Common mistakes when choosing a social media platform
LinkedIn, Instagram, and Facebook are not alternatives to one another. That is the first and most common misconception. They are tools used at different stages of your marketing strategy. Instagram attracts attention. Facebook drives conversions. LinkedIn builds trust. So the question isn’t which platform is best, but which platform best suits your goals.
And that starts with taking an honest look at your own business.
Most companies choose a platform based on gut feeling—or because their competitors are using it too. That’s a waste of your budget.
These are the mistakes we frequently see at Reward:
- A B2B company with a long sales cycle is going all in on Instagram. It looks great, but isn't generating any leads.
- A local contractor is promoting their business on LinkedIn without an advertising budget. Their reach remains minimal.
- An online store chooses LinkedIn because it sounds "professional," even though their customers scroll through Facebook and Instagram every day.
- The crux of the problem? Treating the platform as the starting point, rather than the goal and the target audience.
LinkedIn vs. Instagram vs. Facebook: The Key Differences
Each platform has its own unique character, its own target audience, and its own strongest use case. Here’s how they differ:
Target audience: professionals, B2B decision-makers, procurement managers, and executives.
Best use: lead generation, thought leadership, and employer branding.
Best for: companies with a long sales cycle and high order values.
Target audience: a broad, visually oriented audience, primarily aged 18 to 44.
Primary use: branding, inspiration, and impulse purchases.
Best suited for: companies with a visual product, online stores, and lifestyle brands.
Target audience: broad, locally focused, with a strong presence of people aged 25 to 55.
Best uses: retargeting, local ads, and community building.
Best for: local service providers, SMEs, and B2C companies looking to drive conversions.
Pros and cons by platform
Decision-makers are active on LinkedIn. Think of procurement managers, executives, and HR managers. Content here can be in-depth: long posts, articles, and thought leadership pieces work particularly well. Lead generation is possible through both organic reach and paid campaigns. However, advertising costs are higher than on other platforms, and LinkedIn is less effective if you’re selling a B2C product to a broad audience.
Instagram excels in visual appeal. As a result, the platform is great for branding and inspiration, and ideal for showcasing products. Reels and Stories provide organic reach without the need for an advertising budget. The downside: Instagram is less suitable for complex B2B services, and algorithm changes can significantly impact your reach.
Facebook is often underestimated, and that’s unfair. The platform still has the largest advertising network in the Netherlands, with strong local targeting capabilities. Its retargeting power is exceptional: you can easily reach people who have visited your website again. Advertising is affordable for local target audiences, and community building through groups still works well for certain sectors. The downside is that organic reach is very low without paid advertising, and the platform is less popular among audiences under 25.
Here’s a concrete example: Reward generated more than 2,450 conversions for Ballast Products through social media advertising. Facebook Ads played a key role in this.
Here's how to determine which platform is best for your business
Use these three steps to make your decision.
Step 1: Consider your type of business
B2B with a long sales cycle and high order value? LinkedIn dominates. Decision-makers are active, content can be in-depth, and you can generate leads directly. Facebook and Instagram play a supporting role here, not the leading role.
B2C with a visual product, emotional appeal, or lifestyle focus? Instagram is the way to go. Think fashion, interior design, food, or beauty. Use Facebook for retargeting and conversion.
Are you a local service provider or an SME with a physical product? Facebook is still extremely powerful. It offers local targeting, affordable ads, and a broad audience of people who make purchasing decisions.
Here are three examples to illustrate this:
If you're a coach or consultant: LinkedIn.
If you have an online store with products priced up to €150: Instagram + Facebook.
If you're a local contractor or installation company: Facebook.
Step 2: Consider your goal
Is your goal visibility? Go for organic growth on Instagram and LinkedIn. Is your goal lead generation? Use LinkedIn Ads for B2B and Facebook Ads for B2C and local audiences. Is your goal direct sales? Use Facebook retargeting and Instagram Shopping.
Are you selling a visual product for less than €100? Instagram is your primary channel. Retargeting via Facebook seals the deal.
Step 3: Assess your content capacity
Short on time and budget? Try Facebook Ads. They’re affordable, easy to target, and quick to set up.
Looking for strong visuals or video content? Instagram. A well-made reel or product photo performs well organically.
Expertise and authority in your field? LinkedIn. Write about what you know and build trust with decision-makers.
And don’t forget: you don’t have to stick to just one platform. A smart combination is often more effective. Use Instagram to grab attention, Facebook to drive conversions, and LinkedIn to build trust.
Contact Reward today
Now you know how to make the decision. But theory is one thing, and putting it into practice is another.
Reward helps small and medium-sized business owners determine the right social media strategy and implement it. With a team of social advertising specialists, you can tackle this in a structured way: from platform selection and content planning to campaign management and reporting.
More than 100 companies have already done this. From construction firms to B2B service providers, they all aim for measurable results.
Wondering which platform will deliver the best results for your business? Contact us and we’ll help you figure it out—free of charge!
Frequently Asked Questions About Social Media for Businesses
Can I use multiple social media platforms at the same time?
Yes, and that’s a smart approach for most companies. But make sure you assign a specific role to each platform. Don’t just copy and paste content. Using Instagram for visibility, Facebook for conversion, and LinkedIn for building trust gives each channel a clear purpose.
How much does advertising on LinkedIn cost compared to Facebook?
LinkedIn Ads are significantly more expensive. A click on LinkedIn can easily cost between five and ten euros. Facebook is generally much cheaper. But for B2B with high order values, that cost per lead is still attractive. It’s about cost per conversion, not cost per click.
Will Facebook still be relevant for businesses in 2026?
Absolutely. Facebook still has a large and active user base in the Netherlands, especially among the age group that makes business decisions. Its advertising network is powerful, its local targeting options are robust, and retargeting via Facebook works exceptionally well. So definitely don’t write Facebook off.
How do I know if my target audience is active on a platform?
Review demographic data using the platform’s own advertising tools. Facebook and Instagram Ads Manager provide insights into reach by age group, location, and interest. LinkedIn shows company size and job title. These are good indicators to consider before investing.
Does my business need a social media strategy, or is posting on an ad hoc basis sufficient?
Ad hoc posts rarely yield measurable results. A strategy determines which platform to use, for what purpose, with what type of content, and on what budget. Without that framework, you’re wasting time and money. A strategy doesn’t have to be complicated, but it’s essential to have one.
