I once knew a business owner who posted brilliant content… but only on Facebook. He was convinced everyone saw his posts. After all, he was always on Facebook. It wasn’t until he hired a social media manager that he discovered most of his customers hung out on LinkedIn. Suddenly, things clicked. His content finally reached the right eyes.
Creating brilliant content means nothing if your audience never sees it. If you’re not sharing your content where they spend time, you’re talking to an empty room.
In this article, you will discover:
- Why knowing your audience’s preferred platforms matters.
- The importance of matching content types to each platform.
- How to avoid wasting effort on the wrong channels.
Let’s make sure your content is reaching the right people.
Understand Where Your Audience Spends Time
You wouldn’t hand out flyers in a deserted town, would you? The same logic applies to your content. Sharing it in the wrong places means you’re wasting time, no matter how good it is.
Start by figuring out where your audience hangs out online. Different platforms attract different people. LinkedIn is home to professionals and B2B companies. Instagram thrives on visual storytelling. TikTok dominates with younger audiences and bite-sized videos. But, the key is research—not assumption.
Let’s say you run a photography business and assume everyone loves Facebook. But after some digging, you realise your audience of 25–40-year-old creative professionals is more active on Instagram and Pinterest. Sharing stunning images and behind-the-scenes content on these platforms will naturally attract more engagement than text-heavy posts on Facebook.
It’s simple: meet your audience where they are. If you’re unsure where they spend time, ask them through surveys, polls, or even by checking your website analytics for social media referrals. This helps avoid the trap of posting content into the void.
By understanding your audience’s online habits, you’re already ahead of the game. Now, let’s see how to adapt your content for the right platforms.
Adapt Your Content to Suit the Platform
Each platform is like a different language. Posting the same content across every channel without adapting it is like speaking Spanish in a French café—you’ll be met with blank stares.
Platforms have their own rules, formats, and user expectations. Instagram loves high-quality visuals, while Twitter thrives on snappy, sharp sentences. LinkedIn favours professional insights, while TikTok is all about fun, engaging videos. The trick? Repurpose your content to suit each platform's strengths.
Imagine you’ve just written a detailed blog post on time management tips. On LinkedIn, you might share a thought-provoking excerpt and ask for opinions in the comments. On Instagram, you could break it down into an eye-catching infographic. On Twitter, post a series of quick tips or quotes from the blog, paired with relevant hashtags.
Repurposing content doesn’t mean copying and pasting. It’s about adapting the message to match how users prefer to engage on that platform. A 2,000-word article that works wonders on your blog will be ignored on Instagram, but a striking image or short summary might work beautifully.
When you match the content type to the platform, you’re speaking the right language. And people will listen.
The Risks of Spreading Yourself Too Thin
Imagine trying to juggle six balls when you can barely manage two. That’s what it feels like when you try to share your content everywhere at once. It’s tempting to think that being on every platform gives you more reach, but in reality, it can spread your efforts too thin.
You simply can’t give each platform the attention it deserves if you’re posting on all of them. Instead of building quality engagement, you’ll end up with half-hearted posts that don’t resonate with anyone.
Focus on a few platforms where your audience is most active. This way, you can concentrate your efforts on crafting meaningful content and building relationships, rather than scattering your attention across a dozen channels.
Suppose you’re a small business owner with limited time and resources. You’re active on Facebook, Instagram, LinkedIn, TikTok, Twitter, and Pinterest. But after reviewing your analytics, you notice that 80% of your leads come from Instagram and LinkedIn. By prioritising these two platforms, you can streamline your efforts and build stronger connections.
It’s better to be great on two platforms than mediocre on six. When you concentrate your energy, you’ll see more impact. Test, learn, and refine your strategy based on what works, not what’s popular.
Next Steps
Sharing your content where your audience spends time isn’t just smart, it’s essential. You’ve learned how to find out where your audience is, the importance of adapting your content to suit each platform, and why focusing on fewer platforms can deliver better results.
Now, it’s time to put this into practice. Start by identifying your audience’s preferred platforms. Then, craft content that fits those platforms, and avoid overextending yourself by trying to be everywhere at once.
Once you’ve nailed down your strategy, consider taking it further by exploring paid promotion options to amplify your reach. Whether it's targeted ads on Instagram or boosting posts on LinkedIn, paid promotions can help you reach even more of the right people.
Remember, success isn’t about being everywhere; it’s about being where it matters most.
Sarah x
