Which social platforms should a local business use?
Most local and service businesses do best on two or three platforms, chosen by where their buyers already spend time and what the business can show. For many that means Facebook, Instagram and their Google Business Profile, with YouTube for businesses that can explain or demonstrate, and LinkedIn for firms that sell to other businesses.
- Pick platforms by audience and content, not by what’s new.
- Two or three platforms done consistently beat six done occasionally.
- Your Google Business Profile acts as a social channel that directly feeds local search.
- Every active profile also helps search and Ai engines confirm who you are.
Start with where your buyers are
Pew Research Center’s 2025 survey of US adults found YouTube and Facebook used by the largest shares of adults (84% and 71%), followed by Instagram (50%) and TikTok (37%). Broad reach isn’t the whole story, though: what matters is where your buyers spend time, and whether they make decisions like yours there. Ask recent customers how they found you and which apps they use, and check where your competitors get real engagement, not just followers.
What each platform is good for
| Platform | Best for | Works well for |
|---|---|---|
| Google Business Profile | Showing up in local search and Maps | Every local and service business |
| Local community reach, groups, events and reviews | Home services, restaurants, clinics, retail | |
| Visual proof of your work and brand | Trades, food, beauty, real estate, design | |
| YouTube | Explaining, demonstrating and answering questions | Any business with expertise to show |
| Business buyers, credibility and recruiting | Professional services, B2B, firms | |
| TikTok | Short-form reach with younger audiences | Consumer brands, food, beauty, entertainment |
A simple way to choose
- Google Business Profile first. It isn’t a social network, but posts, photos and reviews there show up when people search for you locally.
- Add one visual platform if your work photographs well (Instagram for trades, food, beauty, real estate and design).
- Add Facebook if your buyers are local households and community groups matter in yo