One of the quickest ways to burn out on social media is trying to be everywhere at once. Most local businesses do better on two platforms done well than on five done badly. Here's how the main ones compare.
Google Business Profile: start here
Strictly speaking it isn't social media, but for a local business it's the most important place to post. It's what people see when they search for you, or for "plumber near me", on Google Search and Maps.
- Who sees it: people actively looking for a business like yours, right now
- What to post: offers, seasonal reminders, new services, photos of recent work
- How often: about once a week
If you only do one thing, keep your Google profile fresh.
Facebook: your local community
Facebook is still where many local communities live: neighbourhood groups, local news, events and recommendations.
- Who sees it: your existing customers and their friends, often 35 and up
- What works: helpful tips, your team, reviews, local news, events
- Good for: plumbers, electricians, HVAC, roofers, dentists, restaurants, almost any home or family service
- How often: two to three times a week
Instagram: when your work looks good
Instagram is visual first. If people choose you because of how your work looks, it's worth the effort.
- Who sees it: a younger audience who browse with their eyes
- What works: strong photos, before and after shots, carousels, short videos
- Good for: salons, barbers, cafés, restaurants, gyms, interior and landscaping work, dentists with cosmetic work
- How often: two to three times a week, with real photos rather than stock
LinkedIn: only if you sell to businesses
LinkedIn is for work. For most home services it won't bring in calls, but for some local businesses it's the best channel there is.
- Who sees it: business owners, managers and professionals
- What works: expertise, case studies, team news, hiring
- Good for: accountants, law firms, commercial cleaners, IT support, B2B trades
- How often: once a week
How to choose
Ask yourself three questions:
- Where do my customers already spend time? Ask a few of them.
- Does my work photograph well? If yes, add Instagram.
- Do I sell to other businesses? If yes, add LinkedIn.
For most local businesses the answer is Google Business Profile plus Facebook, with Instagram if the work is visual.
One post, adapted for each
You don't need to write separate posts from scratch. The same idea can be shaped for each network: a short, practical version for Google, a friendly one for Facebook, a photo-led one for Instagram and a more professional take for LinkedIn.
That's what Porchlight does for you. Each post comes with a caption for Facebook, Instagram and LinkedIn, plus separate versions for Google Business Profile and X, and you can preview exactly how it will look in each feed before you keep it. Connect your pages once and approved posts go out on their own.
Try it free with your own website and see which posts fit where.
