If you’re running a local service business and trying to figure out which social media platform is actually worth your time, you’re not alone. At EVpro Marketing, we work with dozens of businesses right here in Austin—plumbers, roofers, home cleaning services, med spas, electricians—and nearly all of them start with the same question:
“Do I really need to be on [insert platform here]? Which one should I focus on?”
The truth is, not every platform fits every industry. In this post, we’ll break down how to choose the best social media platform for your specific business and goals, with real-world advice tailored to local services. Let’s make social media make sense for you.
Why Social Media Platform Choice Matters
Before we jump into the specifics, here’s why choosing the right platform is so important:
- Time and money are limited. You can’t (and probably shouldn’t) be everywhere.
- Each platform attracts different types of users.
- Algorithms favor different types of content. What works on Instagram likely flops on LinkedIn.
- Your customers hang out in specific places. When you know where they are, you can meet them there.
The idea here isn’t to be everywhere—it’s to show up in the right places with purpose.
Know Your Industry Before You Choose
Your first step? Get honest about your industry and what your business actually sells.
Ask yourself:
- Is your work highly visual?
- Is it B2C or B2B?
- Do your clients make quick decisions—or do they research?
- Do you want brand awareness or direct conversions?
With that in mind, let’s dive into how each platform plays out in the real world.
Facebook: Still the MVP for Local Services
Facebook might feel a little old-school, but don’t count it out.
Who It’s Best For:
Local service businesses that rely on trust, reviews, and neighborhood visibility.
- Home service businesses (like HVAC, plumbing, landscaping)
- Health & wellness providers
- Local lifestyle services (like med spas, salons, and gyms)
Why It Works:
It’s designed for community, recommendations, and hyper-local visibility.
- Strong local search features (think: recommendations and reviews)
- Community-based groups are a goldmine for referrals
- Affordable ads that can target specific ZIP codes
- Built-in messaging makes communication seamless
Pro Tip: Regular posting + boosted posts = a smart, low-cost way to stay top of mind in your area.
Instagram: A Must for Visual and Lifestyle Brands
Instagram is where aesthetics shine. If your business has a visual or aspirational component, this is your stage.
Who It’s Best For:
Businesses with strong visual appeal or lifestyle-driven services.
- Med spas
- Salons and personal care
- Interior designers
- Photographers
- High-end service providers
Why It Works:
It helps you build trust and connection through eye-catching, aspirational content.
- Visual storytelling builds trust and brand credibility
- Reels and Stories help you show results or behind-the-scenes
- Influencer collaborations can give your brand personality
- Hashtags boost discoverability in specific regions
Did You Know? Geo-tagged posts help locals find you—even if they’re just scrolling for “before and after” transformations.
LinkedIn: Ideal for B2B and Local Specialists
If your business works with other businesses, LinkedIn can help build authority and generate leads over time.
Who It’s Best For:
Professionals and companies that serve other businesses and want to build authority.
- Marketing and consulting firms
- Contractors targeting commercial clients
- Financial advisors
- Realtors and real estate specialists
- IT and security service providers
Why It Works:
It positions you as a credible professional and helps you build long-term partnerships.
- Great for positioning yourself as an expert in your niche
- Perfect for sharing case studies, wins, and business tips
- Connections often lead to referrals and partnerships
Tip: Don’t just post—engage. Start conversations in relevant forums or local groups.
TikTok: Fast-Paced & Trend-Driven, But Risky for Some
TikTok isn’t for everyone—but for some industries, it’s a rocket boost to reach.
Who It’s Best For:
Brands with a fun, approachable personality and content worth sharing fast.
- Fitness trainers
- DIY home service brands
- Personal brands and solo entrepreneurs
- Sustainable/local lifestyle services
Why It Works:
It offers unmatched reach for brands that can keep up with trends and create fun, fast content.
- Massive organic reach potential
- Short-form how-tos and behind-the-scenes content perform well
- Humanizes your business
Consider This:
TikTok takes time, creativity, and consistency. And not all local audiences hang out there.
