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In this article, we’re going to take a deeper look at social media strategy and answer the question, should I be everywhere?
When I search for my favorite brands, influencers, creators & businesses online, I normally find the first four or five results are the different platforms they’re on. Instagram, YouTube, their own website, Twitter, Pinterest, etc. This is something you’ve probably experienced as well, and this can lead you to think that for your brand, blog, or business, you need to be everywhere on social media as well.
Even on this website, Out of the 925, I talk about a number of different platforms, how you can improve your social media strategy, growth & other marketing & business advice.
All of this may seem like it’s a good idea to be everywhere, but is it really?
Should you be on all social media platforms?
Well, it depends.
I know, not really the answer you were looking for. 😉
Generally, I would say no, you should NOT be everywhere (and I’ll tell you why below).
There is one scenario where you should be everywhere though, so let’s take a look at that first.
Why you SHOULD be everywhere
The only reason you should be everywhere when you’re just starting out is to claim your unique handle or URL. This is your username or web address on each platform.
As each username is unique, if someone else has already claimed your ideal username, you’ll have to settle for something else which may cause confusion further down the line.
There are verification systems in place on many social media networks now, but even with these in place, some users could still become confused and not find the real you.
Another reason why you should be everywhere is when your content is suitable for a number of different platforms and you have the resources to be consistent across the board.
Now, this isn’t something that most people will be able to do, especially if your marketing department, CEO, accountant & chief strategist are all the same person. 😉
Most successful creators, in fact, aren’t actually everywhere. They pick one or two platforms that they can use to deliver their content in the best form to.
I.e. Video tutorials do their best on YouTube. Why? Because a tutorial is designed to solve a problem and by utilizing video as the medium, you’re capitalizing on YouTube’s search engine as well as their method of delivery: video.
A good example of this is Nathaniel Dodson of Tutvid. His YouTube channel has over 700,000 subscribers and acts as his main platform, it’s the best fit for his content after all. His Instagram, Twitter account & Facebook page are there though, but they’re not getting much attention & nothing is being created specifically for those mediums.
So, you should be everywhere, but only to claim your handle.
As you or your brand develop, your content may develop as well and become a better fit on another platform. As you’ve already secured the handle, your existing subscribers, fans or followers will be able to find you on this new medium much more easily.
Why you should NOT be everywhere
If you’ve been around these parts, you’ll know that I talk about multiple platforms. Mainly Instagram, Pinterest, YouTube & hosting your own blog. I talk about all of these as I’m familiar with them & I know how to get the best results with them.
I don’t think you should be active on all of them, but I share advice on all of them as I know your content may work on Instagram & YouTube, but it may not be as successful on Pinterest (or vice versa).
That is why you will find this variety of content on Out of the 925. Focus on growing on one medium and then you can look into expanding… Heck, even Gary Vee isn’t on everything. 😉
You still need convincing? Here are five reasons why you should NOT be everywhere on social media.
1. Each platform is different
Whether it’s Instagram, YouTube, Twitter, Facebook or Pinterest, each platform is different and places emphasis on different aspects of your content.
Pinterest might prefer long images, whereas Instagram prefers square or only slightly tall images. Videos may be longer on YouTube whereas on Facebook or Instagram the videos should be shorter. Twitter prefers text and conversation whereas Instagram is more image-based.
Some platforms give better results when you only post one quality piece of content a day, whereas others prefer it when you post 10!
Each platform is different and because of that, you’ll need to learn how to make the most of each as there is no one size fits all approach to social media.
It’s much easier to reach your target audience by concentrating on one platform as opposed to trying to handle it all at once.
2. You’re spreading yourself too thin
When you try to do everything at once, you’ll soon realize that you don’t have enough time in the day and the quality of your content will suffer as a result. You’re spreading yourself too thin.
If you spend 15 minutes trying to keep up with your Instagram and then 15 minutes doing the same on Facebook, Twitter, YouTube & Pinterest, that’s 75 minutes you’ve spent just on maintenance.
That time could be spent recording a YouTube video or creating a piece of engaging content on one of the other platforms to grow it.
If you focus on too many networks, you won’t actually be able to grow them. It is better to have one social platform with 100 000 followers than it is to have 20 accounts with only 5000 followers.
Once you’ve established a large following on one network, you can leverage it into growing another later on.
3. Lacking Infinite Resources
Like me, you probably do not have an infinite amount of resources, which would help immensely if you’re trying to grow on a number of networks at once.
If you had a team dedicated to video, graphics, writing, answering emails, growing different channels, working on new projects, etc. You will be able to grow on multiple social networks at once.
But I do not have that, and I’m going to go out on a limb here and say neither do you.
Large companies can usually invest large sums into their marketing and growth, but when you’re a solopreneur, your time is the most valuable resource, so spend it wisely.
4. Different communities
Your brand may find that certain platforms are more accepting or supportive of your content opposed to others. You may find that people are more excited and enthusiastic about your content on certain social networks and on others you just hear crickets.
