Marketing & Growth

Choosing Social Media That Suits Your Business

Updated: 2026-05-27 Holdwise editorial team Social Media Marketing Strategy

Choose the social media channels where your customers spend time and that you can keep up. One or two channels are usually enough, and you can ignore the rest. If you try to be everywhere, it usually goes wrong. At Holdwise, we updated this answer on 27 May 2026 and change it when the rules change.

Where are your customers?

Ignore generic advice about which platform is trendy. Go where your own customers already spend time. Business decision-makers mostly use LinkedIn. People who like visuals and lifestyle content use Instagram. Younger consumers spend hours on TikTok. Older people often use Facebook. Choose the platform that matches your audience.

Pick one or two platforms

Most small businesses do better with one or two channels that they use consistently. With five channels, you post too little on each one. Pick the channel closest to your audience. Use it for at least six months before you judge the results.

Match the format to the platform

Each platform needs a different kind of content. On LinkedIn, useful written posts do well. On Instagram, visuals and short reels do well. TikTok is built around short videos made for the app. On YouTube, longer videos do well. If you post the same content everywhere, you usually get poor results. Adapt the content, or skip that platform.

Consistency is more important than intensity

If you post a lot for six weeks and then stop, you see little effect. With one good post per week for a year, you build an audience. Choose a posting pace you can keep up in a quiet, busy or stressful week.

Measure the right thing

Followers and likes feel good, but they are a poor measure of success. Look at inquiries, sales and people who say, "I saw your post." Track these, and pay less attention to likes and followers. If a type of post gets you work, do more of it.

When to skip social media entirely

Your customers may be inactive on social media, or making content may cost you too much energy. In that case, you may grow faster through SEO, networking or referrals. Many businesses do very well fully offline.

Are the Dutch terms new to you? Start with company formation in the Netherlands for non-residents. There you can read about the legal forms, the documents, the costs and the comparison with Germany.

Free advice

Want our team to have a look?

We help entrepreneurs and international companies with their company in the Netherlands and Europe. Tell us where you stand or what you are planning. You get free advice on your next step.

Part of Doing Business in the Netherlands, the complete 2026 guide.

Frequently asked questions

Do I need to be on every platform? +

If you try to be everywhere, it usually fails. With one or two platforms that you use consistently, you get better results than with a small presence on many platforms.

How often should I post? +

Post often enough to stay visible, at a pace you can keep up. Once a week for a long time works better than daily posts that stop after a month.

How long before I see results? +

At least six months. Post steadily for that period before you judge the results. Growth on social media is usually slow.

Sources Belastingdienst · KVK · wetten.overheid.nl Last updated: 2026-05-27