Not Sure Which Platform to Focus On?
Imagine trying to hit a Pilates class, text back your friends, reply to your boss’s email, and pick up your kids from school…all at once. That’s what it feels like to keep up with every social media platform.
Trust us, we get it.
Every week brings a new trend, a new sound, and sometimes, a whole new platform. And if you’re in the social space like we are, you know how fast “fun and creative” can turn into “please make it stop.”
Here’s the truth no one really says out loud: not every brand needs to be on every platform.
You can exhale now.
There are only so many hours in a day and only so much creative juice to squeeze. The real secret? Knowing which platforms deserve that energy because more often than not, the answer isn’t “all of them.”
So how do you figure out where your brand truly belongs?
Step One: Know Who You’re Talking To
Before you start logging into every app, pause and ask yourself: who are we trying to reach here?
Serving CEOs who schedule their lives down to the minute? LinkedIn is your runway.
Targeting Gen Z who love lo-fi GRWMs and unfiltered PR hauls? TikTok’s calling.
Dreaming of an aesthetic grid that screams “main character energy”? Welcome to Instagram.
The goal isn’t to chase every trend on every platform, it’s to show up where your audience is.
Dive deep into audience insights. Look at who they are, where they live, what they engage with, and what content makes them pause mid-scroll. The more you understand their habits, the clearer it’ll be which platforms are worth your focus and which ones are just noise.
Step Two: Understand the Social Space
Ready for some 2025-level reality checks?
There are 5.66 billion people using social media worldwide, out of 8.1 billion total. That’s a lot of eyes.
TikTok still reigns in engagement, averaging 2.5%–7.5%, compared to Instagram’s 0.5%–3.6%.
Facebook is still alive and kicking, with 3.07 billion monthly active users (hi, grandma).
According to The University of Maine, the average person uses nearly seven different platforms a day.
What does that mean for you? Your audience is everywhere. But you don’t have to be.
Your job is to know where they’re most present and alert because attention is the new currency, and you’re competing with six other tabs for it.
Step Three: Step Into Your Main Character Era
We get it. It’s tempting to want to be everywhere at once. But spreading yourself thin is the fastest way to burn out.
Here’s our take:
• Pick your main stage: the platform where your brand shines the brightest, and treat everything else as your supporting act.
Focusing in allows you to grow organically instead of frantically. Master one or two platforms. Build authority. Then expand when you actually have momentum.
Step Four: Change What You’re Tracking
Sure, watching your follower count tick up feels great, but that’s not where your focus should be in 2025.
Here’s what matters in 2025:
Saves & Shares → People cared enough to keep it or pass it on.
Website Clicks → They’re curious and ready to know more.
Inquiries & DMs → You’ve got their attention and their trust.
Track these. They’ll tell you what’s resonating, what’s converting, and where your energy is best spent.
Step Five: Stay Consistent, Not Constant
Here’s your permission slip. You do not need to post daily. You do not need to chase every trend. You do not need to be everywhere all at once. You just need to show up with intention.
Because the loudest brands online aren’t the ones doing the most. They’re the ones doing the right things, on the right platforms, for the right people.
So take a breath. Pick your lane. Own it.
And if you’re still not sure where to start... well, that’s where we come in.