Which Social Media Platforms Should Your Business Use?

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Today, and even more so since the global health crisis, businesses have never been closer to their customers than they are right now. Extending your online presence as part of your digital marketing strategy is an excellent way to strengthen brand awareness, instantly answer questions about your products or services, recruit qualified talent, and reach your target audiences directly.

From Facebook to TikTok, Instagram to LinkedIn, social media platforms are multiplying year after year. We understand it's not always easy to choose the best social network(s) for your business, but you should keep in mind that using the right platform for your target audience can amplify your visibility and sales and take your business to the next level.

The Power of Social Media: Statistics You Can't Ignore

Keep these compelling figures from the Sprout Social study in mind:

74% of consumers share video content from brands on social networks
57% of consumers contacted a brand on social media because they had a question
45% of consumers contact brands on social media to solve a problem with a product or service
34% of consumers contact brands to tell them they did a good job

As you know, social networks in 2025 are essential for businesses of all sizes. But what platforms should you prioritize? Which social networks should your business use first and foremost?

In this comprehensive guide, we'll focus on the most widely used platforms and how you can leverage them effectively for your business growth.

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1. Facebook: The Ideal Platform for Small B2C Businesses?

Facebook remains a powerful marketing tool, especially for small businesses looking to build local presence and customer relationships.

This platform boasts more than 3.07 billion active users worldwide, making it an absolute must for small business sales and gaining visibility, particularly at the local level.

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Why Use Facebook for Your Business?

Direct Customer Communication

A Facebook business page allows you to maintain direct contact with customers and share key information about your business, products, services, and upcoming events. Additionally, Facebook ads offer highly targeted and effective ways to reach potential customers with precision.

Unmatched Audience Targeting

One of Facebook's greatest strengths is its ability to target specific audiences through paid campaigns and advertisements. The platform maintains a significant amount of demographic and behavioral information about its users, which becomes invaluable when targeting your marketing campaigns.

Essential Business Information

A Facebook business page highlights your basic contact information, making it easy for customers to find your telephone number, email address, and store opening hours directly on your page.

Customer Retention and Attraction

Use your Facebook page to share your company's daily life, behind-the-scenes content, news, and customer testimonials. This authentic content helps retain existing customers while attracting new ones.

Demographic Marketing Advantages

As mentioned earlier, Facebook possesses a vast database of demographics and user information. This data can be a significant advantage in creating a solid demographic marketing strategy to better target your campaigns and maximize ROI.

SEO Benefits

Finally, Facebook business pages aren't limited to your presence on the platform alone. These pages also provide a real boost for your search engine rankings, improving your overall digital visibility.

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2. Instagram: The Essential Tool for Your Brand Image

Instagram is an exceptional platform for expanding your business reach and engagement with customers through visual storytelling.

Instagram is owned by its parent company Meta (formerly Facebook) and has over 2 billion monthly active users worldwide as of 2025. In France, Instagram has approximately 22 million active monthly users, with the majority being younger demographics under age 35.

The social network is ideal as a marketing platform for companies targeting younger demographics. This platform offers unlimited potential for business success through relevant and effective strategies—whether you're a large reputable company, a small family store, or an entrepreneur.

Instagram is perfect for all companies wanting to increase their reputation, visibility, and reach their target audience, whether B2B or B2C.

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Why Use Instagram to Develop Your Business?

Constantly Evolving Features

It's important to note that Instagram regularly updates its platform and algorithm. Over the years, Instagram has developed numerous functionalities that are highly beneficial for businesses.

Direct E-Commerce Integration

It's now possible to make online sales directly through Instagram. The "Shop" tab allows users to discover and purchase products directly via the platform. This service is a real asset for businesses that can easily generate sales from their account—especially since 72% of Instagram users said they've purchased products via the platform at least once.

Diverse Content Formats

Instagram allows you to post:

Photos and image carousels
Short videos (Reels)
Long-form videos (IGTV)
Content guides
24-hour ephemeral Stories
Permanent Story Highlights

Stories are a real asset for Instagram when used strategically. They allow you to further humanize your brand and create authentic connections with your audience.

