Which Social Media Platform Should Your Business Use? A Guide
Choose platforms by where your customers look for local businesses and how much time you can give. A 2024 consumer survey summarised by BrightLocal found 72% of consumers use Google for local business information, falling to 61% among 18 to 24 year olds, 67% of whom use Instagram and 62% TikTok. Start with one or two platforms and do them well.
Contents
- How people look for local businesses
- Match the platform to your customers
- How many platforms
- How to decide in four steps
- Who should run it
- Frequently asked questions
- Sources
How people look for local businesses
The 2024 SOCi Consumer Behavior Index, summarised by BrightLocal and reported by Shno, found that 72% of consumers use Google to look for local business information, but only 61% of 18 to 24 year olds do. In that age group, 67% use Instagram and 62% use TikTok for the same purpose. The survey may reflect a US audience, so treat it as a sign of direction rather than a UK figure, and ask your own customers.
Match the platform to your customers
These are starting points to test, not proven rules.
| Your customers | A sensible first test | Why |
|---|---|---|
| Mostly under 25 | Instagram or TikTok, plus your Google profile | The survey above shows younger people use them to find local businesses |
| Homeowners and families who look for trades or services | Your Google Business Profile first, then Facebook | Google is still the main place people look |
| Business customers | LinkedIn, plus your Google profile | Where decision makers look for suppliers |
| People who buy products | Instagram, TikTok or Facebook, matched to the product | Visual and shoppable formats suit products |
Your Google Business Profile is a platform too, and often the one that matters most for local enquiries. See our setup checklist.
Want a second pair of eyes? Clariti Digital can review your setup and show you what to fix first.
How many platforms
One or two, done well, beat five done badly. A UK guide describes the common failure as posting daily for two weeks and then vanishing. Pick the number you can keep up for a year. See how often a small business should publish.
How to decide in four steps
- Ask your last ten customers how they found you and where they look for businesses like yours.
- Look at where your competitors are active and getting responses.
- Choose one or two platforms and a weekly rhythm.
- Review after three months using how to tell if social media is bringing customers, then keep, change or stop.
Who should run it
If you do not have the time, compare routes in social media agency vs freelancer vs DIY and prices in what social media management costs.
Frequently asked questions
Which social media platform is best for a local business?
There is no single answer. Start with your Google Business Profile, then add one platform where your customers actually are. Survey data suggests younger customers use Instagram and TikTok to find local businesses.
Do I need to be on every platform?
No. One or two done well beat many done badly.
Is Facebook still worth it?
For many local businesses, yes, especially for customers who are older or look for trades and services. Ask your own customers.
Is TikTok worth it for a local business?
It can be, if your customers are young or your work makes good short videos. Test it for three months and measure enquiries.
Is a Google Business Profile a social platform?
Not exactly, but it is where many local customers look first, so treat it as essential.
Sources
- Shno, Local SEO statistics, summarising the 2024 SOCi Consumer Behavior Index via BrightLocal, checked 11 October 2026.
- TDS, Is outsourcing social media worth it for small businesses?, checked 11 October 2026.
- ProfileTree, Choosing a social media agency: a UK buyer’s guide, checked 11 October 2026.
Sam, Editor at Clariti Digital.
Related guides
- Social media management cost UK: What social media management costs in the UK.
- Social media agency vs freelancer vs DIY: How to choose between an agency, a freelancer and doing it yourself.
- Is social media bringing customers: How to tell whether social media is bringing customers.
Need help with this?
Clariti Digital is a UK digital growth agency for established local businesses. We start with a diagnostic, then fix what holds back visibility, enquiries and trust. Call +44 7435 063827 or email sam@claritidigital.com.