Be selective everywhere, not everywhere

Are you working too hard trying to win the visibility game by showing up on every single social media channel out there? It seems that you are. It’s crazy to maintain an active presence on TikTok, Instagram, LinkedIn, Facebook, X and YouTube simultaneously, believing that widespread coverage naturally brings in customers. While there are many platforms there, they are all still categorically under the social media platform. Today, especially now in the AI era, spreading your resources across social media platforms alone is not enough and will just burn out your team.

Here’s how to fix it.

You need to have presence on Google Search and Bing, and external platforms too, so that people can discover you on search engines and AI Assistants. You need to be discoverable on three channels: social media, search engines and AI. Customers hardly buy solutions while scrolling through social media feeds. They buy when they are looking for specific answers, and validate your company on other platforms, too. Your website is one of them. If your content distribution strategy is focused on just one channel, you are losing opportunities elsewhere on other channels where there are more people in those places. It’s time to rethink your strategy.