Influencer Marketing Opportunities

Additionally, 90% of Instagram accounts follow at least one business. This is why many commercial businesses have discovered that collaborating with influencers can be extremely lucrative and significantly increase brand awareness in a short period.

On Instagram, beauty products, sportswear, hotels, and travel brands are commonly promoted by influencers with remarkable success.

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Why use Instagram to develop my business?

It's important to note that Instagram updates its platform and algorithm on a regular basis. Over the years, the platform has developed numerous functionalities that are very beneficial for businesses. It is now possible to make online sales directly from it. The “Store” tab allows users to discover and buy products directly via Instagram. This service is therefore a real asset for businesses that can easily attract real sales from their account - especially since 72% of Instagram users said they purchased products via the platform at least once. These results are therefore not negligible.

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The social network Instagram allows you to post photos, short videos (real), long videos (IGTV), carousels, guides but also 24-hour ephemeral stories and permanent stories. Stories are a real asset for Instagram when used well. They make it possible to further humanize your brand among Internet users.

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In addition, 90% of accounts follow a business on Instagram. This is why many commercial businesses have understood that collaborating with influencers can be very lucrative and can significantly increase their brand awareness in a short period of time. On Instagram, it is mainly beauty products, sportswear but also hotels and travel that can be promoted by influencers.

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3. TikTok: The Social Network of the Moment

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TikTok has quickly become one of the most popular social platforms in the world—but is it worth using for your business?

Since its launch in 2016, TikTok now has over 2 billion monthly active users worldwide as of 2025, with the platform experiencing continued rapid growth. The exposure potential is genuinely exceptional.

Many businesses are beginning to realize they could miss out on this major marketing opportunity with such a massive, engaged audience.

TikTok is a social network that allows users to create short videos up to 3 minutes in length. The platform differs from others in that Facebook, LinkedIn, and Instagram focus mainly on image and text sharing, while TikTok has made video its primary strength.

Why Integrate TikTok Into Your Social Media Strategy?

User-Generated Content Potential

One TikTok feature that shouldn't be overlooked: it's not only a platform where you share content with followers, but it also empowers users to create their own content with the app—which is far more engaging for your brand.

When you create a video as a brand that elicits reactions or emotions from users, you're likely to be pleasantly surprised by the virality of the content and the engagement it generates.

Unique Interactive Features

TikTok users (also called TikTokers) can:

Use common sounds with other users
Perform "duets" with existing videos
"Stitch" content together
"React" to videos using green screen functionality

You'll be exposed to a much larger audience than you could ever imagine, and TikTok's unique and accurate algorithm makes it highly likely that your business posts will appear on the "For You" page (the news feed) of your ideal customer.

Algorithm-Driven Visibility

Many businesses have found tremendous success on TikTok not only because of the creativity and authenticity the platform encourages, but also because of its incredible algorithm and the visibility it offers.

TikTok gives your business access to audiences that other platforms simply don't reach. The more you invest in the platform, the more visibility you gain, allowing you to retain customers, acquire new ones, and strengthen your overall brand reputation.

TikTok is one of the best platforms in 2025 because by using a video-centric approach, you're positioned to tell your brand story in the most relevant and engaging way possible.

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4. LinkedIn: The Unparalleled Platform for Professional Relationships

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LinkedIn is the world's most extensive professional social network, with over 1.15 billion registered users and approximately 310 million active users worldwide as of 2025.

LinkedIn is simply unparalleled when it comes to building and maintaining professional relationships—and that's what makes this social platform the perfect fit for any business, especially B2B companies.

Want to understand why LinkedIn is so powerful for business? Learn more by discovering why LinkedIn is essential for building a strong employer brand by reading our comprehensive guide.

Why Should LinkedIn Be Part of Your Marketing Strategy?

Customer and Supplier Connections

The success of any business generally depends on its customer base and supplier relationships—and LinkedIn offers simple, direct connections to both! Any business can increase and develop brand awareness by leveraging LinkedIn's advanced search features to reach precise target audiences.

Network Effect and Content Amplification

By sharing valuable content on the platform, users will join your network and contribute to increasing the reach of your company's content and brand visibility exponentially.

