Should your client be on all platforms?
Jun 27, 2025
Social media is a lot, and your client has probably read that they must be on every platform. You and I know that's not true, but it's your job to educate your clients and tell them which platforms they should be on and why. Spoiler alert: it's probably different for each client.
If you're not sure which platforms your clients should be on, your strategy process should help. You'll need to consider where their audience spends time, and you can't ignore the data. If the target audience is older, you will spend time on Facebook.
Here's a breakdown of the top-used platforms - and what they tend to be used for:
Facebook - asking what people think
Instagram - sharing visual/inspirational content
Tiktok - entertaining content
YouTube - educational content
LinkedIn - networking b2b content
Pinterest - brand-building content
Twitter/X - live and news-type content
That's not to say you can't be entertaining or educational on other platforms, but these are loose guidelines to help you figure out which platform to pick based on its original concept.
People often forget about Facebook or use it as a good reminder for birthdays or to check up on memories. But the fact is that it has the highest number of monthly active users, and at 3.05 billion users, you seriously need to consider this.
You shouldn't 'just post that Instagram post on Facebook to save time/money'. While you'll be able to cross-post some content, you need to tailor each post to each platform and audience.
Whilst we're on the subject of cross-posting, please, please, please do not post Reels and TikToks with the platform watermarks on any platform. We've seen social media managers do this. It's lazy, and it's unprofessional.
As a social media manager, you'll have your platform strengths and weaknesses—we all do. However, it's your job to ensure your client is in front of the correct audience and on the correct platform. If that happens to be YouTube, and you've got no idea, maybe you're not the right match.
