What platform should I be on? Stuck in the loop of where to post and what to post?

All social media platforms are different, just like every small business. What works for one brand might not work for another, and that’s okay! Small businesses are uniquely shaped by the people behind them, which makes each approach to social media just as unique.

So when someone asks me, “What platform should I be on?”—my honest answer is: it depends. I know that can feel like a frustrating response. But stay with me! We’re brainstorming together! Related questions I hear are: “What should I post about?” See how the loop begins?

→ What platform should I be on?
→ What should I post?

Many small business owners get stuck circling these two questions. Between the daily hustle and a love/hate relationship with social media, it’s easy to lose momentum or feel overwhelmed. Some businesses never build consistency online. Others feel pressure to “be everywhere”—which can be exhausting and most of the time unnecessary.

→ You don’t need to be on every platform.
→ You do need to show up consistently on the platform(s) you choose.

In a recent newsletter, I talked about your social profiles being a digital front door to your business. So let’s go back to that: Are you open for business on your social media profiles? Having a forgotten Instagram or Facebook page likely isn’t doing much for you. (Real talk: SociallyUP has a forgotten Facebook page… Hey, I never said I was perfect!)

Behind-the-Scenes Moment: Facebook has never really aligned with the SociallyUP brand. What does work? Instagram. Even with just around 600 followers, I still get new projects when I post there. I’ve dialed back to posting only 1x month, and that works for me. But that might not work for you. And that’s okay!

I’m encouraging you to choose the platforms where you can show up consistently with the goals you set. The ones where you can create content (or get help creating content) without burning out and stay on track with your goals. Even as someone who lives daily on social media, I struggle with this too. Consistency isn’t about perfection. It’s about noticing when you’ve slipped and getting back on track.

🎯 What Are You Trying to Accomplish?

In another newsletter, I shared how to set metrics for success. Because without clear goals, it’s easy to start wondering: “Is social media even worth it?” (That’s a deep conversation for another day..but here’s a quick checkpoint.) Ask yourself: What am I trying to do with my social media presence?

• Grow visibility through brand awareness?

• Look alive in a growing digital world?

• Drive leads and traffic?

• Build community and trust?

• Educate customers about what I offer?

Your goals will help determine which platforms are worth your time and energy. If you're just starting or rebooting after a break - start small. I recommend one primary platform and one supporting platform. For most small businesses, Facebook and Instagram are still a solid foundation.

Personally? I’m loving TikTok right now but it takes time, commitment, and comfort with video. Plus, the platform is experiencing major ups/downs.

Your Strategy Can (and Should) Evolve. What works today might not work in six months. That’s the nature of social media and small business. Check in with your goals. Revisit your strategy. Refine as you grow. In social media, nothing stays the same for long. When Instagram moved away from square posts, a piece of me floated off into the sunset with disappointment. I had to rework posts and I felt briefly defeated.

The point: Your strategy needs room to evolve. Platforms will change. Start where you are. Don’t cling to what used to work. Stay flexible and adjust as platforms change.

Next up: We’ll talk about how to repurpose content across platforms to stay visible, save time, and avoid burnout. 📬