Social Media Marketing for Small Businesses: Choosing the Right Channels

With dozens of social media platforms out there, how do you choose where to focus your limited time and budget? The key is to start by knowing your audience. For example, if your product is visual (like food, fashion, or architecture), platforms like Instagram and Facebook are ideal. If your audience is primarily businesses, LinkedIn is an essential channel.

• Instagram/Facebook: These are great for consumer-facing businesses with strong visuals. Use features like Stories and Reels to showcase products or share behind-the-scenes content.

• LinkedIn: This platform is ideal for B2B or professional services. Share thought leadership articles, company news, and case studies to build credibility and network with other professionals.

• TikTok and YouTube: These are worth exploring if your brand can create short, fun videos or tutorials, especially for younger audiences.

Whichever platform you choose, it is important to balance organic and paid tactics. Even with a small budget, you can boost key posts to reach a wider, more targeted audience. New Zealanders spend over two hours a day on social media, so having a strong presence and consistent voice is crucial for engaging with your community.