Which social media platforms are best for my independent brand or business?

The easiest way of getting your content out there would be to post about it on all and every social media platform. But who has the time for that? Read on to find out which socials will best suit your business or brand.

It can be daunting choosing which socials to best market your content on, however we’ve put together a quick guide to help you choose what’s right for you.

Before you start choosing your platforms, it’s key you have a basic understanding of your:

πŸ‘©πŸ»β€πŸ€β€πŸ§‘πŸ» Audience – How old are they? What socials are they using? How are they most likely to access your content? A 50 year old audience are very statistically unlikely to catch up on tweets on their mobile.
πŸ‘œ Content – What content are you promoting? What forms does your content primarily take? If your content is mostly text based, you might want to cross Pinterest off your proposed platform list.
🎯 Goals – What are your goals? Are you wanting to have fun with your content and entertain your fans? Do you want to set yourself up for large growth?

Once you’ve got a good grasp on these you can start making some informed decisions about where best to focus your time and effort.


Facebook is the largest social media platform, with over 2.7 billion users as of Nov 2020. With 82% of online adults aged 18-29 using the platform, it’s a great social bolthole with a large and robust advertising platform. Facebook also suits a variety of different content types. This versatility befits a huge breadth of brands/businesses and diverse content types. The platform’s audience also spans the widest scope compared to other platforms, allowing for optimum reach of all age groups. Facebook stories also adds the opportunity for more real-time and behind the scenes content and insights.
Do bear in mind that, due to it’s popularity, Facebook is highly competitive and it’s algorithm can be hard to please.


Twitter is a platform that centres itself around quick-changing trends, easily-digestible content and short, sharp and witty posts known as tweets. These traits suit themselves to brand and business that want to share articles, quotes and promote conversations with their audiences. Twitter is also used by some brands and business as a sort of ‘testing ground’ for content. If certain content and posts are well received and interacted with, they will choose to post it on their other socials such as Facebook and Instagram.


First and foremost you should know that Instagram is heavily geared towards visual content and striking images; perfect for brands with strong aesthetics. Instagram’s stories feature adds a more immediate and personable way of connecting with your audience and fans. Instagram is increasingly adding more tools to their stories features. These include polls and quizzes which only further encourages audience interaction.


LinkedIn is a platform geared towards businesses, brands and industry professionals that want to promote themselves to other business, brands and industry professionals. It’s typically used to share updates, industry news and new launches. As well as sharing content, it’s often employed to create rapports and relationships with other like-minded brands and businesses.
LinkedIn differs to the other examples on our list as has an older user-base, with nearly a third more 30-49 year olds using it compared to 18-29 year olds.


Pinterest is a platform entirely centred around imagery. Unlike other platforms, there are virtually no notions of discussion, conversation or sharing information. Instead, it is designed for users to store ideas, seek inspiration and search for content. The good news for commerce-orientated business and brands is that 90% of Pinterest users use the platform to influence their purchases.

It goes without saying that social media is an essential tool for your brand or business. They are essential for gaining exposure, forming relationships with fans, and reaching new audiences. Figuring out which platforms are going to work best for your music, content, brand or business is the first step; it’ll definitely pay off in the long run.

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