Reality Check: If your ideal client is 45+ and not dancing in their kitchen, TikTok might not be worth it (yet).
YouTube: Strong Return for Evergreen Content
YouTube is great if you’ve got the resources to invest in few solid video pieces now that work for the long haul.
Who It’s Best For:
Businesses that can create educational or how-to content with long-term value.
- Tutorial or advice-heavy businesses (e.g., appliance repair, auto shops)
- Professionals with complex services (i.e., pest control, roofing education)
- Consultants and educators
Why It Works:
It gives you search power, authority, and reusable content that works long after posting.
- Search-friendly—videos rank in both YouTube and Google
- Positions you as a subject matter expert
- Reusable content you can share across other platforms
Pro Tip: One well-recorded video can be broken into Instagram Reels, Facebook posts, and TikTok clips.
Twitter (X): Real-Time Marketing with Limited Local Payoff
While Twitter, now known as X, has its place in news and niche communities, for most local service providers, it’s not where conversions happen.
Who It’s Best For:
Thought leaders and businesses involved in timely topics or public conversation.
- Experts commenting on current issues
- Brands involved in policy or tech
- Event-specific local businesses
Why It Might Not Be Worth It:
It’s noisy, fast-moving, and offers limited local targeting for service businesses.
- Low engagement for service-based local businesses
- Hard to break through noise unless you’re already well known
- Limited location targeting
In short: Twitter’s great for thought leadership, but not so much for turning followers into customers.
Choosing the Right Platform: A Quick-Glance Table
Industry | Best Platform(s) | Why It Works
|
|---|---|---|
Med Spa / Salon | Instagram, Facebook | Visual appeal + local targeting |
HVAC / Plumbing | Facebook, YouTube | Search intent + trust-building content |
Legal / Financial Services | LinkedIn, Facebook | Professional credibility + referrals |
Real Estate | Facebook, LinkedIn, Instagram | Community visibility + market updates |
Fitness / Coaching | Instagram, TikTok, Facebook | Motivation/social proof + viral potential |
Contractors (B2B) | LinkedIn, YouTube | Education + long-term relationship building |
Massage / Wellness Spa | Instagram, Facebook | Ambience sells—visual + local targeting |
Pet Services | Instagram, Facebook, TikTok | Cuteness drives engagement |
Questions to Ask Yourself Before Committing to a Platform
Still unsure? Ask yourself:
- Where is my audience spending their time online?
- Can I realistically create consistent content for this platform?
- Will this platform help me meet my current business goals (brand awareness, leads, loyalty)?
- Does the platform support the kind of content I can create? (Video vs. photo vs. text posts)
- Do I need engagement, visibility, or just a professional presence?
How Many Platforms Should You Be On?
For most local service providers, two platforms are enough to start. Here’s a practical plan:
- Pick 1 primary platform for your target audience (post 3–4x per week)
- Support it with 1 secondary platform for reputation or reach (post 1–2x per week or reshare content)
Trying to manage five different platforms often leads to burnout—and underwhelming results.
Let’s Not Forget: Your Website Still Matters
Social media should drive people somewhere: your website. That’s where they:
- Learn about your services
- Book an appointment
- Read reviews
- Decide to call or message you
So, whatever platform you choose, make sure you’re linking back to a website that reflects your best self. If yours needs some TLC, our team at EVpro Marketing can help.
Our Take: Pick One. Go All In.
In the end, what matters most is showing up consistently where your audience already exists.
You don’t need to master them all. You need to be useful, visible, and trustworthy—on the platforms that serve your customers best.
If you’re not sure where to begin or which content type fits your local service business, start small. Pick a platform. Post once a week. Track what resonates.
And if you want help crafting a social media strategy tailored for your business—and your city—we’re here. EVpro Marketing has deep roots in Austin and local marketing is our only focus.
Ready to grow your visibility with a smarter social media plan? Reach out, follow our blog, or simply start testing one of the approaches above. Your ideal customers are out there. The right platform will lead them to you.