Choosing the Right Social Media Channel for Your Business

Matt Kerr
Jun 7
5 min read

Updated: 4 days ago

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.