What social media platforms should I use for my brand?
When you’re trying to grow a brand online, it can feel like you’re being pulled in a hundred directions at once.
“Should I be on TikTok?”
“Is X (formerly Twitter 🙃) still relevant?”
“Am I missing out if I’m not on Threads, Pinterest, YouTube, Instagram, LinkedIn… all of them?”
Spoiler: you don’t need to be everywhere. And you definitely don’t need to be everywhere at once.
The truth is, trying to be active on every single platform will stretch your time, energy, and creativity thinner than you think, and that burnout will show up in your copy. In your captions. In your voice.
So instead of chasing algorithms, let’s zoom out and look at what really matters when choosing the right platforms. Because as a copywriter, I’m less interested in being “visible” on every channel, and much more interested in being effective on the right ones.
First, let’s reframe:
It’s not just “What social platforms should I use?”
The better question is: “Where can I best connect with my audience through the kind of content I’m best at creating?”
As a copywriter (or brand building your voice), your content is your currency. You want platforms that let your words land with meaning, not just disappear into the scroll. So, how do you figure that out? Let’s break it down.
Step 1: Know Your People
This is Marketing 101, but it still gets skipped.
Before choosing where to show up, you need to understand:
Who your ideal customer is
How they spend time online
What kind of content they engage with
How they prefer to be spoken to
Here’s a quick cheat sheet by platform:
But don’t just go off the stats. Dig into your existing audience. Where do they follow you now? Where do they engage most? What platforms are your competitors doing well on, and where are the gaps you could fill?
Step 2: Match the Platform to Your Strengths
Here’s where the copywriting lens really matters.
Each platform favours a different kind of storytelling and different kinds of copy. So ask yourself:
Do you write short, punchy, witty lines? (X, Threads)
Are you great at crafting narrative captions? (Instagram)
Do you love writing video scripts or storytelling aloud? (YouTube, TikTok)
Can you break down complex ideas in a helpful, digestible way? (LinkedIn, blogs shared via socials)
Do you thrive on visual-word pairings? (Pinterest, Reels)
Trying to force your brand voice into a platform that doesn’t support it? It’ll feel off for you and your audience.
Stick with 1–3 platforms that let your voice shine, how you naturally create.
Step 3: Be Honest About Capacity
You don’t just need presence on a platform, you need consistency. That means enough bandwidth to:
Post regularly
Engage with your audience
Track performance
Adjust your approach
This is where many small business owners fall short. You start strong across five platforms, but after two months… crickets. Ghost towns. Inconsistent tone. Vague messages. Burnout central.
👉 Here’s the fix: Choose fewer platforms, show up better. Nail your voice, deepen engagement, and grow trust. Quality over quantity. Always.
Step 4: Don’t Confuse “Trendy” with “Strategic”
Just because a platform is blowing up doesn’t mean it’s the right move for your brand.
TikTok might be the platform for visibility right now, but if your team doesn’t have the time, skills, or interest to show up consistently with smart, relevant short-form video… you’re better off going deeper somewhere else.
You’ll never win trying to copy content that isn’t aligned with your brand voice or strengths.
If it’s not sustainable, it’s not strategic.
Step 5: Let Your Copy Lead the Way
Here's the part that gets missed in most “how to choose a platform” advice:
🧠 The medium matters, but the message matters more.
A smart platform strategy isn’t just about visuals or hashtags. It’s about copy, and how clearly, consistently, and compellingly you communicate across platforms.
So ask yourself:
Does this platform give me the space to express my brand voice?
Can I use this channel to tell stories, share value, and create conversation?
Will my audience recognise and trust my tone here?
If the answer’s yes, lean in. If not, it’s okay to opt out.
Red Flags: When a Platform Might Not Be Worth It
Let’s be real. Not every platform is right for your business. Some may even harm your brand if you stretch too thin or show up poorly.
Watch out for:
🚩 You’re only posting because you feel like you “should”
🚩 You don’t know what content works best there
🚩 You’re getting zero engagement after months of consistent effort
🚩 You’re struggling to adapt your tone or message to fit the format
🚩 You hate creating content for that space
If you tick more than two of these? It might be time to hit pause.
The Takeaway
So, what social media platforms should you use?
👉 The ones where your people are
👉 That suit the way you naturally create content
👉 That allow your brand voice and value to shine
Forget what everyone else is doing. Stay grounded in your audience, your capacity, and your unique voice.
Because when your copy connects, your content converts, wherever you post it.
