How to Determine Your Brand’s Main Social Media Platforms

It’s easy to feel overwhelmed by the myriad of platforms available for building your brand. And with so many options, you might be tempted to stretch yourself thin across several channels, but here’s the reality: getting amazing at just two platforms will serve you far better than being sub-par at seven.

When it comes to growing your business and community, we always recommend choosing two main platforms: one focused on GROWTH and the other on COMMUNITY. And then expanding from there based on capacity. Let’s break this down.

1. Understand the Purpose of Each Platform

The strategy is simple: optimize each platform for its intended purpose. There are two main categories that platforms fall under. Here’s how to approach it:

• Growth Platforms are where you’ll reach new audiences and expand your visibility. These are places where content can go viral or attract new followers. Think of them as your brand's megaphone. These generally have a search engine build into them. Allowing content to not only reach more people, but become searchable too.

• Community Platforms are all about nurturing relationships and engaging with your existing audience. Here, you can foster meaningful connections, respond to inquiries, and build loyalty.

2. Choosing Your Preferred Medium

With a clear understanding of growth versus community, the next step is to determine which platforms best fit your content creation style. The key question to ask yourself is: What medium do you most enjoy creating content in? This will not only make your content more authentic but also sustainable in the long run.

Here’s a breakdown of examples for each category:

Under GROWTH:

• Graphics: If you love creating visually appealing graphics, Pinterest could be your go-to. This platform thrives on eye-catching visuals that can drive traffic back to your website or blog.

• Talking Head Videos: If you prefer to speak directly to your audience, consider TikTok (TT). This platform allows you to engage with viewers through quick, impactful videos that can rapidly increase your reach.

• Storytelling: If narrative is your forte, YouTube (YB) is ideal for in-depth storytelling and connecting with your audience on a deeper level.

Under COMMUNITY:

• Writing: If you enjoy crafting thoughtful content, LinkedIn is an excellent platform for professional networking and sharing industry insights.

• Graphics or Video: Instagram is perfect for brands that want to showcase their products or personality through visuals. It allows for both polished graphics and engaging video content.

• Blasts: If you want quick updates or promotions, consider using Twitter or Threads. These platforms are great for real-time engagement and sharing concise messages.

3. Choose Your Main Platforms

Once you’ve selected your preferred medium, you can choose your main platforms.

Under GROWTH:

• Graphics:

  • Pinterest

  • Instagram

  • Canva

• Talking Head Videos:

  • TikTok

  • YouTube (YB)

  • Facebook Live

• Storytelling:

  • YouTube

  • Medium (for written storytelling)

  • Instagram Stories

Under COMMUNITY:

• Writing:

  • LinkedIn

  • Facebook Groups

  • Blogs

• Graphics or Video:

  • Instagram

  • YouTube Community Tab

  • Snapchat

• Blasts:

  • Twitter

  • Threads

  • Email Newsletters

For your growth platform, aim to create high-quality, shareable content that resonates with your target audience. Utilize keywords, hashtags, and trends to increase visibility. Consistency is key; develop a content calendar to ensure you’re regularly posting and engaging with your audience.

On your community platform, prioritize building relationships. Respond to comments, ask questions, and create polls to encourage engagement. Share user-generated content to foster a sense of belonging within your community.

4. Supporting Platforms

While your focus will be on your two main platforms, don’t forget about supporting platforms! These can include an anchor content source like a blog or podcast. You can repurpose content from your main platforms to these supporting channels, further enhancing your brand’s reach and engagement.

5. Tailor Your Approach

Remember, this strategy isn’t a one-size-fits-all approach. If your business is product-based, or your goals differ, you might find a different strategy works better for you. Tailor your platform choices to align with your specific audience and objectives.

Choosing two main platforms—one for growth and one for community—will help you focus your efforts and resources, allowing you to create content that truly resonates with your audience. By selecting platforms that match your strengths and preferences, you can engage your community more authentically and drive significant growth for your brand.

So, which two platforms will you choose? Happy strategizing!