Asking, "What are the best social media platforms for small businesses?" may sound like an easy question. It's tempting to just rattle off big names like Instagram or Facebook and call it a day. But choosing the right platform for your business? That's where things get tricky.
If you’re a coach, consultant or small business owner, you already know your time and energy are precious. And truthfully? Social media can either be your best friend or your biggest headache. The right platform can help you connect with your audience, grow your brand, and even boost sales. But the wrong one? It’s just another way to burn out.
Social media started as a way to connect people. Somewhere along the line, it turned into a business tool, a content machine, and sometimes, a source of stress. But at its core, social media is still about connection—and that’s how you should think about it. By focusing on authentic connections, you can create meaningful relationships with your audience and avoid the hamster wheel of likes, algorithms, and endless posts.
In this blog, we'll cover:
The best way to think about social media? It’s like one giant community—you can share, connect, learn, and sometimes… just doomscroll your time away. (We’ve all been there.) It’s woven into every part of our lives now, with billions of people online every day.
Social media actually started way back with platforms like SixDegrees, in the 1990s. (Remember that ancient thing called MySpace? I've just aged myself, haven't I?) Fast forward to today, and we’ve got platforms that span everything from quick-fire videos to niche newsletters. For small businesses, this evolution means endless possibilities—but also endless choices. Where do you even begin?
I'll tell you one thing, you don’t need to be on every platform. Instead, get intentional about how you’re using social media.
Are you creating content that aligns with your values?
Are you starting real conversations, or just shouting into the void?
Social media success comes when your presence feels meaningful—not performative.
Each social media platform caters to different needs, purposes, and audiences. And guess what? That’s a GOOD thing. It means there’s a place out there that’s the perfect match for your business.
Here’s a breakdown of the main types of platforms:
Now, I know what you’re thinking… "Okay cool, but which one is right for ME?" Don’t worry, we’re getting there.
YouTube isn’t just a place for funny cat and dog videos (although I still do love watching them!) It’s a powerhouse for storytelling, trust-building, and ACTUALLY connecting with people. Whether you’re a product-based brand or a service provider, videos give your audience a chance to know the real you.
Real talk: You don’t need a fancy camera or Hollywood-level editing. What really matters? Being authentic and aligning the content you create with your values.
Bluesky is like the new café in town—fresh, minimal, and refreshing. And it doesn’t have the same overwhelming ads or algorithms. That makes it perfect for businesses that want an organic connection with their audience.
I enjoy using Bluesky to connect with both personal and professional networks. It’s a great platform for sharing videos, photos, ideas, and links.
Substack is the love-child of social media and newsletters, except it’s all about depth, not clicks. Think “crack open a coffee and settle in for some really GOOD content.”
If YouTube is where you tell your story, LinkedIn is where you make business connections. No fluff—a platform built for professionals feels refreshingly purposeful. It’s also become much more than a resume hub.
Between posts, LinkedIn Live, and newsletters, there are endless ways to stand out. I find LinkedIn's Newsletter and PDF features to be the most effective tools for sharing the type of information I want to convey. These formats align perfectly with my communication goals and allow me to present content in a clear and impactful way.
First things first: You don’t have to be everywhere. Actually, you SHOULDN’T be. Spread your energy too thin and all your platforms will feel half-hearted.
Here’s how to pick your “home” base:
Breathe. You don’t need to figure it all out today. Pick one or two platforms to start, and grow at your own pace.
Every platform shares a common objective: keeping users engaged and on the platform.
This is why platforms often discourage content that directs users away from their site. If your goal is to drive website traffic or boost sales, I recommend taking a closer look at your customer journey and funnel strategies. Focus on finding an approach that not only aligns with your business goals but also reflects your values.
Be intentional. Forget the metrics, the pressure to post, the constant need to “show up.” Focus on creating work that feels aligned—both with who you are and with the people you’re serving.
Small businesses thrive because they’re personal, heartfelt, and human. If your social media reflects that authenticity, you’ll find the right audience—no gimmicks required.
Here’s the bottom line—there’s no one-size-fits-all answer when it comes to choosing the best social media platform for your small business. It’s about finding the one that works for YOU.
Where does your audience hang out?
What kind of content feels natural to create?
Which space aligns with your vibe, your values, and your goals?
Remember, it’s better to focus on one or two platforms and show up consistently than to spread yourself thin trying to be everywhere. Social media isn’t meant to drain you—it’s a tool to help you connect, create, and thrive. Be intentional, play to your strengths, and always prioritise connection over perfection.
And hey, if you’ve sat through this blog thinking, “I get it, but where do I actually start?”—I’ve got just the thing for you.
No more endless procrastination or scattered energy. This group is designed to help you carve out focused time each week to tackle your content creation without all the stress. Here’s how it works:
Oh, and did I mention it’s totally FREE?
Think of it as your weekly nudge to sit down, get focused, and actually create. You’ll also get access to a guidebook full of tips and resources to make your work easier, as well as the chance to ask me questions directly during our live sessions.
Join us every Monday and Wednesday from 6 p.m. to 7:30 p.m. GMT/BST.
Your content deserves to shine, and sometimes all you need is a little space (and support) to make that happen. Click here to join the waitlist, and I’ll be in touch.