Top Talent Acquisition

Top talent from around the world uses LinkedIn, and the platform makes it incredibly easy to connect with potential employers and recruiters while growing your professional network and industry presence.

Comprehensive Company Page Features

Using the features of a LinkedIn company page allows you to:

Reach your specific target audience
Promote your brand's core values
Maintain and nurture prospects
Strengthen relationships with existing customers
Develop your employer brand and reputation
Showcase company culture and work environment

Your employees, partners, customers, and candidates form a community that can contribute to your business growth through their engagement with your posts.

B2B Traffic Generation

As with all social platforms, you can use LinkedIn to generate significant traffic to your website. Be aware that 46% of social media traffic to B2B business sites comes from LinkedIn. Now imagine the reach you could achieve through paid advertising or by implementing a strategic LinkedIn influence campaign!

Ready to leverage LinkedIn for recruitment? See how by learning how B2B influencers transform employer branding and attract top talent by reading our proven strategies.

The Power of LinkedIn Influencers

Like all social networks, LinkedIn has its own influencers—decision-makers capable of influencing thousands of managers and executives, as well as other less prominent but equally influential profiles in their respective fields.

You'll find experts in:

Human Resources and Talent Management
Disability Inclusion
Leadership and Management
Digital Marketing
Sales and Business Development
And many other professional specialties

These LinkedIn influencers are generally followed by communities that appreciate the relevance of their positions and insights. They're identified as references in their professional sectors by those working in the same fields.

They're positioned to bring real visibility and credibility to the companies with which they collaborate on LinkedIn.

Curious about what makes these experts so effective? Understand their impact by exploring what is a B2B influencer, their definition, role, and business impact in our detailed guide.

Creating innovative, creative, and engaging content through LinkedIn opinion leaders will generate considerable traffic to your website and establish your brand as a thought leader.

Becoming a Thought Leader on LinkedIn

By creating and publishing content that's rich, relevant, and based on your unique expertise, you can, over time, become a thought leader in your sector on LinkedIn too!

Want to learn the content strategies that work? Get inspired by discovering what types of content B2B influencers post on LinkedIn to drive engagement and results.

Who knows? Maybe you'll join our LinkedIn influencer label in a few months!

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Choosing the Right Social Media Platforms for Your Business

Each social media platform offers unique advantages depending on your business type, target audience, and marketing objectives:

Facebook: Best for local businesses, B2C companies, and community building
Instagram: Ideal for visual brands, lifestyle products, and younger demographics
TikTok: Perfect for viral content, creative brands, and Gen Z audiences
LinkedIn: Essential for B2B companies, professional services, and employer branding

The key is understanding where your target audience spends their time and what type of content resonates with them on each platform.

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Ready to Amplify Your Social Media Presence With Expert Guidance?

Choosing the right social media platforms is just the beginning. Executing effective campaigns that drive real business results requires strategy, expertise, and—especially on LinkedIn—the right influencer partnerships.

At Les Années Folles, we specialize in LinkedIn B2B influencer marketing that helps companies like yours build brand awareness, generate qualified leads, strengthen employer brands, and establish thought leadership in your industry.

Why Partner With Les Années Folles?

✓ Exclusive network of vetted LinkedIn influencers across all major professional sectors
✓ Proven strategies that combine organic content with influencer amplification
✓ Complete campaign management from strategy to execution and reporting
✓ Measurable results with transparent ROI tracking
✓ Long-term partnerships that build authentic brand credibility

Don't navigate social media marketing alone. Let our team of experts help you choose the right platforms and execute campaigns that deliver exceptional results.

Let's Build Your Social Media Success Story

Contact Les Années Folles today to discuss your social media marketing goals and discover how our LinkedIn influencer network can amplify your brand's reach, engagement, and business impact.

Want to dive deeper into LinkedIn strategy first? Download our complete B2B Influencer Marketing eBook to learn our proven framework for LinkedIn success.

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Which Social Media Platforms Should Your Business Use in 2025?

Here’s what’s inside this post:

The Power of Social Media: Statistics You Can't Ignore