Which Social Media Platforms Should You Use for Your Business?

Aug 11

Every platform has its hype.
Instagram’s for visuals.
LinkedIn’s for B2B.
TikTok is “where the people are.”
And Facebook… well, it still won’t die.

If you’re a small business owner trying to choose the right platforms — not just jump on every trend — here’s how to make a smart decision based on your business, your content style, and your goals.

First: Don’t Try to Be Everywhere

Especially if you're a business owner in Windsor, Hamilton, or Detroit juggling client work, admin, and everything in between — you don’t need to be on every platform.

The goal isn’t to go wide.
The goal is to go deep on the platforms your customers are already using — and use content that plays to your strengths.

The 4 Questions We Ask Our Clients First

Who is your target audience, and where do they spend time online?
→ Are you serving homeowners, professionals, Gen Z, other business owners?
What kind of content do you feel good about creating?
→ Video? Photos? Blogs? Carousels?
What’s your sales process — and does your platform need to support DMs, link clicks, or both?
Do you want to build local recognition or industry authority?

The answers to these determine where you should spend your time.

Platform Breakdown for Small Businesses in Ontario & Michigan

🔹 Instagram

Great for: service-based businesses, personal brands, visual storytelling
Ideal if: you want to build trust, show behind the scenes, and book through DMs
Used heavily in: Windsor, Hamilton, Toronto, and Detroit small biz scenes
Needs: consistent content, Stories, Reels, visuals

🔹 Facebook

Great for: local awareness, community groups, older demographics
Ideal if: your audience is 35+, or you rely on referrals and shares
Often used by: home services, wellness, real estate
Needs: less frequent content, more local engagement

🔹 TikTok

Great for: fast reach, personality-driven brands, trend-based content
Ideal if: you can show up on video, educate, or entertain
Used more in: Toronto and Detroit than Windsor or Hamilton
Needs: high volume, low-polish content, fast turnaround

🔹 LinkedIn

Great for: B2B services, thought leadership, consultants
Ideal if: your audience is other business owners or professionals
Strong in: Toronto, Hamilton, and Detroit startup + professional networks
Needs: story-driven posts, consistent thought leadership

🔹 YouTube

Great for: long-form content, SEO, evergreen education
Ideal if: you want to create deeper content, like tutorials, walkthroughs
Best for: long-term visibility and Google rankings

The Bottom Line: Choose One to Two to Start — and Commit

If you're in Windsor or Hamilton running a service-based business: Instagram + Facebook is a strong combo.
If you're in Toronto or Detroit with a more B2B model: LinkedIn + Instagram or YouTube works well.

Start with one or two, build consistency, track results, and then expand.

What We Recommend at Buttered Branding

We help businesses across Windsor, Toronto, Hamilton, and Detroit choose the right platforms — not just the popular ones.

Because success on social doesn’t come from being everywhere.
It comes from being intentional — and showing up consistently where your audience already hangs out.

We guide you through the platform decision, then build a strategy that’s customized to your goals, your voice, and your bandwidth.