Where to be.
THE PRINCIPLE
Where your customers are, done properly.
One or two accounts maintained well beats five neglected.
WHAT SUITS WHAT
Instagram: visual products, food, fashion, beauty, interiors, property
Facebook: broad local audiences, community groups, older demographics, events
X: commentary, news, professional audiences, customer service
- LinkedIn: business-to-business, professional services, recruitment
- TikTok: younger audiences, demonstration and personality
- WhatsApp: not social media exactly, and for many Nigerian businesses the most important channel
HOW TO DECIDE
Ask customers where they spend time Look at where similar businesses have genuine engagement, not just followers Consider where you can actually produce content
THAT LAST POINT
A platform requiring video, where you will not make video, is the wrong platform regardless of the audience.
WHAT NOT TO DO
Create accounts everywhere and maintain none. An abandoned account with three posts from 2022 is worse than no account.
STARTING
One platform. Add a second once the first is sustained.
