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  • Writer's pictureJane Hayes Consulting

How To Choose The Right Social Media Platforms.

Updated: 17 hours ago

Pink background with four icons featured. A speech bobble, post arrow, love heart and bookmark icon, in different colours.

Are you feeling overwhelmed by the pressure to jump on every social media bandwagon for your business? If so, you’re not alone; many businesses feel the pull to try the latest platform. The truth is that it’s best to choose a particular mix of channels that will create ROI and where your audience goes to play and interact. Try to avoid spreading yourself too thin by adapting to every platform on the market. How many is too many? What isn’t enough? It can make your head spin! Join Jane Hayes Consulting as we discuss choosing the right social platforms for your business. It can be daunting, but JHC is here to help.

A neglected social media presence can harm your brand's reputation and make it seem like you're disinterested or closed off, so your aim should be to cater to as many channels as you can create content for that work within your objectives and target audience. Remember, potential customers often check out a brand's social media profiles before making a purchase, so it’s essential to post consistently. Below we will guide you through the process of channel selection, defining your objectives, paid versus organic media, and we will break down the channels and their demographics and content parameters.

It’s essential to think carefully about which platform is best suited to you to achieve your goals and communicate with your target audience. Engaging with customers on social media is an essential component of modern business. It offers companies the opportunity to effectively reach and interact with their target audience. Not only does this help build more informed relationships, but it can also lead to increased brand recognition, improved customer loyalty and new business opportunities. An effective social strategy can assist you in driving customers to your physical presence and can also positively effect your SEO; there are so many wins to be had.

“Worldwide, people spend an average of 2 hours and 28 minutes per day on social media. “Hootsuite

Tips for Choosing the Right Social Media Platform for Your Business:

· Define your audience.

· Consider your company and Industry.

· Research your competitors.

· Solidify your social media marketing goals.

· Understand the different platforms and their uses.

· Evaluate your resources.

An infographic for share of internet users in Australia who use social media for shopping.

1. Know your target audience:

2. Define your goals and objectives:

3. Consider your resources and capacity to manage multiple platforms:

4. The importance of engaging with customers on social media:

5. Paid versus organic media on social platforms:

6. Assess the features and functionality of each platform:

1. Know your target audience:

Before diving into the world of social media, it is essential to have a clear understanding of your target audience. Consider factors such as age range, interests, and even the time of day they might be online. Each social media platform caters to a different demographic with some crossover, so understanding your audience will help you determine which platforms are most suitable for your business. For example, if you target a younger audience, platforms like Instagram and TikTok should be at the top of your list. In contrast, LinkedIn might be a better choice for a professional-oriented audience, and Facebook can be effective for an older audience.

2. Define your goals and objectives:

Developing concrete goals and objectives for your social media marketing efforts is equally important. Ask yourself what you want to achieve through your online presence. Some common objectives include increasing brand awareness, driving website traffic, generating leads, and building customer relationships. Defining your goals and objectives will help you decide which platforms best align with your needs and help you create content that will resonate with your target audience.

Examples of goals and objectives:

Brand and product awareness.

Building customer relationships.

Drive sales.

Increase website traffic.

Lead generation.

Reputation management.

An infographic for most popular social media networks, worldwide.

“The leading social networks are usually available in multiple languages and enable users to connect with friends or people across geographical, political, or economic borders. In 2022, Social networking sites are estimated to reach 3.96 billion users, and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction in previously underserved markets.” Statista

3. Consider your resources and capacity to manage multiple platforms:

It is crucial not to spread yourself too thin when managing your social media channels. Each platform requires time and effort to create and curate content, engage with your audience, and analyse performance. Take a realistic look at your resources and capacity for managing multiple social media platforms. If you find it challenging to maintain numerous platforms effectively, it might be best to focus on one or two that will bring the most value to your business or look to a professional to assist; click here to discuss our packages. Some content can be cross-posted. Blogs can be posted to Instagram stories or Facebook; this can be a way of making the most out of the content you create. Not all content will be appropriate to cross-promote, so assess before doing so.

