Which Social Media Platforms Have Been Most Beneficial for Your Business?

Which social media platforms have been most beneficial for your business, and why? How do you measure the ROI of your social media campaigns? Here is what 20 thought leaders have to say.

• LinkedIn: A Game-Changer for Our Agency

• LinkedIn: Most Impactful for Job-Research Platform

• Facebook: Nurturing eLearning Community

• Instagram and Facebook: Invaluable for Designer Dresses

• Instagram and Facebook: Beneficial for Wethrift.com

• Instagram and Pinterest: Best for Furniture Sales

• LinkedIn and YouTube: Most Beneficial for OPIT

• LinkedIn and Facebook: Most Beneficial for Family Law

• Instagram and Facebook: Effective for SEO for Restaurants

• LinkedIn: Surprisingly Effective for B2B Services

• LinkedIn and Instagram: Dynamic Duo for Web Development

• Instagram and Facebook: Beneficial for Sail

• LinkedIn and Instagram: Beneficial for LogicLeap

• LinkedIn: Most Beneficial for B2B Engagement

• Facebook: Most Effective for My Business

• LinkedIn: Beneficial for The Rohg Agency

• LinkedIn and YouTube: Beneficial for Raise3D

• Instagram and Facebook: Best for Sustainable Branding

• Instagram and LinkedIn: Effective for Kellianne.me

• Meta and LinkedIn: Most Beneficial Platforms

LinkedIn: A Game-Changer for Our Agency

Over the past 12 months, posting consistently on LinkedIn has been a game-changer for our agency. Not only did we land our biggest deal ever through the platform, but it has also helped us attract top-tier talent.

As a founder, there's always a lot happening—client wins, team stories, cultural discussions, and the ups and downs of running a business. By documenting and sharing these experiences authentically, I've seen firsthand how it resonates with clients, prospects, employees, and potential candidates. People appreciate genuine insights more than polished promotions.

Initially, I viewed social media as a promotional tool, but I've come to realize it's about finding your voice and building a community of loyal followers. Authenticity is key. So, while you can't always measure the ROI directly in terms of sales, the long-term impact on brand loyalty and relationships is undeniable.

Looking back, I wish I had started sooner.

Nirmal Gyanwali, Founder and CEO, WP Creative

LinkedIn: Most Impactful for Job-Research Platform

As the founder of a job-research platform, LinkedIn has been the most impactful channel for us. That's where job seekers are actively searching for opportunities and engaging with career-related content. While LinkedIn can sometimes feel cringeworthy with its overly polished posts, it's important to show up authentically and give people the value they seek. 

We've experimented with Instagram, Facebook, and TikTok, but the conversion rates are much lower. On those platforms, people are there primarily for entertainment, not job-searching. Our content often gets sandwiched between a funny cat video and a cooking recipe, making it harder for users to leave the platform and engage with us.

To measure ROI, we focus on metrics like engagement rates, click-through rates (CTR) from LinkedIn posts, and conversions from job seekers who sign up or engage with our platform after seeing our content. LinkedIn's audience is more relevant to our mission, so we see better outcomes compared to entertainment-centric platforms. For us, success on social media isn't just about views—it's about meaningful conversions and long-term engagement from the right audience.

Vivian Chen, Founder & CEO, Rise

Facebook: Nurturing eLearning Community

Facebook has been a powerful platform, particularly for nurturing our community of eLearning professionals. We've run targeted campaigns promoting our webinars and articles, which have consistently driven traffic to our site. One campaign, offering a free “eLearning Trends” report, resulted in a 40% increase in eBook downloads in just a week.

We measure ROI by tracking how many users transition from Facebook to our platform and convert—whether that's downloading a resource, signing up for a webinar, or subscribing to our newsletter. The key is using Facebook's pixel to directly attribute actions taken on our site back to specific campaigns, giving us clear insights into what works.

