You Don’t Need To Be On Every Social Media Platform

Facebook. LinkedIn. Instagram. Twitter (you’ll never be X to me). Snapchat. TikTok. Bluesky. Threads. Pinterest. Reddit.

Social media is an ever-evolving field and it can be easy to feel like you’re falling behind. I’m here to ease your worries — your brand doesn’t need to be on every social media platform. You don’t even need to be on half of them. 

A better strategy than blindly downloading the latest social media app? Strategically thinking about your audience and which platform(s) will work best to reach them. 

Reasons it might make sense to be on the following platforms: 

Facebook: You’re looking to reach a wide range of people, of all ages. You want to create and build an online community. You’re interested in exploring the world of digital advertising and online targeting. You have a versatile range of content (links to articles, photo albums, video, polls, etc) that you’re planning to share with your audience. 

LinkedIn: Your audience is made up of professionals. You have some sort of expertise in your field that you’d like to share. You want to showcase your company or employee achievements. You’d like to grow your professional network and make one-on-one connections. Great for longform content (utilizing their article feature!)

Instagram: You have lots of visual content you want to share, including high quality images and eye-catching graphics. You’d like to reach a younger audience. Maybe your brand is focused on selling products or e-commerce and you’d like to utilize the platform’s shoppable features. Instagram is also a great fit for brands with lifestyle content.

TikTok: You have the bandwidth to create highly-engaging video content. You want to reach a younger audience. You’re prepared to keep up on the latest trends and participate in them. (Don’t be fooled into thinking you need to be on this platform because it’s the “latest” thing. If you don’t have content that works for the platform, you’re not going to gain any traction.)

Your brand isn’t falling behind. You don’t need to rush to create an account on every new platform that pops up. Just be sure to check in on the engagement you’re getting on the platforms you are on. Rethink when needed. Keep your content fresh and intentional. Your audience knows where to find you — just keep them wanting to come back for more.