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Which Social Media Platforms Should Your Business Actually Use?

Most small businesses should choose one or two platforms where their customers already spend time and do them well, rather than posting thinly everywhere. For a broad U.S. adult audience, YouTube and Facebook have the widest reach. Instagram and TikTok skew younger. Your choice should depend on who buys from you and what your team can sustain.

Where are U.S. adults spending their time?

Pew Research Center’s 2025 survey of 5,022 U.S. adults offers one of the most reliable public pictures available:

Platform Share of U.S. adults who use it
YouTube 84%
Facebook 71%
Instagram 50%
TikTok 37%
WhatsApp 32%
Reddit 26%

The averages hide big age differences. Pew reports that about eight in ten adults ages 18 to 29 use Instagram, against 19% of those 65 and older. YouTube and Facebook are the only platforms used by a majority in every age group, and Facebook peaks at 80% among those ages 30 to 49.

Frequency tells a slightly different story. In a separate Pew survey in the same report, about half of U.S. adults use Facebook and YouTube at least daily, while 24% use TikTok daily. Among adults 18 to 29, about half use TikTok daily, compared with 5% of those 65 and older.

These numbers cover the U.S. If you sell into another market, find local data before you copy this plan. Pew’s main table also does not give us a LinkedIn figure, so we will not quote one here.

How do you pick the right platform?

Here is how we would think about it. This is our judgment, informed by the audience data above.

Your situation Where we would look first
Local service for adults 30 and up Facebook, plus Google Business Profile
Visual product, fitness or lifestyle, younger audience Instagram, then TikTok if you can make video
Complex service people research before buying YouTube, with clips reused elsewhere
B2B or professional services LinkedIn, tested against your own sales data
Clinics and health professionals Instagram or Facebook for education, with privacy rules in mind

Ask your customers too. A short question on your intake form, “Where did you hear about us, and where do you usually spend time online?”, may be more useful than any general statistic.

Don’t forget the local angle. In BrightLocal’s 2026 consumer survey, Facebook ranked second to Google as a source for local business recommendations, with generative AI tools third. Keeping your Facebook page accurate may therefore be worthwhile even if you rarely post.

What do people want from brands on social media?

Sprout Social’s 2025 Index surveyed 4,044 consumers in the U.S., U.K., Canada and Australia who follow at least five brands. Sprout sells social media software, and the fieldwork dates from September 2024, so consider this directional. Three findings stand out:

  • Trend chasing can backfire. A third think jumping on viral trends is embarrassing for brands.
  • Original content matters. About half say it makes their favorite brands stand out.
  • Silence has a cost. 73% say they would buy from a competitor if a brand does not respond on social.

The last figure is stated intent, not measured behavior. Even so, it suggests that a dead inbox can hurt more than a quiet feed.

What should you post?

We suggest building around a few repeating content types instead of inventing something new every day.

  1. Answers to real questions. Your sales or front-desk team hears them every week.
  2. Proof of the work. Show the process, the people and the place. Get written consent where clients are involved.
  3. Point of view. Explain what you recommend, what you would not do and why.
  4. Practical offers. Tell people what to do next and make it easy.

One long piece can feed several posts. A blog article becomes a short video, a carousel and a question for your followers. That approach also supports search, since your site remains the asset you own while social platforms can change their rules at any time.

How often should a small business post?

We did not find a verified study that sets a universal best frequency, and we would be suspicious of anyone who offers a magic number. A schedule you can maintain for six months is better than an ambitious one that lasts three weeks. Start with a pace your team can sustain, then adjust based on the inquiries, messages and saves you actually receive.

What rules apply to influencers and employees?

If you work with creators, or your staff promote your business, disclosure is not optional. The FTC’s guidance on endorsements covers the essentials:

  • Any material connection must be disclosed, including payment, free products or commissions.
  • Disclosures must be clear and placed where viewers will notice them.
  • Vague terms like “#ambassador” or “Gifted” are considered unclear.
  • Platform disclosure tools do not replace your own disclosure.
  • Employees must disclose the relationship. The FTC says “Listing your employer on your profile page isn’t enough.”

The FTC’s rule on fake reviews also bars buying or selling fake followers or views when used to misrepresent influence for commercial purposes. Buying followers was never a good strategy, and now it is a legal risk as well.

How do you know if it’s working?

Likes are easy to count and hard to pay rent with. We recommend tracking a small set of numbers each month:

  • Messages and inquiries from social
  • Clicks to your site and what happens after them
  • Saves and shares, which often signal real interest
  • Sales or bookings where customers mention social

Then make one decision: keep doing it, change it or stop.

Frequently asked questions

Do I need to be on TikTok?

Only if your customers are there and you can produce video regularly. Its use is strongly concentrated among younger adults, so it may matter less if your buyers are older.

Is Facebook dead for business?

The data does not support that. 71% of U.S. adults use it, and people still turn to it for local recommendations. Whether it suits your business is a separate question.

Should I handle social media in-house or outsource it?

A mix often works. Your team holds the stories and expertise, while a partner can handle planning, design and consistency. The important part is that someone answers messages quickly.

Can I use AI to write my posts?

Yes, as a helper. Review everything for accuracy and voice, and add the specifics only your business knows.

Need a plan you can keep up with?

JONTI Code Design provides social media, content and design services from San José, Costa Rica, in English and Spanish and in GMT-6. If you want help picking your channels and building a realistic calendar, email info@jonti.co.cr.

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