As a business owner, you are aware that social media is essential to your success. It helps you reach existing customers and clients, gain the attention of potential customers and clients, and establishes your online presence. The complicated factor is there are so many social media platforms. It certainly isn’t feasible to be active on all of them – at least, not successfully. So, how do you decide which one is right for your business? There are a lot of factors to consider. We’ve identified the most popular platforms and why your business would be the right fit.

Facebook

With over 2 billion users, it goes without saying that Facebook is an excellent starting point for your social media presence. For B2C companies (Business-to-Consumer), Facebook allows you the opportunity to engage directly with your customers and allows your customers to leave reviews. Not only that, but the advertising platform is a great way to target specific audiences under a variety of demographics and interests.

Twitter

With over 330 million users, Twitter is a platform that is all about the quick, easy to read messages. With a limit of 280 characters per tweet, you can utilize this platform to share company news, articles, quotes, and your company’s personality. Many businesses also use Twitter as a way of providing customer service. Most Twitter users are under the age of 50, so keep this demographic in mind when considering this platform.

LinkedIn

For the B2B business, you will want to join this platform to generate new leads. LinkedIn gives you the chance to establish you as a thought leader in your field through the content you share with your followers and connections. However, when you join this platform, make sure you engage with other posts as well. It can be easy to get lost in focusing on your own content.

TikTok

TikTok has over 500 million users, with their primary users being teens and young adults between the ages of 16 and 24. If that is your business’ target audience, this platform should be one of your top priorities. However, don’t go into the platform blind. Be sure to see how other users are sharing content. TikTok is all about fun and creative content, but as with any social media platform, be true to yourself.

Instagram

With over 1 billion users, Instagram provides businesses a way to reach their customers in a unique, visual way.  With this platform, you will want to showcase the service or product you provide to your customers. Instagram stories offer a way for you to advertise to your customers and reach new audiences. Creativity is essential when joining this platform. So, if you have the skillset, this platform is a great way to draw in new customers and reach existing ones.

Overall, social media is an excellent – and most of the time, free – way to promote your business and connect with your customers. Before you go out and sign up for every single platform available, do a little research and figure out which platform lines up with the type of content you want to share with your customers or clients.

This article originally appeared on Real Talk Enterprise.