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The Great Platform Debate: Which Social Media Channel Suits Your Industry Best?
- Emma G
- May 22, 2025
- 8 min read
Table of Contents
Introduction
Facebook
Instagram
LinkedIn
TikTok
X (formerly Twitter)
YouTube
So, Which Platform Is Right for Your Business?
B2B Businesses: Build Authority, Credibility and Pipeline
B2C Businesses: Engage, Entertain and Inspire
How Much Should You Invest?
How to Find the Agency for You and Your Socials
Extract
Australians have created over 86 million social media accounts across Facebook, Instagram, YouTube, LinkedIn, TikTok, and X, a number that exceeds our population due to multi-platform usage.
With audiences scattered across channels, the smartest strategy isn’t to be everywhere, it’s to understand your audience and choose the right platforms for your business.
B2B brands should focus on LinkedIn, YouTube, and X for building credibility, educating audiences, and establishing authority.
B2C businesses will thrive on Instagram, TikTok, and Facebook, where visual content and storytelling drive engagement and conversions.
Choose platforms that align with your goals, invest consistently, and don’t hesitate to outsource to an agency that understands your industry.
Introduction
Let’s face it, we’re all guilty of checking social media too often.
It’s market research...right?
Whether you're scrolling as a consumer (B2C) or being targeted by another business through a work channel (B2B), you’re already part of the digital marketing ecosystem.
With all the constant social media updates and trends, choosing the right platform can feel overwhelming. That's why Dream Big Marketing is breaking it down for you platform by platform, so you can confidently decide which social media platforms to focus on for your business.
If Facebook was your first social media account, you’re not alone. In 2024, it’s still Australia’s most-used platform, with 78% of internet users aged 16–64 logging in every month.
While Facebook's demographic now skews slightly older, that audience tends to have larger friend networks and longer daily usage, making them highly engaged. From Marketplace listings to business pages and event promotions, Facebook offers a full suite of tools for community building and local discovery.
Meta Ads Manager also lets you run integrated campaigns across Facebook and Instagram, a powerful combo for brand storytelling and retargeting.
Facebook Stats
Monthly Active Users: Approximately 22.7 million Australians, accounting for 82.9% of the population.
Content Activity: Globally, the average Facebook page posts about 1.73 times per day.
Dominant Demographics: The largest user group is aged 25–34. Women slightly outnumber men, comprising 52.4% of users.
Instagram may share its parent company with Facebook, but it’s got its own distinct identity. In 2024, around 1 in 5 Australian businesses are using Instagram as part of their social media strategy.
With nearly half the country actively on the platform, it’s a missed opportunity for many brands not tapping into where their audience is already spending time. Why is instagram so popular?
It comes down to polished visuals, FOMO-driven Stories, and interactive features like Reels and Highlights. Instagram excels as a visually-led platform, ideal for lifestyle brands, fashion, food, and influencers.
It’s casual, creative, and fun and when paired with targeted ads and shoppable posts, it becomes a conversion powerhouse.
Instagram Stats
Monthly Active Users: Around 14.3 million Australians, representing 65.2% of internet users.
Content Activity: It's estimated that around 1.3 billion photos are shared on Instagram globally, daily.
Dominant Demographics: Predominantly used by women aged 25–34.
If Facebook is for friends and family, LinkedIn is for work and wins.Often described as the “corporate Facebook,” LinkedIn has grown steadily in Australia, now boasting 15 million users.
It’s where B2B decision-makers, job seekers, and thought leaders connect, making it a must-have for companies targeting professional audiences.
LinkedIn’s ad platform is robust, offering sponsored content, InMail, carousel and video ads, all with hyper-specific targeting by industry, job title, company size, and more. Businesses use LinkedIn to build authority, attract talent, and generate leads.
LinkedIn Stats
Monthly Active Users: LinkedIn has over 1.15 billion global monthly active users.
