Alright, Dave Fox from Starscape SEO here. Business bosses, let’s cut through the fluff!
Social media platforms come and go, but only a few truly stand the test of time.
These are the ones that you, as a business, should probably be on, if you can afford it and have the motivation to keep up with it. Having a successful social media presence, on at least one of the major platforms, also helps a lot with SEO (search engine optimization).
Overall, being on social media helps raise your profile, and helps people to get to know you and trust you.
It’s like being a celeb – people who don’t really know you think they know you, because you’re putting yourself out there and trying to provide one thing that has been a PR staple for a century – transparency.
Gaining Visibility Through Social Media
If your account does well, and becomes a “hit”, it’s a huge plus and can really help your business.
For instance, look at one of the businesses I work with (full disclosure: he’s my brother-in-law) – Dr. Chris Raynor, owner and founder of Human 2.0 and the Dr. Chris Raynor | Not Your Everyday Ortho, from Ottawa.
His Youtube channel has gained a lot of popularity, and this has overall had a very positive impact on his business.
Dr. Chris has always been smart when it comes to the internet, which is just another skill in his already substantial list of skills, one of which is being an actual surgeon!
While I can’t take credit for his meteoric rise on Youtube, I can say that I’ve worked on the channel, and worked on his website, and I will also say right now that I have a pretty good idea what he did to get as popular as he has. Short answer: he has worked for years on making his Youtube channel a success.
Social Media Sites For Business Owners
Now, I could talk about platforms that are super-cutting edge that only some use to try and be hip and ultra-trendy, but the truth is…well, it’s the social media platforms you might guess are the ones that individuals and businesses alike use all the time.
It’s like going to the Oscars and knowing exactly who’s going to win. It kinda makes the whole contest a little less exciting, but we’re not here to do backflips and wear funny hats, backwards slacks, and be all crazy – we’re here to connect with our customers where they are.
Here’s the short list: Facebook, Instagram, X (Twitter), LinkedIn, Youtube, TikTok, Pinterest. See? No huge shocks here.
We could, if we wanted to look at social media platforms through an anthropological lens of past/present/future, dive into the past and talk about the platforms that used to be cool, to try and figure out exactly why certain platforms have lasted, while some have gone extinct – who remembers MySpace, Vine, Google+, or Friendster? Some do, some don’t – whatever, they’re D.O.A. R.I.P.
Screw the past – let’s talk about where you need to be today, and why.
Facebook: The Veteran That Still Packs a Punch
Remember when everyone thought Facebook was done for? Spoiler alert: it’s still going strong.
With 2.8 billion monthly active users, it’s like the bustling city that never sleeps. If you’re in retail, e-commerce, or food & beverage, Facebook is still your playground.
Groups, pages, and top-tier ad tools make it an absolute must.
What to Post: Eye-catching visuals, short but sweet text, and links that direct traffic right where you want it.
Want to dive deeper? Check out how some savvy small businesses are rocking Facebook.
Check out: Glossier, BarkBox, REI, Warby Parker, Tasty, Casper, Allbirds, Away, Madewell, Bombas.
Instagram: The Powerhouse of Pretty (and Profits)
Instagram isn’t just about selfies and sunset pics anymore—it’s a goldmine for businesses, especially in fashion, beauty, and travel.
With over a billion monthly users, if your brand is all about the visuals, Instagram should be your best friend.
Reels, Stories, and UGC are your secret weapons here.
What to Post: High-quality images still reign, but video is king now.
Reels are crushing it in engagement, and Stories are perfect for quick, casual connections.
Want some inspiration? Take a look at these small businesses that have nailed the Instagram game: @natgeo, @therock, @beautifuldestinations, @moma, @jessicakobeissi, @goop, @thebucketlistfamily, @thedogist, @soulcycle, @blacklivesmatter.
X (Twitter): The Fast and the Furious of Real-Time Engagement
Twitter’s not just for politicians and celebrities—it’s your go-to for fast, real-time engagement.
With 330 million active users, it’s ideal for industries that thrive on immediacy like news, sports, and entertainment.
Keep the conversation flowing and your audience engaged with snappy posts and timely replies.
What to Post: Quick, punchy text is key. Think threads, polls, and breaking news.
And yes, visuals help too, even if it’s a text-heavy platform.
Not sure where to begin? Check out these Twitter accounts that every small business owner should at least be aware of: @realDonaldTrump, @BarackObama, @elonmusk, @nytimes, @BBCBreaking, @kimkardashian, @nasa, @theonion, @taylorswift13, @Beyonce.
LinkedIn: The Boss Level for B2B
LinkedIn isn’t just for job hunters; it’s the ultimate professional networking platform.
With over 700 million users, it’s where B2B businesses shine. Share your expertise, connect with other pros, and build your brand’s authority.
What to Post: Thought leadership content, industry news, and anything that shows off your company’s culture.
You don’t need to be boring—experiment with different content types to see what sticks.
For some pointers, take a look at these standout LinkedIn pages: @BillGates, @SatyaNadella, @SherylSandberg, @RichardBranson, @ElonMusk, @IndraNooyi, @JeffWeiner, @SundarPichai, @AriannaHuffington, @ReidHoffman.
YouTube: The Undisputed King of Video Content
YouTube’s no joke. With over 2 billion monthly users, it’s the place to be if you’re creating video content.
Whether it’s tutorials, product demos, or just giving your audience a peek behind the curtain, YouTube can help you build strong, lasting connections.
What to Post: From how-tos to vlogs to product reviews, the possibilities are endless.
Don’t overlook YouTube Shorts—they’re becoming as popular as Instagram Reels.
For inspiration, check out these YouTube channels that entrepreneurs love: @GaryVee, @TonyRobbins, @MarieForleo, @RobinSharma, @TimFerriss, @GrantCardone, @RichardBranson, @EvanCarmichael, @Hootsuite, @NeilPatel.
TikTok: The Underdog That’s Here to Stay
TikTok’s not just for Gen Z dance-offs.
It’s a surprisingly effective platform for businesses, especially in fashion, food, fitness, and education.
If your audience skews younger, you need to be here.
What to Post: Short, snappy videos with a dose of humor.
Think trending challenges, educational snippets, and a bit of light-hearted fun. Want to learn how to master TikTok for your business? Try studying these folks: @entrepreneur, @garyvee, @businessinsider, @theceomom, @danielalexander, @rachelpedersen, @brittanymancini, @thefemaleentrepreneur, @helenpalmer, @nataliefrank.
Pinterest: The Visual Search Engine That Converts
Don’t sleep on Pinterest. With over 400 million monthly users, it’s a powerhouse for industries like home decor, hospitality, and fashion.
Pinterest drives traffic like no other, making it a must for businesses with visually compelling products.
What to Post: High-res images, how-to guides, and product catalogs. If it’s visual and it inspires action, it belongs on Pinterest.
For some creative ideas, check out these must-follow Pinterest accounts: @marthastewart, @britandco, @apartmenttherapy, @hgtv, @poppytalk, @thekitchn, @designsponge, @studioDIY, @ohjoy, @homedit.
The Bottom Line
Forget the hype and focus on what works. You don’t need to be on every platform—just the ones where your audience actually spends their time.
And if you’re not sure where to start, that’s where we come in.
Let’s make sure you’re using the right tools to get your business where it needs to be.
After all, it’s about working smarter, not harder.
Call or Text Starscape SEO: (519) 208-8680
