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Utilizing the Best Social Platforms for Your 2024 Goals

An active social presence is an expectation, not an exception, for companies, whether B2B or B2C. It’s a way for you to show what you have to offer potential customers, grow your business by connecting with the right audience, answer questions and concerns, build brand loyalty and gather feedback from your target audience. From Facebook to Instagram, TikTok and LinkedIn, there are many things to consider when choosing the appropriate social platforms to highlight your business.

All social media platforms offer advantages depending on what your goals are. It’s best to focus on the network(s) you want to grow your presence on or the channels that are most popular with your target customers. After you set your marketing goals, it’s time to decide which platform will help you hit them by targeting the right audiences.

How do I know which social platforms are best for my business?

Between Facebook, Instagram, TikTok and LinkedIn, these four are the major contenders due to the number of users and their intent. Consider these things when choosing the right platforms for your business goals:


  • The largest platform and the most diverse demographic reach.
  • Slightly more males (56%) than females sign on daily.
  • Nearly one-third of global online shoppers use Facebook as their preferred social platform for purchasing.1


  • Gen Z and millennials are using Instagram and engaging with content more than on Facebook.
  • Nearly 83% of Instagrammers use the platform to discover new products and services.1


  • TikTok boasts the highest average time spent per day of any network.
  • Just under half (49 percent) of users have said they have bought a product after seeing it on TikTok.1
  • Daily time spent on the platform grew by almost 10 minutes compared to the previous year’s 45.8 minutes.2


  • This platform has 1 billion users worldwide who are highly engaged.
  • It is the second-fastest growing platform for Gen Z.

For adults 18 and above, users spend an average of 53.8 minutes daily on TikTok versus 48.7 minutes on YouTube.2

Sprout Social


Engage with your customers, no matter the social platform

Building a people-first platform should be the first thing you do. Answer comments in a thoughtful and personalized way. Inject personality in your interactions. Be consistent and responsive in a way that doesn’t feel like you’re just trying to get a sale. Join in discussions on other brands’ pages and in groups. Reposting customers’ reactions to your brands when they tag you in posts, stories and videos gets your brand noticed. Review your notifications regularly and see what may be worth responding to.

Takes a village? No, but it takes a dedicated team member

Consider the effort it takes to develop a quality social calendar that is highly detailed with important dates like holidays, popular events, product launches and events in your industry. You’ll need additional time to create the content you’ll post, like custom images, videos, brand collaborations or anything else you might need.

Managing your brand’s social presence is an integral part of your marketing and identifying a social media manager for your company ensures the integrity of your brand. There are social media tools that can help with content management, like Asana, Hootsuite and Facebook Business Manager.  Regular posting is important, and if that isn’t possible with your current staff, consider hiring a company that can help manage your social platforms.

Be sure not to let social platforms lapse

After you do some research and potential testing, it’s okay to disconnect from the platforms that don’t serve your business. Letting a platform sit unused could mean a potential customer discovers your company but wrongfully thinks you no longer exist due to lack a lack of posting. Unmanaged platforms are also at risk for hackers and trolls. So, either use your platforms or get rid of them.

If you let your accounts lapse and want to reactivate them, it’s not too late to reengage consumers. Consider returning with an exciting announcement or a post that asks for customer engagement. Make sure your account information is updated and all of your links to your website work. Hit the ground running and continue posting on a consistent schedule.

How can I best capitalize on my posts?

Keeping track of performance metrics is essential to having a successful social media presence. Don’t be afraid to experiment with different types of posts, headlines and ways to engage with users. Be creative with your approach. In a competitive business world, finding what sets you apart from other businesses will drive sales at the end of the day. Repurposing content is a great way to create brand unity and keep costs lower.

There is a lot to consider when choosing the social platforms to best fit your company. It will take time and dedication to grow your social presence, but it is worth it in the end. While it adds value to your company and should be done strategically, don’t forget to have some fun with building your brand and engaging your customers.





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