In 2025, social media is changing. As a business owner myself, I've seen that focusing on fewer platforms can bring more success. This shift is happening because businesses realize that being on every platform doesn't always work.
Why Fewer Platforms Work
For years, companies spread themselves across many platforms: Facebook, Instagram, TikTok, and X. The idea was that the more platforms you're on, the more people you reach. But now, it's clear that quality is more important than quantity.
Instead of spreading your efforts thin, focus on a few platforms where your audience is most active. This way, you can build stronger relationships with your followers.
The Uncertainty of TikTok
TikTok's uncertain future in the U.S. is forcing businesses to reconsider their strategies. If TikTok gets banned, many brands will need to adjust by focusing on other platforms like Instagram or YouTube. Social media is unpredictable, so businesses need to stay flexible.
As Adweek explains, TikTok's possible ban could change the game for many brands. This serves as a reminder: always be prepared for changes in the digital space.
Why Focusing on Fewer Platforms Works
Here's why narrowing your focus leads to better results:
1. Better Engagement
By concentrating on the right platforms, you can engage more deeply with your audience and build a stronger community.
2. Better Use of Resources
Managing too many accounts takes time and effort. Focusing on fewer platforms means you can create better content without burning out.
3. Better Tracking
It's easier to track your performance on fewer platforms. This helps you make data-driven decisions that improve results.
The Power of Influencer Marketing
Influencer marketing continues to grow, with many brands dedicating a significant portion of their marketing budgets to this strategy. For instance, Australian resortwear brand Hope and May allocated 30% of its marketing budget to influencer marketing in 2024 and plans to increase this to 50% or more in 2025 as it prepares for its U.S. launch.
One example is Publicis Groupe. They recently bought Influential, a company specializing in influencer marketing. This move shows how important it is for brands to focus on the right influencers to build strong connections on specific platforms.
Case Study: Away's Focus on Instagram and Facebook
By focusing on Instagram and Facebook, Away has built a well-organized and effective strategy. This focus allows the brand to keep its messaging consistent across both platforms, while also ensuring they make the best use of their time and resources.
Rather than stretching themselves thin across multiple platforms, Away made the decision to concentrate on these two key channels. This targeted approach has allowed them to engage with their audience more deeply and foster stronger, more meaningful relationships with their customers.
Simple Tips for Your Brand
If you want to thrive on social media in 2025, here are a few strategies you can use:
1. Pick the Right Platforms
Choose platforms where your audience spends the most time. Focus your efforts there to get the best results.
2. Create Great Content
Make sure your content fits each platform. Whether it’s Instagram Stories or YouTube videos, it should speak to your audience’s interests.
3. Partner with Influencers
Work with influencers who have a solid presence on your chosen platforms. They can help increase your brand’s reach and trust.
4. Be Ready to Adjust
Social media is always changing. Be prepared to shift your strategy if a platform changes or a new one comes along.
5. Use Analytics
Track your performance using analytics tools. This will help you understand what works and refine your strategy.
Narrow your focus
In 2025, success in social media isn't about being everywhere. It's about focusing on the platforms that matter most to your audience. By narrowing your focus, you can build deeper connections and get better results.
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If you're ready to improve your social media strategy, contact me today. If you need help selecting the right platforms or working with influencers, I can help you to success.