For Australian small and medium enterprises, choosing the right social platform can feel overwhelming. It’s a common question we hear: which platform should you prioritise? The answer isn’t universal, but looking ahead, we believe a focused approach concentrating on two key players will deliver the strongest return on investment.
While many platforms vie for attention, we’re seeing a clear divergence in user behaviour and marketing effectiveness. TikTok remains incredibly powerful for reaching younger demographics and driving brand awareness through short-form video. However, its conversion rates for many businesses – particularly those selling higher-value products or services – can be lower. Instagram, while still relevant, is increasingly becoming an extension of TikTok, with Reels dominating the platform. This means your content strategy needs to be adaptable across both.
The platforms offering the most significant opportunity for Australian SMEs in the coming years are Facebook and LinkedIn. Here’s why:
- Facebook’s Continued Reach: Despite predictions of its decline, Facebook still boasts the largest user base in Australia, spanning all age groups. More importantly, Facebook’s advertising platform remains incredibly sophisticated, allowing for precise audience targeting and measurable results.
- LinkedIn’s B2B Power: If your business targets other businesses, LinkedIn is non-negotiable. It’s the premier platform for lead generation, thought leadership, and building professional relationships. We’re seeing a significant increase in businesses using LinkedIn for direct sales outreach with impressive success rates.
- The Rise of Communities: Both platforms are heavily investing in group and community features. This presents a fantastic opportunity to build loyal customer bases and foster genuine engagement, moving beyond simple advertising.
Don’t spread yourselves too thin. Trying to be everywhere at once will dilute your efforts and yield minimal results. Instead, deeply understand your target audience. If they’re primarily consumers, focus on Facebook, leveraging its targeting capabilities. If you’re selling to businesses, prioritise LinkedIn and build a strong professional presence. Consider TikTok and Instagram as supplementary channels, but don’t let them distract from where your core audience is actively engaging and converting.
Our recommendation? Audit your current social media performance. Identify which platforms are already delivering the best results, and then double down on Facebook and/or LinkedIn based on your specific business goals. A focused strategy, consistently executed, will always outperform a scattered approach.
