The internet says: be everywhere, post every day, you need Reels and TikToks and Pinterest and LinkedIn and YouTube and a Facebook group. I say: pick two platforms, show up consistently, ignore the rest.
Why "Be Everywhere" Is Bad Advice
You are one person. Spreading across six platforms means mediocre content for six audiences instead of genuine connection in one or two. Mediocre content everywhere is worse than great content somewhere.
How to Figure Out Which Two Are Yours
Where does my ideal client actually spend time? What content can I create consistently? What does my content naturally look like — visual, conversational, educational, story-driven?
Quick Platform Guide
- Instagram: visual/personal brands, service businesses, coaches — Reels, carousels, Stories.
- TikTok: reach and discovery — short-form video, real talk, behind-the-scenes.
- LinkedIn: B2B, professional services, thought leadership.
- Pinterest: products, visual businesses, evergreen content.
- YouTube: education, long-form, podcasts.
- Facebook: local businesses, community, older demographics, paid ads.
The Answer for Most Personal-Brand Service Businesses
Instagram and TikTok — both discovery platforms where you can grow without an existing audience. Add YouTube later. Leave the rest alone until there's a specific reason.
Deciding which two is a decision you can make today. Getting them built — branded, consistent, actually finished — starts at The Framing tier of Your Business, Built. Take the quiz.