There is no rule that says a business must be on every platform. An account you update now and then, and that answers its messages, does more for you than five that have gone quiet. Our advice is simple: start with two or three you can keep up with, and add more later if you find you have the time and enjoy it.
Four Questions to Ask First
- Where do your customers already look? Ask a few of them. Local customers often use Facebook groups; people choosing a look or a cake often browse Instagram; other businesses use LinkedIn.
- What does your work look like? If it photographs well, a picture-led platform suits you. If you sell know-how, words may suit you better.
- How much time do you honestly have? Half an hour a week, kept up, is better than a burst of posts and then silence.
- Who will answer messages? Customers expect a reply. Only open accounts you can check.
The Main Platforms in Plain English
| Platform | Good for | Worth knowing |
|---|---|---|
| Local customers, community groups, events, opening times and reviews. | A business page is made from a personal account, but customers only see the page. | |
| Photos and short videos of work that looks good: food, hair, nails, gardens, finished jobs. | Needs regular, decent photos. A phone is fine. | |
| Working with other businesses, and professional services. | Less useful if your customers are households. | |
| TikTok | Short, lively videos: how you work, before and after, behind the scenes. | Works best if you enjoy filming. Takes time. |
| YouTube | Longer how-to and explainer videos. | The biggest time commitment of all. |
| Ideas people save for later: cakes, weddings, interiors, crafts, nails. | Optional for most local businesses. | |
| X, Threads and Bluesky | Short text posts, news and conversation. | Optional for most local service businesses. |
A Starting Point by Kind of Business
- Trades: Facebook and Instagram, plus LinkedIn if you want commercial work. More for trades
- Mobile and home services: Facebook and Instagram. More for mobile and home services
- Cafés and food: Instagram and Facebook, with TikTok if you enjoy making videos. More for cafés and food
- Beauty and wellbeing: Instagram first, then Facebook, with TikTok or Pinterest if they suit you. More for beauty and wellbeing
- Professional services: LinkedIn, plus Facebook if your customers are local households.
- Shops and makers: Instagram and Facebook, with Pinterest for things people plan and save.
These are starting points, not rules. If your customers are somewhere else, go there.
Keep the Same Name Everywhere
- Before you settle on a name, check the same @name is free on every platform you might use.
- Use the same logo, short description, phone number and website link on each one, so people can tell it is all you.
- If you reserve a name for later, don't leave an empty profile on show for long: add your logo, a line about you and a link.
Things to Avoid
- Buying followers or likes. They are not customers, and it is against the platforms' rules.
- Sharing your password. If someone helps you, use the platform's own way to add them as a manager or partner, and remove them when they finish.
- Letting someone else own the account. Make each account with your own email and phone number, so it stays yours if you change who helps you.
- Only posting adverts. Show your work, your face and what is happening. People follow people.
Sources
Last checked 12 November 2026. Rules and prices change, so check the official pages linked above before you rely on them.