Do I Really Need to Be on Every Platform?

As I scrolled through my phone, jumping from Instagram to LinkedIn to TikTok, I couldn’t help but wonder… am I running a business or auditioning to be a social media influencer?

It’s easy to feel like you’re not doing enough online. Everywhere you turn, there’s advice telling you to grow your brand on this platform, build your audience on that one, and oh, don’t forget to optimise for SEO while you’re at it. It’s exhausting.

One minute, you’re posting a reel, and the next, you’re trying to figure out why your LinkedIn engagement has flatlined. Meanwhile, Pinterest is over there winking at you, like, “Hey, what about me?”

But here’s the reality: you don’t need to be everywhere to succeed. In fact, trying to be everywhere is often the fastest way to burn out.

Think about it: each platform has its own rules, algorithms, and content styles. Unless you’ve got a cloning machine or a full-time marketing team (lucky you if you do), keeping up with all of them is like spinning plates on a tightrope.

Instead of spreading yourself too thin, ask yourself: Where does my audience actually hang out? Because chances are, they’re not sitting on every platform waiting for your next post.

Here’s the truth no one tells you: it’s better to go deep on one or two platforms than to skim the surface of five. If Instagram is your jam, make it shine. If LinkedIn feels right for your audience, pour your energy there. The rest? You can come back to them later—or not at all.

And let’s be honest—half the time, we feel the pressure to show up on every platform not because it’s strategic, but because of FOMO. That fear of missing out, that whisper in your mind saying, “If I’m not on TikTok, am I even relevant?”

Spoiler alert: you are.

Your value doesn’t come from the number of platforms you’re on; it comes from the connection you build with your audience. And that connection? It doesn’t need a viral dance trend to thrive.

So the next time you feel the pressure to sign up for yet another app or stretch yourself thinner than a pancake, remember this: you don’t need to be everywhere to make an impact. You just need to show up where it counts—and show up as you.