Each major platform rewards different content and serves a different purpose: LinkedIn favors professional and B2B content, Instagram and TikTok favor short-form visual and video content, and X (formerly Twitter) favors real-time commentary and customer service. Organic reach on most platforms is governed by an algorithm that prioritizes content predicted to hold attention -- watch time and completion rate for video, comments and shares for posts -- which is why organic reach for business pages has declined sharply over the past decade compared to the platforms' early years. A content calendar that plans topics, formats, and posting times in advance keeps output consistent, which matters because algorithms also reward accounts that post reliably rather than in unpredictable bursts. In Nigeria and much of Sub-Saharan Africa, WhatsApp Business and Instagram are often more central to small-business marketing than in markets where Facebook or X dominate, so platform choice should follow where the specific target audience already spends time, not global usage averages.