Christopher Pappas, Founder, eLearning Industry Inc

Instagram and Facebook: Invaluable for Designer Dresses

When it comes to social media platforms, Instagram and Facebook have proven invaluable for my current company that specializes in designer dresses for women. Instagram, with its visual-centric layout, allows us to showcase our diverse range of designer dresses, resonating with our predominantly female audience who appreciates fashion aesthetics. Facebook, on the other hand, facilitates community-building, wherein direct, engaging conversations with our customers help us tap into their preferences and feedback.

Measuring ROI on our social media campaigns doesn't merely look at direct sales. We also account for key performance metrics like customer engagement (comments, shares, likes) and cost-per-engagement for a comprehensive perspective. A recent campaign on Instagram, for instance, resulted in a 20% uplift in interactions and a 15% increase in website traffic, which translated into an impressive spike in sales. Here, our ROI evaluation was not merely the direct sales generated but the overall brand visibility and customer interactions we accomplished. 

By understanding these various metrics, we're able to continually refine our social media strategy and optimize our campaigns for the greatest impact.

Eva Miller, VP of Marketing, Pretty Moment

Instagram and Facebook: Beneficial for Wethrift.com

Instagram and Facebook have proven to be the most beneficial platforms for my business. Instagram, with its visual-based appeal and user demographic, aligns well with our target market of online shoppers aged between 18 and 34. We've seen a significant boost in traffic via Instagram Story features and influencer partnerships.

On the other hand, Facebook's robust advertising system allows us to precisely target potential customers and retarget those who have already visited our site, increasing conversion rates. To measure the ROI on our campaigns, we use a combination of in-platform analytics and Google Analytics to track engagement rates, click-through rates, and conversions. 

For instance, attribution modeling helps us understand the customer journey and the role each interaction plays in the conversion path. By analyzing this data, we can optimize our social media strategies and ensure a positive return on investment for our marketing efforts.

Nick Drewe, Founder & CEO, Wethrift

Instagram and Pinterest: Best for Furniture Sales

For our business, Instagram and Pinterest have been the most beneficial. Since we sell furniture, it's all about visuals. These platforms allow us to showcase our products in beautiful, lifestyle-focused settings that resonate with our audience. We measure ROI by tracking engagement—likes, comments, and shares—but more importantly, we look at conversions from those outlets.

We can see how social media traffic translates into sales using tracking links and Google Analytics. It's not just about followers; it's about driving proper results that show up in our revenue. That's how we know it's working.

Chris Putrimas, CEO, Teak Warehouse

LinkedIn and YouTube: Most Beneficial for OPIT

In the education sector, particularly in technology disciplines, LinkedIn and YouTube have proven to be the most beneficial platforms for us. LinkedIn helps us connect with potential students and professionals looking to upskill, while YouTube allows us to deliver informative, engaging content related to computer science and digital-business. For instance, our video tutorials on coding and AI concepts draw significant attention.

Measuring ROI goes beyond monetary values. Engagement statistics, like comments, shares, LinkedIn InMails, and video watch time, are of paramount importance. We use tracking codes to determine conversions originating from these platforms. A remarkable example of our campaign's success was a 70% increment in application rates after a persuasive series of LinkedIn posts discussing our globally-focused curriculum and affordable tuition fees. Therefore, social-media campaigns offer both a measurable return on investment and priceless brand recognition for us.

Greta Maiocchi, Head of Marketing & Admissions, OPIT

LinkedIn and Facebook: Most Beneficial for Family Law

We've found that LinkedIn and Facebook have been the most beneficial social media platforms for our business. LinkedIn allows us to connect with other professionals, share thought leadership, and establish our firm as a trusted authority in family law. It's also a valuable tool for networking with potential referral sources like therapists and financial advisors, which aligns with our focus on collaborative family-law solutions.

On the other hand, Facebook helps us engage with our clients and community more personally. We share educational content, client success stories, and updates about our firm, fostering trust and visibility among current and potential clients. Given the platform's detailed targeting options, it's especially useful for targeting specific demographics through paid ads.

We measure the ROI of our social media campaigns through engagement metrics—likes, shares, and comments—along with tracking website traffic and conversions originating from our social platforms. We also use UTM codes to follow the journey from social media interactions to consultations booked, helping us understand how our social presence directly impacts lead generation and client acquisition. This approach ensures that our social efforts are both impactful and measurable.

