Choosing the Right Social Media Platforms

I hear you - the digital landscape is hard to keep up with. And the leaders of these digital platforms aren't holding back anytime soon. The lines between social media platforms are getting muddier, but I am here to tell you that you don't have to (read: should not) be on every single platform.

When an organization first onboards with Rebel Collective, we do a massive strategic audit of their goals, audience, brand voice, etc. to decide which platforms would be the best bang for the buck. Spoiler: the end result is never to hop on every single platform.

Here's how to decide which platforms you and your company should be on:

Forget the trends, start with strategy.

Before jumping onto Threads or TikTok because “everyone else is” ask yourself:

• Who are we trying to reach?

• What do we want them to do (or feel, or think about)?

• What kind of content are we best equipped to create consistently?

Different platforms serve different purposes. For values-based brands with limited time and resources, alignment beats popularity every single time.

Feel free to snag this to share with your leadership team! :)

Platform Breakdown: What Works for What

Instagram – For Visual Storytelling + Community Connection

Best for: Brands with strong visuals, behind-the-scenes moments, or lifestyle elements.

Use it to:

• Build brand awareness and connection

• Highlight your team, process, or mission in action

• Show your values through Stories, Reels, and carousels

• Note: reels are great for finding new ages 20-40 y/o audience through discoverability.

Not great for: Driving serious traffic off-platform (Meta doesn’t make it easy).

LinkedIn – For Credibility + Partnerships

Best for: Social enterprises, nonprofits, consultants, and B2B brands.

Use it to:

• Share thought leadership around your mission

• Connect with funders, employers, collaborators

• Tell deeper stories of impact and purpose

Not great for: Visually driven brands targeting Gen Z or casual shoppers.

Note: Even small orgs can shine on LinkedIn by showing up with authenticity and clarity—ditch the corporate speak.

TikTok – For Relatable, Raw Awareness

Best for: Brands with a strong personality or those reaching younger, highly engaged audiences.

Use it to:

• Break down myths, share behind-the-scenes, or educate in a casual tone

• Show the real people behind your brand or movement

• Participate in trends when they align with your message

Not great for: Controlled messaging or brands with strict visual guidelines.

TikTok is high-risk/high-reward. Don’t invest unless you can be nimble, real, and consistent.

Note: I very rarely suggest TikTok for my clients. The only clients who I have seen succeed on TT are those who are the brand (i.e. a life coach, a fitness pro, etc.)

Facebook – For Local Reach + Older Audiences

Best for: Community orgs, nonprofits, service-based businesses, and brands with a regional focus.

Use it to:

• Promote events

• Share community impact

• Tap into local groups

Not great for: Broad brand awareness among younger users.

Rebel Tip: Focus your Facebook presence where it still works—groups, events, and hyperlocal updates.

Email – Yes, It Counts

Best for: Everyone. Especially purpose-driven brands with a story to tell and a desire to build lasting relationships.

Use it to:

• Keep your community updated without fighting algorithms

• Share impact stories, new offers, or educational content

• Build ownership over your audience

💡 Rebel Tip: One great monthly email can do more than 20 inconsistent Instagram posts.

Pinterest – For Evergreen Traffic + Visual Search

Best for: Brands with a strong visual identity, educational content, or products/services that solve specific problems.

Use it to:

• Drive traffic to blog posts, resources, or online stores

• Share infographics, how-to content, or checklists

• Build a long-term content engine (pins stay relevant for months or years)

Great for:

• Sustainable fashion brands (style guides, capsule wardrobe pins)

• Holistic nutrition coaches (meal plans, grocery lists)

• Nonprofits or educators (toolkits, visual storytelling)

Not great for: Time-sensitive content, personal updates, or high-engagement community building.

💡 Rebel Tip: Repurpose your blog posts or Instagram carousels as pins. Schedule in batches using a tool like Tailwind—set it and forget it.

Time commitment: Low to medium ROI timeline: Long game (6–12 months)

X (Formerly Twitter) – For Thought Leadership + Real-Time Conversation

Best for: Founders, advocates, or organizations looking to engage in public discourse or policy-related issues.

Use it to:

• Share hot takes or updates on breaking issues in your space

• Participate in relevant threads and hashtags

• Connect with journalists, policy folks, and mission-aligned orgs

Great for:

• Climate justice movements

• DEI consultants

• Nonprofits in advocacy or policy spaces

Not great for: Selling physical products, building a visually driven brand, or high conversion rates.

💡 Rebel Tip: Use it as your voice in the public square. Keep it focused and intentional—if you're not in the conversation already, this platform may not be worth your time.

Threads – For Conversational Branding + Cultural Commentary

Best for: Brands that want to be part of culture conversations in a more casual, values-forward tone.

Use it to:

• Share behind-the-scenes thoughts, daily musings, or origin stories

• Respond to trending topics with a mission-aligned POV

• Build casual connection with followers—less polished, more personal

Great for:

• Creators building personal brands

• Small teams with a strong tone of voice

• Brands that do best with authenticity over aesthetics

Not great for: Driving direct traffic or tracking detailed analytics (yet)

Note: Threads is still evolving—treat it like an experimental space. If you're witty, values-driven, and like having honest convos online, give it a shot.