Best and Worst Social Media Platforms for Marketing

Social media is a powerhouse in today’s society. With the right platform, you can easily connect with customers all across the globe, giving you nearly unlimited potential for growth and success. Knowing the right platforms to use — and how to utilize them — allows you to maximize that potential and start seeing results.

TikTok is red-hot

There’s arguably no social media platform that’s hotter today than TikTok, the video app that’s basically become a license to create trends. You can use TikTok to market your business with creative content that has the potential to go viral.

TikTok for Business offers up the tools you need to get started. Once you set up your account, you can select a goal and audience, lay out your budget, and design an ad. If you want to really maximize your potential, consider hiring a social media guru who is tapped into the trends on TikTok and other platforms. They can help you create videos and other content with greater reach and authenticity.

Facebook is still huge

In Hubspot’s article on the best social media channels for marketing in 2022, Martina Bretous reveals Facebook is likely still the most-used platform in social media. According to a survey, 58% of respondents said they spend the most time on Facebook of any platform. That’s twice the percentage of the next three most popular platforms — YouTube, Instagram, and TikTok — combined.

What this says, Bretous notes, is you should consider having a presence on all four platforms at a minimum. Additional survey responses suggest that of the four, Facebook also generates the best leads. Because Facebook is well-established, it also offers an intuitive platform for marketing as well as a wide range of ways to reach possible customers, including Facebook Live and Reels.

Which platforms should you avoid?

In general, if you can maintain a presence on most social media platforms, it can’t hurt. But as far as paid marketing and effort goes, not every one deserves your time, money, and attention.

Snapchat, Bretous writes, is a platform that has shown a very limited return on investment for marketers. The Hubspot survey shows 20% of respondents plan to decrease investments or divest entirely from Snapchat in 2022. However, consider staying on if your market research shows that Snapchat is popular among your target audiences and demographics.

It's also advisable to stay away from social media platforms with limited reach and divisive reputations.

Ultimately, if you have a dedicated marketing budget and specialists who can help you create effective strategy and deliver content, there’s plenty enough reason to use all the major social media platforms to your advantage. Text posts, photos, videos, and paid ad placement can all help draw the attention of people who may be interested in your products or services.

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