Choosing your platforms

The single most common failure mode in small-business social is spreading across five platforms and doing none of them well. Being on TikTok, Instagram, Facebook, X, LinkedIn, Nextdoor, and YouTube simultaneously while you're a solo founder is not a strategy. It's a recipe for burnout.

The filter

Ask four questions about each platform. If any answer is "no," deprioritize it.

• Are our customers actually on this platform? Not "could be on." Are.
• Does our content format map cleanly to this platform? A photography studio belongs on Instagram more than X. A software consultant belongs on LinkedIn more than TikTok.
• Can we sustain the cadence this platform expects? TikTok rewards daily. LinkedIn tolerates weekly. If you can't post at the minimum cadence, skip it.
• Is there a business model fit? Nextdoor drives local foot traffic. TikTok drives low-cost e-commerce. Different platforms convert for different businesses.

The "1 + 1" rule

For most businesses starting out, pick one primary platform (where you'll do 80% of the work) and one support platform (where you'll cross-post and do light community). That's it.

Add a third platform only after the first two are producing a repeatable, measurable result. Most businesses never need more than two.

Platform fit by business type

• Local services (restaurants, contractors, realtors): Nextdoor + Facebook. Instagram optional.
• B2B SaaS / consulting: LinkedIn + X. Everything else is noise.
• E-commerce / DTC: TikTok + Instagram. Facebook for ads, not organic.
• Creators / educators: One short-form video platform (TikTok or Reels) + one long-form (YouTube or a newsletter).
• Community / membership businesses: Wherever your members already hang out. Usually a specific subreddit or Discord more than a public social network.