Content Activity: LinkedIn users collectively publish between 2 and 4 million posts per day, amounting to approximately 60 to 120 million posts globally each month.
Dominant Demographics: Over 50% of users are aged 25–34, with a male majority (56.5%).
TikTok
What started as a lip-syncing app is now Australia’s fourth most-used platform. Globally, people spend more time on TikTok than any other social platform.
TikTok’s success lies in its highly addictive algorithm, serving users content that feels almost psychic. For brands, this means huge viral potential, especially when collaborating with creators or jumping on trends.
Remember when you’d open the app and completely lose track of time? Now, screen time reminders are built in, a nod to how engaging the platform is.
TikTok is most popular among Gen Z and Millennials. While it’s still dominated by B2C content, B2B marketers are beginning to test the waters.
Think less polish, more personality. If your brand can be bold and move quickly, TikTok is worth exploring.
TikTok Stats
Monthly Active Users: Approximately 8.5 million Australians, equating to nearly one-third of the population.
Content Activity: Globally, about 23.56 million videos are uploaded daily.
Dominant Demographics: Majority of users are aged 18–24, with a slight female majority.
X (formerly Twitter)
Twitter, now rebranded as X, is still the go-to for real-time conversations. Whether it’s breaking news, industry updates, or live event commentary, X is where thought leaders, journalists, and tech-savvy users come to engage.
For brands, X works best for customer service, public relations, and establishing a voice. Both B2B and B2C companies use it for quick updates, product drops, or even memes (if your brand tone allows it!).
With ad types like promoted tweets, trends, and Spaces (their audio feature), X supports timely, targeted messaging if you can keep it short and snappy.
X Stats
Monthly Active Users: Approximately 5.25 million Australians, representing 19.6% of the population.
Content Activity: Globally, around 500 million tweets are posted daily.
Dominant Demographics: In Australia, 67.3% of users are male.
Youtube
It seems like every kid in a pram these days has an iPad with a huge rubbery case, blasting CoComelon or dancing fruit videos, going from training nappies to training for the social media world. For the older generation, it might bring back memories of ancient memes or the hyper-capitalist beauty guru era.
YouTube remains the leading platform for long-form video content and deep engagement. Whether it’s product demos, educational content, or brand storytelling, YouTube is where users come to watch, learn, and connect at their own pace.
For brands, YouTube is ideal for building trust, showcasing expertise, and boosting SEO. Both B2B and B2C companies use it for how-to videos, behind-the-scenes content, testimonials, and thought leadership.
With ad formats like skippable in-stream ads, bumper ads, and YouTube Shorts, the platform supports versatile, high-impact messaging, perfect for driving both awareness and conversions.
YouTube Stats
Monthly Active Users: Approximately 20.9 million Australians, representing 77.9% of the country's total population.
Content Activity: Globally, over 720,000 hours of video are uploaded daily, equating to approximately 30,000 hours per hour.
Dominant Demographics: In Australia, YouTube's audience is fairly balanced, with 50.7% female and 49.3% male users.
So, Which Platform Is Right for Your Business?
The best approach is always data-driven. Don’t just follow trends, go where your audience actually is. Start by understanding your customer demographics and ask: Where are they spending their time?
Focus on one or two platforms where you can build real engagement.Spreading yourself too thin across every channel can dilute your message and drain your resources.
Getting social isn’t just about staying visible. It’s about building trust, relationships, and long-term momentum. Don’t just connect, then ghost your audience…ouch.
When choosing the right platform for your business, let’s break down the social media landscape by what works best for B2B vs B2C.
B2B Businesses: Build Authority, Credibility and Pipeline
If you're targeting other businesses, your audience is often time-poor and value-driven. Platforms that support thought leadership, lead generation, and professional credibility are essential.
Here are some examples across a few key industries:
Professional Services (Legal, Accounting, Consulting)
Your clients want to know they’re in capable hands. Use LinkedIn to share practical insights, client success stories, and case studies that highlight your expertise.
