Which Social Network Should You Be On?
One of the most common mistakes small businesses make is trying to be everywhere at once: Facebook, Instagram, TikTok, LinkedIn, YouTube, Twitter/X. They produce mediocre content for all of them. The result: no platform gets enough attention, and there are no results on any of them.
The right approach: choose 1 to 2 networks that match your target audience, and go deep.
Facebook: Still a Major Player
With billions of active users worldwide, Facebook remains one of the largest social networks. It's suited for: local businesses (plumbers, contractors, beauticians, restaurants), audiences aged 30+, paid campaigns (Meta Ads), and local community groups.
Instagram: Visual and Effective
A visual platform that works excellently for businesses that have "something to show": before and after, work process, products, food, fashion. Average user age: 18 to 40. Suited for: interior design, food and cooking, fashion, beauty, fitness, travel.
TikTok: The Fastest Growth
TikTok is no longer just for teens. It has hundreds of millions of active users globally, and the average age is rising. The big advantage: organic content can reach tens of thousands of views without spending a dollar on advertising. That's something that hasn't happened on Facebook or Instagram in years. Suited for businesses that can produce interesting, educational, or entertaining content.
LinkedIn: For B2B and Professionals
If your customers are businesses, managers, and professionals, LinkedIn is your platform. Lawyers, accountants, business consultants, technology solution providers: all can build a strong professional image there.
WhatsApp: The Secret Weapon
In many markets, WhatsApp isn't just a messenger; it's a real marketing tool. Neighborhood groups, broadcast lists (WhatsApp Broadcast), customer service: all work excellently. WhatsApp Business offers a product catalog, automated messages, and labels for customer management.
Organic vs. Paid
One of the most common questions: "Do I need to pay, or is posting regular content enough?"
The honest answer: organic-only content on Facebook and Instagram in 2026 reaches between 1% and 5% of your followers. The platforms reduce organic reach to get you to pay. So yes, without money, it's hard to reach new people.
What Organic Content Can Do
- Build trust with existing followers
- Demonstrate expertise (content that explains, teaches, engages)
- Create a "content environment" that converts when a paid visitor arrives
- Generate shares (viral moments): rare, but it happens with great content
What Paid Does That Organic Cannot
- Reaches people who don't know you
- Targets precise segments (age, location, interests, behavior)
- Can be precisely measured and optimized
- Scalable: small success leads to increased budget
How Many Posts Per Week?
Here, more is not always better. Research from HubSpot and Sprout Social shows:
- Facebook: 3 to 5 posts per week (quality over quantity)
- Instagram Feed: 3 to 4 posts per week
- Instagram Reels: 3 to 5 Reels per week (the format with the highest reach)
- TikTok: 1 to 3 videos per day for organic growth (yes, that's a lot, but it's how the platform rewards creators)
- LinkedIn: 2 to 4 posts per week
The rule: 3 excellent posts per week beat 7 mediocre ones. Facebook and Instagram reward content that gets engagement (likes, comments, shares). Content that people skip past hurts the overall reach of your page.
Meta Ads: What Works?
Meta Ads (Facebook + Instagram) is the most widely used paid platform for small businesses, and for good reason. It allows precise targeting, low minimum investment, and full integration between both networks.
What Works Well for Small Businesses on Meta Ads
- Lead Generation Ads: the customer fills out a form directly on Facebook/Instagram without leaving the app. Conversion rates are high because friction is minimal.
- Retargeting (Remarketing): advertising to people who visited your website but didn't reach out. These are the warmest leads since they've already shown interest.
- Video Ads: a 15-to-30-second video explaining what you do with a clear CTA. Costs less per view than static images and attracts more attention.
- Lookalike Audiences: upload a list of existing customers. Meta finds similar people and advertises to them.
What Doesn't Work
- Campaigns with no defined audience ("everyone in the country")
- Generic stock photos. People scroll right past them
- Creative that doesn't stop the scroll within 1 to 2 seconds
- Sending people to the homepage instead of a specific landing page
- A campaign left running without checks. Meta requires ongoing optimization
How to Measure ROI
One of the biggest challenges of social media marketing is measuring whether it's worth it. Here's a simple framework:
Metrics to Track
- CPL (Cost Per Lead): how much does one lead cost you? (budget divided by leads). A reasonable range: $8 to $55 depending on the industry.
- CPA (Cost Per Acquisition): how much does one paying customer cost? (budget divided by closed customers). This is the number that matters.
- ROAS (Return on Ad Spend): for every dollar you invested in ads, how much revenue did you generate? A ROAS of 3 (300%) is considered average. Above 5 is very good.
- CTR (Click Through Rate): the percentage of people who clicked on the ad. Below 1% means a creative problem. Above 2% is good.
The Right Way to Calculate ROI
Let's say you invested $800/month in Meta Ads. You received 60 leads. From those, you closed 8 customers. Each customer paid an average of $700. Revenue: $5,600. ROI: ($5,600 minus $800) divided by $800 = 600%. That's a ROAS of ~7. Excellent for digital marketing.
At JOYO Digital, we help small businesses build a digital presence that works, from the website through landing pages to paid campaign management. If you want to know where you should invest based on your industry and target audience, we're happy to help.