Small brands, big platforms: picking your battles

Being everywhere is a strategy for brands with a content team. Without one, a presence on six platforms is really one platform done properly and five accounts going quietly stale, which reads, to anyone who checks, like a business that might have closed.

The arithmetic is simple and unpopular. Count the posts a month you can genuinely make, not the number you would like to make. Then pick the platforms that number can cover with time left over for answering people, because the answering is half of it.

Choosing gets easier once you stop ranking platforms by size. The question is where the format suits what you already have. A workshop with good process footage belongs somewhere vertical and visual. A service sold to three people inside a company does not have a reach problem. A shop whose customers search for it by name needs the map listing and the opening hours correct far more than it needs a trend.

Two platforms done unmistakably beat six done politely. The other four can keep a profile with a correct link on it and nothing else. That is not giving up, it is maintenance you have chosen not to owe.