Which channels should your company use? All of them?

I see this all the time: a CEO decides, “We need to be everywhere. Let’s make profiles on every platform.” The assumption is that if the company has accounts on all social media channels, that counts as a strategy. Open accounts everywhere, post something, and voilà — success!

Then comes the idea: maybe we should join TikTok too — it’s popular, we could post some fun videos, surely our audience would love that.

So the plan looks like this: post on Facebook, share stories on Instagram, be professional on LinkedIn, funny on Reddit, opinionated on X (Twitter, or whatever it’s called this week), and on top of that keep a blog and send out newsletters.

Getting dizzy yet? Now imagine being the marketer told to execute this “strategy.” Suggest narrowing it down to one or two channels, and you’ll probably get pushback.

The reality: trying to be everywhere quickly leads to burnout. After a couple of months, posting stops. The result? Dead profiles that make it look like the company doesn’t even exist. A Facebook page with the last post from Christmas 2022. An Instagram feed showing the company’s summer event — from 14 months ago. Not a great look.

Not every channel matters for your business

Ask yourself: do you really need to be on Instagram if your business is in metal fabrication? Or should you be cracking jokes on Reddit and TikTok if your clients are serious engineers and architects?

Each platform has its own audience, culture, and purpose. What works in one place may fall completely flat in another. Copy-pasting the same content everywhere is not a strategy.

Main channels and who they’re for

Facebook

Still a strong choice, especially for audiences 30–50+. Great for building communities, events, and ongoing customer interaction.

Instagram

Perfect for visually driven businesses: design, food, fashion, beauty, travel. If your product is Excel spreadsheets… maybe not the best fit.

LinkedIn

The go-to B2B platform. If your customers are other businesses or you want to build a professional reputation, LinkedIn should be at the core of your strategy.

X (Twitter)

Fast-moving platform for sharing opinions and news. Works well for tech, journalism, and businesses that thrive on quick, direct communication.

Reddit

A special case. It’s powerful if you join real discussions and avoid sounding like a salesman. But be warned: Reddit communities are quick to call out anything that feels like advertising.

TikTok

Home of influencers and creative short-form videos. The audience skews younger, but don’t underestimate it — TikTok is growing quickly among 40+ users too.

Blog & newsletter

Great long-term tools to build trust and authority. If you can commit to producing valuable content consistently, invest here.

Should you have an account on every platform?

No. Just because your competitor is everywhere doesn’t mean you should be.

Choose one or two channels where your customers actually spend time, and go all in. Be consistent. Build a community there.

It’s far better to shine in two places than to be invisible in ten.

Your brand image — and your sanity — will thank you.