Instagram (Meta)

What’s changed:

• No longer about pretty photos—now an entertainment platform.
• Reels get ~4x more reach than static posts.

Pros:

• Great for visually-oriented services (design, home improvement).
• Good DM functionality for personal connections.
• Location tags & hashtags help local targeting.

Cons:

• Content disappears fast—low shelf life.
• Very few clickable links = hard to drive website traffic
• Constant content creation needed

Strategy tips:

• Focus: 80% Reels, 20% Stories, minimal static posts.
• Use content like tip lists
• Think of Instagram as a portfolio, not a lead-gen tool

 Facebook (Meta)

What’s changed:

• Extremely low reach: ~0.05% organic.
• Prioritises friends/family over business pages.
• Focus has shifted to Groups.

Pros:

• Still works for 45+ audiences.
• Groups = local recommendations + engagement.
• Powerful ad targeting and review system.

Cons:

• Pay-to-play: You must pay to reach even your followers.
• Poor reach for business pages.
• Younger audiences have mostly left.

Strategy tips:

• Skip your business page—focus on local service Groups.
• Use video posts (3x reach of     text).
• Budget for ads.

TikTok

What’s changed:

• Now a search engine: 40% of Gen Z use TikTok instead of Google.
• Feed is interest-based, not follower-based.
• Viral potential is still high (best organic reach: ~3%+).

Pros:

• High reach and discovery.
• Authentic content > production quality.
• Works well for tips, how-tos, and visual processes.

Cons:

• Unpredictable algorithm = inconsistent results.
• Poor local targeting.
• Hard to build long-term trust.
• Short-form content is limiting.
• Unstable—was shut down for 12 hours.

Strategy tips:

• Focus on quick tips/hacks.
• Hook viewers in the first 3 seconds.
• Use trending sounds for visibility.

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