What social media platform should my business be on?

The social media platform your business should be on is the one where your target audience actually spends time – not the one you personally prefer, and not all of them at once.

Trying to maintain an active presence on every platform is one of the fastest ways to produce mediocre content everywhere. Picking one or two platforms and showing up consistently and well will almost always outperform a scattered presence across five or six.

As a general guide: Instagram and TikTok work well for visual, lifestyle, and product-led businesses targeting consumers – particularly where short-form video content is a natural fit. LinkedIn is the right choice for B2B businesses, professional services, and founder-led brands where thought leadership and professional credibility matter. Facebook remains relevant for local community-focused businesses and for reaching older demographics. Pinterest works well for interiors, food, fashion, and lifestyle brands with strong visual content.

For drinks and hospitality businesses specifically, Instagram tends to be the primary channel – it is where the community lives, where new releases get discovered, and where brand personality can be expressed most naturally through visual content.

The right platform also depends on your content capacity. If you can produce short-form video consistently, TikTok and Instagram Reels offer significant organic reach potential. If video is not realistic with your current resources, a well-maintained Instagram grid or LinkedIn presence is a more sustainable starting point.

Platform choice should follow audience research, not assumption. If you are not sure where your specific customers spend time online, that is one of the things a brand strategy session will help you work out.