Facebook, Instagram or LinkedIn: where should your small business post?
Updated November 7, 2026
Choose by who your customers are. Businesses that serve local households usually do best on Facebook and Instagram, and businesses that sell to other businesses or professionals usually add LinkedIn. Do two networks well before you try three.
Best for local reach and practical information: hours, events, offers, reviews and recommendations. Many people still look at a business’s Facebook page to check it is real and open.
Best when what you do looks good: food, design, beauty, fitness, renovation, retail. It rewards your own photos and short captions. Customers often use it to decide whether a place feels right.
Best when your customers are businesses or professionals, or when referrals matter: accountants, lawyers, consultants, mortgage brokers, commercial trades and caterers. Posts can be more considered and less frequent.
How to choose
- Serve local households: start with Facebook and Instagram.
- Serve businesses, or rely on referrals: start with LinkedIn and Facebook.
- Visual product or service: lead with Instagram.
- Short on time: pick two networks and post to them every week.
What about TikTok, X and the rest?
They can work for the right business, but each takes its own kind of content, often video. It is better to be consistent on two networks than thin on five.
Common questions
Do I need all three?
No. Most small businesses do well with two. Add a third only when you can keep all of them going.
Does The Post Machine post to all of them?
The Post Machine posts to Facebook, Instagram and LinkedIn. The Starter plan covers two of them, and Growth and Pro cover all three.