When it comes to choosing social media platforms for your business, don’t just follow the crowd. Yes, your target audience (TA) might be on Facebook or Instagram, but the real question is: Are they there for the right reasons? Are they there to engage with your business, or are they just there for cat memes and food pics?
Here’s a cheatsheet that goes beyond the usual suspects and dives into some other options. Each platform has its own flavor, so let’s find the best ones for your brand!
Facebook | Instagram | LinkedIn | TikTok | Twitter (X) | Pinterest | YouTube | Reddit | Snapchat | Quora | Mastodon | Discord
1. Facebook
- Link: facebook.com
- What it’s like: The digital version of a high school reunion – some people you’re happy to see, others you pretend not to notice.
- Posts & Engagement Format: Text, images, videos, events, and live streams.
- What people do there: Share updates on life, join groups, watch viral videos, and comment on the same 20 friends’ posts over and over. Perfect for B2C brands.
2. Instagram
- Link: instagram.com
- What it’s like: A glossy magazine where every page is a selfie, latte art, or a perfectly styled flat lay.
- Posts & Engagement Format: Photos, videos, stories, and reels.
- What people do there: Showcase their best selves, scroll endlessly, and double-tap every other post. Best for visually-driven brands.
3. LinkedIn
- Link: linkedin.com
- What it’s like: The corporate happy hour – all business on the surface but people are there to network (aka sell).
- Posts & Engagement Format: Text, long-form articles, image posts, job updates, and professional achievements.
- What people do there: Share career wins, job search, and humble brag about promotions. Ideal for B2B and professional service businesses.
4. TikTok
- Link: tiktok.com
- What it’s like: A reality show where the remote is broken, and you’re stuck on shuffle.
- Posts & Engagement Format: Short-form videos with music, trends, and challenges.
- What people do there: Watch and create addictive, snappy content that makes them lose track of time. Great for brands targeting Gen Z or anyone with a sense of humor.
5. Twitter (X)
- Link: twitter.com
- What it’s like: A fast-moving train where everyone’s yelling their opinions into the void, hoping someone hears them.
- Posts & Engagement Format: Short, text-heavy posts, images, and videos.
- What people do there: Share thoughts, join in trending conversations, and complain about things. Good for thought leadership and customer service.
6. Pinterest
- Link: pinterest.com
- What it’s like: A never-ending vision board where people pin all the things they’ll someday get around to doing (but never will).
- Posts & Engagement Format: Images, infographics, and visual ideas.
- What people do there: Plan their dream weddings, DIY projects, and endless home decor. Best for brands in lifestyle, fashion, and home industries.
7. YouTube
- Link: youtube.com
- What it’s like: A university where professors are everyday people, and you can learn anything from how to bake bread to how to install a ceiling fan.
- Posts & Engagement Format: Long and short-form videos, live streams, and tutorials.
- What people do there: Watch tutorials, vlogs, music videos, and product reviews. Great for educational or entertainment content.
8. Reddit
- Link: reddit.com
- What it’s like: The internet’s comment section on steroids – filled with passionate debates, niche communities, and people who know everything.
- Posts & Engagement Format: Text-heavy posts, Q&As, images, and discussion threads.
- What people do there: Ask questions, offer advice, and deep-dive into any interest. Good for brands that thrive on community engagement and organic discussion.
9. Snapchat
- Link: snapchat.com
- What it’s like: A party where everyone’s sending short, disappearing photos and hoping they don’t get screenshotted.
- Posts & Engagement Format: Short-lived videos, images, and stories.
- What people do there: Send quick snaps to friends, follow celebrity stories, and keep up with news. Perfect for reaching younger audiences.
10. Quora
- Link: quora.com
- What it’s like: The wise elder of the internet where people go to ask serious, thoughtful questions and hope to get useful answers.
- Posts & Engagement Format: Q&A, long-form content.
- What people do there: Seek answers to burning questions and share expertise. Great for brands focused on thought leadership or niche education.
11. Mastodon
- Link: mastodon.social
- What it’s like: The indie coffee shop of social media, where users are nonconformists sipping on ethically-sourced opinions.
- Posts & Engagement Format: Microblogging, images, and conversations.
- What people do there: Connect with others in decentralized, niche communities. Best for alternative voices and tech-savvy crowds.
12. Discord
- Link: discord.com
- What it’s like: The secret clubhouse where passionate fans gather to chat and debate – mostly about gaming, but also anything else.
- Posts & Engagement Format: Real-time text, voice, and video chat.
- What people do there: Chat in real-time, share memes, and host gaming sessions. Ideal for fostering strong, active communities around niche interests.
Pro Tip: Just because your TA is present on a platform doesn’t mean they are active or engaged with brands. Focus on the platforms where they are likely to take action, not just scroll passively. Happy posting! 🎉
Contact me, if you want to talk about your marketing.