Meghan Freed, Co-Founder and Managing Partner, Freed Marcroft

Instagram and Facebook: Effective for SEO for Restaurants

For my business, Instagram and Facebook have proven to be the most beneficial social media platforms. Firstly, Instagram's visual-driven platform allows us to share mouth-watering images of culinary creations, which resonate well with food lovers and effectively showcase the distinctive experiences our clients' establishments offer. A prime example is when we ran a campaign for a Melbourne restaurant where we used Instagram's story feature to showcase “behind-the-scenes” processes—it generated not just double-digit growth in followers but a 60% increase in walk-in customers and online bookings.

Similarly, Facebook offers an efficient way to communicate directly with our audience, such as sharing updates or answering queries, while its targeted ad feature allows us to tailor and gauge our reach for optimal results. For ROI measurement, I rely on platform-specific metrics, Google Analytics, but more importantly, direct bookings or calls to our clients. For instance, an Italian café in Sydney saw its delivery rates double after we launched a Facebook campaign promoting their new delivery option. Hence, real business impact, in tandem with analytical data, makes a crucial part of our success measurement.

Andrea Abbondanza, CEO and Founder, SEO For Restaurants

LinkedIn: Surprisingly Effective for B2B Services

I'd say LinkedIn is surprisingly effective for our B2B digital-marketing services. While many businesses focus on platforms like Facebook or Instagram, LinkedIn has been our dark horse in terms of lead generation and brand building.

We started taking LinkedIn seriously about a year ago, focusing on creating thought-leadership content and engaging in industry discussions. The platform's professional audience aligns perfectly with our target market of business decision-makers. For instance, a series of posts about the impact of AI on digital marketing strategies garnered significant engagement and led to several high-value client acquisitions.

To measure ROI, we use LinkedIn's built-in analytics combined with our own tracking system. We assign unique UTM parameters to each LinkedIn post that links back to our website. This allows us to track not just clicks and engagement on the platform, but also how many of those interactions turn into actual leads and clients. We've seen a 35% increase in qualified leads coming from LinkedIn since implementing this strategy.

My tip: don't just broadcast on LinkedIn. Engage with others' content and participate in relevant groups. We've found that this community-focused approach has been key to our success on the platform—you're building professional relationships, not just chasing likes.

Aaron Whittaker, VP of Demand Generation & Marketing, Thrive Digital Marketing Agency

LinkedIn and Instagram: Dynamic Duo for Web Development

For our web-development agency, LinkedIn and Instagram have been the dynamic duo of social media platforms. It's like having a power suit and a creative canvas working together to showcase our brand.

LinkedIn has been phenomenal for B2B networking and thought leadership. We regularly share industry insights and case studies, which has positioned us as experts in our field. For instance, a series of posts on “Web Design Trends for 2024” garnered over 10,000 views and led to three high-value client acquisitions.

Instagram, on the other hand, is our visual playground. We use it to showcase our design work and give behind-the-scenes peeks at our team. It's like inviting potential clients into our digital studio. Our “Website Wednesday” feature, where we highlight a recent project, has become a hit, increasing our follower engagement by 60%.

Measuring ROI is crucial—it's like having a scoreboard for your social media game. We use a mix of metrics:

• Conversion tracking: We set up unique landing pages for our social media campaigns. This lets us directly attribute leads and sales to specific platforms.

• Engagement rates: We track likes, comments, and shares. But it's not just about vanity metrics—we analyze which types of content drive the most meaningful interactions.

• Lead quality: We use UTM parameters to track where our leads come from. We've found that LinkedIn leads tend to have a 30% higher conversion rate than other sources.

• Client surveys: We always ask new clients how they heard about us. It's surprising how often social media plays a role in their decision-making process.

My advice? Don't spread yourself too thin. Focus on the platforms where your target audience is most active. And remember, social media is a marathon, not a sprint. Consistency and quality content are key.

In the end, it's about creating a community, not just collecting followers. When you do that right, the ROI follows naturally!

