We choose the right social media platforms by matching your customer type, your local market, and the kind of content you can post consistently to the business result you want (calls, booked appointments, estimates, foot traffic, or recruiting).
Start with two quick filters: (1) who buys from you (homeowners vs renters, families vs young adults, B2B decision makers, tourists vs locals) and (2) what people need to see before they trust you (before-and-after photos, short videos, reviews, staff expertise, pricing ranges, or proof of results). If you want a simple framework for “why people act,” our breakdown of search intent types maps cleanly to social content, because most posts work when they answer a question or remove doubt.
- Pick the job for social: awareness (get known), demand capture (get messages and calls), retention (keep clients coming back), or recruiting.
- Use your own data first: look at your best customers in your CRM, call logs, and website analytics. If most leads come from Central Florida zip codes, you want platforms where local targeting and local trust signals are strong.
- Choose the content format you can keep up: if you can film 2 short clips a week, you can win on video-first channels; if you have great photos and strong testimonials, you can win on visual and community channels.
- Pick one “main” platform and one “support” platform: the main platform gets your best content and replies; the support platform gets repurposed posts and retargeting ads.
- Run a 30-day test with clear tracking: track calls, form fills, booked appointments, message volume, and cost per lead if you run ads. Likes are fine, but they don’t pay payroll.
How common platforms fit most Orlando businesses
| Platform | Best fit when you want | Content that tends to work | Orlando and Florida notes |
|---|---|---|---|
| Local reach, community trust, steady lead flow | Offers, reviews, FAQs, job photos, event posts, short videos | Strong for neighborhood audiences, local groups, and home services where people ask neighbors for referrals | |
| Trust fast, more DMs, strong visual branding | Reels, Stories, before-and-after, behind-the-scenes, staff spotlights | Great for dentists, med spas, fitness, restaurants, real estate, and anything visual | |
| TikTok | Discovery and reach when you can post video often | Short tips, myths vs facts, quick transformations, day-in-the-life | Works best when you can show personality and repeatable weekly video habits |
| YouTube | Evergreen education and high-trust proof | How-to, “what to expect” videos, testimonials, service walkthroughs | Helpful for higher-consideration services like legal, medical, and big home projects where people research first |
| B2B leads, partnerships, and hiring | Company updates, case examples, expertise posts, recruiting content | Best for professional services and B2B providers selling to owners or managers | |
| Nextdoor | Hyperlocal referrals and service requests | Neighbor-focused posts, promos, seasonal reminders, review screenshots | Often strong for pest control, lawn care, pressure washing, cleaning, and other home services |
| Idea-driven discovery for visual planning | Project photos, checklists, room ideas, “before-after” collections | Can be a quiet winner for remodeling, design, real estate, and wedding or event vendors |
A practical rule: if your sales cycle is short (pest control, lawn care, urgent dental pain), start where people message and call quickly, usually Facebook and Instagram. If your sales cycle is longer (family law, cosmetic dentistry, remodels), add YouTube or LinkedIn so your expertise lives longer than a 24-hour post.
If you want your social channels to support local discovery in Google too, our explanation of local SEO is worth a read, because reviews, photos, and local trust signals often work together with what you post on social.
Once you pick platforms, the next decision is execution: consistent posting, fast replies to comments and DMs, and simple tracking that ties social activity to leads. That’s exactly what we handle in our social media marketing service, including content planning, community replies, and paid social when it makes sense for your budget.
If video is the bottleneck (and for most businesses it is), we can also help you build a steady flow of short clips and testimonials through our UGC content service, so you have real footage for Reels, TikTok, and YouTube without turning it into a second job.
