THE SHORT ANSWER
Be where your buyers already spend time and where you can show up consistently. For most B2B and professional services, that’s LinkedIn first. For visual products, hospitality and retail, it’s Instagram and TikTok. YouTube suits businesses with expertise to explain. Two platforms done well beat five done badly.
Platform by platform
| Platform | Best for | Content that works |
|---|---|---|
| B2B, professional services, hiring | Founder insights, case studies, opinions | |
| Visual brands, hospitality, retail | Photos, short video, behind the scenes | |
| TikTok | Reaching new audiences quickly | Short, authentic, entertaining video |
| YouTube | Expertise that needs explaining | How-tos, explainers, reviews |
| Local communities, broad audiences | Updates, events, groups |
How to choose
- Where do your best customers already spend time?
- What can you create consistently: writing, photos or video?
- Who in your team can show up, especially your founders?
- Which platform would you still enjoy using in six months?
How often to post
Consistency matters more than volume. A steady pace you can keep for a year beats a burst of daily posts that stops after a month.
Start with what you can sustain, then increase once you know what works.
Social media and AI search
AI tools often cite community and discussion sites, such as Reddit and LinkedIn posts, when they recommend businesses. Being genuinely helpful in those places can support your visibility in AI answers.
Social proof isn’t only for people any more. What others say about you online feeds what AI tools say about you too.
Key takeaways
Common questions
No. Pick one or two where your customers are and do them well.