This is because different social networks tend to attract different communities. Even in those communities, you will find micro or niche communities & as a creator, business owner, or brand, you want to find the communities that your brand represents.
If I take the Tutvid example from earlier once again, the Twitter community, in general, is more discussion-based and would rather discuss the uses of the final product of a video tutorial as opposed to sharing the content & looking at what other content the creator may have on offer.
(This is just an example, I know there are tutorial and video editing micro-communities on Twitter, but they are a minority.)
You need to recognize where your target audience hangs out & then make content that is suitable for that social network.
5. What fits your business/brand?
You’re a photographer? Get on Instagram.
Are you an Author? Get on Twitter.
Motivational Speaker? Start a podcast.
Sometimes your brand or business just has a natural fit for a particular platform. You can figure out which platform by searching your competition and looking at what networks they’re most active on.
This doesn’t mean you can’t experiment and try to carve out a niche for yourself on another network. Just pay attention to the benefits & limitations of the network and make sure your community is hanging out there.
6 Ways to Improve your Productivity
I mentioned earlier that as a solopreneur, time is your most valuable resource. You want to get as much done in as little time as possible so that you can focus on other aspects of running a business or building a brand.
This is where your productivity comes into play, and I thought I’d share 6 ways for you to improve your productivity.
1. Set up systems
Whether it’s how you edit & upload video files, answer emails or a specific way of writing blog posts, systems can help you streamline your workflow and get things done quicker.
Systems don’t even have to be business or brand related. You could set up systems to speed up your shopping, making breakfast, etc. leaving you with more time to spend growing your social presence, brand & business.
Batching is the process of performing similar tasks for a specific period in time. This reduces distractions & can improve your productivity as you stay in the zone.
You can batch a number of things, from recording videos to creating graphics for social media.
Set out a specific amount of time or goal & then focus solely on that task until you’ve reached your goal for that session.
Personally, I find certain tasks are easier to batch than others & I like to do other tasks individually. Like writing blog posts. 😉
Some people prefer writing one day, working on graphics another & recording videos on others. Try it out and see what processes you can start batching to save time.
3. Use schedulers
The best time saver when it comes to social media is to use schedulers.
YouTube, Instagram, Pinterest, Facebook, all of these networks have specific times when it’s best to upload. This time is generally when your audience, or target audience, is most active… It doesn’t make sense to upload something when the majority of your audience is asleep. 😉
Your schedule and their schedule may not line up though, and this is where schedulers become so useful. Now instead of having to get up at 2 am to upload an image because that’s the time your audience is awake, you can schedule it and let the software take care of the uploading for you.
Some networks like YouTube & Facebook let you schedule directly on the platform, whereas others require 3rd party apps.
Pinterest is a little bit different to the rest as it’s a platform that wants you to be active throughout the day and upload and repin a lot more content compared to the rest.
This is where my favorite scheduling tool comes into play, Tailwind.
It allows you to easily schedule pins at the optimum time for your audience throughout the day. Both new pins & repins from others, making it a great tool to drive traffic to your site on autopilot.
Tailwind has plenty more features, you can find out more about them here.
4. Hire a Virtual Assistant
A virtual assistant can manage some of the more mundane tasks that you don’t actually have to do yourself. Like scheduling pins, answering general FAQs, weeding through spam, etc.
This can all free up more time for you to focus on more important things, like creating engaging content.
You should be cautious when hiring a VA however, as you may have to give them access to your accounts to actually get the job done.
It’s also a good idea to make sure that they use a VPN whilst they’re working on your tasks. Some networks, like Pinterest, devalue actions done by VA’s. If the VA is based in another country, a VPN will disguise the connection to make it seem as though they were on the same local network.
5. Use your time more efficiently
If you can record a YouTube video, IGTV video, Instagram Story, or podcast, all at the same time, then do it.
By setting up a camera in portrait orientation & another in landscape orientation, you can record a video for both IGTV & YouTube at the same time. This means you don’t have to record the same content twice & you can create both videos in their optimum format for each network.
The same can be said about podcasting. Set up a camera to record video & you can upload it to YouTube as well as your preferred podcast hosting service.
Pay attention to what social media content you want to make before you start. If you know what to search for, it will be a lot easier to find.
6. Divide and conquer
To end it off, divide and conquer.
No, this doesn’t mean you need to lure your competition into a dark alleyway once the sun has set.
It means that you should focus on one social network at a time (divide) & only advance to another once you’ve mastered the previous one (conquer).
If you’re familiar with a network, you’ll be able to navigate & create engaging content quicker and easier than you would whilst still trying to figure out the ins & outs of how it works.
It’s like telling a musician to learn to play a new instrument whilst they’re recording a new album. It’s going to take a lot longer and it probably won’t come out as good as it would if they were playing to their strengths.
Aaaaaaaaaand, that’s it. 😉
What’s your social media strategy? What platforms are you on, and which ones bring you the best results?
As usual, if you have any questions, drop them in the comments below. I’d love to hear from you.