Overwhelmed by allll the different social media apps? We've got a guide for that
When you're trying to reach everyone and connecting with no one
quick summary ⚡️
Why being everywhere online isn’t always a winning strategy
Cultural Gems: The attention economy, the importance of local news and more
Why Instagram is a power platform for brands
the guide for the social media manager who just can’t download another app
January 2025 feels like it’s been three years long already. Between platform chaos, algorithm shifts, and digital media whiplash, it’s been a rollercoaster ride that no one asked for.
That’s why for brands, small businesses, and social media managers, it’s the perfect time to rethink strategies and prioritize what really matters. The good news? You don’t need to be everywhere at once. In fact, trying to be on every platform is not only exhausting but also inefficient.
So where should you focus your time? Let’s break it down.
Why Less Is More
Each social media platform serves a different purpose for its users. Facebook users want familiarity, TikTok thrives on creativity, and LinkedIn is the playground for professionals. When you’re trying to reach everyone, you end up connecting with no one. That’s why 2025 is about being intentional: choosing platforms that align with your target audience and support your specific goals.
Overwhelmed? Start Here
Here’s what each of the major platforms has to offer:
Facebook: Boomers and Gen X; great for brand awareness with an older audience and FB groups are fantastic for building community.
Instagram: Millennials and Gen Z; focus on engagement, visuals, and light advertising.
TikTok: Gen Z and Gen Alpha; perfect for brand awareness and creative campaigns that utilize short form video.
LinkedIn: Working professionals; ideal for community building and thought leadership.
Substack: Millennial readers with high purchase intent; fosters niche community-building and ability to “own your audience” as it’s an email newsletter.
We’ll also dive into newer and less mainstream platforms like Threads, Reddit, and BlueSky in the sections below, ideal for hyper-specific niches and experimental strategies. Looking for a comprehensive guide to Instagram or LinkedIn? [Upgrade to paid to get exclusive access to our platform guides dropping every month!]
Focus on the Right KPIs
To simplify your strategy, zero in on these six key performance indicators:
Brand Awareness/Reach: Great for TikTok & Instagram.
Conversions/Purchases: Platforms like YouTube or Facebook often excel here.
Engagement: Look to Threads and Reddit as these platforms are built on trusted communities.
Community Building: LinkedIn, Reddit, Substack and Facebook Groups shine in this area.
Advertising Capability: Facebook, Instagram, and YouTube remain powerhouses.
Safe Space for Brands: Prioritize platforms where your voice aligns with community values. This will be one to watch in 2025 as Meta and X look to roll-back safety features for their users [like changing the Block feature or removing fact checkers and forcing follows] that have caused a lot of brands and users to reevaluate their relationships to these platforms.
Ready to Niche Down?
If you’re still unsure where to begin, think about your target audience:
Working Professionals: LinkedIn, YouTube, Threads
Gen Z/Gen Alpha: TikTok, Threads
Millennials/Gen X: Instagram, SubStack, YouTube, Reddit
Boomers: Facebook, Instagram
High Purchase Intent Audiences: YouTube, TikTok, Substack
This framework allows you to cut through the noise, focus on the platforms that truly matter, and ditch the endless scroll across irrelevant apps.
One Last Thing: Plan for Balance
We know social media can feel like an endless hamster wheel. Remember to audit your strategy regularly, stay curious about emerging trends, and lean into platforms that support meaningful connections, not just vanity metrics.
We’re here to help. Paid subscribers get access to our full suite of resources that cover the digital strategy basics and guides for leveling up specific platforms [with more coming soon].
What’s your focus for 2025? Drop a comment or hit subscribe to get more actionable insights in your inbox.
💎cultural gems💎
The cultural moments and news that caught our attention this week:
👀 ATTENTION IS NOW OUR MOST VALUABLE RESOURCE, the atlantic
“Attention is a kind of resource: It has value, and if you can seize it, you seize that value.”
🚬 IS SOCIAL MEDIA MORE LIKE CIGARETTES OR JUNK FOOD?, the new yorker
“The question now is not whether these platforms are harmful to kids (they are) or even whether some action should be taken (it should). Instead, we have to decide whether, to children, social media is more like a Big Mac or a Marlboro.”
✍️ TRUMP SIGNS ORDER TO END ‘GOVERNMENT CENSORSHIP’ OF SOCIAL MEDIA, the washington post
“The order bans federal officials from any conduct that ‘would unconstitutionally abridge the free speech of any American citizen.’”
“During those frightening, early moments of the L.A.-area wildfires last week, I was obsessively flipping from one local TV station to the next to get my fill of coverage… But where I didn’t bother to turn for legit information was Twitter/X, or really, any of the usual social media sites.”
the power of Instagram
Platforms come and go, but the one with the most staying power [at least today] is Instagram.
Everyone’s there, and everyone’s looking to level up. It feels like Meta is constantly messing with the algorithm [👀 all the new updates that rolled out last weekend] and giving us new hacks and ways to grow. Honestly, it’s a little overwhelming.
for those of you ready to crush it on Instagram this year, check out our Instagram Guide here