8. Diversify across platforms (Instagram, TikTok, YouTube Shorts, Pinterest)
It’s doubtless true that some of your customer base is chronically online, scrolling multiple social feeds every day. But your customers also have jobs, friends, families, and hobbies. Most of your potential customers have their favorite socials and check them more often than the others.
Reaching the right customers on the right platforms requires you to understand your target audience. Break your best customers into groups and research what they’re most likely to do online. Consider:
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Demographics
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Interests
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Preferred content format
Analyze your social media analytics and make note of which were most successful. This will give you a sense of where your audience is hanging out online.
Round out your research with a competitor analysis. Which platforms are your competitors using to promote their businesses? How are they engaging with their audience?
Once you’ve narrowed down the where, compare each social media platform. Note the features and functionalities, and focus on the platforms that engage your audience in the way they prefer.
Focusing on a single platform doesn’t mean going dark on all the others. Using a platform like gives you the flexibility to distribute content across platforms.
Create a batch of posts at once and optimize them for each platform. For example, you might have to switch up your captions and hashtags when repurposing a TikTok for Instagram Reels. makes this easy. You can also schedule posts so your content goes up consistently even when you’re tackling other tasks.
