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Social media getting started

There can be no doubt that social media has become an effective marketing tool for a wide variety of businesses. Social media users crave authentic interaction with the brands they follow.

However, not all social media platforms are necessarily right for your business, and the impact of different types of content varies by platform. In fact, it is recommended to post different content to different platforms. So which platform(s) are right for you? And what should you be posting? And importantly, ask yourself whether you have the time to maintain multiple channels consistently?

First of all, you need to determine which platforms your audience use. Then you can match your objectives, audience and content with the right platform.

Let’s take a more in depth look at each platform, their demographics, uses and content types to help you get the most out of each platform.


According to Statista, the social networking app is still the most popular social media platform in the world.


  • 52% of Facebook users in the UK are female

  • The majority of UK Facebook users are aged 25 to 34

  • UK Users aged 65+ have increased from 4% in 2019 to 9% in 2020, with 52% being women

Types of posts:

Video, images or carousels, Go live, Reels, Link, Question, Event

Facebook is ideal for promoting businesses B2C, lifestyle, consumer products and services.

How the platform can be used for a small business:

Many different content types do well, but it’s a good idea to use content that shows a different side of your company. It is important to be aware that Facebook is a very personal space where users look for news from friends and family. Facebookers don’t tend to follow B2B businesses here. Any sponsored content should be carefully considered so as not to unwillingly interrupt your audience’s feed and cause annoyance.

Ideas for content:

Tell a story

Share behind the scenes content

Ask your followers questions


Blog content

Create an event


Another social networking app also owned by Facebook. It’s primary purpose is for visual story-telling with photos or video. People come to their feed to be inspired. Hashtags feature heavily and are a very effective way of reaching your target audience, so do some research into which hashtags are relevant to your business and which hashtags your audience is likely to follow. Updates to how feeds are displayed are slowly being tested and rolled out globally. This will involve an option to switch between different feeds within your account, including a purely chronological feed, and a ‘favourites’ feed which users can switch between.


  • There were 27 million Instagram daily active users in the UK in 2021

  • In December 2021, Instagram had around 28.4 million users in the United Kingdom (UK)

  • Most Instagram users in the UK are aged 25 to 34

Types of posts:

Video, images or carousels, Story, Reel, Live

We would only recommend using this platform if you have good quality imagery. Due to the visual nature of the platform, businesses that do well include, retail, photography, lifestyle.

How the platform can be used for a small business:

Introduce new types of content to your account to keep your audience engaged.

Content ideas:

Create a weekly challenge

Add product teasers

Run a flash sale in stories

Run an interview

Broadcast a live “How to” video


The main purpose of Twitter is to connect people and allow them to share their thoughts, feelings and opinions with the world. Twitter is a fast moving news feed. To have impact, you need to engage and be on top of industry news.


  • Twitter users in the UK are spread evenly, with 56% being men and 44% women

  • The primary age group for Twitter users in the UK is 25 to 34 years

Types of posts:

Links, images, Quotes, Poll, Retweets

How the platform can be used for a small business:

Twitter is a social platform, which lends itself more to discussion, so don’t just tweet and run. Ask questions, reply to customers and get involved in conversations.

Content ideas:

Tweet a Twitter Poll

Tap into trending topics

Ask for feedback about a new product

Share industry news

Answer FAQs

Twitter is suitable for businesses of scales, and is the ideal platform for communicating directly with your fanbase.


The mission of LinkedIn is simple: connect the world's professionals to make them more productive and successful.


  • In December 2021, LinkedIn had over 33 million users in the United Kingdom

  • The largest age group of UK LinkedIn users is from 25 to 34 years

  • LinkedIn users in the UK are spread fairly evenly, with 57% being men and 43% women

Types of posts:

Articles, video, image, event, poll

How the platform can be used for a small business:

LinkedIn is an online networking platform, and you should treat it as such. Engage in conversation, join groups and remember to like and comment on relevant posts.

LinkedIn statistics state that Video is 5x more likely than other types of content to start a conversation among members.

Ideas could include:

Interviews with members of staff

Images featuring statistics

Product launches

Celebrating company milestones

Highlighting staff achievements

LinkedIn is most suitable for B2B marketing and networking with industry professionals.


In 2021, the number of active users on TikTok in the UK reached 13 million, meaning that it’s increasingly likely the platform is here to stay. If you’re not one of those 13 million users, then here is a quick guide. TikTok is a video-sharing network that allows you to watch and create short video clips by applying creative filters and adding music.


  • In 2020, there were 6 million active TikTok monthly users in the UK

  • The largest share of users (26%) in the UK is aged 18-24

  • In 2020, 65% of TikTok users were female, while 35% were male

Types of posts:


How the platform can be used for a small business:

Tiktok is meant to be fun, so use it show the lighter side of your business.

Ideas could include:

Behind the scenes

How to use your products

Flash sales and offers

Product teasers

Start a hashtag challenge – great way to spread brand awareness


Originally designed for one-to-one photo sharing, Snapchat now has a range of other capabilities, including sending videos, live chat, messaging, and sharing a chronological “story” that’s broadcasted to all your followers.


  • Statista reports that 77% of users in the UK are aged between 18-24

  • Again, a relatively even spread with 54% of those users were female and 46% were male

Types of posts:

Video, image

How the platform can be used for a small business:

Another great platform for showing the fun side of your business.

Ideas could include:

Flash sales

Big reveals

Q&A sessions

Allow an Influencer “Takeover” to take over your account. (ensuring the Influencer is fully briefed and trusted to deliver on brand values and messaging!)

Snapchat is another platform with a young following, businesses offering a youth products and services would most benefit from this platform, particularly fashion and beauty.


YouTube provides a simple way for people to store videos online and share them with others.


  • As of May 2021, approximately 57% of UK users were male and 43% were female

  • The most active age group were aged between 25-44 years

Types of posts:

Video, short, live

Content ideas for using the platform as a small business:

Explainer video


Product showcase

Behind the scenes

Product launch

Company culture

Businesses offering both B2B and B2C services that benefit from tutorials such as user guides, DIY tips, recipes, and consumer products.

To summarise...

Determine which platforms your audience use. Then you can match your goals, audience and content with the right platform. Remember, social media is designed by its very nature to be social! Engagement is key across all platforms, ensuring tone of voice is suitable for each channel and in line with your core brand values and messaging. Consider tagging like-minded businesses and influencers where relevant to help grow your audience.

We would also recommend that you evaluate how much time you have to effectively manage each platform. It is better to have one platform where you post consistently and slowly build a loyal audience, than to try to run multiple channels that you struggle to produce content for and only update sporadically.

If you need any support putting together a social media strategy for your business, please get in touch with a member of our team. We would be happy to help you get started.

Unless stated, stats courtesy of cybercrew 01/22.