Why I Intentionally DON'T Post on ALL Social Media Platforms

Ten years ago, someone shared the fantastic advice to choose just two social media platforms to focus on.  Why?  Because trying to manage more than that can quickly become overwhelming.

Back when I got that piece of guidance, I was wearing all the hats. I didn’t have the cash yet to outsource anything, so that included admin, finance, sales, wholesale, retail, marketing, plus handmaking all of my art to sell.  And I’ll be honest - marketing often got booted to the end of the list.  It just felt less essential than producing product on order.  I mean, who on earth has time to pause that & spend a day staging photos, writing a newsletter or strategizing & scheduling a month's worth of social media?  What I didn't realize, was that my lack of consistency was hindering my growth.

In my case, focusing on Instagram & Facebook was most beneficial.  Today, working in my new small business marketing capacity, I’ve added Pinterest & LinkedIn - but only after I had a serious handle on the first two.  I didn’t try to post regularly on four platforms from the start.  Can you imagine the pressure of posting 3–4x/week on Facebook, 3–4x/week on Instagram, 1x/week on LinkedIn plus maintaining a relevant Pinterest board for potential clients - all while juggling a ten-layer cake of everything else underneath?  Nope.

So, what works best for your offering?  Facebook, YouTube, Instagram, TikTok, Snapchat, X (formerly Twitter) & LinkedIn are the big seven.  The reason I chose Facebook & Instagram was because they integrated incredibly well with my Shopify site.  Also, Facebook helped me reach the middle/high end of my target demographic (women ages 25 to 55), while Instagram reached the lower/middle end.

I avoided Twitter because I prefer longer-form engagement - posts with a few sentences. (Side Note: X now offers a paid option with longer posts, but back then, it was limited to a line or two.)  Personally, & emphasis on personally, because this absolutely doesn’t apply to everyone - I find TikTok overwhelming & for that reason (at least when it comes to my marketing company specifically) I stay off it.

Tell us in the comments below what platforms benefit your business most + what do you need feedback on that’s working or not working?  I can't wait to hear from everybody!

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