Know your audience first
Before you create a single account, you need to understand who you're trying to reach. Facebook boasts 38.3 million users in the UK as of early 2025, representing 55.2% of the total population. But raw numbers don't tell the whole story.
Your accountancy firm targeting small business owners probably won't find much success on TikTok. Your trendy clothing boutique aimed at university students might not see tangible results on LinkedIn. It sounds obvious, but you'd be surprised how many businesses get this wrong.
Look beyond basic demographics, too. Consider how your audience actually uses social media. Are they scrolling for entertainment, seeking professional advice or looking for product inspiration? Understanding their mindset will shape everything from your content strategy to your posting schedule.
The platforms that matter most
Is Facebook the reliable choice?
Facebook might not feel as exciting as it once did, but it's still the biggest platform in the world with over three billion users. While Facebook's overall reach in the UK remains substantial, its appeal among younger audiences is waning. If you're targeting Gen Z, you'll want to look elsewhere. But for reaching millennials and older demographics, Facebook remains incredibly effective.
Facebook's advertising system is arguably the most sophisticated available. You can target people based on a range of factors, from their interests and behaviours to location and much more. Facebook Groups also offer a fantastic way to build communities around your brand if you want to turn casual followers into loyal customers.
Instagram is visual storytelling at its best
Instagram continues to be a Gen Z and millennial favourite, with 60% of users under 35. More importantly for businesses, 61% of users turn to Instagram to find their next purchase, which makes it a top channel for product discovery.
Instagram works brilliantly for businesses that can create compelling visual content. Whether you're showcasing products or building your brand aesthetic, Instagram provides multiple formats to engage your audience. Stories, Reels, shopping features, and traditional posts give you plenty of ways to connect with potential customers, not just with products but services, too.
LinkedIn is still top for B2B
If you're selling to other businesses, LinkedIn isn't optional. Demographics show that LinkedIn users are made up of 56.4% male, 43.6% female, with most users aged 25-34 (50.6%). This is where professionals spend time researching solutions, networking and consuming industry content.
LinkedIn rewards valuable, insightful content over flashy visuals (though it has made a lot of changes, including the ability to share reel-like videos). Engage in meaningful conversations and position yourself as a thought leader. The platform's professional focus means your content reaches people when they're already in a business mindset.
Important contenders
TikTok leads the way
TikTok has two billion monthly active users, and 77% of users turn to it for product discovery. What's particularly interesting is that the largest age group on TikTok is now 25-34, showing that while Gen Z helped fuel its initial explosion, Millennials are just as invested.
TikTok's algorithm favours creativity and authenticity over production value. Brands that show personality and create genuinely entertaining content often see remarkable growth. Success on TikTok demands consistency and a willingness to experiment with different types of content.
YouTube is the giant of video
YouTube remains the highest-reaching social media service among UK online adults, with 94% (44.5 million) visiting it. Over half (54%) of online adults visited YouTube daily in May 2024. YouTube serves as both a social platform and the world's second-largest search engine.
It's perfect for educational content, product demonstrations and building long-term authority in your industry. The platform also offers excellent opportunities for monetisation beyond just acquiring new customers.
Don't overlook these options
WhatsApp Business offers direct customer connection
While often overlooked as a marketing channel, WhatsApp Business has become increasingly valuable for customer communication. It excels at providing personalised customer service and maintaining direct relationships with clients.
It’s unlikely you’ll build a massive following on WhatsApp, but you can significantly improve customer satisfaction and retention. Quality relationships matter more than quantity.
X is where the real-time engagement happens
Some of you might still refer to it as Twitter and that’s absolutely fine. No one likes change. Whatever you call it, there’s no denying that everything happens in real-time on X/Twitter. 35% of X users interact with brand content daily, and 23% do so multiple times a week. It remains valuable for real-time customer service, participating in industry conversations, and showing your brand's personality.
Success on X requires genuine engagement. Brands that join conversations and respond promptly tend to build stronger connections than those that simply broadcast messages.
Choosing the right place for a good ol’ social
Choosing the right platforms comes down to three factors: your audience, your resources and your goals.
Start by researching where your current customers and ideal prospects spend their time online. Use surveys, check your website analytics, or simply ask customers directly. This data will guide your decisions better than any generic advice.
Be realistic about your team's capacity and skills. Video-heavy platforms like TikTok and YouTube require different resources and skillsets than text-focused platforms like LinkedIn or Twitter. Consider what you can consistently deliver at a high standard.
Match your platforms to your business objectives. If you want immediate sales, focus on Instagram and TikTok. If you're building long-term authority, prioritise LinkedIn and YouTube. For customer service excellence, consider WhatsApp Business.
For businesses new to paid social advertising, starting with one or two platforms allows you to learn effectively without overwhelming your budget. Don't overlook other platforms – Pinterest's marketing power can be incredibly effective for certain industries.
Quality over quantity, always
The most successful businesses on social media aren't necessarily present on every platform. They're strategic about where they engage and how they connect with their audience.
Rather than spreading yourself thin across multiple platforms, focus on delivering exceptional content and genuine engagement where your audience is most active. Your business will benefit more from deep, meaningful connections on fewer platforms than superficial presence everywhere.
Choose platforms based on where your customers actually spend time, not where you think you should be. Focus on building authentic relationships rather than chasing follower counts. Social media success comes from genuine engagement, not just broadcasting your message into the void.
Let’s help you find the right social platform for your business goals.
