Each major platform serves a different purpose: Instagram and TikTok favor visual and short-form video content and skew toward younger audiences; Facebook has broad reach across age groups and strong group/community features; LinkedIn targets professional audiences and B2B relationships; and X (formerly Twitter) favors real-time commentary and customer service interactions. WhatsApp Business is particularly important across Nigeria and much of Africa, where it functions as a direct commerce channel -- businesses use catalogs, automated greetings, and quick replies to take orders, answer questions, and process sales directly within the app, often alongside or instead of a formal e-commerce website. Rather than maintaining a weak presence on every platform, a new business should identify the one or two platforms where its specific target customers already spend time and invest there consistently. Spreading effort too thin across too many platforms typically produces mediocre content everywhere instead of strong content somewhere.