How to Choose the Right Social Media Platform in 2025
Author: Tom May with Creative Boom (link to original article is below)
Whatever social network you use, you’ve probably noticed a lot of people loudly (and sometimes pompously) announcing they’re leaving it for a variety of reasons. Most of us know the arguments for ditching X, Threads, Facebook and Instagram in 2025. But before you follow the crowd, it’s worth taking a step back and thinking: am I going from the frying pan into the fire?
Which social media platform to choose is something we’ve been discussing with our community for some time now. And for good reason. Brand strategist Hammad Aslam reflects the feelings of many when he says: “Social media is like a moving puzzle, and keeping up can feel like a full-time job”
We’d love to be able to tell you definitively that there is one particular social platform that’s best for creatives. Unfortunately, it’s not so simple. The benefits of different platforms will differ for different people and will largely depend on what you want to get from social media.
So, this article will instead look at how to choose the social media platform that’s right for you.
What are you using social media for?
The first step is to consider what you’re actually using social media for. This may sound like a daft question, but different people use social media for many different reasons and in vastly different ways.
Most obviously, celebrities use it to promote themselves and their work without having to please gatekeepers or pay for marketing. On the other hand, journalists use it to gather information, quotes and stories.
For visual creatives, there are a multitude of reasons for using social media: self-promotion, lead generation, networking, gathering tips, inspiration, and information, and feeling like you’re part of a community.
And, in truth, many of us use it to pass the time, mindlessly scrolling through stuff we’re not really interested in, in the same way we might zone out in front of the TV.
Which of these are most important to you will greatly impact which social network you choose. For example, if you’re primarily interested in lead generation and networking, many creatives are making enthusiastic noises about LinkedIn in 2025.
Why some are switching to LinkedIn
Ella Kashirokova, founder and brand designer at Escent Creative, is among them. “I never thought I’d say this, but LinkedIn is my go-to right now,” she says. “It used to be Instagram, but I’ve definitely seen a shift of more people coming from there onto Linkedin.”
It’s also become the go-to for brand builder Matt Lewis. “We’re also active on Insta, but our engagement is way less on there,” he explains. “In terms of strategies, we’re starting to do some active lead–gen work now rather than just posting about our work. It’s not something we’ve really done before because all of our work comes through word of mouth or referral. But we thought it was time to be more proactive.”
Most of the creatives active on LinkedIn we’ve spoken to love its business-oriented nature. That means that everyone is generally on best behaviour, and keeps the chat primarily about work topics: you’ll be pushed to find trolls or people ranting about politics here.
But at the same time, that can make it feel the least, well, “social” of the social networks. As designer, photographer and illustrator Ed Clews puts it: “LinkedIn works best for me in connecting with potential clients, but it’s not particularly geared for fun.”
Illustrator Sretan Bor agrees. “I’ve been using LinkedIn more and more, and it’s great for connecting,” he says. “But I’m still not sure it’s good for actually reaching out to people. Maybe that should be reserved just for emails.”
Instagram vs TikTok
So, what are the best LinkedIn alternatives today? For the Creative Boom community, Instagram still seems to be the most popular choice despite frustrations with the algorithm and an increasing lack of engagement with posts that aren’t paid for or based on video.
So why aren’t we seeing a mass exodus from this platform in the same way that seems to be happening with X? Well, quite simply because Instagram is still very well positioned for portfolio and brand building, allowing you to curate a polished, professional presence online with minimal effort.
Networking and discovery are made easier through hashtags, collaborations, and Instagram’s recommendation engine. Monetisation opportunities exist through Instagram Shops, paid partnerships, and subscriptions. Features like Stories and Reels keep engagement levels high for those who are prepared to make short videos.
If you are up for video, though, why not try TikTok? Yes, it may end up getting banned in the US, but all the signs are that the politicians and business leaders are doing their best to save it. Even if it is, that will only cause the platform to lose 170 million users out of a total billion, which is still not to be sneezed at.
The good thing about TikTok is that the algorithm is designed to push fresh content to a broad audience, regardless of follower count. That means it can be a good place to share authentic, storytelling content, and raw, behind-the-scenes content often performs better than the overly polished visuals favoured on Instagram.
