Do You Need to Be on Every Social Platform?

When a new app pops up—Threads, Bluesky, you name it—it’s easy to feel like you’re falling behind if you’re not on it. But chasing every trend usually leads to burnout, not better results.

Smart social strategy isn’t about being everywhere. It’s about being where your audience is—and showing up in a way that supports your goals.

Four Questions to Ask Before Joining a Platform

• Is your audience using it? — Don’t assume. Check where your customers spend time. LinkedIn? TikTok? Instagram?
• Can you create the right content? — Each platform has its own style—short videos, carousels, thought leadership. Pick the ones that fit what your team can produce consistently.
• What’s the goal? — Brand awareness, lead generation, community building—different platforms excel at different things.
• Do you have the bandwidth? — Neglected accounts hurt your brand. Better to do one or two platforms well than four poorly.

Pro Tip: Let Your Website Lead

Social is the introduction, not the final word. Every post, reel, or update should guide people back to your website—the place where you control the full story and capture real leads.

That’s why we build every site on Infinitus, our custom CMS. It makes adding and editing your social media outlets simple, so your site stays current and connected without extra hassle.

The Bottom Line

You don’t need to be on every platform—just the right ones. Social media works best when it’s strategic, intentional, and sustainable.

Not sure where your business should focus? We help brands build smart social strategies that actually work. Let’s talk.