Choosing the right social media platforms can make or break your business online. With so many options available, it’s easy to get overwhelmed or spread yourself too thin. In this article, I break down which platforms I focused on, why I picked them, so you can learn from my experience and build a smarter, more strategic presence online.
Choosing the right social media platform based on your brand and audience
When picking a platform, think beyond what’s trending. Consider where your ideal audience spends time and how your brand best communicates. Not every social network works for every business, and trying to be everywhere often backfires. Here’s how I made my selections.
What are the most popular platforms and which ones did I skip
The top social media platforms in terms of user base are Facebook, YouTube, WhatsApp, Instagram, TikTok, LinkedIn, Snapchat, and X (formerly Twitter). But popular doesn’t always mean effective. I skipped Facebook and Twitter entirely. Facebook felt outdated, and Twitter’s fast-scrolling feed didn’t align with my content pace
Instead, I focused on Instagram, LinkedIn, and TikTok. These are among the biggest social media platforms right now, and each serves a different purpose: Instagram for visuals and storytelling, LinkedIn for thought leadership and B2B networking, and TikTok for discovery and high reach potential.
How Instagram vs. LinkedIn vs. TikTok worked for my content style
Instagram supported my brand visually. With high-quality graphics, behind-the-scenes stories, and carousels, I connected emotionally with followers. LinkedIn let me build credibility through longer posts, personal wins, and expert commentary. TikTok was a wild card. My short, value-packed videos performed better than expected. The platform rewarded authenticity, not polish. All three platforms helped me connect with different parts of my audience in different ways.
Why it’s better to go deep on 1-2 platforms than be everywhere
Trying to show up everywhere sounds good in theory, but it leads to shallow, inconsistent content. By focusing on just a few platforms, I was able to go deeper. I learned the nuances of each platform’s algorithm, community tone, and posting style. It also gave me time to interact meaningfully with followers, answer comments, and actually build relationships. This kind of engagement turns viewers into fans and fans into customers. Quality over quantity, every time.
TIP: Decide what are the top social media platforms for you and then focus only on them. It doesn’t matter what is the biggest social media platform, what matters if how it suits you and your business.
What platform strategy taught me about personal brand growth
The right platform strategy can help you grow a personal brand that feels authentic, trustworthy, and compelling. Here’s what I learned.
In the following video, I offer tips on choosing the right social media platforms for your business:
How being visible on the right platforms built instant trust
Each platform has its own trust signals. On LinkedIn, a well-written post that shows thought leadership gets you noticed by industry peers. On Instagram, showing up on Stories builds familiarity. On TikTok, direct camera-talk videos make people feel like they know you. When I focused on platform-native content and showed up regularly, people began to recognize me and engage.
What I changed in my content after audience feedback
Listening is half the game. After reading comments and DMs, I adjusted both tone and format. On LinkedIn, shorter posts with bold first lines worked better. On Instagram, people preferred behind-the-scenes content over polished marketing. On TikTok, I learned to ditch long intros and get to the point. This feedback loop helped me evolve and made my content feel more relevant and tailored.
Why is focusing on platform-native content boosting engagement
Reposting the same content across platforms sounds efficient, but it often falls flat. Each social media app has its own language and rhythm. What kills on TikTok may flop on LinkedIn. When I started creating content for each platform instead of repurposing, my engagement jumped. Platform-native content feels less like marketing and more like a conversation.
How does this social media mix support my overall business strategy
Focusing on the most popular social media platforms that aligned with my content style helped me grow faster and smarter. Instagram built brand presence. LinkedIn opened doors for collaborations and clients. TikTok brought in unexpected traffic and leads. By choosing where to show up intentionally, I aligned my content with my broader business goals: brand awareness, lead generation, and authority building.