“Over 75% of the world’s population aged 13+ uses social media.” Hootsuite

4. The importance of engaging with customers on social media:

Your social profile can be your best weapon when it comes to customer service. Include auto replies for frequently asked questions, link your website and contact details and or instant messaging to allow for conversations. These elements can hugely increase the development of the relationship you have with your customer and can assist in sales and ongoing relationships. Active social media channels can support your business in its SEO efforts, helping customers find you and as mentioned above, most contemporary customers research a brand on social media before making a purchase. With the growth of technology, businesses have access to more platforms than ever. From social media to digital ads, companies are presented with various opportunities for communication and sales.

Social media is beneficial for creating instant reach and responsive customer engagement; it also allows for lead conversion and strengthening partnerships. However, various difficulties exist in formulating effective campaigns on these platforms, including data privacy concerns, the problem of going “viral”, unsolicited comments from trolls, etc. A key advantage to digital marketing is tracking customer behaviour data; after collecting this information, companies can target their campaigns more and improve efficacy. However, the benefits associated with other platforms, such as email marketing, usually compensate for lower success rates amongst modern audiences compared to social media. Ultimately discovering which methods work best for a business and conveying the right message will define its success in leveraging all these platforms.

An infographic for active social media users as a percentage of the Australian population.

5. Paid versus organic media on social platforms:

Cut-through can be hard in the modern market as there are so many brands vying for eyes on each network. How can you stand out and create connections? Paid media can support a campaign and could be that needed boost that gets you more eyes for key messages, but that additional spend isn’t always possible. Paid media on social platforms has its advantages; it often delivers significantly higher engagement rates and can reach a wider audience. On the other hand, organic media is much cheaper and can still provide targeted exposure if used correctly.

That being said, organic social media also has its drawbacks, including inconsistent visibility among followers as algorithms continue to change and lower levels of engagement overall. Finding the right mix between paid and organic campaigns depends largely on your goals, resources, and audience; however, cleverly integrating both strategies can give businesses an edge in this ever-evolving digital landscape. At Jane Hayes Consulting, we like to use both, depending on the client. For day-to-day content, organic is effective, but if there is a key announcement or post, paid can help support our mission.

Paid Media:


Can create cut-through.

You can direct the viewer to a specific point, i.e., website.

Support awareness.

Boost conversions.


Can be expensive.

Money can be wasted if the ads aren’t targeted.

Mistakes can be repeated if results aren’t monitored.


Continual targeting can turn your audience off.

Organic Media:


More affordable to create.

Slower growth, but the connections can be stronger.

Can be more authentic.

Relationship building.

More effective for customer service.


A more limited reach.

Not as targeted.

Can be more time-consuming.

Slower growth.

6. Assess the features and functionality of each platform:

Each social media platform has unique features and advantages, making it essential to understand the ins and outs of each. For example, Instagram is highly visual and known for its Stories feature, making it an ideal option for businesses that rely heavily on images and short-form videos. In contrast, Twitter is geared towards short, conversation-style updates, making it an excellent choice for engaging with customers and sharing news. Take the time to research and explore each platform’s tools and functionality.

Twitter icon, a white background featuring a blue circle with a blue bird in the middle.


Twitter has seen many changes in a short time, but there’s no denying its power. It’s the perfect platform to share news, brand or product updates and stay informed on industry news. Its focus is on text, so the stress to create still and videos is illuminated, though gifs and memes do tend to cut through. Twitter moves at a fast pace, so regular posting is needed. Users have up to 4,000 words to express themselves on the platform, which allows for real-time two-way conversations between organisations and consumers. The platform enables users to reach a broad audience quickly and effectively and connect with audiences through hashtags or tagging.

Type of Content To Use Twitter:

News, blog posts, and GIFs. Announce business or industry news, tease launches, product releases and sales.

Best times to post on Twitter:

Mondays, Tuesdays, Wednesdays, Fridays and Saturdays at 9 a.m.

Best days to post on Twitter:

Tuesdays and Wednesdays

Worst days to post on Twitter:


Types Of Posts and Time Limits:


1 per post.

Video Length:

Up to 2 minutes and 20 seconds.


Up to 4 per post.

Character Limit:

4,000 words.

Number of Posts Allowed Per Day:


An infographic for twitter users.

The Facebook logo. A blue rounded square with a white f towards the right hand side.


Facebook has been a significant player in social media since its launch in 2004. Over two billion people find Facebook an essential part of their daily lives, relying on it to stay connected with friends and family, discover new trends and products, share personal updates, and get to know brands. Facebook can be an effective tool in creating community via pages or private groups and can be an efficient way to announce news on mass.

