Where should you be showing up? Marketing channels that actually work in 2025
Digital marketing can be so overwhelming these days and sometimes you don’t show up anywhere well because you feel like you have to show up everywhere. One of the top responses from business owners that I get when I tell them what I do is, “yeah, I know I need to be on social media but I don’t know where to start.”
And honestly? That’s not always true.
Here’s the truth:
You don’t need to be everywhere. You don’t even NEED to be on social media.
You NEED to be where it counts for YOUR audience, YOUR offer, and YOUR goals.
Let’s break down how to choose the right channels – and where we’re seeing the best ROI for small businesses in 2025.
Start Here: 3 Questions to Ask Before Choosing a Channel
Before you get caught up in trends or what other businesses are doing, pause and ask:
Where is my audience already spending time?
If you’re trying to reach 55+ homeowners, TikTok might not be your best bet. If you’re targeting B2B founders, Instagram might fall flat.
What kind of content can I actually create consistently?
Video, written posts, behind-the-scenes reels, tutorials, photos – be honest about what feels sustainable for you or your team.
What do I want people to do after they engage with me?
Your goal might be discovery calls, purchases, downloads, or email signups. Different channels support different actions.
Marketing Channels That Actually Work in 2025
Here’s a breakdown of major digital marketing platforms and what we’re seeing them work best for in 2025:
| Channel | Best For | Not Ideal For | ROI Potential |
|---|---|---|---|
| Visual brands, lifestyle products, culture-building, local connection | B2B brands without a face or niche | ⭐⭐⭐⭐️ – Great for awareness & engagement | |
| Local service providers, community-driven brands, groups & live events | Brands targeting Gen Z or with low-engagement strategies | ⭐⭐⭐ – Strong with groups/ads; still reliable | |
| B2B, consultants, personal brands, service-based industries | Product-based brands without thought leadership | ⭐⭐⭐⭐ – Excellent for leads and authority | |
| Email Marketing | Nurturing leads, launching offers, segmentation & automation | N/A – Essential for most businesses | ⭐⭐⭐⭐⭐️ – One of the highest ROI tools |
| YouTube + Shorts | Educational content, long-form storytelling, SEO visibility | Brands without video capacity | ⭐⭐⭐⭐ – High long-term value, slower to build |
| TikTok | Personality-driven brands, short-form trends, viral content | Niche B2B or non-visual brands | ⭐⭐–⭐⭐⭐⭐ – High upside, unpredictable |
| Blogging / SEO | Long-term organic traffic, search visibility, evergreen content | Fast results without long-term effort | ⭐⭐⭐⭐ – Strong compounding value over time |
| Paid Ads (Meta, Google, YouTube) | Scaling proven offers, retargeting, lead generation | Brands without strong messaging or funnel | ⭐⭐⭐⭐ – High ROI with strategy and targeting |
You Don’t Have to Be Everywhere, But You Do Have to Be Strategic
You’ll see the most results (especially when you’re first starting) when you focus on 1-3 channels that truly align with:
Your audience
Your bandwidth
Your offers
Everything else can support, but it shouldn’t distract.
Take a look at the chart above, which 1-3 platforms should you be on based on your audience, your bandwidth, and your offers?
What About The Other Platforms?
We get this question often and here’s our take (as of July 2025):
Still very niche and tech-centric
Not ideal for most small businesses (yet)
Could be worth watching if you’re in SaaS, Web3, or developer-focused industries
Limited business use unless you’re a large-scale brand targeting Gen Z (we have a government contract that is using Snapchat for ads to target Gen Z and it’s working really well, so we definitely don’t eliminate this one, it’s just not at the top of our list)
ROI typically low for small service-based or local businesses
Still finding it’s footing
Could be useful for real-time commentary or thought leadership IF your audience is already there
Most small brands are better off investing elsewhere… at least for now
Other Platforms (ie., Clubhouse, Mastodon, Lemon8, etc.)
Keep an eye on them, but don’t feel pressure to jump on every trend
Test intentionally if you have extra capacity, but don’t sacrifice consistency on your core platforms to chase the new shiny thing
Final Word: Be Where It Makes Sense For YOU
If you’re overwhelmed, unsure where to start, or just tired of marketing that isn’t moving the needle, you’re not doing anything wrong.
You’re just missing clarity. And that’s where we come in.
Book a free discovery call and let’s figure out what channels will actually grow your business in 2025.