Platform Breakdown | Let’s Break It Down

Having multiple social media accounts active on multiple platforms is shown to be a boon to your business, but it can seem like it’s a huge task. Being intentionally active on the big three (i.e., Facebook, Instagram, TikTok) on a regular basis is time consuming and can be seen as a challenge. Ensuring you’re active on at least one platform is genuinely better than having no online presence at all. The question is, which one? All 3? What about mix and match? I’ve said it before, and I’ll say it again: whatever works for you and your business is what matters most, so find what benefits you and use that as a jumping off point. You may be asking “that’s all well and good, but which one should I choose?” Excellent question, let’s explore the options and see what works for you.

We’re going to start with the oldest of the group: Facebook. Facebook can seem intimidating because there’s so much you can do from a business standpoint, but what can seem like a flaw is actually a great opportunity to fine tune your brand. The platform is mostly community driven while also being a source of news and advertising. Advertising doesn’t always mean paid or sponsored ads; it can simply refer to the fact that businesses can be influenced by the recommendations of users. What this means for you: peer endorsements. You want people to visit Facebook with the intent to find out more information and leave with an all-consuming need to try your establishment. So, with this knowledge, here’s are some of the best ways to use Facebook:

• Understand the user demographics and cater to your biggest audience; what age group is most prominent for visitors to your page?
• Focus on engagement. What types of posts are people interacting with most?
• Keep in mind that people are using Facebook to find businesses, more specifically restaurants. Is everything up to date on your page? Will users have questions?

Instagram is our next behemoth, with a whopping 19 million users in Canada as of 2024, with an expectation of growth year to year. That’s half the population of Canada! What makes Instagram really shine is in its visual storytelling, with tens of millions of reels posted per day on average. It’s a lot of content being posted, but this is also good news for you. It means that trends are constantly changing with people ingesting new content purposefully on a daily basis. Whether it be in the form of reels, stories, or even a simple daily post, users are looking for Instagram to provide them with the captivating content they’ve grown accustomed to. Your business can be a part of captivating the audience, and here are some examples:

• Instagram is very visual, so creating eye-catching content can really elevate your presence.
• Aesthetics are important to Instagram users, which often applies to food. How do you invite people in with your content?
• Brand engagement is high on Instagram, so make sure you are interacting with your audience

TikTok, the youngest of the three, is on the rampage for global users with an ever growing 1.5 billion active users. While still technically young, TikTok is a force to be reckoned with especially in regards to short form content. The average length of a TikTok video highly depends on the follower count, but you can expect a general watch time of 15 seconds. That means you’ve got 15 seconds to grab someone’s attention, a fairly low bar but one that can seem a bit intimidating. It can seem daunting, but focus on what you can do to make your content engaging and that will give you a branching off point.

• Impulse is the name of the game when it comes to TikTok. How are you as a small business taking advantage of that?
• Users on TikTok are hyper aware of brands and their activity on the platform, so make sure you are active on a regular basis
• Creativity allows you to try new things, and that is especially true with TikTok. Don’t be afraid to find something new that works for your audience!

These platforms are designed to work for you and get your content out there, so find which one you prefer and go from there. As long as you are active and interacting, that is what is going to allow your follower count to grow but also allow you to reach new heights. Take something from a platform and try it with your business, see how it performs, and use that information to your advantage. If this seems like a huge task, reach out to us. We’re here to help and want you to succeed!

*All data stats taken from Dzreke, S. S., & Dzreke, S. (2025). Influence of Social Media on Consumer Behavior: Investigating How Social Media Platforms Shape Consumer Purchasing Decisions and Loyalty. Open Journal of Business and Management, 13, 1154-1175 and https://sproutsocial.com/insights/tiktok-stats/