does most popular social media platform right now matter for a small site?

which platform is biggest doesn't matter. where your customers already scroll does. facebook is still the largest and still works for local businesses with an older audience, instagram for anything visual, linkedin if you sell to businesses, tiktok if your buyers are under 30. the thing i'd push back on is doing several. one platform, posted on consistently for six months, beats four accounts that go quiet. pick based on the customers, not the charts.