Social Media Platform Strategy

Instagram

Best for: Visual brands, fashion, beauty, food, lifestyle. 2B monthly active users.

• Post Reels 3-5x/week (highest reach)
• Use Stories for daily engagement + polls
• Shop integration for product tagging
• Influencer collaborations for reach expansion

TikTok

Best for: Reaching Gen Z and Millennials. Authentic, unpolished content wins.

• Behind-the-scenes content outperforms polished ads
• Trending sounds increase discoverability 3x
• UGC (user-generated content) has 22% higher engagement
• TikTok Shop for direct commerce

Facebook

Best for: Community building, local business, 35+ demographic. Still highest retail ad ROI for many verticals.

• Facebook Groups for community loyalty programs
• Marketplace for local inventory
• Events for in-store promotions
• Retargeting ads for abandoned cart recovery

Pinterest

Best for: Home, fashion, beauty, food. Users have high purchase intent — 89% use Pinterest for purchase inspiration.

• Rich Pins sync product data automatically
• Seasonal content should be pinned 45 days before the event
• Idea Pins for tutorials and how-tos
• Average order value from Pinterest is 2x higher than other social

LinkedIn

Best for: B2B retail tech, employer branding, thought leadership.

• CEO/founder personal posts get 5x more engagement than company posts
• Behind-the-business content humanizes the brand
• Recruitment posts boost employer brand