What social media platforms should a local business be on?
Direct Answer
Google Business Profile, Facebook, and Instagram — in that order. Google Business Profile is the single highest-impact platform for local businesses because it directly affects local search rankings and drives phone calls. Facebook is where most local customers go to check reviews and hours. Instagram is visual proof that your business is active and worth hiring. Add LinkedIn if you're B2B or professional services, and consider Pinterest if you're in a visual industry like home decor, food, or weddings.
Why This Matters
There are now 8+ major social platforms, and the pressure to "be everywhere" leads most small businesses to be nowhere effectively. The platforms that drive actual revenue for local businesses aren't the same ones that drive revenue for e-commerce brands or influencers. A local HVAC company doesn't need TikTok — they need a complete Google Business Profile with current photos, a Facebook page with 5-star reviews, and an Instagram showing recent jobs. Platform selection should follow where your specific customers search before buying, not where marketing gurus say you "need to be."
Real-World Example
A 2-location bakery was stretched across Facebook, Instagram, TikTok, Twitter, Pinterest, and LinkedIn — posting sporadically on all six. They cut down to Facebook, Instagram, and Google Business Profile, then used a free profile setup tool to create optimized bios for each. Within 3 months, engagement per post tripled because they were actually posting consistently on fewer platforms instead of spreading thin across six.
What Most People Get Wrong
"Be on every platform" is advice designed for brands with marketing teams, not solo operators. For a local business with no dedicated marketing person, three well-maintained profiles outperform six abandoned ones. The platforms you're NOT on don't hurt you. The platforms you ARE on but ignore absolutely do.
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