Are You Wasting Time on the Wrong Social Media Platforms?

When it comes to social media, there really isn’t “one way” to do it. If you’re running social media for a bike race, a trail org, or a rural community, it can be both freeing and paralyzing.

Ok, then what?

During the week, I constantly consume social media marketing podcasts and YouTube videos to keep up and learn the latest updates. That means I’m drinking from the well of numerous social media gurus who offer insights and updates, plus tips and tricks for virality, follower growth, engagement, and more.

The challenge, though, is that they all say seemingly different things…

• “You should go all-in on one, maybe two, social media platforms.”

• “You need to be posting 3-5 times A DAY.”

• “Dude, you have to be on EVERY social media platform. Spread the wealth to new audiences.”

• “Nah, you really only need to post 2-3 A WEEK.”

You’re then left wondering … which one?

Some opinions out there are diametrically opposed, but they also seem to have “worked” for the person saying them.

Since I work with race directors, trail orgs, and rural communities, I’ve been thinking about this topic a lot lately. Sometimes I’m asked for my opinions; other times I’m asked to build and maintain a brand's social media.

Here’s what I aim to do in this article. First, I’ll tell you what I do personally to provide context. Then, I’ll help you choose the right platform, or platforms, for you. Ready?

How I Use Social Media to Grow a Brand

I decided to show up on most platforms. That means I post pretty much daily on Instagram, Facebook, Threads, LinkedIn, X/Twitter, Bluesky, YouTube, and TikTok. I think that’s all of them …

Ok, the follow-up question is “why?”

Social media is definitely changing constantly. Some platforms gain momentum, while others cool off a bit. Others are “emerging.” I’m simply trying to get ahead and be everywhere to hedge my bets in case one platform falters, or one takes off.

Also, what if I put all my effort into one platform and my account gets hacked, or I accidentally break community guidelines and get banned? We’ve all heard horror stories of people losing their accounts for various reasons.

Then there are the ever-changing algorithms. I may gain momentum on one platform, only for the algorithm to change and suddenly nobody sees my content. That can work the other way around, too.

While it’s not social media, I've included things like email marketing and even my LinkedIn newsletters in the mix. As a result, across social platforms and newsletter lists, I have close to 80,000 followers or subscribers.

In some circles, that sounds like a lot. In others, that hardly moves the needle. But my point is they are spread across a wide variety of platforms. I’ve never had anything go viral or “blow up.” Everything I post about is content like this article and photography. That’s it. Not the coolest of content. But it also reflects my personality … just plodding away. Slow and steady.

Which Social Media Platform Should You Be On?

It’s cliché to say, “All young people are on Instagram or TikTok.” Conversely, “Facebook is only for older people.” While there is a touch of truth in this, it’s no longer the case. TikTok is not just for young people. When my Mom, who’s in her 70s, is on Instagram, it’s a sign. Older people are thriving on Instagram and TikTok.

However, this reveals that, as consumers, people tend to pick 1-2 platforms and stay on them. Since I teach undergrad courses related to digital media, we talk about social media every day in class. I poll my students about which platforms they use, and for them, it's both TikTok and Instagram. Now, mind you, they rarely post beyond an Instagram Story, but they are watching content constantly.

A quick Google search shows Facebook has 3 billion monthly users, Instagram has 3 billion, TikTok has 1.9 billion, YouTube has 2.7 billion, and LinkedIn has over 1 billion accounts. Now, for the three platforms that seem like variations of each other, Threads has 500 million monthly users, X has 550 million, and Bluesky has 10 million.

The point? Many platforms have lots of users. And by users, I’m talking about your target audience. People who may sign up for your race, volunteer with your trail org, or visit your small town.

Should You Go Deep or Go Wide?

So, after all of that, should you focus on one or two social media platforms or try to maintain a presence on as many as possible? My answer is that it depends on your audience, goals, and capacity. I know. That’s probably not the definitive answer you were hoping for. But here’s how I would approach the decision.

First, identify your primary platforms.

These are the one or two platforms where your target audience is most active, where your content performs well, and where you’re seeing results that align with your organization’s goals.

For many bike races, trail orgs, and rural destinations, Facebook and Instagram might be the obvious choices. These are the platforms where you invest the most energy. You create content intentionally, engage with your audience, respond to questions, and regularly evaluate performance.

Second, identify your secondary platforms.

These are platforms where you can maintain a presence without significantly increasing your workload.

Perhaps you’re already creating short-form videos for Instagram. Could you also share those videos on YouTube Shorts or TikTok? Maybe you’re publishing articles on your website. Could you share them on LinkedIn, Facebook, Threads, or Bluesky? Also, you can post photos to YouTube and TikTok … I know, crazy.

You don’t necessarily need an entirely different content strategy for every platform. Sometimes it’s a matter of getting more mileage out of the content you’re already producing.

Third, be realistic about your capacity.

If maintaining two platforms is already stretching your resources, adding three more probably isn’t going to improve your results. On the other hand, if you have an efficient content workflow, access to scheduling tools (I use Metricool), and the ability to repurpose content, expanding your presence might make sense. There’s no prize for having the most social media accounts.

The goal is to create a sustainable strategy that supports your org rather than becoming another burden.

Finally, measure what actually matters.

It’s easy to become fixated on follower counts, impressions, views, and engagement rates. Those metrics can be useful. I track them myself. But they don’t always tell the whole story.

• If you’re promoting a bike race, are people visiting your registration page? Are they signing up? Are they sharing your event with friends?

• If you’re marketing a rural destination, are people exploring your website, requesting information, or engaging with content that helps them plan a visit?

• If you’re managing social media for a trail org, are people registering for dig days, becoming members, making donations, or participating in events?

These are the outcomes that ultimately matter. A platform with fewer followers might be far more valuable than one with a massive audience if it’s helping you accomplish your goals.

My Recommendation: Build Depth First, Then Expand

If I were starting from scratch with a new bike race, trail org, or rural tourism brand, I wouldn’t immediately launch accounts on every social media platform.

I’d start by identifying the audience I want to reach, choosing one or two platforms where I believe I can reach them effectively, and developing a consistent content strategy.

I’d spend time learning what resonates with that audience. I’d experiment with different types of content, pay attention to engagement, and look for evidence that my efforts are producing meaningful results.

Then, once I had a sustainable system in place, I’d consider expanding.

That might mean repurposing Instagram Reels for YouTube Shorts. It might mean sharing articles on LinkedIn. Or it might mean establishing a presence on another platform where potential participants, visitors, or volunteers are spending time.

The key is to expand intentionally rather than simply because someone on a podcast said you need to be everywhere.

And this is where my personal approach and my advice to organizations come together.

I choose to maintain a presence across numerous platforms because I have a content creation and distribution system (Metricool) that makes it manageable. I also have reasons for wanting to diversify my audience and reduce my dependence on any single platform.

But even with that broad presence, I don’t invest the same amount of time and energy into every account. Being present on a platform doesn’t mean it needs to be a priority.

Conclusion: Be Strategic About Where You Show Up

One of the things I appreciate about social media marketing is that there’s room for different approaches.

You can build a successful presence by focusing intensely on one or two platforms. You can also grow an audience by distributing content across numerous channels.

Both approaches have advantages and limitations, and that’s okay.

My advice is to start with a strong foundation, develop a manageable workflow, and expand when there’s a compelling reason to do so.

And remember that social media platforms are ultimately distribution channels. They’re ways to get your stories, photographs, videos, and ideas in front of people.

The real value is in the content you create and the relationships you build.