Questions that decide it
- Audience. Where do your best customers scroll, by age and type?
- Format. Does your work look good in photos and short video?
- Capacity. How much content can you make each week?
- Goal. Do you need local reach, B2B leads or recruiting?
Platform fit at a glance
| Platform | Best fit |
|---|---|
| Local services, events, older adults, community groups | |
| Visual services, younger adults, before-and-after work | |
| YouTube | How-to videos, longer explanations, search for answers |
| TikTok | Short video, younger audiences, personality-led brands |
| B2B services, hiring, professional credibility |
Pew Research found 84% of US adults use YouTube, 71% use Facebook and 50% use Instagram. Among adults aged 18 to 29, 80% use Instagram.
Start small
One platform done well beats four done poorly. Start with the one your customers use most. Add a second once you can post and reply on the first without falling behind.
Claim the rest anyway
Reserve your business name on other major platforms, even if you will not post there yet. Add a short bio and a link to your main profile or website.
Good example. A family dentist focuses on Facebook and Instagram, where its patients are. It claims TikTok and YouTube but posts only when it has a strong video.
Bad example. A family dentist opens six accounts in one week. Three months later, four look abandoned.
Read how the platforms differ. Our social media marketing picks platforms with you.