The Ultimate Social Media Guide: Which Platforms Your Business Actually Needs
Social media isn’t one-size-fits-all. The biggest mistake brands make? Trying to be everywhere instead of focusing on the platforms that actually drive results.
Each platform has its own audience, strengths, and risks. Some are essential for visibility and engagement, while others may be a waste of time—or even a risk to your brand reputation.
This guide breaks down:
Which platforms suit your industry
Best content formats for engagement
Image sizes, character limits, and content strategies
Potential risks to consider before investing time into a platform
1. Instagram: The Visual Powerhouse
Best for: E-commerce, fashion, beauty, hospitality, food, fitness, lifestyle, personal brands
Avoid if: Your business has no visual appeal or cannot commit to consistent content
Instagram is essential for visual-driven businesses. If your audience is under 45, this is where they are spending their time. The platform prioritises Reels and engaging Stories over static posts.
Works well for:
E-commerce and retail – Instagram Shopping, influencer marketing, product showcases
Restaurants and travel – Food photography, location tags, behind-the-scenes content
Fashion and beauty – Tutorials, product demos, influencer partnerships
Key content types to focus on:
Reels (1080x1920px, 9:16 aspect ratio) – Instagram prioritises short-form video over everything else
Stories (1080x1920px) – Polls, Q&As, countdowns, and interactive stickers increase engagement
Carousel Posts (1080x1080px or 1080x1350px) – Great for step-by-step guides and storytelling
Instagram Shopping – If you sell products, turn your page into a shoppable storefront
Key Instagram limits:
Caption limit: 2,200 characters (best engagement is under 125 characters)
Hashtags: Up to 30 (best results come from using 5-7 targeted ones)
Instagram Strategy Tip: Reels are Instagram’s priority. If your brand isn’t posting video content, your reach will suffer.
2. X (Formerly Twitter): Fast-Paced and High-Risk
Best for: Tech, finance, journalism, media, customer service, thought leadership
Avoid if: You want to maintain a neutral brand reputation
X (Twitter) is useful for real-time updates, customer service, and industry networking, but it comes with reputation risks. The platform has become politically polarised, and brands need to consider whether it aligns with their values before investing.
Works well for:
Tech and finance brands – Industry insights, breaking news, networking
Media and journalism – News updates, expert commentary
Customer support-heavy brands – Airlines, retailers, and banks use it for fast responses
Key content types to focus on:
Text-based updates – News, industry commentary, or thought leadership
Threads – Best for storytelling and breaking down complex topics
Live tweets from events – Conferences, launches, or industry news coverage
Key X limits:
Standard post: 280 characters
X Premium users: Up to 25,000 characters (not recommended for engagement)
X Strategy Tip: If your brand is politically neutral, think carefully before engaging in controversial topics. Unlike other platforms, mistakes on X tend to escalate quickly.
3. LinkedIn: The Professional Network
Best for: B2B, corporate brands, finance, recruitment, personal branding
Avoid if: Your brand has no professional or industry relevance
LinkedIn is ideal for B2B companies, consultants, and industry leaders looking to establish authority. The platform is business-focused, and casual, viral-style content doesn’t perform as well as it does on Instagram or TikTok.
Works well for:
B2B and SaaS brands – Thought leadership, case studies, and whitepapers
Finance and professional services – Industry insights and company updates
Recruiters and HR – Employer branding, hiring posts
Key content types to focus on:
Short-form posts (200-500 words) – Best for engagement
Articles (1,500+ words) – Best for in-depth thought leadership
LinkedIn newsletters – A growing feature for consistent audience engagement
Key LinkedIn limits:
Post character limit: 3,000 characters
Article character limit: 110,000 characters
Hashtags: No official limit, but 3-5 per post is best practice
LinkedIn Strategy Tip: Posts that start with a strong hook and use line breaks for readability perform best. Avoid overly corporate-sounding language.
4. TikTok: Viral Potential and High Engagement
Best for: Consumer brands, entertainment, fashion, food, beauty, fitness
Avoid if: Your brand cannot produce short-form video content consistently
TikTok is the fastest-growing social media platform, but it’s not for every brand. It requires high-energy, informal, and fast-paced content to succeed. If your audience is under 35, it’s worth considering.
Works well for:
Fashion and beauty – Try-on hauls, tutorials, influencer collaborations
Food and hospitality – Recipes, behind-the-scenes footage
Fitness – Workout tips, trainer insights
Key content types to focus on:
Short-form video (1080x1920px, 9:16 ratio, under 60 seconds)
Trendy sounds and challenges – Best way to get algorithm traction
Educational content – Quick tips and how-to guides perform well
Key TikTok limits:
Caption character limit: 2,200 characters
Hashtags: No official limit, but 3-5 per post works best
TikTok Strategy Tip: The first 3 seconds of your video determine whether people will keep watching—hook them immediately.
5. Pinterest: Search-Driven and Highly Underrated
Best for: E-commerce, fashion, beauty, home decor, food, travel
Avoid if: Your content isn’t visually appealing or evergreen
Pinterest isn’t just a social platform—it’s a visual search engine. It’s ideal for brands with evergreen content that people actively search for, like DIYs, recipes, fashion inspo, and home decor ideas.
Works well for:
Home decor brands – Interior design tips, before-and-after images
Food brands – Recipes and meal planning
Fashion and beauty – Seasonal trends, style inspiration
Key content types to focus on:
Standard Pins (1000x1500px) – High-quality images with text overlays
Idea Pins – Multi-image posts (similar to Instagram Stories but permanent)
Keyword-optimised descriptions – Helps with discoverability
Key Pinterest limits:
Pin description: 500 characters
Board title: 100 characters
Pinterest Strategy Tip: Keywords matter more than hashtags. Treat your Pin descriptions like SEO metadata.
6. Bluesky: The Twitter Alternative (Claim Your Username Now)
Best for: Early adopters, tech and media brands, personal brands
Avoid if: You need an established audience immediately
Bluesky is still in beta mode, but if X (Twitter) no longer fits your brand, this is the next-best alternative. Since usernames are still available, brands should claim their handles now before the platform scales up.
Works well for:
Journalists and media brands
Tech startups and digital communities
Personal brands looking to move away from X
Bluesky Strategy Tip: Since it’s still new, now is the best time to establish your brand presence before it becomes saturated.
Final Thoughts: Which Platform is Right for You?
If your brand is visual, go for Instagram, Pinterest, and TikTok.
If you’re B2B, LinkedIn is essential.
If real-time engagement matters, X (Twitter) or Bluesky may be worth it.
The key is choosing platforms that align with your business—not trying to be everywhere at once.
Need help building a smart social media strategy? Honest London can help, contact us at info@honestlondon.co.uk.