You Don’t Have to Be Everywhere: Choosing the Right Social Media for Your Business
Let’s just start with this: You don’t need to be on every social media platform.
In fact, most business owners I talk to—especially solopreneurs, travel advisors, and creatives—are already juggling a dozen roles. You’re booking clients, delivering an incredible experience, refining your offers, handling backend systems, and somewhere in between… you’re supposed to be posting content on six platforms a day?
It’s not realistic. And it’s definitely not strategic.
So let’s talk about a better way to approach your social media presence: by getting intentional and choosing the right platform(s) for you and your business goals.
My Approach to Social Media as a Design Business Owner
In my business (a branding and website design studio), we primarily focus on just two platforms: Instagram and Pinterest.
- Instagram is my go-to for visibility, storytelling, and connection. It’s where I post client work, share behind-the-scenes, and connect in the DMs.
- Pinterest, on the other hand, works more like a visual search engine—which is ideal for a design-focused business. It helps get our work seen long-term, drives blog traffic, and brings in cold leads consistently.
And while we do have our Instagram connected to our Facebook page (why not, if it posts automatically?), I don’t spend any extra energy there. It’s not where our clients are coming from, and it doesn’t deserve my time right now.
Could we grow more if we were active on TikTok, LinkedIn, or Threads? Sure. But I’m realistic about our capacity. Until I have someone fully managing another platform, I’d rather go deep on what’s working than spread thin across what’s not.
Why You Don’t Need to Be Everywhere
Let me say it louder for the business owners in the back: You do not need to be active on every single social media platform.
That kind of pressure creates burnout and kills consistency. Instead, ask yourself:
- What platform feels most natural to use?
- Where do your ideal clients already spend time?
- Can you commit to showing up here consistently?
- Do you have the capacity to maintain more than one?
If you’re only able to handle one platform right now—own that. One platform used intentionally is far better than four platforms used inconsistently.
What Platform Should You Focus On? (Especially If You’re a Travel Advisor)
Here’s a breakdown of common platforms and how they might (or might not) serve your business—especially if you’re in the travel space:
1. Instagram
Great for: Storytelling, building trust, showcasing destinations, sharing your personal travel experience, connecting in DMs
Most travel advisors can benefit from Instagram—it’s visual, personal, and easy to stay consistent with stories, carousels, and reels. It’s also where referrals will likely go to check you out.
2. Pinterest
Great for: Driving long-term traffic, blog content, itineraries, client showcases, planning inspiration
If you create visual content or write travel blogs, Pinterest can quietly bring in inquiries over time. It’s especially great for honeymoon planners or destination specialists who have gorgeous content to share.
3. Facebook
Great for: Networking in groups, referrals from existing clients, destination-specific communities
Facebook isn’t the flashiest, but it still has relevance, especially if your clientele is a bit older or if you leverage community groups.
4. TikTok
Great for: Entertaining, short-form video content, reaching a younger audience
If you love being on camera and creating casual, high-volume content, TikTok might be your place. But if that drains you or feels like a chore, skip it (or wait until you can outsource it).
5. LinkedIn
Great for: Targeting corporate travel, luxury business travelers, or high-level networking
Most travel advisors don’t think of LinkedIn—but if you’re targeting business class or VIP clients, it could be worth testing.
6. Threads / X (Twitter)
Currently? Not worth most travel business owners’ time unless you’re already actively using them and seeing traction.
How to Choose the Best Platform for You
Here’s a quick exercise to help you choose your primary (or next) social platform:
- Audit where your clients are finding you now. Look at your inquiry forms, emails, or ask clients directly—what platform did they find you on?
- Look at what content you enjoy creating. Love video? Try Reels, Stories, or TikTok. Prefer graphics and blogs? Pinterest is gold.
- Be honest about your capacity. If you can’t commit to more than one platform, don’t. Focus on doing one well before expanding.
- Build a system or outsource. Once you’re consistent, consider building a workflow or hiring someone to manage scheduling and posting (like we’ve done for Pinterest).
- Track and reflect. Review what’s actually bringing in leads every few months. If a platform isn’t converting—and you’ve truly given it consistent effort—it may not be worth keeping in rotation.
Consistency > Everywhere
At the end of the day, it’s not about being everywhere.
It’s about being somewhere consistently—with content that actually connects with the people you want to serve.
Start with one platform. Give it your full effort. Create a rhythm. Then, when it feels right, layer in another (or hand it off to someone else).
That’s how you grow your business online without burning out.
Want Help Creating a Visual Brand That Works on Any Platform?
Whether you’re building your presence on Instagram, Pinterest, or wherever your clients are hanging out—we can help you design a brand and website that feels aligned, strategic, and ready to convert.
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