Are you spreading yourself too thin?

When it comes to social media, there are plenty of platforms to choose from and always lots of noise around the newest channels. Clubhouse anyone?

If you’re not careful, you’ll find yourself on lots of social channels. Posting can become a full-time job. Without bringing in the results you’re hoping for. You don’t need to be everywhere to make social media work for you. You just need to be where it matters.

So, how should you choose which platforms to use to promote your business? 

And what sort of content should you be posting?

Good social media is about building rapport with your target market. You want them to know, like and trust you.

So, the first question you should be asking is: Which social platforms do my ideal customers use? If your target market is business leaders the answer might be LinkedIn, Twitter or Facebook groups. For a teenage girl your answers could be Instagram, Snapchat and TikTok. If you’re selling a design-led product Pinterest may well be a great platform for you.

Start with the one platform that’s the best fit for your target market, your brand style and the type of product or service you’re offering. Focus all of your attention there to start with. When you’ve mastered it, you can broaden out to another channel that makes sense strategically.

Deciding the social media platforms at the start will also help with type of content that’ll work best.

Whichever channel you choose, all of your content needs to inspire and engage your target audience. Focus on what interests them. It’s well worth taking some time researching this. You’ll get the best results if your posts resonate with their values and interests. That way they’ll start to comment, share and converse, which is what you’re looking for. Keep monitoring your analytics to see what’s working best, then build these learnings into your future posts.

Followers share and engage with content that will enrich their lives and those of their friends. Posts that solve their problems, teach new skills and create a positive impression of them. These types of post will all do well.

Posts which promote connection, with you and their friends, are a great way to increase awareness and a positive impression with your audience. Interactive posts like polls, asking them to tag a friend and competitions are some of the ways you could do this.

People buy from people, so going live is also work really well. Particularly in interactive sessions like Q&As, where you can help your followers, show how much you care and increase trust by showing you know your subject.

A great tip from Katy Leeson at Social Chain is to use humour and positivity in your posts and back these up with facial emojis. Research showed that facial emojis increase engagement by 30%, so don’t forget to use them.

Remember to give things away for free. Your followers will love and value this type of post. Try product giveaways, hints and tips or a masterclass. They’re all low cost for you and offer real value for your followers.


Doing one platform well will give you better results than doing lots of channels badly. Cut back to just the social channels where you have the best chance of engaging with your target customers and do them really well.

Whichever platform you choose, if your social content is all about you. Just broadcasting about what you want to sell. It’s guaranteed to fail!



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