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Why you should just focus on the platforms you enjoy and not try to maintain a presence on all of them.
Every so often it happens, another new social media platform drops, and everyone immediately runs to it. Everyone wants to be the first to try it out and become an expert. You think “everyone is using this platform; this is where my ideal client is going to be!” I’ve done it myself. But usually, the app remains unopened on my phone or gets deleted after a couple of weeks.
Before you add another platform to your strategy, stop and think. Do you have the time to work out a plan for yet another social media account? Is it going to be beneficial to your business or is it just going to cause a headache? Does it fit in with the demographic that you want to attract.
If you’re just starting out with your social media campaign, then deliberating over your target audience and creating audience personas will help you figure out which platforms you should be focussing on to reach you ideal customer. If you have already started your campaign, then think back to when you were developing your social media strategy and who you identified as your ideal client. Think about who your target audience is and where they're likely to hang out. If you’re trying to market to parents, Facebook will probably be your best option. Whereas, if you’re targeting teenagers then your content will work better on Snapchat or TikTok. Marketing to other businesses and professionals is better done on LinkedIn, although LinkedIn has become a lot less formal than it used to be.
It doesn’t just come down to your target audience, sometimes you need to consider the kind of content that is going to appeal to your target audience and where that type of content works best. Are you creating long-form blog content, tutorials and fun videos or incredible pictures?
And sometimes, it’s simply a case of which platforms you enjoy using. If you don't like the platform, then you're not going want to spend much time on it or put much effort into the content you post. Each platform has it’s pros and cons, even if they do all try to copy each other at some point!
To have a successful social media presence, you don’t need to be on every platform. In fact, being more selective in your choices of where you target your audience, can only have a positive effect on your overall performance.
This doesn’t mean that you shouldn’t give new platforms a try. You may find that they work brilliantly for you. But don't spread yourself too thin. It’s much more valuable to have an amazing presence on the 2 or 3 platforms you love than a mediocre presence on all platforms.
Of course, if you don’t enjoy using social media or have the time to manage your profiles yourself, or even just need a little guidance, then you can hire a Social Media Manager who will put in the legwork for you!
