Social Media Platforms: Where Should You Focus Your Energy in 2025?

In 2025, there will be so many social media platforms on the scene. There's Facebook, Facebook groups, Instagram, Threads, Lemon8, Pinterest, LinkedIn, X…Are we expected to be on all of them?

It can feel overwhelming to think about all the content that you would have to produce to be present on every platform. It takes a team to be on every platform. But, if you're a medium-sized or small-sized business, an entire in-house marketing team isn't always in the cards. And, not only that, if your audience isn't actively using all platforms, it could be a waste of your efforts to be everywhere all at once. Instead, let's find your focus and see what platforms your business should be on in 2025.

What's in this blog:

Get all these questions answered by the end of this blog —

1. What social media platforms should my business be on?

2. How do I know if this social media platform is the right fit for my business?

3. How do you get started with choosing a social media platform?

Social Media Platform Overview:

Instagram

Instagram has made a lot of shifts over the past few years. They are integrating more AI, and of course, that means an extra focus on SEO. It's important to not only create high-quality visual content but also copy that's SEO focused. Of course, always make sure that the content feels personal, community-centered, and authentic, too.

• Our favorite for: lifestyle brands, beauty, product brands, local businesses, and creators

TikTok

TikTok has been a powerhouse since it made a storm in 2020. Brands can expand into search and SEO. TikTok has an interesting algorithm that makes it personalized for the user. That, plus it has a maturing audience ready to buy — Gen Z and TikTok go hand and hand, and now they are finally hitting the age where they can make purchasing decisions.

• Our favorite for: online-product brands, personal brands, creators

YouTube

YouTube is still the place to be for evergreen, long-form content. It has a strong SEO background and search capabilities, being owned by Google. Long-form video has been resurging, but they still have Shorts for growth, too.

• Our favorite for: educational brands, B2B, lifestyle brands

LinkedIn

Not just for finding jobs and stiff corporate content. LinkedIn is great for founders, creators, and service pros. It's been tapping even more into storytelling, thought-provoking conversations on professional topics, and niche expertise.

• Our favorite for: B2B, coaches, consultants, and personal brands

Facebook

Facebook has been leaning into its pay-to-play aspects, but it is still solid for local targeting, groups, and ads. We usually lean toward Facebook Groups and finding your niche audience to build connections with them, but you can still gain traction from page posts, too.

• Our favorite for: local service-based businesses, older demographics

Pinterest

Pinterest is underrated for consistent website traffic, product discovery, and evergreen reach. It's a long game, but with the potential to make waves. There's an increasing focus on video pins, idea pins, and native shopping tools.

• Our favorite for: blogs, lifestyle brands, and eCommerce

Threads

Don't rule out Threads or call it Instagram's little sister...Threads has been having amazing traction. This is great if you are trying to work on building your community and connecting with them on a deeper level.

• Our favorite for: Lifestyle brands, personal brands, eCommerce + product brands.

How to Decide Where to Focus

So, which should you be on? Refer back to your strategy and run through this checklist:

1. Who's my audience?

2. Is my audience actively here?

3. Does this platform align with my content style (video, photo, long-form, text)?

4. Can I be consistent on this platform?

5. Does it move me closer to my business goals?

Our Top Takeaways From This Blog:

If you're going to take anything away from this blog, let it be our advice on this —

Start slow

Don't try to do it all. Pick 1-2 core platforms to focus on, where your audience is, and master them.

Strategy > Trending

There will always be a new social media platform in the mix. But, it's important to not only learn about what's new but also think about whether it's right for you. Always go back to your strategy and goals and think about how these platforms could or could not serve those.

The best platform to be on is the one where you can connect to your audience the most. Start small, stay consistent, and grow as you go. In 2025, focus matters more than presence everywhere.

Have decision fatigue? Not sure if you have time to manage all the platforms you hope?

Meet the Team that can build this strategy for you.