Then, back it up with Meta retargeting ads and storytelling that builds familiarity and trust.
Technology & SaaS
Got a great product? Make sure people actually get it. LinkedIn is ideal for sharing product explainers, hosting webinars, and positioning your team as industry thought leaders. YouTube can also be used for similar content, especially in a longer-form video format.
X (formerly Twitter) is great for quick tech takes, feature updates, and keeping your brand in industry conversations.
Financial Services & Fintech
Credibility and clarity are everything here. Use LinkedIn to connect with decision-makers and position your brand as a trusted advisor.
Facebook can help drive lead generation with educational content, while YouTube is a strong channel for breaking down complex topics in a digestible way.
Healthcare & Medical Services (B2B)
This space thrives on trust and relationships and LinkedIn is just that. LinkedIn is also great for building partnerships and thought leadership.
On Meta, focus on re-marketing strategies and telling human-centric stories that resonate with both practitioners and stakeholders.
B2C Businesses: Engage, Entertain and Inspire
B2C audiences are all about lifestyle, entertainment, value, and visual appeal. Your goal? Stay top-of-mind, spark emotion, and inspire action with content that feels fun, helpful, or just plain scroll-stopping.
Here are a few examples by industry:
Retail & Ecommerce
Think visual, fast, and clickable. Instagram, Facebook, and TikTok are perfect for product discovery, influencer collabs, and driving direct conversions.
Meta Ads are great for retargeting abandoned carts and nudging shoppers toward checkout.
Hospitality, Travel & Events
It’s all about the experience. Use Instagram Reels, Stories, and YouTube travel vlogs to give people a taste of what they’re missing.
For announcements, RSVPs, and community buzz, Facebook still pulls weight.
Health, Wellness & Fitness
Show the journey, not just the results. Instagram and TikTok thrive on transformations, quick tips, routines, and real-life motivation.
Use YouTube for deeper dives, from workout classes to expert interviews.
Education & Online Learning
Keep it engaging and informative. Meta platforms are great for building student communities, while YouTube shines for explainer videos and testimonials.
For professional and executive education, LinkedIn is your go-to.
Beauty & Personal Care
TikTok and Instagram are your brand’s playground. Jump on trends, share product demos, and get influencers involved to reach younger, style-savvy audiences.
Tutorials, transformations, and challenges are all fair game.
How Much Should You Invest?
Running a business already takes up most of your day, so trying to build a full social media presence on top of that can feel impossible. The truth is, you don’t need to be on every platform, just the ones where your audience actually spends their time.
Most small businesses do best by focusing on one or two channels, like LinkedIn and YouTube for B2B, or Instagram and TikTok for B2C. You should aim to spend around 3-5 hours a week on planning, creating, and posting content, more if you're also engaging and responding to your community.
If you're managing it yourself, use tools like Canva for design, Later or Meta Business Suite for scheduling, and content calendars to stay organised. There’s also no shame in outsourcing, many business owners turn to social media agencies who understand their industry, know what works on each platform, and help drive real results without draining your time.
How to Find the Agency for You and Your Social media Channels
The right agency doesn’t just post for you they partner with you to drive growth.
Whether you’re a fast-scaling B2B brand or a lifestyle-driven B2C business, your agency should understand where your audience is and how to engage them with purpose.
Here’s what to look for when choosing a social media agency to run your social media channels:
Platform expertise
They should help you identify where your audience actually spends time, not just follow trends
Strategic content planning
A good agency crafts messaging aligned to your goals and your audience’s intent
Performance-focused campaigns
It’s not about vanity metrics; it’s about generating leads, conversions, and growth
Data-driven optimisation
Look for transparency, testing, and a clear path to ROI
Operational support
The right partner will free up your internal team while still collaborating closely on direction
Find a team that sees your social channels as a revenue and relationship engine not just a place to post.
Need a head start?
Download your free 30-day social media content calendar from Dream Big Marketing and start showing up where your customers already are.
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