considerations when choosing social media for your small business

3 Considerations when Selecting a Social Media Channel for your SME


In a digitized world, social media is one of the more powerful tools you can use to create brand awareness, strengthen your presence in a marketplace and convert your potentials to customers. Whether you are selling a service or product, you can establish your digital footprint by carefully selecting a social media channel for your small business.


Let’s take a quick look at specific social media statistics regarding Africa.


According to Globalstats, the most utilized platform in Africa at a staggering 73.74% is Facebook. Next is YouTube 10.95%, Twitter 7.57%, Pinterest 6.34%, Instagram at a small 0.92% and lastly LinkedIn 0.17%. No matter how you dissect it, Facebook is a quick-win brand awareness solution for most small businesses and SMEs. It is user friendly, cost-effective and has the highest reach.

Before making your decision based on statistics alone, here are our top three considerations when selecting a social media channel for your small business:

Step 1: Where is your audience?

The first step in selecting a social media channel for your small business is to consider your target audience. Define who your customer is and what platforms they generally spend time on. If your market is high-level CEOs and directors around 35–325 years of age, they are typically not found on TikTok.

Your choice of social media goes hand-in-hand with the type of business you operate. If you are Business-2-Consumer (B2C) focussed, your starting points would typically be Facebook and Instagram. The industry convention within Business-2-Business (B2B) companies starts with LinkedIn for lead generation, eventually moving on to Facebook, and possibly Twitter, for further brand awareness and link building.

Matching your service or offering with your audience will present a logical starting point for selecting your social media channels.

Step 2: How much time do you have?

The next step is to look at where to focus your time and effort. Don’t spread yourself too thinly across all social platforms. Setting up a profile on many social media channels may seem like a quick exercise, but creating authentic content for each platform and regular posting can be time-consuming.

We recommend starting with one or two primary social media platforms. Once you have gained traction and followers who are engaged, venture out to test other social media channels.

Step 3: Are you going to allocate marketing budget?

If you are serious about implementing your social media strategy, you need to factor in advertising costs and mediums (paid media) available for each channel.

LinkedIn offers you the benefits of targeting companies through banner advertising and In-mails. Your sales teams can sign up for Sales Navigator where the initial connections are personalized. However, LinkedIn is not considered the most cost-effective paid media platform, but that depends on your target audience and budget. Facebook allows you to fine-tune your campaigns to target audiences using location services, and other legally available user data. Facebook is considered the most cost-effective social media channel for advertising through paid media. Carefully select a social media channel that suits your business, where you can find your audience at the right price.


Keep these three considerations in mind when selecting a Social Media channel for your small business. If this sounds overwhelming, call our Adclick Africa experts to set up your social media channels, run successful paid media campaigns and get the ROI your business deserves.


Download our complimentary guide on “Kick starting your social media channels for your SME”.