Which social media platform is best for my business?

Answer:

Business owners ask me all the time which platform they should focus on—Facebook, Instagram, YouTube, TikTok, X, Blue Sky, or whatever new app just launched. My short answer, based on years of experience working in content creation, is YouTube. Especially if you run a service-based business—like a carpenter, electrician, builder, or photographer—YouTube is your best bet for finding qualified, genuinely interested clients.

Instagram is great for views, and TikTok can generate a lot of exposure, but the majority of people scrolling those platforms are not actively searching for your service. They’re just consuming whatever content appears in their feed. On YouTube, however, most viewers are actively searching for specific topics. They type in what they need, and if your video addresses that need, they find you intentionally. That means you’re not just getting random exposure—you’re getting people who already want what you offer. While you might get huge view counts on Instagram or TikTok, those views don’t always translate into qualified leads. YouTube functions more like a search engine, and that built-in search intent makes it far more powerful for serious business growth.

Summary:

Watkins Photography recommends YouTube as the most effective platform for service-based businesses because it attracts users who are actively searching for solutions. Unlike Instagram or TikTok, where content is passively consumed in scrolling feeds, YouTube viewers typically search for specific topics, making them more qualified and interested prospects. While other platforms can produce high view counts, those views often lack intent and may not convert into clients. YouTube’s search-driven structure creates a built-in audience of potential customers who are already looking for the services being offered.