How To

Putting social media under the SPOTlight: which platforms should you be focusing on?

by Rachel Sharpe |

The average person spends nearly two hours per day on social media. For the average spotty pup, it’s probably more like ten! We’re always Facebooking, tweeting & ‘gramming’ on behalf of our clients, but the real question is… what is each social media platform best for, and which ones should your business focus its social media strategy on?


Probably the most business-focused of all the social networks, LinkedIn is all about making professional connections. It’s perhaps sometimes overlooked as a ‘social’ network due to its more serious nature, but it’s a good way to share business-led content. It’s definitely the best place to outreach to potential clients, define your business’ service offer and recruit future employees, so if growing your business is your goal, LinkedIn is definitely a good first step.


Facebook is the perfect place to build up a community by creating content that is engaging, shareable and which people like (literally!) With over 2 billion monthly active users on the platform, the opportunity is there to reach a large audience. Facebook advertising can help you to get your content in front of the right people through selective targeting.

It’s also an ideal place to offer social media customer service because of the ease of instant messaging and the comment section on posts.


Twitter’s nature is short, fast-paced and of the moment, so it’s vital to have your finger on the pulse at all times. It’s great for reactive content – jumping on trending hashtags with relevant content (or witty one-liners) can get you in front of an interested audience quickly. You can also keep up with and tailor these hashtags to keep an eye on what competitors are doing, or what customers are interested in.


Instagram is great for both showing off your highest quality picture content and for giving people an immediate and behind-the-scenes look at your business. Use your Instagram grid for the former and the Stories function for the latter. As a photo-led platform, Instagram offers a chance for creativity, and is really great if your brand or business has a strong creative presence. Instagram takeovers with influencers can also help to bring more people to your channel and boost your engagement with a relevant target audience.


With 37% of Snapchat’s 166 million users in the age 18-24 year old bracket, it definitely seems to be the place to reach a younger – dare we say “millennial”? – audience. We used this fact to our advantage when working with Mitchells & Butlers to recruit apprentices at their Skills Show. Geo-filters on Snapchat are a fun way of ramping up engagement and interaction, so it could be worth investing some time and money into a filter for a product launch or event.


If you produce any video content, it goes without saying that you should have a YouTube account! It’s the ideal place to store all video content, with the ability to tag content appropriately for a greater chance of people finding it in their searches.

Even if you don’t have a YouTube channel of your own, it might be worth getting a YouTube influencer on board with a campaign to help widen your reach to potential customers, like we did with Heritage bathrooms and lifestyle vlogger Fleur De Force.

No matter which social media platforms you decide to utilise, it’s worth taking some time out to decide which platform works best for your business and having a go.