The world of social media has grown so vastly over the past few years, and it can feel overwhelming trying to keep up with the many platforms and what they do. LinkedIn, Instagram, TikTok… they all do something, but working out which one does the right thing for your client is where it can feel difficult.
For many clients, their social presence is the very first impression potential customers will ever see, which means choosing the right platform, tone and content can directly influence enquiries, sales, bookings and long-term loyalty.
A hard truth is realising that not every brand needs to be on every platform. In fact, trying to be everywhere at once can sometimes lead to being forgettable everywhere.
So how do you decide which platform your client should be putting their energy into? Let’s break it down.
Start With the Basics: Understanding Your Client’s Business Goals and Audience
Before you even think about algorithms or hashtags, you need to be asking these questions:
- What are your client’s goals? Is it awareness? Sales? Website traffic? Or something else? (brand awareness, lead generation, conversions, customer acquisition)
- Who are they talking to? Define their audience. (target audience, buyer personas, customer profiles)
- What makes them stand out from the crowd? Whether it’s an unbeatable location, one-of-a-kind experience, or years of history and heritage, utilise their unique selling points to create content pillars specific to them. (unique selling points, brand positioning, content pillars)
Knowing these answers will help to avoid falling down the common “post for the sake of it” route.
Choosing the Right Social Media Platform for Your Client
LinkedIn for Business Growth and B2B Marketing
Best for: B2B, recruitment, brand credibility.
LinkedIn is more than just job listings and corporate bragging (although there’s a place for that too), it’s also a great platform for positioning your client as a leader in their space.
Strengths:
- Builds trust and authority through thought leadership.
- Ideal for networking, hiring, and B2B partnerships.
- Great place to share wins, team culture and business milestones.
Things to Consider:
- Tone matters. You want to sound professional, but not robotic.
- Posting regularly is important for visibility.
Use LinkedIn to showcase what goes on behind the scenes, as well as professional wins and the purpose driving the brand. Think about celebrating staff, showing off company culture, or sharing knowledge. People connect with people, not just logos.
Instagram for Brand Awareness and Community Engagement
Best for: Visual storytelling, community engagement, brand building.
Instagram is where your client’s brand can come to life visually. It’s the go-to place for flaunting what makes them special, but try to achieve this more so through showing rather than direct selling.
Strengths:
- Highly visual, making it perfect for beautiful spaces, food, and experiences.
- Stories and Reels let you get creative without needing huge production value.
- Great for engaging directly with audiences through polls, DMs and comments.
Things to Consider:
- Organic reach has dropped, so consistency is key.
- Visual identity matters, meaning messy feeds can lose interest fast.
Share a mix of polished content, real moments, and user generated content. Sharing authentic content keeps things feeling real and relatable and not only builds trust, but also shows your client’s brand through consumers’ eyes, which can be even more powerful than polished promos.
TikTok for Brand Discovery and Audience Growth
Best for: Trend-driven content, younger audiences, bold brand storytelling.
TikTok is where brands can let their personality shine. It’s fast-paced, a little unpredictable, and a lot of fun which is perfect for clients who aren’t afraid to experiment and engage in a more casual, creative way.
Strengths:
- The chance of virality with the right trend, audio, or hook.
- Audiences favour authenticity over perfection.
- Great for educational, entertaining, or behind-the-scenes content.
Things to Consider:
- Trends move quickly. Staying relevant and on top of trends takes time and effort.
- Content should feel native to TikTok rather than repurposed from other platforms.
TikTok rewards creativity, confidence, and authenticity. Whether it’s through storytelling, quick tips, or humour, aim to show off your client’s human side.
Building the Right Social Media Strategy for Each Client
There is no single platform that is the answer for every brand, the choice really depends on your client’s goals, audience, and the kind of stories they’re wanting to tell.
- LinkedIn is the go-to for building credibility and showcasing the people and purpose behind the brand.
- Instagram thrives on visual storytelling and connection through relatable, consistent content.
- TikTok offers a space to experiment, entertain, and build trust through authenticity.
The key isn’t doing it all, but doing the right thing well.
Still not sure where to start? That’s what we’re here for. Arise helps brands build clear, effective social media strategies that drive real business impact. Get in touch to start building a platform strategy that actually works.
