You spend hours creating posts, writing captions, and running ads. But are they actually bringing you returns?
The world is progressing really fast, and choosing the right social media platform is one of the smartest moves an entrepreneur can make. But the best ROI is not the same for every business. It depends on who you want to reach, what you want them to do, and how you measure return.
For you, below we’ll break down the strengths of Instagram, Facebook and LinkedIn, share some recent research-based signals, and give a clear, practical way to choose the platform that will return the most value for your business.
A Quick Snapshot of What the Research Says
Social media continues to grow rapidly, becoming an essential part of daily life. According to We Are Social Australia’s Digital 2024 Report, people now spend at least two hours a day on social media platforms each day. This shows how deeply social media has become a part of our daily habits.
A 2024 Sprout Social Survey found that Facebook delivers the highest ROI for marketers, with around 28% of them naming it as their top-performing channel. Instagram followed closely behind at roughly 22%, proving its growing influence for product-driven and visually creative businesses.
When it comes to B2B marketing and lead generation, LinkedIn Business Solutions continues to lead the way. The platform’s professional audience and precise targeting options, by job title, company size, and industry, make it a top performer for entrepreneurs and agencies aiming for quality leads and long-term relationships.
All in all, the research tells us about two simple truths, so a single platform is best for everyone, and your ROI depends entirely on your goals and your audience. The smartest move is to understand where your ideal customers spend their time, and focus your energy there.
How Each Platform Typically Performs
Facebook is the best for businesses that need volume including, local services, consumer brands, and events.
Why it works the best:
- Massive audience across ages and regions.
- Mature ad tools and many placement options (feed, stories, marketplace).
- Often lower cost-per-click and measurable conversions when campaigns are set up well.
Entrepreneurs who want sales or event sign-ups at scale can find strong ROI on Facebook if they use good creative, targeted audiences, and conversion tracking. But spammy ads and poor targeting will waste the budget.
Instagram is the best for product brands, creators, lifestyle businesses, and shops that sell with visuals.
Here’s why it works for them:
- Strong visual format (photos, Reels, Stories) that drives discovery and impulse purchases.
- High engagement for visual content and strong influencer partnerships.
- Works especially well when your product or service can be shown in action.
If your business depends on design, look, or lifestyle appeal, Instagram can deliver high return through a mix of organic content, Reels, and shoppable ads. It’s slightly more costly to create high-quality visuals, but that investment often pays back.
LinkedIn business solution is the best for B2B services, enterprise sales, recruiting, high-ticket consulting and anything that sells to professionals.
Here’s why it works:
- The audience is professionals and decision-makers — ideal for lead quality rather than raw volume.
- Targeting is based on company, role, industry and seniority.
- Proven to drive qualified leads and longer sales conversations; many B2B marketers report LinkedIn as their top-performing platform for lead quality.
If you sell to businesses or charge premium prices, LinkedIn often gives the strongest ROI per lead, even if volume is smaller and cost-per-click is higher.
How to Choose?
Define the goal, not the platform.
Ask yourself if your main aim is awareness, website sales, lead generation, or customer support? Choose the platform that matches that goal.
Know your buyer.
If your customer is a consumer who shops with visuals, pick Instagram. If they are a wide-age consumer market, pick Facebook. If they are professionals or companies, pick LinkedIn. Use Pew Research and global reports to check where your audience spends time.
Match content to platform strength.
- Short video and lifestyle content → Instagram Reels.
- Community posts, offers and local targeting → Facebook.
- Thought leadership, white papers and lead magnets → LinkedIn.
Test with small budgets.
Run short campaigns on 1–2 platforms for 2–4 weeks. Measure cost per lead, cost per sale, and lifetime value (LTV). The early winner often shows lower cost per meaningful action, not necessarily the most clicks.
Measure the right metrics.
Don’t chase vanity. Track leads, conversion rates, average order value, and LTV. For early ROI signals, cost per lead and conversion rate are more useful than likes or impressions.
Use the right mix, not a single platform.
Many smart entrepreneurs use a primary platform (where ROI is strong) and a secondary platform for reach or brand building.
Common Mistakes That Hurt ROI
- Running ads with vague targeting and no clear call to action.
- Measuring only likes and followers instead of real outcomes.
- Publishing random content that doesn’t match platform norms (e.g., long text on Instagram without a visual hook).
- Ignoring tracking and attribution. Set up pixels and UTM links from day one.
Harvard Business Review and other thought leaders remind us that successful social media is aligned with business aims and measured with business metrics.
Final Words
There is no universal best platform. The best ROI comes from matching platform strengths to your business goals, testing quickly, and measuring outcomes that matter.
Use Facebook for wide reach and conversions, Instagram for visual discovery and product sales, and LinkedIn when lead quality and professional contacts are your priority. Use the research above to guide your tests, then follow the data.
