Do You Really Need to Be on Every Social Platform?

Top 5 Questions From Clients - Answered

We asked Lidia Zaragoza, Founder of MOI Consultants, to share her perspective on one of the most common questions businesses ask: “Should we be on every social media platform?”

Here, she answers the five questions clients ask her most often about social media strategy and why doing less, but doing it right, is often the smarter move.

Q1: Shouldn’t my brand be everywhere to reach more people?

Lidia : Not necessarily. The truth is, not all platforms deliver equal ROI. Global surveys show that Facebook (28%) and Instagram (22%) consistently rank as the top two platforms for return on investment. Compare that to YouTube (12%) or X/Twitter (3%), and the gap is clear. Being “everywhere” often means spreading yourself thin instead of showing up powerfully where it counts.

Q2: What happens if we just post the same content across all channels?

Lidia : It looks easy, but it’s not effective. Only 34% of marketers create truly platform-specific content, and the rest risk getting ignored. Algorithms reward tailored, engaging posts, not recycled ones. Think of it this way: posting the same video on TikTok and LinkedIn is like delivering the same speech to teenagers and CEOs. The message doesn’t land the same way.

Q3: Won’t I miss out on opportunities if I only focus on two platforms?

Lidia : Actually, you gain more. Take Lush Cosmetics: when they stepped away from Meta platforms, their organic reach was just 1–6% of followers anyway. By focusing on fewer platforms, they invested in quality content and deeper engagement and still thrived. Narrowing your focus gives you depth over breadth, which translates into real influence.

Q4: How do I decide which two platforms are right for my business?

Lidia: Start with your audience. Where are they spending time, and where do they engage with brands like yours? Then look at ROI data: if you’re B2B, LinkedIn might replace Instagram in your top two. If you’re e-commerce, Instagram and TikTok could be more powerful. The key is to align platform choice with business goals + customer behavior, not just trends.

Q5: What’s the biggest risk of trying to be on every platform?

Lidia : Two things:

1. Dilution – Spreading budget and energy across too many channels usually means mediocrity everywhere.

2. Dependency – You’re more vulnerable to algorithm changes and platform instability. The smarter move? Build strong performance on two social channels and invest in channels you own—like email, website, and CRM. That balance keeps you resilient.

At MOI Consultants, our mantra is:

Pick your stages. Show up well. Drive impact. 

Social success isn’t about being everywhere, it’s about being in the right places, with the right message, consistently.

Schedule a 1:1 with Lidia to gain clarity, sharpen your strategy, and uncover where your marketing will have the greatest impact.

Lidia brings more than 15 years of operations and marketing experience, including senior leadership roles where she built strategy, messaging, and growth campaigns for both established companies and emerging startups. Today, through MOI Consultants, she helps growth-minded businesses gain clarity, optimize performance, and focus on what truly drives measurable impact.

Sources

Allure. “Lush Is Quitting Facebook, Instagram, Snapchat, and TikTok.” Allure, 23 Nov. 2021, www.allure.com/story/lush-cosmetics-no-facebook-instagram.

GWI. Social Media Trends Report 2024. GWI, 2024, www.gwi.com/reports/social.

HubSpot. Marketing Statistics 2025. HubSpot, 2025, www.hubspot.com/marketing-statistics.

HubSpot. State of Marketing Report 2025. HubSpot, 2025, www.hubspot.com/state-of-marketing.

Sprout Social. Social Media ROI Statistics 2024. Sprout Social, 2024, sproutsocial.com/insights/social-media-marketing-roi-statistics.

“Is the Era of Digital Brand Building Over?” Vogue Business, 10 Apr. 2023, www.voguebusiness.com/story/technology/is-the-era-of-digital-brand-building-over.