Which Social Media Platforms Should My Business Be On 2025?
Which Social Media Platforms Should Your Product Brand Be On in 2025?
It’s 2025 — and social media is no longer optional for product brands. Whether you’re in skincare, food and beverage, wellness, or homewares, platforms like Instagram, TikTok, and Pinterest have become your most powerful tools to reach new customers, build community, and drive product sales.
But one of the most common questions we get is:
“Which platforms should my business actually focus on?”
The short answer: You don’t need to be everywhere. You need to be where your customers are — and where your content performs best.
That’s why we recommend starting with no more than 2–3 social platforms that align with your ideal customer, your brand voice, and the type of content you create (visual, video, educational, or community-driven).
Here’s our 2025 breakdown of each major social media platform, who it’s best for, and how to use it strategically for growth.
Still a must-have for product brands.
With continued investment in Reels, Stories, and shopping tools, Instagram remains one of the best platforms to showcase visual content, drive product discovery, and build brand affinity.
Use Instagram if:
You sell highly visual products (e.g. skincare, food, apparel, homewares)
You can create Reels and Story content regularly
You want to build a content library that doubles as a brand portfolio
2025 Tip:
Reels are still your biggest opportunity for reach. Pair scroll-stopping visuals with long-read hooks and trending audio to maximise dwell time and performance.
TikTok
The most powerful organic reach in 2025.
TikTok has matured into a top-tier platform for brand discovery, viral storytelling, and short-form UGC. Brands that lean into authenticity and low-fi content are outperforming those sticking to polished formats.
Use TikTok if:
Your target audience is under 45
You can post frequently (3–5x/week is ideal)
You’re open to entertainment-first, non-salesy content
2025 Tip:
Focus on humour, relatable storytelling, product reactions, or "TikTok made me buy it" content. It’s less about production value and more about connection.
The SEO of social content.
Pinterest is your long-term traffic driver. With users actively searching and saving product inspiration, it’s a goldmine for evergreen discovery, especially in design, beauty, food, events, and lifestyle.
Use Pinterest if:
Your brand thrives on visual aesthetics and seasonal trends
You create educational or aspirational content (e.g. recipes, routines, design tips)
You want to drive consistent traffic to your product pages or blog
2025 Tip:
Create Pin graphics from your Instagram posts or blog content, and optimise them with keywords. Pinterest is a visual search engine—treat it like one.
YouTube (incl. Shorts)
For deep brand storytelling and tutorials.
YouTube remains the best platform for long-form educational content and product reviews. YouTube Shorts also offer algorithmic reach similar to TikTok.
Use YouTube if:
You have how-to content or behind-the-scenes storytelling
You want to rank in search (YouTube is owned by Google)
Your customer base values detailed product education
2025 Tip:
Upload short-form videos to both Shorts and Reels. Repurpose longer content by chopping it into bite-sized moments.
Still relevant—but more for ads and community.
Organic reach has declined on Facebook, but it’s still incredibly powerful for paid advertising, remarketing, and local business discovery.
Use Facebook if:
You plan to run Meta Ads
You manage a Facebook Group or community
You’re targeting audiences 35+
2025 Tip:
Use Facebook in conjunction with Instagram for ad campaigns. Share your Instagram content to your FB page, but don’t rely on it for organic growth.
Professional networking > product marketing.
LinkedIn is best for B2B brands, founders, and professional service businesses. It’s not ideal for direct-to-consumer product promotion, unless your product supports a business audience.
Use LinkedIn if:
You want to network with industry leaders
You’re growing your founder presence or B2B brand
You sell software, services, or workplace-related products
Snapchat, Threads, X (formerly Twitter)
Not ideal for product brands in 2025.
These platforms either lack meaningful reach, visual functionality, or consistent engagement. Unless you already have an engaged following there, we recommend focusing on platforms with proven content returns.
So, What Should You Do?
Here’s our recommendation for 2025:
If you're a product brand, start with Instagram, TikTok, and Pinterest.
These platforms give you the best balance of discovery, conversion, and brand building.
Once you’ve locked in your top platforms:
Align your content strategy with what works on each channel
Stay consistent with visual branding and tone
Measure what performs best and double down on it
Don’t just sell — tell stories, share value, and build community
If you're ready to start creating platform-specific content that performs, our Ready-Made Shoots and social media content packages are built to help you scale without the stress.
