By definition, a content creator has to post on social media. But when it comes to which platform you post on, it depends on several factors, from the type of creator you are to how you want to grow. Instagram and TikTok are obvious contenders for influencers posting things such as beauty and wellness content, while video-led YouTube better suits gamers. There are other social media platforms in the mix, too, and being everywhere at once isn’t necessarily the best strategy.
Here’s a closer look at the benefits of each leading platform, to help you work out which are worth your time.
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If your content is visual, Instagram remains the go-to for lifestyle storytelling. Whether you’re a fashion creator who does get-ready-with-me videos, a food enthusiast posting restaurant reviews, a fitness model sharing workouts, or an actor posting behind-the-scenes snaps, Instagram will likely suit your needs.
It can also double as a photography portfolio, which is useful if you want to attract big brands and freelance user-generated content (UGC) opportunities. In terms of what you post:
- Reels drive discovery.
- Stories maintain preexisting connections.
- Feed is your shop window – a place for potential followers or brands to see what you’re all about at a glance.
- In-app shopping tools make brand deals easy.
Big Instagram creators worth checking out include @dudewithsign, (7 million followers), whose content centres on holding a sign with facts on it; makeup artist @nikkietutorials (18 million followers); and fashion creator @emmachamberlain (14 million followers).
Instagram pros
It is a highly visual, personality-driven platform with multiple formats. It remains the big hitter of social media across all ages – 36% of adults between the ages of 50 and 64 have an Instagram account. “Instagram is a great platform to get started for content creation because [of] how easy Instagram makes it with its in-built features,” writes Substacker Manpreet Kaur.
Instagram cons
Competition is fierce, and the algorithm changes often. It can take time to build a following, and regular posting is essential.
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TikTok is a video-first, personality-driven platform, where the recommended video length is 21 to 34 seconds. Particularly popular among younger generations, its largest age group of users is between 25 and 34. On the app you’ll find comedy, lifestyle, food, beauty, and outdoors content – and loads more. Trends are massive here. TikTok’s biggest benefit is that you don’t need an enormous following to get your video in front of a large audience. You just need a good idea and a great video. TikTok’s algorithm can then put that content in front of people who are likely to engage with it, regardless of how many followers you have. That makes TikTok a particularly attractive platform for newer creators hoping to get discovered.
TikTok pros
There’s a huge potential for discovery. Trends help creators find their audience, and a video can catapult you to viral TikTok stardom fast. Lots of UGC jobs involve TikTok content too.
TikTok cons
Trends move at terrifying speed, and what worked last week may already be old news by the time you’re ready to post about it. Videos can also disappear from the top spot on the For You page after 48 hours.
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YouTube is the social media platform for building something with a longer shelf life. It works particularly well for vloggers (famous ones that jumped on YouTube back in the day include Zoella, Mr Beast, and PewDiePie). Justin Bieber also started his career on a YouTube channel!
It works particularly well for vloggers, gamers, reviewers, and anyone else whose content needs more than 60 seconds to breathe, as the ideal YouTube video length falls between seven and 15 minutes. It gives you a long-form insight into someone else’s life or opinions. YouTube Shorts (short, vertical videos) also allow creators to experiment with the type of short-form video more commonly found on other platforms. YouTube is also increasingly behaving more like a television service. Even companies like the BBC have started producing full series specifically for the platform, aimed at 16- to 34-year-olds. In the UK, Ofcom reported that YouTube reached 94% of online adults in May 2025, with adults spending an average of 51 minutes a day on the platform.
YouTube pros
Excellent for long-form content and building an intimate personal brand.
YouTube cons
Good videos can take a long time to make, and growing an audience can be slower than on short-form platforms. Because YouTube specialises in long-form video, success favours those with a good camera and microphone – and the right equipment costs money.
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Facebook does not have the social cachet it once had, but it remains one of the UK’s biggest social media platforms – 76% of UK social media users are active on Facebook. Therefore, it’s still valuable for creators.
It also places high relevance on original content, rather than just social interaction. “After Meta reported that both views and time spent watching Reels on Facebook approximately doubled in the second half of 2025 compared to the same period the year before, the platform is doubling down on what it believes is driving that momentum: original content and better content matching,” Michael Stelzner writes for Social Media Examiner.
It’s also useful for building communities through Groups and for sharing content that you’ve already created elsewhere. “I think Facebook has kind of been forgotten, and people are really sleeping on it,” VaynerMedia’s Aengus Boyle tells MediaCat. “But I think more and more, it really does have potential.”
Facebook pros
Its enormous established audience and strong community features make it useful for reaching demographics less prevalent on TikTok.
Facebook cons
Organic reach is harder than on other platforms, and younger generations may prioritise other social media platforms.
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X (formerly Twitter) is about having something to say. It can be particularly useful for journalists, comedians, writers, commentators, political creators, and people working in industries in which networking and conversation matter. Comedians such as Ricky Gervais, journalists such as Laura Kuenssberg, and politicians as prominent as Donald Trump, for example, still post regularly on the platform. A relatable or rallying post can travel far beyond your follower count, while a well-timed opinion can put you on the radar of important people in your industry.
X pros
It’s great for conversation and developing your own, recognisable voice.
X cons
The platform can be unpredictable, and, after Elon Musk’s takeover, it has fallen out of favour with many.
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You may think of LinkedIn as a career platform rather than social media, but you won’t want to sleep on it if your content is educational or business-related. LinkedIn is great for making work connections, and it’s especially useful for freelancers and creators who want their social media presence to lead to more traditional streams of work. Ben Lebus, the founder of food platform MOB, regularly updates his LinkedIn profile in addition to his Instagram with work updates.
LinkedIn Pros
It’s excellent for networking and getting professional opportunities.
LinkedIn Cons
It’s mostly about networking rather than creating.
You don’t need to be on all of them, but having an online presence across a few social media platforms could help you reach more people. That said, we’d advise against spreading yourself too thin. Choose one or two platforms to focus on, and then consider adapting the content you make for other platforms, too, according to the types of content that perform best on each of them.
The most important thing is to think about where it’s best for you to build your personal audience, and then roll with it.