You Don’t Need to Be Everywhere — You Just Need to Be Where It Makes Sense
Let’s go ahead and set the record straight: You do not need to be on every social media platform to have a successful business.
Yes, we said it. Yes, we meant it. You can exhale now.
As small business owners (especially solo entrepreneurs, especially Black women founders juggling all the things), the pressure to be everywhere online is loud. Instagram, TikTok, YouTube, LinkedIn, Pinterest, Threads, X… you name it.
This blog is your clear cut guide to simplifying your social media strategy and showing up where it actually makes sense for you, your brand, and your audience.
The Myth of Omnipresence: You Don’t Need to Be Everywhere
“Be everywhere!” sounds like good advice until you realize that being everywhere is a full-time job. And last time we checked, you’re already the CEO, creative director, and customer service rep.
The truth? Most successful brands don’t show up everywhere. They show up intentionally.
That means knowing where your people are and what type of content you can consistently create without pulling your hair out. That’s not laziness. That’s strategy.
Step 1: Understand Your Brand’s Real Capacity
Before you start researching “best social media platform for small business,” take a hard look at your content capacity.
Ask yourself:
Do I have time to create daily short-form videos and long-form captions?
Can I keep up with posting 3–5 times a week on multiple platforms?
Do I enjoy being on camera, or do I prefer writing, designing, or talking?
Real talk: There’s no shame if your bandwidth is tight. In fact, being honest about what you can’t do is how you stay consistent with what you can do.
Step 2: Know Where Your Audience Actually Is
Just because everyone’s talking about TikTok doesn’t mean your people are there (or that they even want to buy from you there).
Here’s how to figure out where your audience is hanging out:
Ask them: Use Instagram Stories polls, emails, or even DMs.
Check your analytics: If you're on multiple platforms, where are you getting the most engagement and conversions?
Think behaviorally: Are you B2B or service-based? LinkedIn might be better than Instagram. Selling beauty products to Gen Z? TikTok might be your place to be.
Cultural context matters: If your brand centers Black women entrepreneurs or creators, consider where we feel seen and valued, not just where the algorithm performs.
Step 3: Choose 1–2 Platforms That Make Strategic Sense
Instead of trying to be everywhere, aim to be impactful on 1–2 platforms.
Here’s how to choose:
If you love visuals and storytelling:
Instagram is great for showcasing your brand aesthetic, behind-the-scenes moments, and products or services through Reels, Stories, and carousels.
If your audience loves education or empowerment:
TikTok and YouTube Shorts are strong for digestible, teachable moments, especially if you’re good on camera.
If you're talking to professionals or offering B2B services:
LinkedIn might be your best move, especially for thought leadership and connecting with decision-makers.
If writing is your superpower:
X (formerly Twitter) or long-form blog content plus Pinterest can work wonders.
Reminder: There’s no one-size-fits-all. There’s just what fits you and your people.
Step 4: Test, Commit, Pivot
Social strategy isn’t set in stone. Platforms shift. Audiences evolve. Your business grows.
Here’s what that could look like:
Test a new platform for 30–60 days. Give it intentional energy — strategy, posting, engagement.
Commit to the platform(s) where you’re seeing growth and it feels sustainable.
Pivot when it no longer serves your goals. That’s not failure, that’s evolution.
Pro tip: Look at conversion, not just engagement. Are people clicking your links, joining your email list, or buying?
Long Story Short…
You don’t need to be everywhere. You just need to:
Know your content capacity
Understand where your audience hangs out
Choose platforms based on strategy, not stress
Test, analyze, and pivot with intention
At the end of the day, consistency beats chaos every single time. If you’re overwhelmed, that’s your sign to simplify.
Ready to Build a Social Strategy That Actually Works?
Let’s make marketing feel lighter. Tap into our free 15 minute calls to see if Gleaux is the right agency for you.