Important Social Media Platforms for Companies: How to Pick the Right Ones

Key takeaways

Companies use social media to reach marketing goals, such as building larger audiences and increasing sales. Herea are some important facts to know:

• As of January 2025, Facebook is the leading social media platform that marketers use worldwide, with 83 percent using the social media channel for marketing. Instagram followed as the second-most used at 78 percent, and LinkedIn at 69 percent [1].

• Short-form video content is among the leading trends for social media marketing.

• You can help your company reach its goals by developing an effective social media content strategy.

Learn how using specific social media platforms can contribute to a company’s success. Afterward, consider enrolling in Meta’s Social Media Marketing Professional Certificate. You’ll have the opportunity to develop effective social media posts and create a strong social media brand presence in as little as five months.

Why social media platforms are important for any company

Utilizing social media to promote your company offers numerous benefits, including the ability to interact more directly with consumers. When you post on your company’s social media account, you create opportunities for customers to engage with you publicly by liking, commenting, or sharing their experiences with your brand. Social media has become a valuable customer service tool for building new audiences and retaining existing customers through targeted messaging and effective response management.

For small businesses, using social media allows you to establish brand presence and attract new customers. Additionally, you can promote your website on your social media accounts with the aim of driving more traffic to your site.

Types of important social media platforms for companies

Many social media channels are available for personal and business use, ranging from popular sites like Facebook to newer platforms like Lemon8. Discover some of the most popular social media platforms for businesses, along with the reasons you might consider using each for your company.

Facebook

Best for: Customer engagement

Facebook allows businesses to use direct messaging and “page” features to interact with customers. If a customer has a question about a product or service, having a Facebook profile can help them reach you quickly and appreciate the personalized response they receive. 

Facebook pages allow customers to leave reviews, tag you in posts, and drive engagement to your website. You can also use your page to post promotions, new products, photos, videos, and external links.

Instagram

Best for: Sharing visual content like photos and videos

Instagram provides a platform for you to post photos or videos about your products and services. You can share images on your main feed, in your story, or create video content through reels or the live feature. On Instagram, you can establish your brand’s presence by showing behind-the-scenes photos of your company and employees, posting product images and promotions, or creating engaging graphics for your followers to reshare or comment on. Additionally, Instagram enables businesses to list their products directly, allowing consumers to make purchases without leaving the app.

Instagram is a popular platform for influencer marketing. Influencers may partner with your business to promote your brand to their large following, aiming to increase engagement and drive sales.

LinkedIn

Best for: Business-to-business (B2B) marketing and professional networking

Businesses typically use LinkedIn to post job openings, share company news, and connect with industry professionals. If you’re looking to hire, you can post a job and create a post highlighting your ideal candidate, encouraging LinkedIn members to apply.

Having a LinkedIn page that posts regularly can help build your brand’s credibility. When someone searches for your business, one of the top results may be your LinkedIn page, where you can post important information about your company.

What is the most used social media platform for businesses?

As of 2025, Facebook is the most widely used social media platform for marketers worldwide [1]. Additionally, as of 2024, Facebook and YouTube were the most commonly used social media channels among Americans [2]. 

X 

Best for: Customer service

X (formerly known as Twitter) allows you to share written content with a specific limit, typically 280 characters. You can also share links and photos in your posts, providing an opportunity to drive traffic to your website.

With an X account, customers can tag you in their posts with questions or concerns. Your replies offer them public support and personalized messages, which can help build your brand credibility and trust.

TikTok

Best for: Sharing short-form video content

TikTok has emerged as a leading social media platform for younger audiences. It is often the birthplace of social media trends, inviting you to recreate popular video themes, share them, or respond with your own video creations.

TikTok may help your business grow through paid advertising or by collaborating with influencers to promote your products or brand. TikTok’s “for you” page allows potential clients to discover your content through an algorithm, boosting your engagement and reaching audiences beyond your followers.

YouTube

Best for: Sharing long-form video content

YouTube allows you to share both short- and long-form video content with your audience. When someone follows your YouTube channel, they can “subscribe” to your content, “like” or “dislike” a video, and leave comments as feedback. 

If your business relies on effective communication and spreading a message, creating a YouTube channel may help engage customers. You can link to specific products, services, or your website in the video description to drive off-site engagement.

Pinterest

Best for: Visual marketing

Users typically choose Pinterest to save visually appealing images or content, referred to as “pins,” to “boards.”

Businesses can use Pinterest to promote their products as pins, creating aesthetically pleasing boards that users can click on. These pins then link directly to your website or product pages, boosting site traffic and potentially increasing e-commerce sales.

Pros and cons of business social media usage

Like any form of marketing, using social media for your business comes with both advantages and disadvantages. The benefits of using social media may include:

• No cost to use: Social media platforms are free to use, so you don’t have to factor in additional costs for creating an account or posting. While you may choose to invest in a professional social media manager or participate in paid advertising, launching your social media account on any platform is free.

• Building stronger customer relationships: You can provide ongoing support and customer service by responding to messages and comments and sharing users’ posts that promote your products.

• Growing your audience: Traditional advertising methods, such as billboards or flyers, may only attract a limited demographic based on the locations of your advertisements. In contrast, social media marketing expands your options, sometimes allowing you to target the specific demographics you want to reach.

Conversely, social media usage may have downsides. For example, due to ever-changing trends and algorithms, it may take time for your social media marketing strategy to yield results. Algorithms can make it more challenging for new customers to see your posts and become familiar with your brand. To bypass the algorithm, you might need to invest more in paid social media marketing to see quicker results.

How to build your business’s social media strategy

The first step in building your business’s social media strategy is to select a goal you want to achieve. For example, if you’re looking to gain new followers and expand your audience, you may create a strategy specifically focused on accomplishing those objectives.

To create an effective social media strategy for your business, consider exploring social media marketing courses and certifications that help you enhance your expertise and discover trends and best practices. 

Choosing the right platform for your company

Depending on your business, your social media platform needs may vary. For example, if you’re looking to reach a younger audience through visual content, you may find greater success with Instagram, whereas business-to-business (B2B) companies may achieve better results by posting on LinkedIn. 

The social media platform or platforms you choose for your company may also depend on personal preference, time constraints, or the knowledge and skills of your social media marketer or social media manager. 

Stay in the loop on social media trends and tips

For more actionable advice on trending issues that affect your company, subscribe to Coursera's LinkedIn newsletter, Career Chat. Then, explore free, digital resources to help you build your company’s social media accounts and reach business goals:

• Watch on YouTube: Why Instagram Reels Matter: The SECRET to More Engagement

• Explore career paths: Social Media Career Progression: Job Levels & Skills to Advance

• Deepen your knowledge: Social Media Terms: A to Z Glossary 

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