Harmanjit Singh, Founder & CEO, Website Design Brampton

Instagram and Facebook: Beneficial for Sail

Instagram and Facebook have been incredibly beneficial for us. These platforms are often underused by hotels, yet they offer powerful visual-marketing opportunities to showcase properties directly to potential guests. Our AI-driven campaigns on these platforms have consistently increased direct bookings for our clients by over 30%.

Our risk-free model covers ad spend upfront, so we are invested in ensuring high ROI. We measure success using a live dashboard that tracks key metrics like booking rates and revenue growth in real time. For instance, a campaign we ran for a boutique hotel on Facebook led to a 40% spike in direct bookings within a few weeks, highlighting the platforms’ potential when effectively used.

By focusing on visual storytelling and leveraging advanced-targeting algorithms, we’re able to improve visibility and connect more intimately with guests. Our campaigns are continuously refined based on live data, which boosts their effectiveness and ensures sustained improvements in booking and revenue metrics over time.

Shahar Rubin, Founder & CEO, Sail

LinkedIn and Instagram: Beneficial for LogicLeap

We've found that LinkedIn and Instagram have been the most beneficial social media platforms for our business, each serving unique purposes that align with our goals.

LinkedIn has been invaluable for B2B marketing and networking. It allows us to connect with industry professionals, share insights, and establish thought leadership. We use LinkedIn to publish articles and updates about our projects and to engage with potential clients. The platform's professional environment makes it ideal for building credibility and fostering business relationships. We've seen a noticeable increase in inquiries and collaborations stemming from our LinkedIn activities, which underscores its effectiveness in reaching decision-makers.

Instagram, on the other hand, excels in showcasing our creative work, particularly in web design and branding. Its visual nature allows us to demonstrate our capabilities through compelling images and videos. By sharing behind-the-scenes content and client success stories, we can engage with a wider audience in a more informal setting. Instagram has helped us connect with creative professionals and businesses looking for design inspiration, expanding our reach within the creative community.

To measure the ROI of our social media campaigns, we focus on several key metrics. Engagement rates, such as likes, comments, and shares, help us gauge how well our content resonates with our audience. Website traffic analytics allow us to track how social media drives visitors to our site, and we use UTM parameters to pinpoint which posts are most effective.

Lead generation and conversion rates are critical for understanding the direct impact of our campaigns. By tracking the number of leads or inquiries generated through social media, we can assess the tangible benefits of our efforts. Additionally, comparing sales data before and after campaigns helps us determine their influence on revenue.

We also consider the qualitative aspects, like brand sentiment and audience feedback, which provide insights that numbers alone might miss. Regularly reviewing these metrics enables us to refine our strategies and ensure that our social media efforts align with our business objectives.

In essence, LinkedIn and Instagram have been instrumental in supporting different facets of our business, and by carefully measuring ROI, we ensure our social media strategies remain effective and aligned with our goals.

Josh Matthews, Director, LogicLeap

LinkedIn: Most Beneficial for B2B Engagement

LinkedIn has been our most beneficial platform, especially for B2B engagement. I remember, early on, we experimented with different platforms, but found that LinkedIn's professional environment allowed us to directly connect with decision-makers. One particular campaign, where we shared AI-driven marketing insights, led to a 30% increase in inquiries from potential clients in just one month.

To measure ROI, we track metrics beyond likes and shares. The key is monitoring conversions, whether that's form fills, webinar sign-ups, or direct messages. We use a combination of UTM tracking and platform analytics to tie social engagement directly to revenue. If a post leads to a consultation or sale, that's ROI we can quantify.

Victor Julio Coupé, Partnerships Manager, Digital Web Solutions

Facebook: Most Effective for My Business

For my business, Facebook has proved to be the most effective platform because my target audience tends to be older. Facebook's versatility allows me to create content at scale and use its robust ad tools to drive traffic to my blog and online store. What's great is that I also benefit from the organic engagement, which still offers substantial reach for a relatively low cost.

When it comes to measuring ROI, I focus on the amount I spend on ads compared to the revenue generated from my blog (through ads and affiliate links) and my store (sales). Even if the ROI is slightly negative in the short term, I consider the exposure and brand recognition valuable for long-term growth. For me, it's all about balancing direct returns with the organic traction that continues to build my audience over time.

