Cut Through Social Media Clutter
Focus your efforts on the platforms that matter most for your ideal clients.
When I first started advising solo business owners about online visibility way back in 2007, I had a simple mantra: "If you want to be visible, you have to be everywhere."
The idea was that the more places you showed up, the more visible you’d become, naturally attracting more clients. At the time, it seemed like a solid approach.
The platforms were manageable.
LinkedIn was just a few years old (2003), Facebook had only recently opened up to the general public (2006), and Twitter was beginning to gain traction (also 2006).
There weren’t as many choices, and managing your presence across them didn’t feel overwhelming.
Fast Forward to Today: A Changing Landscape
Today, unless you live on a remote desert island, you know things have changed.
The sheer number of platforms and tools available to businesses is staggering. From TikTok to X (formerly Twitter), Instagram, Pinterest, and many more, it's easy to feel pressured to be everywhere, all the time.
But as you know, trying to be everywhere isn’t sustainable, especially for solo business owners.
It’s a surefire recipe for burnout. I speak from experience.🙋♀️
The pressure to create content for every platform, keep up with trends, and engage with multiple audiences can quickly become exhausting—and even counterproductive.
A Simpler, More Focused Approach
That’s why I’ve shifted my advice over the years. Now, I recommend you focus on just one or two platforms where your ideal audience spends the most time.
By narrowing your focus, you can build deeper relationships and show up more authentically.
I’ve scaled back my presence on several platforms. I no longer use X/Twitter, Instagram, or Pinterest, and I rarely log into Facebook anymore. Instead, I’ve doubled down on email, Substack, and LinkedIn, where I can engage more meaningfully with my audience.
I’m seeing this trend increasingly in the online business world. Many entrepreneurs are paring down their platforms and choosing to be more intentional with their presence. (Just take a look at the comments on this LinkedIn post!)
Overused as this maxim is, it is about quality, not quantity.
How to Scale Back so You Can Make Strategic Choices
Assess Where Your Audience Is – Take a step back and think about where your ideal clients or customers spend their time online. Is it on LinkedIn? Facebook? Or is there a newer platform that fits your audience better?
Focus on a Few – Instead of spreading yourself thin across many platforms, choose one or two to focus your energy on. This will allow you to go deeper and be more present in those spaces.
Simplify Your Strategy – Streamlining your approach doesn’t mean giving up on visibility. It means being strategic about how you show up and where you show up. Focus on delivering value, engaging your audience, and building relationships where it matters most.
Monitor and Adjust – Social media trends change quickly. Don’t be afraid to reassess your strategy and adjust as needed. What works today might not work tomorrow, and that’s okay. Keep it flexible.
Want some non-obvious ways to scale back without sacrificing your online visibility?
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