You don’t need to be everywhere. You need to be where your customers already spend time, and to show up there consistently.
In this guide
- Start with one or two platforms you can keep up with, not every network at once.
- YouTube and Facebook reach the most U.S. adults, according to Pew Research Center’s 2025 survey.
- Match the platform to your customers and to the kind of content you can make.
- Claim your business name on the main platforms even if you won’t post there yet.
Every new platform promises customers. Every platform also wants your time. The goal is to pick the few that fit your business and do them well.
Where U.S. adults are
Pew Research Center’s 2025 survey of U.S. adults found these shares saying they ever use each platform:
| Platform | U.S. adults who use it |
|---|---|
| YouTube | 84% |
| 71% | |
| 50% | |
| TikTok | 37% |
| 32% |
Big numbers don’t settle it, though. Use differs a lot by age, and a platform where your customers rarely go won’t help, however large it is.
Three questions to decide
- Where do my customers already spend time? Ask them. A quick question at checkout or in an email works.
- What can I make every week? Photos of finished work suit image-led apps; showing how something’s done suits short video; announcements and events suit Facebook.
- What do I want people to do? Book, call, visit, buy online? Choose a platform where that action is easy.
Pro move: If you’re unsure, start with one platform where you can post photos or short videos, plus a complete Facebook page with your hours, location and contact details. Many customers check it before they visit.
Set up profiles that work
- Use the same name, photo or logo and short description everywhere.
- Add your hours, address, phone number and website link.
- Pin a post that tells newcomers what you do and how to buy.
- Claim your business name on the other major platforms too, so nobody else takes it.
What comes next
Once you’ve chosen, plan your posts so the account doesn’t go quiet. Our guide to building a content calendar shows how, and measuring what works helps you decide whether a platform is earning its place after a few months.
FAQ
Should I post the same thing everywhere?
You can share the same idea, but adapt the format: a vertical video for short-video apps, a photo and a short caption elsewhere.
Do I need a business account?
Business or professional accounts usually unlock contact buttons and basic statistics, which are worth having.
How often should I post?
Consistency beats volume. Two or three good posts a week you can sustain are better than a burst followed by silence.
General information for U.S. businesses, not legal advice. Platform features and rules change often, so check the FTC’s guidance and each platform’s current policies before you act.