With the ability to create networks bound by geography or shared interests, it serves as a modern-day platform for social change. While many have mixed feelings about Facebook due to its sometimes-controversial policy changes and business practices, no one can deny its continued presence in our lives and its powerful influence on our interconnected global society. Visuals matched with engaging text are a great combination for the platform, and you can extend the reach of a branded blog or newsletter by posting it on your page.

Type of Content To Use Facebook:

Videos and curated content. Promote events, sales, and other brand activations. Tell your brand story and give your audience an insight into your brand. Conduct giveaways and contests.

Best times to post on Facebook:

Mondays through Fridays at 3 a.m., Tuesdays at 10 a.m. and noon.

Best days to post on Facebook:

Tuesdays through Fridays.

Worst days to post on Facebook:


Types Of Posts and Time Limits:


Up to 10 in one post.

Video Length:

Feed – 240 minutes, Stories – 1 – 120 seconds.


Up to 10 in one post.

Character Limit:

63,206 characters max.

Number of Posts Allowed Per Day:


An infographic for Facebook users.

“Social media is growing in terms of reach and impact. 75% of internet users use social media to research products.” DataReportal

Instagram logo. A blue camera lens on a white background.


Instagram has become an increasingly popular platform since its launch in 2010, and it is now used by over 1 billion active users worldwide. It offers users a wide range of features, including the ability to sell/shop, post, edit and share photos and videos, follow accounts of interest, and use story highlights for long-term posts. With Instagram, you can easily find people, businesses, and organisations to connect with.

The platform is effective at visually showcasing your brand personality and building a community. Instagram can support your efforts in raising awareness of your website and increasing sales levels; it can also be an effective customer service tool. Though what is trending in terms of content type changes, the app offers a variety of posting types, including stories, posts, and reels that will assist you in telling your story.

Any business sector can sculpt an Instagram account, but when creating one, be sure to optimise your bio, link to your website, and, if applicable, connect to your e-commerce site. Sincerity and authenticity are important on the platform, so be sure to capture your or your business's personality; this will help you in building a following and increase engagement.

Type of Content To Use Instagram:

High-res photos, quotes, and videos. Use a mix of video posts and reels, talk about product announcements, and showcase your range. Take viewers behind the scenes, post tutorials, and have fun with contests. User-generated content, such as product tests and try on’s can be an effective way to increase awareness.

Best times to post on Instagram:

Mondays at 11 a.m., Tuesdays and Wednesdays from 10 a.m. to 1 p.m., and Thursdays and Fridays 10 a.m. and 11 a.m.

Best days to post on Instagram:

Tuesdays and Wednesdays.

Worst days to post on Instagram:


Types Of Posts and Time Limits:


Up to 90 minutes.


3 seconds to 60 minutes.


Up to 15 Seconds.

Character Limit:


Number of Posts Allowed Per Day:


 An infographic for Instagram users.

Pinterest logo


Pinterest has cemented itself as the platform of inspiration. Audiences flock there to plan creative projects and outfits and to interact with brands. It boasts vast visual search capabilities that acts as an advanced digital shop window and advertising platform that can connect businesses, from sole traders to major corporations, with new customers through cleverly crafted content and campaigns. Content or pins can support the promotion of products, drive traffic to a website and showcase a brand's personality. Setting up shop on Pinterest is easy – all you need to do is create attractive visuals, link them to your website, and watch as people are drawn naturally towards your business.

Type of Content To Use Pinterest:

Infographics and brand and product photos, including flat lays, model shots and e-commerce. Inspiration images, images that connect to blogs and brand promotions. Infographics.

Best times to post on Snapchat:

Tuesday - Friday 12 p.m., Tuesday - Friday 6. p.m., Tuesday - Friday 8 p.m.,

Best days to post on Snapchat: Tuesday – Friday.

Types Of Posts and Time Limits:


Minimum of 4 seconds to 15 minutes.


One per post.

Character limit:

Up to 500 characters.

Number of Posts Allowed Per Day:


An infographic for Pinterest users.

TikTok logo


TikTok is more than just 15 seconds of fame – it has made an indelible mark on the digital landscape. It’s now the leading short-form video-sharing app, with over 800 million users and growing daily. TikTok allows users to share short videos, usually set to music and edited with creative filters, special effects, and videos created from user-generated content. Photo reels are also an effective medium to post on the platform; post yours with the right music and a description and or call to action, and you could see an increase in engagement.

