Stop Spreading Yourself Too Thin on Social Media

Social media platforms have billions of active users. So as a business owner, you would want to be active on all social media platforms.

And when you see your competitors present on every social media, you feel like you should also be there in order to keep up.

But why is being in every social media platform not a great marketing strategy?

The disadvantages of being present on every social media platform

It’s a lot of work to maintain an active presence everywhere.

Plus, truth be told, your online presence is not the only thing you need to be doing as a business owner.

Time drain

The need to stay active and relevant on multiple social media platforms means less time for business core activities, personal downtime, and service/product development.

Remember that managing different social media accounts is not just about posting content.

You need to:

• brainstorm and research
• record videos and take photos
• plan and create content
• schedule and monitor posts
• engage with your audience

These tasks may be manageable but juggling them accross multiple platforms creates a significant time burden. In the long run, it may lead to neglected business core activities, lesser personal dowtime, and reduced quality of output.

Consider the following strategies to help you manage your time:

1. Focus first on one or two platforms. Once you get the hang of it, slowly expand to other platforms.
   • If you’re a mental health professionals, you might want to start growing your audience on TikTok and Instagram.
   • For business owners, you can establish your thought leadership on Twitter and LinkedIn.
   • For creatives, sharing your works on Instagram, Facebook, and TikTok can help you connect with more people.
2. Use tools to streamline your content production.
   • Content scheduling – Metricool, Meta Suite
   • Content tracking – Google docs, Notion, ClickUp
   • Content creation – Canva, CapCut
3. Group similar tasks together. Dedicate specific times for
   • brainstorming content ideas
   • creating visuals and writing content
   • engaging with your audience

Content fatigue

Creating content for all your social media accounts all at once is a recipe for burnout and low-quality content. Being active on multiple social media platforms can be a major time suck for businesses and individuals alike.

Social media management is not a fire and forget task. Your content visibility is determined by each platform’s respective algorithm. And we all need to adapt our content strategy acordingly.

Here’s a secret. You don’t reinvent the wheel on every platform. Adapt existing content to different formats. In other words, repurpose your content:

• long-form blog to tweets
• blog to Instagram carousel
• YouTube video to short clips
• Video to blog post

By repurposing your content, you can extend its reach, save time, and establish yourself as a thought leader across different social media platforms.

Mental health impact

Maintaining an active social media presence requires consistent content creation, engagement, and keeping up with trends. This constant pressure to perform can lead to stress, anxiety, and feelings of inadequacy.

Seeing others connect and have fun on social media can also make you feel like you’re missing out on something. Focusing all your energy on online connection can also lead to isolation.

If these go on for a long time, you might start to feel overwhelmed by the demands of managing multiple platforms and affect your ability to concentrate on other tasks.

So what should you do?

1. Focus on fewer platforms.
2. Unfollow accounts that make you feel bad about yourself or contribute to negativity.
3. Save time and energy by repurposing existing content across platforms.
4. Don’t try to be someone you’re not. Create content that reflects you and your brand’s personalities.
5. Schedule regular breaks from social media. Turn off notifications and spend time connecting with people in real life or nature.

Finding the right social media platform for you

Here are some key factors to consider to help you choose which platforms you need to be present on.

Choose social media platform that align with your business objectives

Each platform serves unique function and targets different audiences. So it’s important to match the platforms with what you want to achieve.

LinkedIn

LinkedIn is an ideal choice for professionals connecting with business owners and leaders. You can share in-depth articles, thought leadership pieces, and professional updates that resonate with your audience’s interests.

Twitter

Twitter makes it perfect to share timely updates, participate in conversations, and use hashtags to reach a wider audience interested in your niche. Twitter chats and live-tweeting events also provide real-time engagement with your audience to increase your visibility.

Instagram

Instagram’s visually driven platform is excellent for engaging audiences with compelling images and stories related to your thought leadership and advocacy. Using Instagram features like stories, live sessions, and IGTV can help increase your reach in the platform.

Facebook

With its vast user base, Facebook is a versatile platform for connecting with individuals interested in your niche. Creating a dedicated page for your business allows you to share a mix of content, from informative articles and updates, to event announcements. Facebook Groups can also create a sense of community among your audience, encouraging discussions and support among members.

YouTube

As the world’s second-largest search engine, YouTube offers a platform to share in-depth content on your cause and thought leadership. Through educational videos, interviews, and personal stories, you can engage with your audience and offer resources and information that can be helpful to them.

TikTok

TikTok’s rapid growth has made it a favorite platform for reaching a younger audience. Though it’s currently facing issues with the American government here and there, the app’s short-form video format is perfect for delivering quick, impactful messages, tips, and stories. Creative content that resonates with the experiences of younger generations can spread awareness and start conversations.

So there you have it. Start focusing on one or two platforms.

Thank you for reading.

Nicole P.