You don’t need to be on every social platform

It’s easy to feel like you needs to be everywhere on social media — posting on every channel, chasing trends, and burning out your marketing team in the process. But trying to maintain an active presence everywhere is nearly impossible unless you have a massive marketing team.

For the tech & SaaS brands out there, chances are your marketing team is already stretched too thin. The best thing you can do is figure out where your audience is spending most of their time, and, more importantly, where they’re making decisions.

To help, we did some research into general social platform usage and buyer behavior in this sector and here’s what we found:

Top social media focus areas for tech and SaaS

The benefits of each platform

The chart above summarizes research on general trends for tech/SaaS audience usage, but ultimately the choice depends on your brand. Let’s look a little deeper into the benefits of each platform.

LinkedIn: The powerhouse you can’t ignore

If you’re in SaaS or enterprise tech, LinkedIn should be your home base. 74% of B2B tech buyers consume work-related content here and it’s responsible for an estimated 80% of B2B social media leads. This is where decision-makers go to learn and evaluate. Focus here if your product is B2B, has a long sales cycle, or targets decision-makers in tech roles.

YouTube: The underrated research channel

YouTube is often overlooked in B2B strategies yet remains one of the first places tech buyers go to understand a product. It’s reported to be the top platform B2B buyers use to research solutions. Long-form product demos, tutorials, webinars, and even customer stories perform exceptionally well here. YouTube also drives SEO value, and Google frequently ranks video content from YouTube in product-related searches.

Reddit: Where product credibility is earned

This one is probably most surprising, since reddit isn’t for polished brand content. But that’s exactly what makes it powerful.

Subreddits like r/SaaS, r/Entrepreneur, and r/sysadmin are goldmines for unfiltered product conversations. Tech buyers turn to Reddit for authentic peer reviews and real use cases. It's growing fast, with Reddit's DAUs increasing nearly 50% YoY.

If people are talking about your category on Reddit, you need to know what they’re saying. Even if you don’t post often, social listening here can inform your messaging, roadmap, and positioning.

Facebook: Still relevant in the right context

Surprisingly, Facebook still matters, especially for community-building and global reach. In a 2024 study, over 57% of B2B decision-makers said they use Facebook for work-related content. Niche Facebook groups often become unofficial product forums for SaaS tools, and its ad reach is still unmatched.

That said, Facebook isn’t where most buyers start their product research, it’s where they stay engaged. If you’re cultivating a user group or running international campaigns, it may be worth a targeted presence.

TikTok & Instagram: Brand awareness, not buyer intent

People know these platforms are big, but they’re often not used the right way. Both TikTok and IG are best for for top-of-funnel visibility.

• 55% of TikTok users report using it to research new products.

• Instagram Reels and TikTok videos offer bite-sized ways to build brand recognition.

• Surprisingly, 1 in 3 B2B tech buyers now use TikTok for professional content.

But again, these are discovery platforms, not deep research hubs. The ROI for complex SaaS products is still emerging. You’ll need a strong creative engine and clear goals around awareness, not conversions.

Discord: The hub for tech brands

Discord has evolved far beyond its gamer roots. Today, it’s a go-to platform for SaaS communities, dev tool user groups, and product support spaces, with an estimated 300M+ monthly active users. Many open-source tools and AI startups use Discord for real-time communication with users. Channels are organized and searchable, making it ideal for ongoing product discussions,

Think of Discord as a modern forum + chat hybrid — more interactive than Slack, more private than Reddit, and way more engaged than a passive Facebook group. If your product is developer-facing or relies on user feedback loops, Discord is a strategic win.

Twitter (X): Once a staple, now a question mark

Well, actually, once a bird now an X. But yes, what was once the default for tech discourse has slowly diminished. Their ad reach is down ~5% in the last year and many buyers/brands have migrated to alternatives or deprioritized it.

That doesn’t mean it’s useless — many developers and startup folks are still active — but it’s no longer a must-have in your stack.

We should note that if you’re already active and seeing value, great. But it’s no longer essential for new brands.

Choose wisely

We wanted to write about this because there’s so many brands out there trying to be everywhere, and in turn, are burning out their marketing teams. If you’ve made it this far, take some time this week to double down on the platforms that best align with your audience’s mindset and your product’s buying journey. It will go much further for you in the long run.

And if you’re looking for an extra set of hands, we’re here to help.