Somewhere between your third social media login and your fourth cup of coffee, the pressure to “be everywhere” starts to creep in. Facebook, TikTok, LinkedIn, YouTube; shouldn’t your brand have a presence on all of them? Isn’t that what everyone else is doing? Maybe. But also, probably not. Because here’s the thing: being everywhere is exhausting, expensive, and, most of the time, wildly unnecessary.
Let’s talk about why.
The myth that refuses to die
This idea that brands need to show up on every platform isn’t really about marketing. It’s about fear. Fear of missing out. Fear of being overlooked. Fear that some competitor will go viral on Threads while you’re still figuring out what to do on Pinterest.
So marketers spread themselves thin. They post everywhere, all the time, hoping something sticks. But it rarely does.
According to HubSpot’s 2023 State of Marketing report, 79% of marketers found that focusing on fewer platforms with higher quality content actually performs better than trying to be everywhere at once. Makes sense. Algorithms don’t reward volume; they reward relevance. And people? They don’t want more content. They want better content.
Where your people actually are
Here’s where things get really practical. Every platform has a personality, and more importantly, a very specific crowd.
LinkedIn is the power suit of platforms. It’s where B2B companies, consultants, and recruiters hang out. Around 60% of its users are between 25 and 34. So if your product helps people do their jobs better, this is your turf.
TikTok, on the other hand, is Gen Z’s playground. Sixty percent of its users are between 16 and 24. It’s fast, weird, and unapologetically trend-driven. If your brand can speak fluent meme, you’ll fit right in.
Pinterest? That’s a whole different vibe. Think home decor, wedding planning, recipes, and DIY everything. Seventy-six percent of users identify as female, and they’re in planning mode. If you sell anything visual, lifestyle-oriented, or shoppable, this platform’s a goldmine.
The point is, you don’t need to chase every shiny new platform. You need to figure out where your audience already is, and show up there with content they actually care about.
Pick your battles, win your war
When you stop trying to be everywhere, something magical happens. You get better at being somewhere. Your messaging tightens. Your voice gets clearer. Your analytics start making sense.
You’re not just posting to post. You’re building trust.
Take Glossier. The beauty brand didn’t try to conquer every platform. They picked Instagram, leaned into user-generated content, and built a community that basically did their marketing for them. Their customers weren’t just buying lip gloss; they were joining a club.
Read more about how Glossier turned customers into ambassadors.
Focused strategies aren’t just easier to manage. They’re easier to measure. When you’re not juggling eight platforms, you can actually figure out what’s working and why.
Let the numbers do some of the work
Marketing isn’t only a creative game. It’s a data game too. And the data? It doesn’t lie.
Use tools like Google Analytics 4, UTM tracking, or whatever CRM you’re already married to. Find out which platforms are driving conversions; not just likes, not just impressions. Actual revenue.
According to Nielsen’s 2022 report, marketers who used data-driven attribution models saw up to 20% better campaign performance than those stuck in last-click land. That’s not a rounding error. That’s your bonus.
Too many platforms, not enough patience
There’s also the very human side of this. Platform fatigue is real; not just for your team, but for your audience too.
Your social team can only crank out so many posts before the quality drops. And your audience? They’re not following you
everywhere. The average person uses about 6.6 social platforms a month, but they really only engage with two or three. So if you’re posting on seven platforms and your audience only cares about two, guess what’s happening to the rest of your content?
Nothing. It’s disappearing into the feed void.
Smart Insights breaks down global social media habits.
Consistency builds trust. Redundancy builds confusion. And when you’re stretched too thin, your message starts to wobble.
So, how do you find your “right places”?
There’s no secret map, but there is a process. Start with your audience. Tools like SparkToro can show you where your people hang out online, what they read, even which podcasts they listen to.
Then look at your own data. What’s already working? Which platforms bring in the most engaged traffic, the best leads, or the highest lifetime value?
Next, match your platform choices to your goals. LinkedIn for B2B leads. Instagram for brand awareness. TikTok if you’ve got a product that demos well in 15 seconds.
And finally, test. Try things. Run small experiments. See what sticks. Then double down.
You don’t need to be everywhere. You just need to be where it matters.
That’s one more tool in the belt.
We’ll be back soon with more you can use.
Until then, keep building.
– Perfect Sites Blog
