Which Social Media Platform Is Right for My Business?

When marketing your small business, social media can be one of the most powerful tools in your toolkit—but only if you choose the right platform for your goals. With so many platforms available, the question for many Rhode Island small business owners is: Which social media platform will lead to the most visibility, awareness, and profitability for your small business?

Below, we explore five of the most widely used platforms for in 2025: YouTube, Facebook, LinkedIn, Instagram, and TikTok. Each offers unique advantages, target audiences, and content demands. Choosing the right one depends on your business type, your customers, and the kind of content you can consistently produce.

YouTube

Audience: Broad, with strength among users 18–49, especially male users. Highly popular for “how-to” and educational content.

Pros:

Ideal for in-depth content and tutorials
Long content shelf life; videos can generate views for years
Strong search engine visibility

Cons:

High production expectations (audio, video editing)
Requires longer time investment to build subscribers

Best for: Service providers, educators, product tutorials, thought leadership

Content needed: Long-form video (typically 5+ minutes); strong titles and thumbnails are essential for SEO and discoverability

Facebook

Audience: Adults 30+, particularly effective for local and community-based outreach

Pros:

Large, active user base in Rhode Island and globally
Robust advertising and event promotion tools
Excels at building local awareness using geofencing capabilities

Cons:

Organic reach is extremely limited; pay-to-play is often required
Users under 30 are less engaged on this platform

Best for: Retailers, local service providers, restaurants, nonprofits

Content needed: Photos, short videos, text updates, event listings; consistent posting is key

LinkedIn

Audience: Professionals, lawyers, B2B audiences, job seekers; strongest among 25–54-year-olds

Pros:

Business-focused environment
Great for networking and thought leadership
Ideal for B2B marketing and recruiting

Cons:

More formal that other platforms; not ideal for consumer products or personal content
Requires more formal tone and strategy

Best for: Consultants, business service providers, B2B companies, recruiters

Content needed: Full-length articles, professional updates, company news, business insights

Instagram

Audience: Strong among users aged 18–34; highly visual

Pros:

Excellent for product-based businesses and brand building
Integrates with e-commerce tools
Visual storytelling supports brand personality

Cons:

Requires a steady stream of photo and video content
Organic growth can be slow without consistent effort

Best for: Retail, beauty, fashion, hospitality, lifestyle brands

Content needed: High-quality photos, short-form videos (Reels), Stories, branded graphics

TikTok

Audience: Primarily Gen Z and Millennials, but gaining traction across age groups

Pros:

Viral potential with creative, engaging content
Strong user engagement and discovery features
Lower production expectations (how polished the final product is) than YouTube

Cons:

Fast content cycle; videos have shorter shelf life
Requires consistent creativity and trend awareness
Requires owner or team member to be the ‘face’ of the business

Best for: Creative entrepreneurs, entertainers, trend-driven businesses, personal brands

Content needed: Short-form video (15–60 seconds), often informal, trend-aligned, or humorous

How to Decide Which Social Media Platform to Use

Step 1: Know Your Audience
Who are your customers, and where do they spend time online? A retail boutique may find success on Instagram or Facebook, while a B2B consulting firm will get better traction on LinkedIn.

Step 2: Assess Your Content Capacity
What type of content can you realistically produce on a regular basis? If video is a challenge, platforms like LinkedIn or Facebook may be more manageable than YouTube or TikTok.

Step 3: Set Clear Goals
Are you focused on driving website traffic, building brand awareness, or generating leads? Different platforms serve different purposes.

Step 4: Start with One Platform and Grow
Focus your efforts on one or two platforms that align best with your goals. Once you’ve built momentum, consider expanding.

When asking which social media platform to invest in, remember: it’s not about being everywhere. It’s about being strategic.

RISBDC Can Help You Craft a Social Media Strategy

At the Rhode Island Small Business Development Center (RISBDC), we offer no-cost one-on-one advising to help you develop a marketing plan that fits your audience and capacity. Whether you’re building your first social media profile or refining your content strategy, our advisors can help you make smart, sustainable choices.