Not every business needs to be on every platform -- the right choice depends on where your audience actually spends time and what you're selling. Instagram and TikTok favor visual, short-form video content and work well for consumer brands and creators; LinkedIn suits B2B and professional services; Facebook Pages and WhatsApp Business remain heavily used across Nigeria and much of Africa for customer service and community-building, especially among small and informal businesses. Organic growth depends on consistency, engaging with comments and DMs promptly, and using the native features each platform rewards (Reels, Stories, Community posts) rather than simply cross-posting the same static image everywhere. Engagement -- comments, shares, saves -- matters to the algorithm as much as follower count.