Are you using the right platforms for your business?

Social media now plays a central role in the daily life of businesses. As more platforms continue to emerge, it becomes increasingly difficult to know where to focus your efforts.

One question naturally comes up: do you really need to be everywhere?

Between Instagram, LinkedIn, TikTok, Facebook, and many others, every platform has its own codes, audience, and way of capturing attention. The challenge is not to be present at all costs, but rather to understand where your time and energy should truly be invested.

Being present in the wrong place, or in the wrong way, can do more harm than good. On the other hand, a consistent and well-aligned presence can become a real growth lever.

Understanding the main platforms

Before deciding which platforms to be present on, you first need to understand who they are made for and how they work. Every network has its own codes, tone, and content style. Understanding them allows you to make more strategic, and above all, more effective decisions.

• Facebook

Facebook is still a widely used platform, especially for reaching an intergenerational audience. It is ideal for varied content, ranging from informative posts to engaging content, promotions, and events.

In Canada, people aged 35 to 44 are the most active users on Facebook. This age group represents an engaged audience, whether for discovering local businesses or searching for products and services.

Additionally, Facebook delivers one of the best click-through rates among social media platforms. What does that mean exactly? Simply put, users are more likely to click on a post, advertisement, or shared link.

It is also the platform where businesses publish the most frequently. In 2024, companies published an average of approximately 5 times per day. This fast-paced rhythm creates more opportunities for visibility and audience interaction.

• Instagram

Instagram is a platform focused on visuals, making it perfect for building brand image. It emphasizes aesthetic content, short videos, and a more lifestyle-oriented approach. It is primarily used by people aged 25 to 34.

Although Instagram originally focused heavily on lifestyle content, it has now become a true discovery engine for businesses. In fact, more than 80% of users now use the platform to search for companies and discover new products.

Users are now looking for human brands, and that is exactly what current Instagram trends encourage. The best-performing posts are often the ones built around authenticity and proximity with the community.

In 2024, the average posting frequency on Instagram was between 1 and 2 posts per day. This allows businesses to remain present in their audience’s feed.

• TikTok

TikTok is a fast-growing platform centered around short and spontaneous videos. It allows businesses to quickly reach a large audience with creative, authentic, and dynamic content. TikTok can also help you reach future employees and build a strong community.

Within the app, there is also a “Shop” tab, known as TikTok Shop. This feature allows businesses and creators to sell products directly inside the application without users having to leave TikTok.

However, TikTok Shop is not yet available in Canada. Many experts predict its arrival within the next few years, and it could significantly change the way businesses sell products on social media.

In the United States, the platform is already experiencing major success. In 2025, nearly 45.5% of users reportedly purchased at least one product directly through the app.

On TikTok, the recommended posting frequency ranges from 1 to 4 videos per day. This creates multiple opportunities to increase visibility, test different types of content, and maximize your chances of going viral with your target audience.

• LinkedIn

LinkedIn is the professional network above all else. It is ideal for corporate content, recruitment, showcasing expertise, and business relationships. LinkedIn may seem intimidating, but there are countless topics businesses you can talk about on the platform.

LinkedIn is not a platform where users spend a large amount of time every day. Unlike TikTok, where users spend more than 1 hour and 30 minutes daily on average, LinkedIn users spend approximately 7 minutes per day on the platform.

On LinkedIn, companies publish an average of once per day, although many businesses prefer posting only 1 to 2 times per week. Since the platform focuses more heavily on professional content, posting less frequently is often more effective.

Just like Instagram, the average user age falls between 25 and 34 years old. They are followed closely by users aged 18 to 24, representing the generation of your future employees.

The platform is ideal for demonstrating expertise without sounding overly “sales-focused.” LinkedIn allows businesses to naturally share knowledge, accomplishments, advice, and industry vision. This is what helps strengthen credibility.

Which platforms should you use?

It all depends on what you want to achieve, but more importantly, who you want to speak to. Being present somewhere is useless if your audience is not there. The goal is not to be everywhere, but to be in the right places while multiplying your points of contact with both your current community and future customers.

Before getting started, take time to reflect on your goals. You need to define who you want to speak to, how you want to communicate with them, and what type of message you want to put forward.
Once these questions are clearly answered, choosing the right platforms becomes much easier.

Can you use all of them?

Being active on multiple platforms can be very beneficial for your business. If your goals are to build an engaged community, share your accomplishments, publish job opportunities, and increase visibility, having a presence across multiple platforms can absolutely be useful.

However, if your main objectives are generating sales, obtaining quote requests, or attracting a very specific audience, it is often more effective to focus your efforts on the platforms where your audience is truly active.

The primary goal should first be to build a community around a shared interest by creating valuable content. Entertaining, educating, and connecting with a specific niche often creates a much stronger and more sustainable relationship with your audience.

The BDK Advice

Do not choose a platform simply because it is popular. Choose the platform that aligns with your content style and business objectives.

You should also think about the type of content you are realistically able to create consistently. If you hate creating videos, TikTok may become difficult to maintain in the long run.
Outsourcing could also be an option for you.

That is exactly why we are here.

• Feel free to contact us, we will take care of the rest.