Take a second to answer this question in your head

Which Social media platform is best for your business?

Could it be Twitter, LinkedIn, Facebook, YouTube, Instagram, Or any platform out there?  It’s not easy to answer yeah?

Some marketers will agree without a doubt that it’s Instagram, because they have had success with it before. Others will choose Facebook, WhatsApp, Twitter and others because that has worked for them or is still working for them. But the question is which of these giant Social Media platforms is the best for business? Stay with me.

In the dynamic landscape of contemporary business, the selection of an appropriate social media platform has been a critical decision. To begin answering the question, I will say we have to put so many of the following into consideration. 

1. Your Product Industry
2. Target customer demographic
3. Target customer geographic
4. Target customer psychographics
5. Target customer behavioural segmentation

But that aside, and all things being equal, this exploration delves into the analysis of the five best social media platforms for business, shedding light on their unique attributes, user engagement patterns, and conversion rates. By discerning the distinctive advantages and challenges presented by each platform, you can make informed decisions to maximize your online presence and reach your target audience effectively.

After using all of the above platforms, I have narrowed my top 5 list down to this:

5. Tiktok

With over 1.2 Billion active users monthly, TikTok has solidified its name as one of the leading social media apps. The average organic conversation rate on the platform is less than 0.1% and the 1.1% paid ads conversion rate. This is typical because more than 60% of TikTok users are Gen Zers. As a marketer, you will have to be super creative to be able to penetrate the market.  Gen Zers are difficult to convert, this is why only 26% of marketers worldwide use this social media platform for business.TikTok is on this list because the growth rate is massive and it presents a higher impression. 

4. Instagram

With the constant update to catch up to the shift in the way social media users are interested, Instagram’s 2 billion monthly active users. 80% of marketers worldwide claim to use the Social Media platform for business. This makes Instagram an ideal platform for businesses in the niches of fashion design, beauty products, and photography, to excel. The platform has an average conversion rate of 0.2%

3. Pinterest

I recently experimented with Pinterest and I figured something incredibly interesting about the platform. In 8 months, the page I was working on gets an average of  2 million monthly views (Note that it’s been over 2 months since I last updated the account). Pinterest isn’t just your regular Social Media Platform. It is a search engine for images. The platform has an average paid conversion rate of 5.2%.

Similar to how individuals use Google to seek information, Pinterest serves as a platform for users to discover images of their interests. Regrettably, many businesses underestimate the potential of Pinterest. If your business falls within niches such as art, photography, home decor, entertainment, DIY and crafts, women’s fashion, beauty, or event planning, I strongly recommend setting up a Pinterest page.

But isn’t that what Instagram is for?

No! Instagram content gets outdated with newer feeds. They get pushed down with time by new feeds easily. On the other hand, Pinterest content continues to generate leads as long as the content still ranks for the target keyword. 

2. Facebook

This giant of all social media platforms has the most active users capping at an average of 3 billion active users per month, used by 89% of marketers worldwide, and an average Ad conversion rate of 4%. Facebook’s appeal to marketers stems from its massive user base, advanced targeting options, diverse ad formats, detailed analytics, and diverse marketing objectives. It fosters social engagement and interaction, integrates with other platforms, and continuously innovates, making it an effective channel for reaching a wide audience. Facebook is that school teacher everyone hates but can’t avoid.

1. Youtube

Videos provide a way for users to see and hear information more dynamically and engagingly than the traditional ways.. YouTube offers both short and long-format videos and has a built-in search engine obviously because Google is their parent company. This makes it ideal for 54% of marketers worldwide who claim to use the platform to serve its 2.4 billion active users. The platform has an average organic conversion rate of 3% and a paid ads conversion rate of 14%

Platform	Average Organic Conversion Rate	Average Paid Ad Conversion Rate
TikTok	0.1%	1.0%
Instagram	0.09%	1.1%
Pinterest	–	5.2%
Facebook	1.3%	4.0%
Youtube	3%	14%

Conclusion

For marketers or entrepreneurs seeking the optimal social media platform for business, I recommend prioritizing platforms with built-in search engine functionalities, accommodating both long and short-format video content. Hence, my top choice for business social media platforms is YouTube. End of Story.