Social Media Platforms: Should My Business Use Every One?

If you’re a business owner who’s new to using social media, or trying to test out the waters with new content on different channels, you might think you need to be on every platform.

Instagram, TikTok, YouTube, Pinterest, LinkedIn, Snapchat, Twitter (X), the list goes on.

If you’re an established company with a massive marketing budget and a full marketing department leading the charge, being on every platform is vital.

But if you’re a small business owner or “solopreneur”, it can be hard to do this without feeling like you’re pedalling on a bike that isn’t moving.

From my experience as a small business owner, when you try to show up everywhere, you leave an impact nowhere. You’re trying to build 5 houses at once, but you’re never getting past the foundation.

When you’re juggling running a business and trying to make time to post strategically, it can be hard to avoid burnout. I can almost guarantee with 100% accuracy that nobody has that goal, so here’s what I recommend doing instead!

Invest heavily into 1-2 channels and focus on building momentum. Research benchmark metrics in your niche, and assess which platforms are most heavily used in your industry. Take your time in establishing clear, sustainable goals for each platform, and develop a content strategy that is both effective and endurable. Lastly, focus on creating content that tells a story — people stop for the what and stay for the why.

Following these steps will ultimately allow you to build momentum and generate awareness of your business and personal brand. Once you build a community around you, it’s much easier to successfully pivot onto other platforms.

The takeaway: invest in 1 platform, build some momentum, and watch your business change for the rest of your life.