A small business cannot be everywhere, and neither can you. Posting on six platforms badly is worse than posting on two well. Part of your job is helping a client choose where to spend effort, based on where their customers actually are and how those customers like to buy.
What each platform is good for
- Facebook. Widely used by businesses, churches, schools and NGOs in Ghana. Good for community updates, events, longer captions, groups and conversations in comments. Pages connect to Messenger and WhatsApp for enquiries.
- Instagram. Visual. Good for fashion, food, beauty, crafts, salons and anything that looks good in photos and Reels. Stories suit daily updates and offers.
- TikTok. Short vertical video and live streams. Good for showing products in use, behind the scenes moments and trends, and for reaching people who do not follow you yet.
- WhatsApp. Where many Ghanaian customers actually place orders. A WhatsApp Business account gives a catalogue, quick replies and labels. A WhatsApp channel lets a business broadcast updates to followers, who cannot reply in the channel itself.
- X. Fast news and public conversation. Useful for media houses, public bodies and brands that need to respond to topics quickly.
- LinkedIn. Professional audiences. Useful for NGOs, training centres, recruitment firms and companies selling to other businesses.