Alexander Weber, Founder, Golfforscher

LinkedIn: Beneficial for The Rohg Agency

LinkedIn has been the most beneficial platform for my business. Its professional focus aligns with our branding and web-design services, reaching decision-makers directly. By sharing case studies and thought-leadership content, I've grown my network significantly, leading to a 40% increase in client inquiries this year.

I measure ROI by tracking the number of leads generated through LinkedIn posts and engagement rates. A LinkedIn campaign where I shared the success story of rebranding The Idaho Lottery resulted in a 50% uptick in profile visits and inquiries. It's proof that storytelling and authenticity resonate well with professional audiences.

Additionally, repurposing content for LinkedIn has streamlined our workflow, allowing for quicker insights into what motivates client interactions. Engagement spikes have been observed after posting detailed project breakdowns, suggesting that transparency and educational content build trust and drive business.

Josh Cremer, Founder & CEO, The Rohg Agency

LinkedIn and YouTube: Beneficial for Raise3D

LinkedIn and YouTube have been the most beneficial platforms for our business. LinkedIn helps us connect with industry professionals and decision-makers, while YouTube showcases our products in action through tutorials and case studies, providing valuable content to our audience. We measure the ROI of our social media campaigns by tracking key metrics such as engagement rates, lead generation, and conversions. Using analytics tools, we assess how these interactions translate into website traffic, inquiries, and ultimately, sales, ensuring our social media efforts drive meaningful business results.

Olivia Tian, Marketing and Innovation Manager, Raise 3D

Instagram and Facebook: Best for Sustainable Branding

Using Instagram and Facebook, we were able to tap into the best social media for building our brand as well as reaching our target audience directly. Instagram's visual-first format lets us communicate the sustainable journey of our products through photos and videos and tell the story behind each sustainable decision. Facebook has also been crucial in initiating community conversations and nudging people toward meaningful conversations about sustainable living.

Such platforms enable us to meet our customers in their environment and, through that, to break the limits of simple transactions and escape meaninglessness into a rich, relationship-filled world. With so much going on, we track a lot of key metrics that help measure the ROI of our social media campaigns. 

For example, an engagement rate in terms of likes, shares, and comments tells us how well content relates to the audience. We are also very vigilant about our CTRs, from ads to post exposures, giving a clear indication of how effectively our content drives interest. Meanwhile, we track conversion rates from campaigns to see how well social interactions end up converting to actual sales.

What's more important to us, however, is the long-run retention of customers and brand loyalty, because social media allows the nurturing of continuous relationships with our audience. Beyond direct sales, we create and nurture a supportive community that supports our mission and drives sustainable growth in the long run.

Dan Steiner, Co-Founder, Good Laundry

Instagram and LinkedIn: Effective for Kellianne.me

Generally, social media like Instagram and LinkedIn have been very effective so far in the growth of my business. Instagram allows me to reach a wider audience through visually appealing content, as well as share client success stories and creatively exhibit my services. LinkedIn is the ideal professional network space for industry leaders who would like to engage in the sharing of those thought-leadership pieces that best hit the target audience.

We will measure the ROI of the social media campaigns through metric reporting such as engagement rates, follower growth, and conversion rates from posts to leads or sales. Analytics tools will let us know what people like, and we can then tailor our content.

We do consider the long-term awareness of the brands and the relationships we can have with our followers. These platforms created revenue, but also amplified our visibility and credibility. Success on social media isn't about the number—it's about meaningfully connecting and giving value to an audience that eventually adds to long-term growth.

Kellianne Fedio, Founder, Kellianne.Me

Meta and LinkedIn: Most Beneficial Platforms

Most beneficial platforms for my business have been Meta and LinkedIn. We measure ROAS on daily, weekly, and monthly levels, while ROI is being measured quarterly, utilizing LTV of customers that came from paid ad campaigns against the ad spend in the previous quarter. We also do it on a 6-months basis and yearly.

Davor Rapic, CEO, Advertikal