The Best Social Platforms for 2023
(And How To Use Them To Grow Your Business)

Key Takeaway/Action Items

  • Use Facebook groups to find out more about your customer needs so you can tailor solutions in your marketing.
  • Host Q&A sessions across your social platforms (Instagram Reels are great for this!)
  • Create YouTube content showing people how to do ‘basics’ relating to your product. You’ll be amazed how many people will watch these and it will grow your audience.
  • Use TikTok to create quick, simple videos to showcase products. Add trending music to enhance your organic success
  • Design a snapchat geofilter (or get someone on to do it). Users can indirectly promote you with this filter overlayed when using your product or when in your location
  • BONUS TIP: Whatever you choose – do it consistently. Don’t worry about vanity metrics – think of this purely in terms of brand awareness and building trust and value

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As e-commerce businesses and brands vie for attention, it’s essential to know where the audience’s eyes are. Let’s have a look at the most popular social media platforms of 2023.



With an impressive 3.03 billion active users, Facebook remains a force to be reckoned with. Its vast user base, coupled with diverse demographics, makes it a go-to for businesses. From immersive AR experiences to interactive live sessions, Facebook continues to innovate, ensuring its top spot.

Top Tip: Create or join niche Facebook Groups related to your business. It’s a prime spot for engaging with potential customers, understanding their needs, and offering solutions. Consider hosting weekly Q&A sessions or sharing exclusive deals for group members.


Holding its ground with 2.49 billion active users, YouTube is the premier platform for video content. With 500 hours of video uploaded every minute, it’s a hub for creativity, education, and entertainment.

Top Tip: When uploading videos, ensure your descriptions are keyword-rich and relevant. Include a strong call-to-action (CTA), directing viewers to your online store or a specific product page. This drives organic traffic from your videos to your website.

WhatsApp & Instagram

With 2 billion users each, WhatsApp and Instagram offer unique ways to connect. While WhatsApp remains the messaging app of choice, Instagram, with its Stories, Reels, and IGTV, provides businesses with diverse tools to reach their audience.

Top Tip: Use Instagram’s shoppable posts feature to tag products directly in your images. This turns your feed into a virtual storefront, allowing users to tap on products and be redirected to your online store for purchase. Set up a WhatsApp Business profile. Use its features like automated responses, product catalogues, and labels to organise chats. It streamlines customer enquiries and showcases products directly in chats.


With 1.22 billion users, TikTok has taken the world by storm. Its short, engaging video format and powerful algorithm make it a favourite, especially among Gen Z.

Top Tip: TikTok thrives on trending challenges and songs. Adapt these trends to showcase your products in a fun and engaging way. Remember, authenticity and creativity trump high production value on this platform.

WeChat: China’s Digital Powerhouse

Boasting 1.33 billion users, WeChat is more than just a messaging app. It’s an integrated platform offering services from payments to shopping, making it indispensable in China.

Top Tip: Utilise WeChat’s ‘Mini Programs’ to create app-like experiences within WeChat. Offer exclusive deals or loyalty programs for customers who purchase through your Mini Program.

Emerging Contenders

Telegram (800 million users): Known for its encrypted messaging, it’s becoming a hub for communities and businesses.

Top Tip: Create a Telegram channel dedicated to flash sales or exclusive discounts. This fosters a sense of urgency and exclusivity, driving quick purchases and building a loyal customer base.

Snapchat (750 million users): With its AR lenses and Discover stories, it remains popular among a huge demographic range.

Top Tip: If you have a physical store or are attending a major event, design a Snapchat Geo-Filter for that location. Users can overlay this filter on their snaps, indirectly promoting your brand to their followers.

Douyin (743 million users): TikTok’s Chinese counterpart, it’s a major player in the Chinese digital scene.

Top Tip: Partner with Douyin influencers who resonate with your brand. Their localised content can help bridge cultural gaps and introduce your products to a vast Chinese audience in a relatable manner.

Final Thoughts

2023’s social media landscape is diverse, with platforms catering to different demographics and needs. For businesses and marketers, the key is not just to be present but to engage authentically. Whether it’s sharing a behind-the-scenes look on Instagram, a tutorial on YouTube, or a flash sale on Facebook, it’s about connecting and resonating with the audience.

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