Does my small business need to be on all the social media channels?
Does your business need to be on all the social media channels? The short answer? No. But let’s dive deeper into why that is and how you can figure out the best channels for your business if you’re just starting with social media. We’ll explore when to introduce new social channels and when to focus on the ones that matter most to your audience.
Want to listen to this topic instead of reading it?
“Do I really need to be on all the social media channels?” on Apple Podcasts
“Exploring the Best Social Media for Small Business Owners” on YouTube
The Overwhelming Urge to Be Everywhere
There’s an urge to be on every platform because they’re all in front of our faces all the time. People see others having success on TikTok, for instance, and think they should be there too. But the first thing to consider is your business, your goals, and your audience. Just because someone else is succeeding on a platform doesn’t mean it’s right for your business. You need to consider if their business is similar to yours and if they’re targeting the same audience.
It's essential to think about the format and messaging that work best for your business. There are many variables at play, and it’s not as simple as just being everywhere. I always err on the side of focusing on one to two channels that are really good for your business.
Start with Your Ideal Customer Persona
I like to start by looking at the ideal customer persona. Who is this person, and where are they consuming content on social media? If you sit down and think it through, you might realize that your target audience isn’t on TikTok. If that’s the case, don’t waste your time there. Every channel requires work, and each has a slightly different audience.
For me, LinkedIn is a no-brainer, especially for B2B. When I first started my business, I focused on Instagram because I loved the platform and knew it well. But despite my efforts, I wasn’t seeing results. Then, I got a message from someone on LinkedIn about a post I had made, and it hit me—LinkedIn should be my main channel. It directly connects me to the businesses I want to serve.
LinkedIn is interesting because many people lurk without engaging. They read and watch without commenting or liking. My clients often feel frustrated by the lack of visible engagement, but I remind them that people are noticing. Just because someone isn’t commenting doesn’t mean they aren’t paying attention.
Trust the Invisible Audience
You don’t always know who’s looking at your content. Sometimes, someone will reach out and mention they liked something you posted, even if they never engaged with it visibly. You have to trust that there’s an audience beyond what you can see.
It's directly related to brand awareness. You have to keep doing certain things even if you don’t see immediate responses. I’ve attended networking events where people have mentioned they love my LinkedIn posts, and I had no idea they were even reading them. The perception that you’re a thought leader and helpful resource builds over time.
Go Narrow and Deep, Not Wide and Thin
When choosing social media channels, it’s more effective to go narrow and deep rather than wide and thin. Instead of trying to cover all bases, focus on one or two channels and go deep with them. Be consistent and see where that takes you. Each channel has many different types of content you can create, so there are plenty of opportunities to diversify within a single platform.
YouTube is a great example. Many don’t consider it a social platform, but it absolutely is. My twin preteen boys watch YouTube and engage with content constantly. YouTube allows you to post long-form and short-form content, which you can repurpose across other platforms. For instance, a video on YouTube can be shared on Facebook or used in a blog post.
There’s also a great tool called TubeBuddy that helps optimize YouTube content for SEO, making your videos more discoverable. People use social media platforms as search engines, so optimizing your captions and tags is crucial.
In the last year, I’ve seen the value in balancing between going narrow and deep. Sometimes, people don’t want to read long posts. They prefer watching a video. Embedding a YouTube video in a LinkedIn post offers a different way for your audience to engage with your content.
Captions are another critical element. They’re not just for those who are hard of hearing but for anyone who prefers reading along with the video. This includes people on public transportation or in environments where they can’t play audio out loud. Captions make your content more accessible and enjoyable for everyone.
Your ideal client’s age can significantly influence which platform to prioritize. For instance, a client targeting women aged 40 to 60 found that her audience was more active on Facebook. In contrast, people aged 30 to 45 might lean more towards Instagram.
People often worry about posting the same content across multiple channels, fearing that followers will notice and think they’re repeating themselves. But most people don’t pay that much attention, and many aren’t on all the same channels.
Don’t Overthink It
We often overthink what we’re posting on social media. People won’t care if you post similar content across platforms. Most will only see it once, if at all. Some even offer free and paid versions of similar content, and no one complains. The outside world doesn’t care as much as you might think.
People also hesitate to post because they don’t want to come across as braggy. But how else will people know what you’re doing unless you talk about it? You have to share your achievements and offers. It’s not about showing off; it’s about informing your audience.
You’re never defined by a single post. It’s the cumulative effect that matters. I never put anything in a draft folder. I write and post immediately because if I don’t, it occupies my mind and takes up headspace. It’s like therapy for me, and hopefully, it helps others too.
To wrap up, you don’t need to be on all the social media channels. Do your research to understand where your target customers hang out. Focus on those platforms, and if you need guidance, don’t hesitate to reach out to me. I am a marketing strategist! Always prioritize strategy over tactics, and remember, you need a recipe for success, not just the latest trend.
Want to get an email when a new blog is up? Subscribe for free today
