Social Media
Which social platforms are worth your time in 2026
You cannot do all of them well. How to pick two, based on what you sell rather than what is popular.
The usual advice — be everywhere — is how small teams end up posting badly in five places. Two platforms done properly beat five done occasionally, and the right two depend on what you sell.
Worth it if you sell to businesses, particularly professional services. Still the highest-intent B2B platform in both Germany and Canada, and text posts from a personal account outperform company pages by a wide margin.
Cost: two or three thoughtful posts a week, plus commenting. Perhaps three hours weekly.
Worth it if your work is visual — design, food, interiors, retail, anything where the product photographs well.
Cost: high, and visual. Without a consistent supply of good images it looks worse than not being there.
YouTube
Worth it if what you sell benefits from demonstration or explanation. Uniquely, its content keeps earning for years — it is the only platform where a video from 2023 still delivers enquiries.
Cost: the highest per piece, and the longest payback.
TikTok
Worth it if your audience is under about 35 and your subject can be shown quickly. Reach is still unusually generous for new accounts.
Cost: volume. It rewards frequency more than polish, which suits some businesses and exhausts others.
Worth it if you are local and serve consumers. Groups and local pages still work in a way the feed does not, and the demographic is older and often has money.
How to choose
Ask three questions. Where do your customers already spend attention? Which medium suits what you sell — words, images, or motion? What can you sustain for a year? Any platform you cannot maintain for twelve months is a liability, because a dormant profile is worse than no profile.
The part that matters more than the choice
Consistency beats platform selection. An account posting once a week for two years outperforms one posting daily for a month and then stopping — every time, on every platform.
Working on something like this?
Tell us what you are building — we reply to every enquiry.