How many social media platforms should you really be on?

It’s easy to feel like you need to be in all the places on social media — Instagram, Facebook, TikTok, LinkedIn, X (honestly, I still call it Twitter), YouTube, Threads, Pinterest… the list goes on and on.

But if you’re a busy entrepreneur or running a lean team, trying to keep up with every platform will lead to burnout. It is also a road to ineffective marketing.

So… the big question. How do you choose the right number of platforms for your business?

The myth of “being everywhere”

For most small businesses, being ~everywhere~ is unrealistic.

Having many social media accounts only works if you have a dedicated social media team or an agency running your content, engagement, and ads. Otherwise, you’ll spread yourself too thin, and instead of doing a great job on one or two platforms, you’ll do a mediocre job on many.

Focus beats frequency.

And I think it's better to do one or two platforms well than five poorly.

Step 1: Figure out where your audience hangs out

Before picking the social media platforms for your business, ask yourself:

Who is my target audience?
Where do they spend time online?
What kind of content do they consume (we’re thinking about things like videos, photos, blogs, etc.)?

For example:

If you’re a B2B (business-to-business) service, LinkedIn is probably your best bet.
If you’re selling fashion, beauty, or lifestyle products, Instagram and TikTok may be the place to be.
If your audience is local and community-focused, Facebook Groups or Pages can still be powerful.

Something that will help here… don’t guess. I recommend actually asking your customers where they like to hang out. It’ll save you in the long run.

Step 2: Determine your capacity

Now that you know where your audience is, think about how much time and energy you can realistically commit to social media.

Consider:

Do you have someone to help with content creation, posting, and engagement?
How much time per week can you devote to managing social?
Do you have a content library (photos, videos, graphics) or do you need to create everything from scratch?

If you’re solo or have a small team, one or two platforms is usually the sweet spot.

Step 3: Match social media platforms to your content strengths

Next, think about what kind of content you’re good at creating (or willing to figure out!):

Good at writing long-form content? I’d look at using LinkedIn.
Great at photos and visuals? Instagram and Pinterest could work for you.
Comfortable on video? TikTok, Instagram Reels, and YouTube Shorts are fantastic options.

Play to your strengths — and where your audience is.

Step 4: Make a strategic choice

Now that you’ve thought about where your audience is and what kind of content you enjoy creating, it’s time to narrow it down to the platforms that make sense for you.

Choose platforms that fit your business type and where your ideal customers are already hanging out. You don’t have to overcomplicate it — pick one or two that make the most sense for you and commit to showing up there consistently.

Step 5: Reevaluate every few months

The social media landscape changes fast. A platform that works well today might fade tomorrow. Remember when everyone was on Clubhouse? Ahh, memories. Set a reminder to reevaluate your strategy every 3-6 months, asking yourself these questions:

Are you seeing engagement and (meaningful) results?
Has your audience shifted platforms?
Are you enjoying the process, or is it draining your resources?

If something isn’t working, it’s okay to pivot or drop a platform! Let this blog be your permission slip.

If you’re overwhelmed by content creation and social media strategy, I’ve got you. Let’s make a plan that works for you. Reach out to me today!