Social Media

Which Social Media Platform Is Right for Your Business?

Not every business needs to be on every platform. Here's how to figure out where your Knoxville business should focus its social media efforts.

“You need to be on TikTok!” “Instagram is essential!” “Don’t forget about LinkedIn!”

If you’ve tried to figure out social media for your business, you’ve probably heard all of these—and felt overwhelmed by the idea of managing accounts on five different platforms while also, you know, running your business.

Here’s the truth: you don’t need to be everywhere. In fact, being on too many platforms is worse than focusing on one or two and doing them well.

Let’s figure out where your Knoxville business should actually spend its time.

The Question That Matters Most

Before we talk about specific platforms, you need to answer one question: Where do your customers spend their time?

Not where you think they should be. Not where you personally like to scroll. Where they actually are.

A B2B consulting firm doesn’t need a TikTok account. A trendy restaurant doesn’t need to prioritize LinkedIn. Match the platform to your audience.

Platform Breakdown for Local Businesses

Facebook

Best for: Most local businesses, especially those targeting adults 30+

Facebook gets a lot of criticism for being “old” and “dying,” but the data tells a different story. It’s still the most-used social platform among adults, and it’s particularly strong for local businesses.

Facebook works well if you:

  • Serve a local community (like Knoxville)
  • Want to build a community around your business
  • Need to share events, promotions, or updates
  • Want a platform where reviews and recommendations live
  • Target customers over 30

Facebook features that matter:

  • Business pages with reviews
  • Local community groups
  • Events
  • Marketplace for certain businesses
  • Paid advertising with excellent local targeting

Instagram

Best for: Visual businesses—restaurants, retail, salons, fitness, real estate, contractors with impressive work

Instagram is all about visuals. If your business creates something people want to look at, Instagram can be powerful.

Instagram works well if you:

  • Have visually appealing products, food, or work
  • Can create before/after content
  • Target customers under 45
  • Are willing to post consistently (at least 3-4 times per week)
  • Can create short video content (Reels)

Instagram is probably not worth it if:

  • Your business isn’t visual
  • You can’t commit to consistent posting
  • Your target audience is primarily 50+

LinkedIn

Best for: B2B businesses, professional services, anyone targeting business owners

LinkedIn is where business happens. If you sell to other businesses or professional services, this is your platform.

LinkedIn works well if you:

  • Offer B2B services
  • Want to establish thought leadership
  • Target business owners, executives, or professionals
  • Offer professional services (consulting, legal, accounting, etc.)

LinkedIn is less important if:

  • You’re B2C with a general consumer audience
  • Your customers aren’t typically on LinkedIn

Google Business Profile

Best for: Every local business—this isn’t optional

Technically not a “social media platform,” but your Google Business Profile allows you to post updates that appear in search results. Many businesses overlook this. We have a complete guide to Google Business Profile optimization.

Why it matters:

  • Posts appear when people search for your business
  • Shows you’re active and engaged
  • Helps with local SEO
  • Free visibility in Google search and Maps

TikTok

Best for: Businesses targeting younger audiences (under 30), businesses that can create entertaining content

TikTok is powerful but demanding. It rewards creativity and consistency.

TikTok works well if you:

  • Target customers under 30
  • Can create entertaining, authentic short videos
  • Have the time to post frequently
  • Are willing to show personality

TikTok is probably not worth it if:

  • Your audience is primarily 40+
  • You can’t commit to regular video content
  • Your industry doesn’t lend itself to entertaining content

My Recommendation for Most Knoxville Small Businesses

Start with Facebook and Google Business Profile. These two platforms give you the best reach for local customers with a manageable time investment.

Add Instagram if your business is visual. If you’re a restaurant, salon, contractor, or retail store, Instagram is worth the extra effort. Check out our Instagram do’s and don’ts for small businesses.

Add LinkedIn if you’re B2B. If you sell to other businesses, LinkedIn should be in your mix.

Be cautious about adding more. It’s better to do two platforms well than five platforms poorly. Don’t spread yourself thin.

How to Decide

Ask yourself these questions:

  1. Who is my typical customer? (Age, profession, interests)
  2. Where do they spend time online? (Ask them directly if you’re not sure)
  3. What type of content can I realistically create? (Text, photos, video)
  4. How much time can I dedicate to social media each week?

Your answers will point you in the right direction.

What About Hiring Help?

If you don’t have time for social media, you have options:

  • Train a team member to handle it
  • Hire a freelancer or agency (like us)
  • Use scheduling tools to batch your content creation

But whatever you do, don’t try to be everywhere. Pick your platforms strategically and do them well.

Need help figuring out your social media strategy? Let’s talk or learn more about our social media marketing services.