Social media can feel like a hamster wheel. You’re constantly spinning, creating content for every platform, chasing trends, trying to keep up but for what? 

 

Burnout? Disappointment? Lackluster results?  

 

 

If this resonates with you, take a deep breath and listen up. 

 

This might be the most honest and liberating marketing advice you’ll hear for 2025. 

 

No, you do not need to be on every platform. 

 

And, here’s why:

  

The idea of “being everywhere” sounds like a dream, right? The ultimate exposure! 

 

BUT, it’s not practical and here’s the real kicker… it’s not even effective for most small businesses – especially if you’re just starting out.  

 

Big platforms like Meta (parent company of Facebook, Instagram, Threads and WhatsApp) thrive on creator content. 

 

They even offer performance or exclusivity bonuses to encourage this high-volume content generation. 

 

For example, Meta’s “Breakthrough Bonus Program” has offered TikTok creators up to $300,000 to post exclusively on Instagram Reels. Impressive? Sure. 

 

But are you Meta’s target creator, pumping out viral content full-time? Likely not. 

 

Despite these massive incentive programs, sticking to every platform can exhaust your resources while returning little value: leads and sales.  

 

Small businesses don’t need massive follower counts or to be “trending” to make sales.

 

What you really need is a focused strategy that aligns with your target audience and business goals.  

 

 

The key question you should be asking:

 

Where is my audience spending their time the most?

 

The truth is, you don’t need to be dancing on TikTok and designing Instagram carousels and creating LinkedIn newsletters.

 

The only platform you really need is the one where your ideal customer hangs out. 

 

That’s it.  

 

If someone told you that you must be on TikTok, or you’re missing out if you’re not on every platform, it’s time to take a step back and question that advice. 

 

Chances are, it’s coming from someone chasing content creation advice from Meta – not someone focused on your business goals.  

 

You don’t need a massive following to generate results. What you do need is a focused strategy that aligns with your target audience’s digital buying behaviour.  

 

 

Why less can be more  

It all boils down to a few foundational questions:

• What are your business goals?  
• Who is your ideal customer?  
• What does your sales funnel look like?  
• How much time, money and energy can you dedicate to social media?  

 

For example, if your ideal customers are C-suite executives, TikTok might not be your top priority, but LinkedIn should be. 

 

If you run a fashion boutique targeting Gen Z, you’ll get more ROI with Instagram and TikTok than on LinkedIn or Pinterest.  

 

Instead of spreading yourself thin across 5+ platforms, invest your time and resources into 1-2 that truly matter where your ideal audience is engaging. 

 

This targeted approach will allow your content to stand out and ultimately, drive more consistent results.  

 

Not sure where to start?  

 

Social media isn’t the goal – it’s the vehicle. The ROI comes when you know how to use it effectively. 

 

It’s time to take back control of your time and stop spinning your wheels. If you’re unsure where to focus your efforts, SO WHAT SOCIAL is here to help. We specialise in comprehensive audits and social media strategies using world-class social media analytic tools designed to eliminate the guesswork and deliver results.  

 

👉 Get in touch with us today for a strategy session that will save you hours of wasted time and help bring your business closer to its goals.  

 

No more burnout. No more ineffective strategies. Just smart, focused marketing that works.

 

Let’s make it happen.