Which social network should I be on?

In an increasingly digital world, social networks have become one of the main channels of communication between companies and customers. However, the question many business owners and entrepreneurs ask is: do I need to be on every social network? The answer is not simple. Each social network has its own particularities, audience and type of content. In this article, we'll explore the main platforms - Facebook, Instagram, TikTok, LinkedIn and X (formerly known as Twitter) - and find out which is the best option for your business.

Facebook: The reach champion

Facebook is still the social network with the largest number of users in Portugal. It's a versatile platform, ideal for companies that want to reach a wide audience of different age groups. If your business is aimed at a diverse audience or offers products and services that are useful on a daily basis, such as restaurants, clothes stores or service providers, this social network could be the ideal place for you to be present.

What's more, Facebook allows you to create highly targeted ads, discussion groups and events that can bring your brand even closer to your customers. However, it's important to bear in mind that interaction on Facebook has decreased in recent years, so you may need to invest in advertising to ensure a greater reach.

Target audience: wider age range, between 25 and 60. Ideal for B2C and local businesses.

Instagram: Desire and involvement

Instagram is much more than a visual social network. Today, it is a platform that arouses desire through images and videos, but it is also a powerful channel for generating interactions, especially for companies that want to tell stories and defend their values. It's not just for brands that value aesthetics, but for anyone who wants to build a strong brand, establish an emotional connection with their audience and create an involved community.

With tools such as stories, reels, and posts in the feed, Instagram allows for authentic and close communication with followers. If your audience is young, dynamic, and looking for a brand they can relate to on a deeper level, this platform is ideal for your business.

Target audience: young adults and adults up to the age of 40. Ideal for brands that want to tell stories, defend values and build a solid relationship with their audience.

TikTok: The new phenomenon

TikTok has grown exponentially in recent years and is known for its short, dynamic and creative content. If your brand wants to reach a younger, more irreverent audience under the age of 30, this platform could be an excellent choice. Through fun videos and viral challenges, TikTok is a platform for brands that dare to experiment and innovate in the way they communicate.

However, not all companies can find success here. Traditional businesses or those that don't identify with TikTok's style of content may not achieve the expected results.

Target audience: young people between the ages of 13 and 30. Ideal for brands that can be disruptive and creative.

LinkedIn: Professional and corporate

LinkedIn is a strictly professional social network, ideal for B2B businesses or brands that want to communicate with a corporate audience. If your company provides services to other companies, such as consultancy, human resources, marketing or technology, you should have an active presence on this platform.

Here, the focus is on making connections and sharing content that demonstrates your company's know-how, such as articles, industry updates and news in your sector. It's also an excellent place to recruit talent and promote your brand's reputation.

Target audience: professionals and companies. Ideal for B2B businesses and recruitment.

X (formerly Twitter): Fast, up-to-date information

X, formerly known as Twitter, is a platform that stands out for its speed and dynamism in sharing information. It is excellent for companies that want to be at the center of current conversations or that need to communicate regularly with their audience, such as news agencies, technology or entertainment brands.

However, this social network may not be right for every business. Its very information-oriented nature and quick discussions may not be suitable for brands that prefer a more structured or visual tone.

Target audience: adults between the ages of 25 and 45. Ideal for brands linked to current affairs and looking for constant engagement with their audience.

Does it make sense to be present on all social networks?

Now that we've looked at the main social networks, the question arises: should your brand be present on all of them? The answer depends on your business objectives and the resources you have available to manage each one. Being present on all social networks only makes sense if you can create appropriate content for each one and if your target audience is really present on these platforms. Otherwise, it's better to focus on those that best suit your business and where you can get the best results.

Choosing the right social network for your business is a strategic decision that can directly influence the success of your online communication. That's why it's important to know your audience and adapt your message to each platform. You don't need to be present on every social network, but you do need to be where it makes the most sense for your business.

If you need support in defining the best digital presence strategy for your business, Webhouse is here to help! Contact us and find out how we can optimize your online presence and reach more customers.