Find Your Sweet Spot: How Many Social Media Platforms Should Homebuilders Be Active On?

In a rapidly changing digital landscape, social media has become a key component of any homebuilder’s marketing strategy. It allows builders to reach out to more people than traditional marketing methods and can help build brand awareness and engagement. Social media platforms like Facebook, Instagram, and X (formerly Twitter) offer a range of opportunities for builders to connect with their clients, promote their products or services, and build a strong online presence.

However, choosing which platforms to use is not straightforward, especially for home builders with limited budgets and resources. Should you focus on one or two platforms, or try to be present on as many as possible? We’ll help you find your sweet spot and determine how many social media platforms your business should be active on.

Start by understanding your target audience

The first step in determining how many social media platforms your small business should be on is to understand your target audience. Each platform has a unique audience, and understanding who your customers are and where they spend their time is essential in choosing the right social media channels. For example, if your target audience is predominantly young adults, it may be worth investing in Instagram and TikTok. If you’re targeting older demographics, Facebook and Twitter may be a better fit.

Consider the resources you have available

Choosing how many social media platforms to be active on should also be based on the resources you have available. It’s a common misconception that being active on multiple social media platforms means you’ll have more success. The truth is social media marketing is time-consuming and requires consistency, so spreading yourself too thin across too many platforms could dilute your efforts. If you have a small team or are a one-person operation, you may not be able to manage as many platforms as a larger organization with a dedicated marketing team. It’s essential to be realistic about your capabilities before branching out onto multiple platforms.

Evaluate your business goals and objectives

Your business goals should also be considered when deciding how many social media platforms to use. If you have a specific goal in mind, such as increasing brand awareness, you may prioritize platforms where you can reach a wider audience for that sort of messaging. If your goal is to generate leads, you may need to focus more on platforms where your target audience is looking for products or services.

Here’s a quick summary of the main social platforms:


Facebook is without a doubt one of the most popular social media platforms today, with over 2.5 billion active users. It offers a great way for small businesses to reach out to their audience and build a community around their brand. Facebook Groups are a great way to engage with your target audience, while Facebook Pages offer a way to promote your business and reach out to potential customers. Being active on Facebook is a must for any home builder, but how much you invest in it depends on the nature of your business and your target audience.

X (formerly Twitter)

X has been in flux over the past year since Elon Musk has purchased the network. Previously, X had proven to be successful for small businesses. With its brevity and real-time nature, X offers a unique way for businesses to easily interact with their customers and engage with their audience. One big advantage is that users can easily retweet and share your content, which can help to promote your business to a broader audience.


Instagram is becoming one of the most popular social media platforms for businesses, especially those in the retail, beauty, and fashion industries. With over a billion monthly users, it offers an opportunity for companies to showcase their products in creative ways and connect with their audience on a more personal level. Instagram Stories and Reels also allow businesses to show off their brand’s personality and share behind-the-scenes content with their followers.


LinkedIn is the go-to social media platform for B2B companies. It boasts over 706 million users and offers a way for businesses to interact with other professionals, share industry insights, and build professional relationships. LinkedIn is perfect for small businesses that offer services and products that are targeted to businesses instead of individual consumers.


TikTok is relatively new to the scene but has made an indelible impact on the industry. It’s more than just a dance app; with over 1 billion users, TikTok’s sphere of genius is its social proof. Just under half of user has said they bought a product after seeing it on TikTok. While the demographics skew younger (the dominant age group is 18-29-year-olds), it’s still a solid platform for sharing short-form videos for home renovations/DIY inspiration, advice, and guidance.

Analyze your competitors’ social media presence

Analyzing your competitors’ social media presence can give you a good indication of which platforms may be the most effective for your small business. Identify your closest competitors and evaluate the channels they are active on and the type of content they share. Additionally, evaluate the engagement level and size of their following on each platform. This will give insight into which platforms are most effective in reaching and engaging with your target audience.

So what’s the right number of social platforms to use?

Ultimately, the answer to how many social media platforms you should be active on varies by industry, audience, and business goals. It’s recommended to focus on just two to three platforms initially, instead of trying to manage everything at once. Once you’ve built up a following and mastered those platforms, you can branch out to other channels.

There’s no one-size-fits-all answer to how many social media platforms a small business should be active on. It ultimately depends on your target audience, resources, business goals, competition, and overall digital marketing strategy. By considering these factors, you can identify the platforms that are the most effective in reaching and engaging with your target audience, without spreading yourself too thin. Remember, social media marketing is an ongoing process, and it’s essential to continually evaluate your strategy and adjust your approach based on your performance and results.

Get help with your social media strategy

If you’re finding it challenging to keep up with social media or are struggling with deciding which platforms to focus on, consider outsourcing your social media efforts. Graphic Language has helped homebuilders thrive online for the past 26 years with thoughtful and creative social media marketing strategies that drive engagement.  If you need help improving your social strategy or presence, drop us a line and see how we can help.