Which Social Platform Is Right for My Business?

Test both with the same content and read the split, rather than deciding in advance. The platforms distribute different material to different effect, and the pattern is specific enough to a business that general advice is usually wrong.

In two Web to Spec programmes running simultaneously, the answer diverged. For G Auto-95, Facebook produced 1,905,275 views against roughly 35,000 on Instagram. For Barbanakov Driving School, Facebook produced 275,391 views and Instagram 102,262 — a far narrower gap.

How Web to Spec decides

• The same content published to both, at least initially.
• Reach and follower growth compared rather than engagement alone.
• Content type matched to platform once the pattern is clear.
• Budget and production effort reallocated toward the stronger channel.

Why the answer differs by content type

Within the Barbanakov programme Web to Spec found the split ran by content type rather than by platform quality: educational video performed best on Facebook, student stories best on Instagram, with one reaching over 56,000 views.

Deciding without data usually means following a general assumption about where an audience is, which in both of these cases would have produced the wrong allocation.