I recently started working with a client who hired me specifically to help her build a content strategy for LinkedIn. As a recruiter, all her business came through that platform, so naturally, it made sense to focus there.

But after a quick strategy session, I told her, “We’re not stopping at LinkedIn. We’re going to share your content on Instagram and Facebook too.”

She was curious—why branch out if all her leads come from LinkedIn?

Here’s the thing: different platforms reach different people.

LinkedIn is filled with professionals actively looking for jobs or candidates. That’s your “hot” audience—they already know they need someone like you.

But on Instagram and Facebook? That’s where your friends, family, and old college roommates hang out. They might not need a recruiter right now, but once they see what you do, they’ll remember you. Maybe their cousin’s looking for a job. Maybe their company is hiring. Either way, you’ve just planted a seed.

By showing up in more places, we’re not just building visibility—we’re building trust and top-of-mind awareness. And that’s what makes content marketing work.

Each social media platform has its own personality and attracts a specific slice of your target market. Understanding this can help you create focused, efficient content that truly connects. Let’s break it down:

1. Facebook: The Community Builder

Best for: Local reach, families, Gen X, older Millennials
Why it works: Facebook is the digital version of the neighborhood bulletin board. It’s ideal for building relationships, sharing behind-the-scenes updates, and engaging in local community groups.

How to use it:

• Create a business page with clear contact info and reviews.
• Post event updates, stories, and customer testimonials.
• Join or create community groups related to your niche.

Ideal for: Family-focused businesses, local services, restaurants, and wellness professionals.

2. Instagram: The Visual Storyteller

Best for: Millennials, Gen Z, lifestyle brands, creative industries
Why it works: Instagram is where people go to be inspired. With its visual-first design, it’s perfect for showing off your products, personality, and brand story.

How to use it:

• Post high-quality photos or short videos of your products/services.
• Use Stories for real-time updates or “day in the life” content.
• Reels are great for educational or entertaining short-form content.

Ideal for: Fashion, food, beauty, fitness, creatives.

3. LinkedIn: The B2B Connector

Best for: Professionals, B2B services, consultants, coaches
Why it works: LinkedIn is a professional networking platform where decision-makers hang out. If you’re selling to other businesses, this is your zone.

How to use it:

• Share thought leadership posts or helpful business tips.
• Network with industry peers and potential clients.
• Publish blog-style articles to boost authority.

Ideal for: Consultants, freelancers, service providers, B2B startups.

4. TikTok: The Trend Setter

Best for: Gen Z, young Millennials, viral marketing
Why it works: TikTok is playful, fast-paced, and creative. It’s a great place to showcase your brand’s personality and reach people in a fun, low-pressure way.

How to use it:

• Hop on trends and put a creative twist on them.
• Share quick how-tos, product demos, or behind-the-scenes videos.
• Be authentic—people love raw, real content here.

Ideal for: E-commerce, entertainment, education, quirky brands.

5. Pinterest: The Idea Generator

Best for: Women 25–54, planners, DIYers, buyers in discovery mode
Why it works: Pinterest is less about social networking and more about searching and saving ideas. It’s a hidden gem for driving traffic to your website or online shop.

How to use it:

• Create Pins linked to blog posts, products, or tutorials.
• Use keywords in your Pin descriptions for searchability.
• Organize content into helpful boards.

Ideal for: Home decor, events, crafts, fashion, wellness.

Work Smarter, Not Harder

Utilizing the platforms the way they are intended can have some big benefits. For example, a business Instagram page requires a business Facebook page, and when you post to your Instagram, it automatically posts to your Facebook page! Double the impact for the same amount of work. And don’t worry about duplicating posts – while a minor tweak might be a good idea, having your posts consistent across each platform is great for consistent messaging.

The goal is simple: Be where your people are—and speak their language when you get there.

And let’s talk! We are experts at developing strategic content for small businesses that feed not only blogs but also social media posts and newsletters. I make each of these aspects work together to create interesting, attractive, and—most importantly—effective digital content. Drop me a line, and let’s chat about how BW Concepts will work our digital magic for you to take your digital footprint to the next level.