Here’s a hot take: if your brand is trying to show up everywhere, you’re probably not showing up well anywhere. And just because someone on your team mentioned “we should really be doing more on TikTok” doesn’t mean it’s the right move for your business.
Social media works best when it’s targeted, intentional, and based on where your audience already is, not where you wish they were. Just because a social platform might be trendy or popular at the moment, it doesn’t mean that’s where your brand also needs to be.
So, how do you figure out where to spend your time?
We broke it down for you, platform by platform, what each channel is best at, who it reaches, and how to know if it’s worth your time. Because a focused strategy is always better than a scattered one.
Cracking the TikTok Algorithm
Let’s start with the big one, that’s new to a lot of brands. TikTok has become the go-to platform for short-form content, trends, and viral moments. It’s the app everyone scrolls on during lunch and sends to their friends in group chats without context. Naturally, one of the most common questions we get from clients is: “Should we be on TikTok?”
If your brand can move fast, think creatively, and lean into what’s happening right now, there’s real potential here. But jumping in without a plan or worse, mimicking what everyone else is doing, probably won’t get you too far. TikTok rewards originality, personality, and a willingness to experiment without taking yourself too seriously.
What’s Working on TikTok:
- Authentic, unfiltered content
- Trend participation that feels relevant to your brand
- Short, attention-grabbing videos—usually under 30 seconds
- UGC-style videos, product how-tos, and educational takes
- Fast-paced editing and native TikTok features like captions, voiceovers, and trending audio
- Personality-driven content: founders, creators, or internal teams showing up on camera in a relatable way
Who’s on TikTok
TikTok is still very much Gen Z’s playground, but Millennials are joining the party in a big way.
- Primary audience: Ages 18–34
- Most active users: Gen Z (especially under 25), with Millennials quickly catching up
- Trending industries: Lifestyle, entertainment, fashion, food & beverage, beauty, creators, and visually driven niche services
TikTok’s algorithm is built for discovery. It pushes content based on how people engage, not how many followers you have or how polished the video looks. That’s why creators (and brands acting like creators) can go viral with one well-executed post.
What works here isn’t ads. It’s content that feels organic to the platform—trend-driven, scroll-stopping, and actually worth watching. If your brand can show up with that kind of energy, the organic reach potential is massive.
Instagram’s Still Got It
Instagram has evolved way beyond selfies and sunsets. These days, it’s a mix of short-form video (Reels), photo carousels, and casual day-to-day updates via Stories. People use it to keep up with friends, follow creators and celebrities, and yes, interact with brands and products they genuinely like too. That means content still matters here, especially if it’s something people want to like, save, or send to someone they know.
For brands, Instagram is a space to show up with intention. Real content performs well, especially Reels, but that doesn’t mean photo carousels or static posts are dead. Visual content still drives the experience, and unlike TikTok, it’s totally okay for things to look a little more polished. The key is finding a balance between authenticity and aesthetics that fit your brand.
Content That’s Worth a Like, Save, or Share
Instagram gives brands room to be both visual and intentional. It’s not just about grabbing attention, it’s also about holding it. Carousels work well because they encourage interaction. People swipe, pause, and revisit. It gives you more time with your audience, which the platform picks up on. Reels, on the other hand, give you a shot at visibility. They’re fast, easy to consume, and often how people discover new accounts. Both formats serve a purpose, and the most successful brands use a mix of the two to stay relevant without being repetitive.
And while visuals lead, the caption still carries weight. On Instagram, people are more likely to stop and read, especially if what you’re saying adds value or gives personality to the post. This is where storytelling comes in. It doesn’t have to be a long-winded brand narrative, but it should make someone feel like there’s a reason or context behind what they’re seeing on their feed.
Who’s Scrolling on Instagram
- Primary age range: 18–34
- Gender split: Slightly more female users, but fairly balanced overall
- User behavior: Mix of personal use (friends, creators, celebrities) and brand interaction
- Popular industries: eCommerce, fashion, beauty, fitness, food & beverage, lifestyle, home goods
- Content preferences: Visually-driven posts, short-form video, and shareable carousels
- Audience vibe: Highly visual, casually curated, and more open to a mix of organic + branded content
Instagram is built for brands that want to be part of the scroll without interrupting it. It’s where content blends into someone’s feed and still gets noticed. What makes it different is how seamlessly brand content sits next to the people, creators, and culture that users already care about. You’re not just competing with other businesses, you’re sharing space with someone’s favorite artist, their best friend, or their next outfit inspo. If your brand can post like it belongs there, Instagram can be a powerful channel to grow community and build relevance.
Meta’s Oldest Platform Still Has a Purpose
Facebook isn’t the shiny new thing, but it’s still one of the most widely used networks, especially for brands with an older customer base. If your audience is 35+, or if you’re in B2C and looking to connect with families, homeowners, or established consumers, Facebook is still worth your time.
While it’s not where most trends start, it is where people go to catch up, leave reviews, join groups, and follow brands they already trust. That makes it a great space for maintaining visibility and sharing updates, promos, or service-based content.
And yes, Facebook still supports video, though video performance can be hit or miss depending on your content style and audience. What tends to land better here? Posts with a clear message, strong imagery, and copy that speaks directly to your community.
