Discover why local businesses should focus on mastering just one social media platform instead of spreading efforts thin across many - with proven steps for choosing the right one.

Why Local Shops Need Just ONE Social Media Platform to Win

Marketing
April 28, 2025•1 min read

Did you know 40% of Gen Z would rather scroll Instagram or TikTok than Google to find a lunch spot? (Soci). That’s a huge shift for local businesses! Social media is where your customers are, but mastering every platform is tough—near impossible. So don't try.

I’ve seen businesses try to conquer them all and end up with posts that flop because what shines on TikTok might tank on Instagram. Instead, focus on one or two platforms that fit your audience best. For example, 82% of Gen Z uses TikTok, while 60% of Millennials are on Instagram (Sprout Social). Pick smart, and you’ll connect better with your local community.

Different social networks attract different crowds. Spreading yourself thin across all platforms wastes time and money. A coffee shop’s quirky TikTok video might get thousands of views, but that same post could fall flat on LinkedIn. The key? Choose platforms where your customers hang out and get really good at them. Here’s how to start:

  1. Know Your Audience: Ask customers which apps they use most. If you serve younger folks, focus on TikTok or Instagram. For older crowds, try Facebook, where 78% of 30-49-year-olds are active.

  2. Post What Fits: Create fun, short videos for TikTok or Instagram Reels—54% of TikTok users engage with brand content daily . For Facebook, share community updates or events.

  3. Track Results: Check which posts get likes or shares. Use free tools like Instagram Insights to see what works. Adjust based on what your local customers love.

Focus on the right platforms, and your business will stand out locally!

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