Instagram, Facebook or LinkedIn? Where Small Businesses Should Focus in 2025
Social media is always changing, and let’s be honest, trying to keep up can feel like a full-time job. If you're a small business owner wondering which platform is actually worth your time in 2025, you're not alone.
The good news? You don’t need to be on every platform. You just need to be on the right one for your business and your audience.
Here’s a simple breakdown to help you decide where to focus your energy this year.
📱 Instagram: Best for Visual Brands + Connection
Instagram is still a powerhouse for small businesses, especially if your product or service is visual, lifestyle-based, or customer-driven.
Ideal for:
Product-based businesses (e.g. florists, skincare, food)
Creatives and designers
Service providers who can show behind-the-scenes content
Why it works:
Visual-first format helps showcase your brand
Reels are still great for organic reach
Easy to build community and brand personality through Stories
Watch out for:
Can be hard to convert to actual sales without a strong content plan
Engagement can fluctuate quickly
Hot tip: Treat your Instagram like a mini-website. Make sure your bio is clear, your highlights are tidy, and your content tells people who you help and how.
📘 Facebook: Still Relevant for Community and Local Reach
It may not be the new kid on the block, but Facebook still has major value, especially for NZ small businesses targeting a local audience or older demographics.
Ideal for:
Local service businesses (e.g. tradies, beauty, health & wellness)
Event-based promotions
Community-focused brands
Why it works:
Facebook Groups are great for niche communities
Still strong for word-of-mouth and reviews
Paid ads perform well when targeted properly
Watch out for:
Organic reach is lower than it used to be
Posts without interaction may get buried quickly
Hot tip: Use Facebook as a customer service tool too, reply to comments, update your business hours, and ask for reviews.
👔 LinkedIn: Your B2B and Professional Goldmine
LinkedIn has grown well beyond job-hunting, it’s now a powerful space for small businesses to build authority, especially in the B2B space.
Ideal for:
Consultants, coaches, agencies
Tradies targeting commercial work
Any business selling to other businesses
Why it works:
Strong organic reach for thought leadership content
People are in a “work mindset” and more open to services
Great for networking and referral partnerships
Watch out for:
Needs a more professional tone (but still human!)
Results take consistency, no one-off wins here
Hot tip: Share short, insight-driven posts, client wins, or your take on industry trends. You don’t have to be fancy, just real.
So… Where Should You Show Up?
👉 If you’re short on time: Pick the one platform where your ideal customer is already spending time.
👉 If you have a little capacity: Post natively on two platforms, but repurpose your content (e.g. share a Reel to Facebook or turn a blog into LinkedIn tips).
👉 If you're ready to grow: Build a simple strategy for each platform, and consider getting help to keep it consistent.
📞 Need help figuring out the right platform for your business?
Let’s book a free consult and map out your social strategy for 2025. Book here.