Which Platforms to Be On: Deciding Without Trying Them All
Covering everything with the same resources means covering it badly. How to pick two channels and defend them.
The temptation is to be everywhere, because every platform looks like a missed opportunity. The result is almost always the same content badly adapted across five channels, with none of them properly cared for.
The three questions that decide it
- Where are the people you sell to already? Not people in general: the ones who buy.
- Which format can you produce consistently? If you can't shoot video, a video-driven channel isn't a choice.
- Where do people look for you once they've heard your name? That's the channel you can't neglect.
Why two
One exposes you to a risk: a rule change or a restriction wipes out the work. Three or more dilute the care until it stops mattering. Two lets you cover properly and keeps an alternative.
How to test a new channel
Without touching the other two, with a fixed number of posts and a window declared in advance, for example twelve posts over two months. At the end you decide with the data collected, not with a feeling.
The signal to walk away
Not low view counts: the absence of conversations. A channel that produces numbers but no contacts, no questions and no enquiries isn't building anything.
Better to be the reference on two platforms than a forgettable presence on five.
Sources and Further Reading
Official documentation and guidelines cited or useful for going deeper.