How Do I Choose the Right Social Media Channels?

Sep 11

If you’ve ever stared at a blank social media calendar thinking,

“Should I be on Instagram, TikTok, LinkedIn… or all of them?”
You’re not alone.

We hear this all the time from business owners in Windsor, Hamilton, Toronto, and Detroit who are trying to figure out where to show up — and why.

Here’s the thing: not every platform makes sense for your business.
And not every platform is worth your time.

Let’s break down how to choose the right ones — based on what you offer, who you’re trying to reach, and what kind of content works for you.

Step 1: Get Clear on Your Audience

Different platforms attract different types of people.

Ask yourself:

How old is my ideal customer?
Are they business owners, homeowners, parents, professionals?
Do they scroll for inspiration, research, or connection?
Are they local or global?

Example:
A Windsor-based cleaning company trying to attract busy moms? → Instagram + Facebook.
A Toronto-based business coach working with online founders? → Instagram + LinkedIn.
A product-based business with great visuals? → TikTok + Instagram.

Audience first — always.

Step 2: Think About What You’re Good At (Or Can Be Consistent With)

You don’t need to force a platform that doesn’t suit your content style.

Ask yourself:

Am I comfortable on video?
Do I love writing or storytelling?
Can I take photos or create visual content?
Do I have time to engage with comments or DMs?

Choose a platform that works with your energy — not against it.

Step 3: Align the Platform With Your Sales Process

If you book clients via DM, prioritize platforms with high direct messaging engagement (Instagram, Facebook).
If you generate leads through education or long-form content, platforms like LinkedIn or YouTube may be a better fit.

Real example from Windsor:
We worked with a local service provider who had been trying to grow on TikTok — but all their leads were coming from Facebook referrals and local group posts.
Once we shifted their energy back to Facebook and simplified their posting, they booked out their calendar in 3 weeks.

Step 4: Don’t Overcommit — Pick 1 Core, 1 Support

At Buttered Branding, we recommend this approach:

Core Platform: Where you show up consistently, create original content, and build relationships
Support Platform: Where you repurpose and maintain visibility

This balance works especially well for small businesses in Detroit, Hamilton, and Windsor who are managing content on their own or with a small team.

Here’s What We Help Our Clients Do

We don’t just say “post more.”
We help you choose the right platforms based on:

Your industry
Your audience
Your content style
Your sales process
Your available time and resources

Then we build a strategy around that — not trends.

Whether you’re scaling in Toronto or running a lean service-based brand in Windsor, we’ll help you make smart decisions that actually lead to results.