Choosing the Right Social Media Channel for Your Business
- Matt Kerr
- Jun 7
- 5 min read
Social media is a strong tool for businesses. However, not every social media channel suits every brand. Choosing the right social media presence for your business is critical.
Each one attracts a distinct target audience, has its own tone, and works best with different types of social media content.
Whether you are a new business owner or an established brand, choosing the right platform is important. This choice is key to your social media marketing strategy.
For UK businesses, especially small and medium-sized enterprises (SMEs), success comes from picking the right social media sites. Focus on where your ideal users spend their time and how your message fits into their discussions.
So, if you're ready to learn how to choose a social media platform for business, we've explored six major channels. We will look at their UK audiences, benefits, and downsides. This will help you improve your 'social media for business' marketing efforts.
Facebook - The Community Connector
Facebook remains a powerful platform for local businesses, especially those targeting older social media users or tight-knit communities. Facebook is a great place for business owners to promote their business. They can also connect with customers in a personal and community-focused way.
UK Audience:
Age: Mostly 25–60+
Balanced gender split
Strong usage in suburban and rural areas
Still the UK’s most-used social platform (Meta, 2024)
Best for:
Local services
Healthcare providers
Trades
Community-based organisations
Retail
Pros:
Powerful local targeting tools to help you connect with the right target audience
Facebook Groups and Messenger enable direct engagement and more intimate conversations
Great for reviews, referrals, and event promotion, which help increase brand awareness
Cons:
Organic reach is limited without boosting posts or creating engaging social media content
The under 25 age group are more active on Instagram and TikTok. This makes it hard to target this group.
Instagram - Visual & Trendy
Instagram thrives on visuals, storytelling, and short-form videos. If your business relies on showcasing your products or services in a visually appealing way, Instagram is a must. Here, business owners can create content that is aspirational, captivating, and designed to increase brand awareness.
UK Audience:
Age: 18–35
Skews slightly female
Popular in urban centres like London, Manchester, and Bristol
Strong followings for beauty, fitness, food, and fashion brands
Best for:
Hospitality
E-commerce
Influencers
Fashion
Wellness
Creative businesses
Pros:
High engagement through Reels, Stories, and posts that help drive traffic and engage social media users
Built-in shopping tools that allow users to discover products and services directly through the app
Excellent for user-generated content (UGC) campaigns to promote your business in an authentic way
Cons:
Content must be visually polished, making it harder for small businesses with limited resources to compete
Growing competition from TikTok for younger users
X (Formerly twitter) - Fast-Paced & News Driven
X is a fast-paced platform where real-time conversations take place. X is perfect for business owners who want to engage in trending topics, share quick thoughts, or participate in lively debates. X is also ideal for promoting your business to users interested in news, politics, and current events.
UK Audience:
Age: 25–44
Skews male
High usage in London and politically engaged areas
Used heavily by journalists, broadcasters, and local councils
Best for:
Media
Tech
Public services
Political organisations
Customer support
Pros:
Real-time reach and trending topics that help increase brand awareness quickly
Easy to interact with journalists and stakeholders
Great for promoting content that supports your marketing effort, whether it’s articles, blogs, or social media posts
Cons:
Fast-moving feed requires constant attention to create content that resonates
Short format limits the depth of your message
LinkedIn - Professional & B2B-Centric
LinkedIn is the professional network where business owners and professionals gather to build connections and share expertise. LinkedIn is the top choice for B2B social media marketing. Businesses use LinkedIn to share ideas, case studies, and promote their products and services in a professional way.
UK Audience:
Age: 30–55
Skews slightly male
Common among business owners, directors, consultants, and HR professionals
High LinkedIn usage in London, Birmingham, and business hubs
Best for:
Solicitors
Consultants
Finance
Recruitment
B2B services
Legal practices
Pros:
Highly targeted professional audience that helps you connect with decision-makers
Great for sharing case studies, industry news, and promoting your business through educational content
Allows for high-quality engagement and sharing long-form content
Cons:
Not suitable for casual or consumer-facing brands
Our understanding is that the algorithm prefers personal insights instead of promotional content. This can limit the reach for businesses that only sell products or services.
TikTok - Viral & Youthful
TikTok is the go-to platform for businesses looking to engage with younger users in a fun and authentic way. If you create funny, creative, or trendy content, this platform can boost traffic to your website. It can also greatly increase brand awareness.
UK Audience:
Age: 16–30
Skews slightly female
Particularly popular in creative industries and urban areas
Growth seen in retail, food, and education sectors
Best for:
Creative brands
E-commerce
Youth-focused services
Local lifestyle businesses
Pros:
Huge organic reach potential for videos that go viral and resonate with social media users
Encourages creativity and user-generated content (UGC) that can organically promote your business
Low-budget video content can help drive engagement and increase brand awareness
Cons:
Trends move quickly, so you need to be agile with your social media posts
Not ideal for highly formal or conservative industries, making it a poor fit for some products or services
Time-consuming to produce regular video content that stays relevant
YouTube - The Long-Form Authority Platform
YouTube is the perfect platform if your business relies on providing in-depth content, tutorials, or product demos. With a large UK audience, it’s a great place for business owners. They can create content that builds trust, educates social media users, and drives traffic to their website.
UK Audience:
Age: 18–49
Balanced gender split
Strong across all regions, with wide reach on mobile devices
Popular among DIYers, students, professionals, and parents
Best for:
Tutorials
Law firm explainers
Health content
Storytelling
B2B and B2C education
Pros:
Long content lifespan, allowing your social media posts to have a long-term impact and drive traffic over time
Excellent for SEO—videos show in Google search results, helping increase your visibility
Enables deep storytelling and trust-building with your target audience
Cons:
Time- and resource-intensive to produce high-quality content
Competitive—growing a YouTube channel takes consistency and planning
Final Thoughts: You Don't Need To Be Everywhere
The most successful small businesses are not on every social media site. They focus on the platforms that matter most to their target audience.
Consider your social media marketing plan. Make content that connects with your audience. Focus on platforms where your presence will matter most. Start by mastering one or two platforms, then expand once you’ve built a clear, effective social media account.
Ask Yourself
Where are my ideal customers already spending time, and what type of content will help them trust my products or services?
Answer that—and you’re ready to increase your marketing effort and drive traffic to your business.
Need help with choosing the right social media channel? Contact us today