Which Social Platforms Are Right for Your Biz? Pick Two, Post Everywhere

One of the first questions I get from new clients is some version of "Do I really need to be on all of these?" Facebook, Instagram, TikTok, LinkedIn, YouTube, Pinterest, Threads, Nextdoor. It's exhausting just reading the list, let alone creating content for every one of them.

My answer is always the same: you need two core platforms, and you need to keep showing up on the rest. That's the approach I use with every business I work with at DEV Communications. Below, I'll explain why it works and break down which two platforms I'd pick for the most common industries I work with.

Why two core platforms

Every platform has its own audience, its own culture, and its own way of talking. What works on LinkedIn falls flat on TikTok. What gets saved on Pinterest gets scrolled past on Facebook. Sprout Social's research backs this up: consumers say they want brands to show up differently on each network, and the content that performs best varies a lot from one platform to the next.

Writing well for a specific audience takes real effort. Most small businesses don't have the time or staff to do that on eight platforms at once. So I pick the two where your ideal customer is actually spending time, and that's where the strategy lives. Those two get content written specifically for that audience, in that platform's language, with engagement, replies, and community management built in.

Why you still post everywhere else

This is where I part ways with some of the advice out there. A lot of marketers will tell you to pick your platforms and ignore the rest. I don't agree.

Visibility is visibility. Even when a post isn't written specifically for the TikTok crowd or the LinkedIn crowd, it still gets seen. I see it in my clients' numbers all the time: the views keep coming in on the secondary platforms, and those views come from people who would never have found the business through its main channels. That's a different audience discovering you at almost no extra cost.

So for the rest of the platforms, we repurpose. The core content gets lightly adapted and posted, and the account stays active. It isn't the focus, but it's never a ghost town either. An abandoned profile with a last post from 2023 hurts your credibility more than not having one at all.

Start with where people actually are

Before the industry breakdown, a quick look at the landscape. According to Pew Research Center's 2025 data, YouTube (84%) and Facebook (71%) are still the most widely used platforms among U.S. adults, followed by Instagram (50%) and TikTok (37%). Age matters a lot too: Pew found Instagram use at 80% among adults 18 to 29, while Facebook peaks with adults 30 to 49.

Facebook may not be the trendiest platform, but it still works. In Sprout Social's 2026 Content Strategy Report, 52% of consumers called Facebook their top network for building community, and 70% of marketers said it drives the greatest business impact. On the B2B side, LinkedIn generates leads for 62% of B2B marketers.

Now, the breakdown.

Restaurants, cafes, and food trucks

Core two: Instagram and Facebook. Food is visual, and Instagram is where people go to decide where they're eating this weekend. Facebook handles the local, community side: events, specials, hours, and the regulars who've followed you for years. It's also where nearly 40% of users discover new products, according to Sprout.

Also post to: TikTok (behind-the-scenes kitchen content does very well), Google Business Profile, and Nextdoor.

Salons, barbers, spas, and beauty services

Core two: Instagram and TikTok. Before-and-afters, transformations, and quick tutorials are made for short-form video. Your portfolio lives on Instagram, and TikTok puts it in front of people who didn't know you existed.

Also post to: Facebook (your over-35 clients are still there), Pinterest (people save hair and nail inspiration), and YouTube Shorts.

Home services: plumbers, HVAC, roofers, landscapers, contractors

Core two: Facebook and YouTube. Homeowners are on Facebook, especially in local groups where people ask for recommendations. YouTube is where they search "why is my water heater making that noise," and Sprout notes it's the world's second-largest search engine. A few short how-to or "what we found on this job" videos can work for you for years.

Also post to: Nextdoor, Instagram (project photos), and TikTok (job site content has a surprisingly big audience).

Real estate agents and brokerages

Core two: Instagram and Facebook. Listings are visual, and buyers are scrolling. Facebook covers the local, 30-plus homebuyer audience and community groups, while Instagram handles listing tours, neighborhood spotlights, and your personal brand.

Also post to: YouTube (longer home tours and market updates), LinkedIn (referral partners, lenders, and investors), and TikTok.

Health, wellness, and fitness: gyms, trainers, med spas, chiropractors, dentists

Core two: Instagram and Facebook. Instagram shows the results, the energy, and the people behind your business. Facebook builds trust with an older, local patient base and works well for reviews, events, and promotions.

Also post to: TikTok (quick tips and myth-busting), YouTube (educational content patients actually search for), and Google Business Profile.

Professional services: law firms, accountants, financial advisors, consultants

Core two: LinkedIn and Facebook. LinkedIn is the clear leader for authority and referrals. Sprout reports it delivers twice the conversion rate of other networks for B2B. Facebook reaches the individual clients and local families who need a trusted professional.

Also post to: Instagram (show the people behind the practice, recruiting), YouTube (explainer videos), and Threads.

B2B companies and agencies

Core two: LinkedIn and YouTube. LinkedIn is where decision-makers are, and per Sprout, nearly half of users there expect educational content and leadership insights. YouTube supports the longer buying cycle with demos, webinars, and explainers.

Also post to: Instagram, X, and Threads for culture and industry conversation.

Retail, boutiques, and e-commerce

Core two: Instagram and TikTok. Product discovery is the name of the game. Sprout found TikTok is the top product discovery channel for Gen Z, with 49% using it to find new products, and Instagram is built for shoppable, visual storytelling.

Also post to: Pinterest (high-intent shoppers planning purchases), Facebook, and YouTube Shorts.

Event and wedding vendors: photographers, planners, florists, venues, caterers

Core two: Instagram and Pinterest. Couples plan weddings on Pinterest months, sometimes years, ahead. Instagram is your portfolio and the place they'll check before they reach out.

Also post to: Facebook, TikTok (wedding content is huge), and YouTube for highlight films.

Nonprofits and community organizations

Core two: Facebook and Instagram. Facebook is still the strongest platform for community building, events, and fundraising, and it reaches the donors who give the most. Instagram tells the story visually and brings in younger supporters and volunteers.

Also post to: LinkedIn (corporate partners and board recruitment), YouTube, and TikTok.

How to adapt this for your business

These are starting points, not rules. A law firm that serves young entrepreneurs might do better on Instagram than Facebook. A restaurant with a huge Gen Z following might swap Facebook for TikTok. The question to ask is simple: where does your best customer spend time, and where are they in the mood to hear from a business like yours?

Once you've picked your two, commit to them. Write for those audiences specifically, respond to comments, and stay consistent. Then keep everything else active with repurposed content. You'll put your energy where it counts and still collect visibility everywhere else.

Being everywhere doesn't mean doing everything. It means being intentional about where you go deep and smart about where you just show up.

Not sure which two platforms fit your business? That's exactly the kind of strategy I build at DEV Communications. Get in touch at devprcomms.com.