TikTok has enabled people worldwide to explore their creativity by challenging users to create TikToks that spark dialogue and result in meaningful interactions. Not only has TikTok opened up creative possibilities for individuals, but it’s also given businesses an entirely new way to reach target audiences and engage them with fun and interactive content. TikTok offers a comprehensive ads platform that provides brands with everything they need for a successful ad campaign with detailed targeting options leveraged for maximum efficiency.

Type of Content To Use TikTok:

Videos and still that showcase your personality. Advice, trend-based content and trending sounds or music. Collaborate with influencers or key minds and or showcase your product or service in action. User-generated content, such as product tests and try on’s can be key to engagement.

Best times to post on TikTok:

Tuesdays 2–3 p.m., and Wednesdays and Thursdays 1–3 p.m.

Best days to post on TikTok:

Wednesdays and Thursdays

Worst days to post on TikTok:


Types Of Posts and Time Limits:


Up to 3 minutes.


Up to 35 in one post.

Character Limit:

Up to 2,200 characters.

Number of Posts Allowed Per Day:


An infographic for TikTok users.

LinkedIn logo


Known as a business-centric platform, LinkedIn is an optimal social network to connect with industry members, share brand and industry insights and learn. According to recent LinkedIn stats, 590 million users are utilising the network, 260 million of which are considered active monthly users. Apart from creating your own individual profile, you can create one for your business and share information that can highlight its attributes and support social proof. Set yourself as a thought leader and contribute insights on matters facing your sector, write blogs on areas of interest that connect with your brand and interact with your connections to help cement relationships. As people on the network are looking to learn and connect in a business mindset, branded ads and videos can grab attention and lead to sales, awareness and or partnerships.

Type of Content To Use LinkedIn:

Jobs, company and industry news, and professional content. Post blogs on business or industry topics and personal development.

Best times to post on LinkedIn:

Tuesdays 10 a.m. to noon.

Best days to post on LinkedIn:

Wednesdays and Thursdays.

Worst days to post on LinkedIn:

Saturdays and Sundays.

Types Of Posts and Time Limits:


1 video per post.

Video Length:

Up to 10 minutes.


Up to 9 in one post.

Character Limit:

Up to 3000 characters.

Number of Posts Allowed Per Day:


An infographic for LinkedIn users.

Snapchat logo


Snapchat sees an estimated 229 million active users daily. Though this may seem small compared to other substantial tech giants, Snapchat has a highly engaged audience, as 87% of Snapchatters reported engaging with content daily - more than any other platform. On average, snap chatters spend an impressive 50 minutes daily on Snapchat in 206 unique sessions. The platform allows users to send and view “snaps” - photos and videos that disappear soon after being viewed. It also offers innovative features like lenses and filters that transform selfies or group shots into something different. Many of these lenses are augmented reality experiences, bringing a 3-D image into the real world with your phone.

Snapchat can be an effective element of a brand's social strategy. Create a filter or a lens for a product or brand launch, connect with an influencer, identity or get a staff member to do a brand takeover, and use the platform as a way to create engagement and inject personality into your brand. The platform can be especially effective at connecting with younger audiences and at encouraging brand interaction which can help support brand connection which can lead to sales.

Type of Content To Use Snapchat:

Brand takeovers, branded filters, question and answer sessions, interviews, and Q&As. Snapchat can be an effective companion to an event or product launch.

Best times to post on Snapchat:

Monday – Sunday 10 p.m. – 1 a.m.

Best days to post on Snapchat:

Monday – Sunday.

Types Of Posts and Time Limits:

Video length:

From 5 to 60 seconds.

Character Limit:

31 Characters.

Number of Posts Allowed Per Day:


An infographic for Snapchat users.

Jane Hayes Consulting, Leading You Through The Digital World:

Jane Hayes Consulting is an independent digital marketing agency founded to help businesses create consistent, creatively aligned, and strategic content. Jane Hayes Consulting can help you put your best foot forward with our expertly crafted team covering website design and building, marketing strategy, content creation, brand creation, and project management. We work within budget restraints and look toward the future. Need assistance in developing your digital strategy and creating a business advantage? Contact Jane Hayes Consulting today and sign up for our newsletter.


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