It’s a common challenge for Australian small and medium enterprises: limited time and resources, but a feeling you *should* be on social media. The truth is, spreading yourself too thin across multiple platforms is a recipe for ineffective marketing. Instead of trying to be everywhere, we recommend focusing your efforts on the platform that delivers the best return on investment for your specific business.

The ‘best’ platform isn’t universal. It depends on who your ideal customer is and what you’re trying to achieve. However, for many Australian SMEs, Facebook and Instagram consistently offer the most significant opportunities. Let’s break down why, and how to choose between them.

Facebook remains the largest social network in Australia, with a broad demographic reach. It’s particularly effective for businesses targeting audiences aged 30+, and for building community through groups and events. Facebook’s advertising platform is incredibly sophisticated, allowing for precise audience targeting based on interests, demographics, and behaviours. This means you can get your message in front of the right people, minimising wasted ad spend.

Instagram, on the other hand, excels in visual storytelling. It’s hugely popular with younger demographics (18-34), and is ideal for businesses with visually appealing products or services – think fashion, food, travel, or design. Instagram’s strength lies in building brand awareness and driving engagement through compelling imagery and video. While organic reach has declined, Instagram advertising, particularly utilising Reels, can deliver strong results.

Here’s a quick guide to help you decide:

• Target Audience: Older demographics (30+) – Facebook. Younger demographics (18-34) – Instagram.
• Content Style: Community building, detailed information, events – Facebook. Visually driven, aspirational, quick updates – Instagram.
• Business Type: Services, local businesses, products with detailed features – Facebook. Products that look good, lifestyle brands, visually-focused services – Instagram.

Don’t fall into the trap of thinking you need to be on TikTok or LinkedIn right now. While these platforms have their place, mastering one or two core channels will yield far better results than a half-hearted attempt at several. We suggest starting with a thorough customer profile analysis. Understand where your ideal customer spends their time online, and then dedicate your social media resources accordingly. Once you’ve established a strong presence on one platform, you can consider expanding to others in 2026, but only if the ROI justifies it.

Your next step should be to define your key performance indicators (KPIs) – what does success look like? Is it website traffic, lead generation, or brand awareness? Tracking these metrics will help you refine your strategy and ensure you’re getting the most out of your social media investment.