The Age Group That’s Keeping Facebook Alive
- Primary age range: 34-55+
- Strongest engagement: Older Millennials, Gen X, Boomers
- Gender split: Fairly balanced, with slightly more female users overall
- Popular Industries: B2C, service-based businesses, healthcare, education, home services, community-focused orgs
- Content preferences: Posts with clear messaging, helpful info, and strong visuals. Usually not very trend-chasing
- User behavior: Checking updates, engaging with local businesses, joining groups, leaving reviews, and sharing content with friends/family
Again, not every platform has to be your brand’s personality. Sometimes, you just need a place to keep your community in the loop. Facebook’s great for that, such as posting updates, promoting events, answering questions, and showing you’re still active. These days, for Facebook, it’s less about being viral and more about being reliable. Share the info people are actually looking for, keep your content consistent, and you’ll stay in the conversation.
LinkedIn Is Quietly Doing the Most
Let’s be honest…LinkedIn still has a reputation for being a place you only visit when you’re updating your resume. But that’s outdated thinking. These days, LinkedIn is also one of the most valuable platforms for businesses that want to grow their presence, build credibility, and speak directly to the people making real decisions.
For B2B brands especially, LinkedIn isn’t optional. This is where industry conversations are happening, where professionals are learning from peers, and where potential partners or clients go to figure out who they want to work with. This social media channel is not just for the buttoned-up. We’ve seen brands use LinkedIn to launch products, build entire thought leadership strategies, and create content that gets reshared across the industry. And as an agency, we use it ourselves— not just to share what we’re working on, but to connect with the kind of businesses we want to work with.
When Your Audience Is Full of Professionals, Post Like One
LinkedIn may be more polished than the other platforms in this lineup, but that doesn’t mean it’s boring or should be disregarded. LinkedIn is built for value-driven content to connect and inform. That doesn’t mean it has to be stiff or overly corporate, but your content should feel relevant to professionals. Think less “content calendar filler,” and more of “this is actually worth reading.”
Here’s what content tends to perform well:
- Industry insights or POVs that add to a conversation
- Team spotlights and company culture that showcase your people, not just your product
- Behind-the-scenes process content, especially for B2B or service-based brands
- Client success stories or case studies framed as lessons, not just wins
- Slide-style carousels that break down tips, trends, or useful info
- Short video clips or graphics that explain something clearly and quickly
- Commentary on relevant news or industry shifts from a brand or personal account
- Personal posts from leadership that show confidence, perspective, and authenticity
This Is Who You’re Talking to on LinkedIn
- Primary age range: 25–45
- Most active users: Professionals in mid-career roles, executives, and decision-makers
- Industries that dominate the feed: Tech, SaaS, finance, B2B services, marketing, consulting, recruiting
- Popular job levels: Managers, directors, C-suite, and founders
- Content behavior: Engages most with thoughtful takes, practical advice, leadership insights, and updates from businesses they follow
- When they’re online: Weekdays during work hours – yes, LinkedIn really is a 9–5 platform
Posting in the Post-Twitter Era
It’s hard to talk about X without mentioning Elon Musk. Since he took over what used to be Twitter, the platform has been in a constant state of change, some good and some chaotic. What used to feel like the internet’s go-to space for quick thoughts and cultural moments is now a little more unpredictable.
That said, people are still using it. For breaking news, hot takes, and conversations that move fast, X still holds its ground. It’s less polished than other platforms, and for some brands, that’s the appeal.
What Brands Should Know Before Committing to X
Before adding X to your brand’s social strategy, there are a few things worth considering beyond the name change.
First, the algorithm now favors paid accounts. Visibility often comes down to whether or not you’re subscribed to X Premium. That means brands may need to pay for features that used to be free, like post editing, longer character counts, and better placement in replies. If organic reach is your goal, it’s possible—but far less predictable than it once was.
Ad performance has also shifted. X still offers paid placements, but the results vary more than on platforms like Meta or LinkedIn. If your team relies heavily on paid social to drive results, it’s worth testing with caution or keeping expectations realistic.
What the X User Base Looks Like Today
- Primary age range: 25–44
- User behavior: They’re here for updates, not necessarily aesthetics. Think breaking news, expert takes, and commentary that adds something new.
- Common industries: Tech, SaaS, media, sports, finance, entertainment
- Usage patterns: Most users scroll during work hours or around major events.
- Audience mindset: Opinionated, fast-moving, and ready to engage based on how relevant your post feels.
YouTube Reaches Everyone
YouTube has one of the most diverse audiences of any social platform. It spans every age group, interest, and industry, making it a smart move for brands that want reach and depth.
Shorts offer a way in through high-volume, discoverable content. Long-form videos, on the other hand, works well for product breakdowns, tutorials, and series-based content. YouTube rewards consistency, so if your team can commit to regular posting, there’s real potential to grow an audience here.
What works here: consistent uploads, content with a clear purpose, and videos that offer something useful whether that’s insight, instruction, or perspective.
So… What’s Next For Your Brand?
At this point, you probably have a few ideas in mind of what social media platform(s) you should be on, and maybe a few question marks too. That’s exactly where most brands are when they come to us. They’ve got content going out and maybe see a bit of traction here and there, but still want a clear direction on how their audience and goals can line up in the long run.
That’s where we come in. At Square 205, we work with brands to figure out where their energy actually makes the most impact. We don’t do copy-paste strategies or tell you to jump on every new platform just because it’s trending. Instead, we look at your goals, your content, and your audience, then help you build a social presence that makes sense and actually works for your team. Whether that means doubling down on one platform or building a smarter mix across a few, we’ll help you find the approach that fits. If you’re ready to stop guessing, just know we’re ready to help!
