“You have to be everywhere.” It’s the most common advice, and the most exhausting. A baker, a consulting firm and a manufacturer of industrial parts have neither the same customers nor the same time to devote to social media. Better one well-maintained network than five abandoned after two months.
Here is how to choose, network by network, without jargon. We deliberately stay qualitative: audience figures change quickly and we only quote them when they are solid.
The comparison at a glance
| Network | Audience | Content that works | Production effort | Relevant for |
|---|---|---|---|---|
| Broad, image- and lifestyle-oriented | Reels, carousels, Stories, behind the scenes | Medium to high | Shops, fashion, food service, tourism, product brands | |
| TikTok | Very young and very broad, geared toward discovery | Short, spontaneous, human videos | Medium, but consistency required | Consumer brands, recruiting young talent, local services |
| Professionals, decision-makers, candidates | Expert talks, testimonials, behind the scenes of the job | Low to medium | B2B, services, industry, employer branding | |
| YouTube | Very broad, used for search and long viewing | Tutorials, interviews, brand films, video podcasts | High, but lasting content | Expertise, technical products, long-term awareness |
| Broad, often older, local roots and communities | Short videos, local announcements, events, groups | Low to medium | Local shops, associations, craftspeople, nearby customers |
Network by network: the question to ask yourself
Instagram: “Does my product or place look good on camera?”
If the answer is yes, it’s a natural fit. Photos and vertical videos convey the atmosphere, the gesture, the result. Since the vertical grid of 2025, the quality of framing matters even more. We detail the formats in our 2026 dimensions guide.
TikTok: “Am I ready to show the behind the scenes?”
TikTok rewards authenticity and consistency more than perfection. It suits brands willing to show themselves simply, with humor. It is less obvious for a heavily regulated sector or an executive clientele.
LinkedIn: “Who needs to know me, and for what?”
It’s the network of decision-makers, partners and future employees. A video of an executive, an expert or an employee carries the value of proof there. See our article on video formats that work on LinkedIn.
YouTube: “Do I have something to explain or demonstrate?”
YouTube is both a network and a search engine. A good tutorial or a nice interview keeps working for you months after being published. The initial effort is heavier, and so is the lifespan.
Facebook: “Are my customers around me?”
For a local shop, an association or a craftsperson, Facebook remains useful: pages, events, groups. Short videos circulate well there, and since 2025 all videos are treated as Reels.
Four mini-scenarios
- A neighborhood bakery. Facebook and Instagram. The morning batch in vertical video, product photos, announcements of new items.
- A consulting firm. LinkedIn first, YouTube as backup. Expert interviews, short clips, customer testimonials.
- An industrial SME that is hiring. LinkedIn for managers, TikTok or Instagram for younger profiles. Workshop tours and employee portraits.
- An everyday products brand. Instagram and TikTok for the mood, YouTube for demonstrations.
Tip Choose one main network and one secondary network. For three months, post regularly on them, then look at what works before adding another.
The real criterion: the effort you’ll sustain
A network isn’t profitable on principle. It is when you can feed it over time with quality content. Hence the value of shooting once and then adapting: a single shoot can feed several networks, provided you’ve thought through the formats in advance. Our article One Shoot, 30 Pieces of Content explains the method.
At that dog, we help choose the right networks before the camera comes out, then we produce content suited to each one. Our year-round support lets you publish at the pace that suits your company, without chasing ideas.
Which network for your business?
Tell us about your business and your customers: we’ll propose a realistic content plan, designed for the networks that matter to you.