincare niche who share your brand values and have an engaged relevant audience.

Look for influencers with a track record of successful collaborations and a genuine interest in your products.

Once you have a list of potential influencers, reach out to them with a personalized proposal that outlines the benefits of partnering with your brand.

Offer them free products, exclusive discounts, or monetary compensation in exchange for their honest reviews and endorsements on their social media channels.

Work closely with the influencers to develop a content plan that aligns with your brand’s objectives and the influencers’ unique style. This could include product demonstrations, tutorials, or hosting a joint giveaway to encourage user-generated content and increase engagement.

Finally, track the performance of your influencer collaborations by monitoring engagement, reach, and conversions. Use these insights to refine your approach and inform future partnerships.

By collaborating with influencers who resonate with your target audience, you can strengthen your brand’s credibility, increase awareness, and drive better results for your social media efforts.

9. Monitor Your Metrics

Consistent monitoring allows you to assess your channels’ performance and make informed decisions to enhance your overall strategy.

Make it a habit to review your social media metrics weekly or monthly. Keep a dashboard highlighting key performance indicators (KPIs) like engagement rates, follower growth, website traffic, and conversions.

Break down these metrics by platform to understand which channels drive the best results.

For instance, if you notice a surge in website traffic originating from LinkedIn, this might indicate that your content resonates well with the professional audience.

In contrast, if your Instagram engagement rate is low, consider experimenting with new content formats or posting times to boost interactions.

10. Stay Authentic

Authenticity plays a significant role in fostering a genuine connection with your audience. To maintain an authentic presence, staying true to your brand’s voice and values is crucial.

Here’s an example of how to practice authenticity on your social media channels:

Imagine you run a small, eco-friendly clothing brand with a mission to promote sustainable fashion. One day, you encounter a viral social media challenge encouraging users to show off their extravagant clothing purchases.

Despite its popularity, participating in this challenge would contradict your brand’s core values and alienate your environmentally conscious audience.

Instead of jumping on the bandwagon, create content that aligns with your brand’s mission. Share educational posts about the environmental impact of fast fashion. You can also showcase the sustainable materials used in your products or feature customer testimonials to build trust and loyalty among your target audience.

By staying authentic and consistent with your brand’s voice, you’ll foster a genuine connection with your audience and position your business as an authority in your niche.

How PewDiePie and MrBeast Build Became the Top 2 YouTubers

According to Tatler, two top YouTube influencers in 2023 are

Top 1: MrBeast – 147 Million subscribers

Top 2: 111 Million subscribers

Both have managed to amass millions of subscribers and stayed true to their unique styles and values.

Let’s look at how these influential creators build their audiences and maintain authenticity on the platform.

1. MrBeast

MrBeast has become a YouTube sensation. He is known for his philanthropic efforts, elaborate stunts, and viral challenges. MrBeast has successfully built a loyal following through several key strategies:

    • Unique Content: MrBeast’s content stands out due to its originality and creativity. He frequently invests significant resources and time into producing high-quality, engaging videos that captivate his audience and keep them returning for more.

    • Philanthropy: MrBeast’s generosity has become a hallmark of his image. By incorporating charitable acts into his content, such as giving away large sums of money or organizing events to plant millions of trees, he has garnered admiration and respect from his viewers.

    • Community Engagement: MrBeast actively engages with his audience through social media platforms, often incorporating fan suggestions into his content. This connection fosters a strong community around his channel, contributing to his authenticity.

2. PewDiePie

As one of the most well-known YouTube personalities, PewDiePie has garnered millions of subscribers since starting his channel in 2010.

Known for his comedic commentary on video games and engaging personality, PewDiePie has maintained his success through various strategies:

    • Consistency: PewDiePie has consistently posted content over the years, which has played a crucial role in building and retaining its audience. His dedication to creating videos and interacting with his viewers has fostered a loyal fanbase.

    • Authenticity: PewDiePie has remained true to his personality and interests throughout his career. By sharing his genuine thoughts and opinions on various topics, he has cultivated a sense of trust and relatability with his audience.

    • Adaptability: He has shown his ability to adapt to changing trends and audience preferences. While initially focusing on gaming, he has branched out to include content such as meme reviews, reaction videos, and vlogs, ensuring his channel remains fresh and engaging.


Choosing the right social media channels can make or break a marketing campaign so it’s important that businesses take their time researching their target audience and setting clear goals when deciding which channels they should focus on using.

Once they have done this they will have a better idea of which platforms are best suited for their product or service and how much time needs to be invested into creating quality content for each channel in order for it to be successful in reaching their intended audiences.

By following these tips businesses can ensure that their efforts are focused on the right channels in order maximize visibility and reach potential customers with ease.

Start by identifying the most suitable channels for your business and set a plan in motion today.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

When was the last time you did a marketing diagnosic? 

Our marketing diagnostic will show you areas you need to improve your marketing systems. 

What role do you play in the company?
  • Owner
  • Manager
  • Director of Marketing
  • Employee,
Wha is the Company's size?
  •  0-2
  • 2-10
  • 10-20
  • 20-100
Company Location
  •  Canada
  • USA
  • Other
Do you control any Marketing recommendations?