Niche communities flourish here too, making it an ideal space for specific creative interests. And potential monetisation exists through the TikTok Creator Fund, brand partnerships, and live gifting.
Threads vs BlueSky
Which brings us to Threads and BlueSky. As they were both launched as direct rivals to X, it stands to reason they’re best suited for people who’ve grown disenchanted with the social network previously known as Twitter. But at the moment, they’re in a bit of a vicious circle.
While many have signed up, there has been little posting and engagement. So, we have a bit of a chicken and egg situation: Many are unwilling to post until more people join, but people are unwilling to join until more people post.
If you’re willing to take the leap, though, which should you opt for? To look at Threads first, Meta’s platform seems to be evolving into a more relaxed and discussion-friendly space. And that makes it a good potential choice for creatives looking to have nice online chats without the pressure of maintaining a visually perfect feed.
Less algorithm interference makes content appear more chronologically, reducing frustration over hidden posts than you find on Instagram. However, Threads doesn’t currently make it easy to find people, meaning gaining traction can be slower than on other platforms.
Also, following owner Mark Zuckerberg’s contributions to Trump’s campaign and announcement he was scaling back moderation on his social networks, some are turning to BlueSky instead. It does pretty much the same job as Threads, with the big differences that it’s not owned by Meta and that (not coincidentally) it currently has a much smaller user base.
Because Meta can keep feeding Threads with new people via advertising on Instagram and Facebook, BlueSky is likely to forever remain the smaller of the two. Of course, you might see that as a good thing (a more intimate, connected, and passionate community) or a bad thing (less opportunity to reach a mass audience). It’s your call, basically.
How to choose
So, how do you choose between all these networks? Again, it goes back to what your main goals are. If showcasing work is key, Instagram might be the best fit. If you’re willing to make video, TikTok excels at organic engagement and trend-driven content. BlueSky may appeal if meaningful chat is a priority, but Threads’ greater audience reach may swing it if you’re interested in large follower counts.
The type of audience you seek also matters: for example, LinkedIn is best for business connections, whereas TikTok fosters entertainment-driven communities. Stability is another factor to weigh; established platforms like Instagram and LinkedIn offer reliability, while emerging ones like Threads and BlueSky present opportunities for early adoption.
“What I recommend to my clients is to use the platforms they actually like using,” says brand consultant Craig Gillespie. “For me, that’s primarily Instagram and Linkedin, although it does mean it’s easy to overconsume and under-create. The key thing is, though, to move people over to an email list. We don’t own these platforms, so any changes can massively impact businesses.”
How not to choose
Of course, you don’t actually have to choose between platforms at all: you could use all of them if you want. That’s what designer Tom Muller does.
“I don’t believe in restricting yourself into social echo chambers or bubbles, so I’m still active on all main social networks,” he explains. “You go where your audience is. I’m still on X, Instagram, Threads, Facebook, Tumblr, BlueSky and LinkedIn. I’ve built up a good number of followers across these platforms over the years, and I’ve noticed that over time, engagement will ebb and flow between them, but each—for me at least—caters to a different audience, with some overlap, that brings visibility to my work and my studio, often resulting in new clients and projects. The platforms are bigger than just the people at the top.”
Most of us, though, have found that trying to do too much leads to burnout and have taken action accordingly. Take Ben Mottershead, founder and strategy director at Never Dull. “I’ve ditched Meta, use TikTok for news, and have decreased my time on Linkedin by about 60% since the summer of last year,” he says. “Overall, my stress has decreased notably, and I definitely feel more balanced with my outlook on everything.”
Indeed, maybe it matters less which social media platform you use and more what you do with it. As Cher Keane, associate director at Red Setter, says: “Irrespective of the platform, real people want to know they’re connecting with real people more than ever.
“My best advice is be you. Spelling mistakes are OK, swear if you swear, stop writing lofty posts that don’t actually say anything, talk about stuff you actually give a damn about, and engage with other people to actually engage with them, not because it’ll help boost your content. It’s really obvious when someone is writing a post for the sake of being visible and to satisfy algorithms rather than genuinely seeking to start a conversation, and it’s utterly boring. Be a human.”
