As a social media consultant, I get asked this question all the time: Which social media platform should I use for my business. And my answer is always the same: It depends.
Of course, there are many variables to consider when determining your marketing strategy, and your use of social media platform(s) should be part of that strategy. And your personal preferences, or available resources, must be part of the decision making process. If you hate yourself on video, YouTube may not be your first or best choice of social channels for your business. If you don’t have a smartphone, Instagram won’t work for you.
But ultimately, for most businesses, I think there’s actually another question which will help you to answer the platforms question. It’s whether you want to own a farm or fish in a river.