Which channels should one be active on?

Should you be on every social media channel?

No, you don't have to.
But it's a good idea to be where it makes sense – just for you.

This article discusses why less is often more,
and why channel choices should be made with purpose, not pressure.

You don't need to be everywhere

One of the most common mistakes is that companies open an account on every possible channel.
The result is half-hearted content, and the channels look deserted.
It doesn't build the brand. It raises doubts.

Instead:
• Choose channels that you can and want to maintain.
• Focus on quality, not quantity.
• Create your own style on each channel, not copies.

Which channel suits whom?

There isn't one correct division, but you can think about it this way:

• If your audience consumes a lot of video content, TikTok, Reels, and Shorts may work regardless of whether you're B2B or B2C.
• If you provide expertise or services that require higher engagement, LinkedIn can work very well – even for consumers.
• If visual appeal and inspiration are central, Instagram and Pinterest still work.
• If you want to be easily found in searches, YouTube and Google visibility should be taken on board.
• If customer relationships are based on trust and locality, Facebook can still be a strong channel.

It's not about where your business “should be”, but where your customers spend their time and where your content feels authentic.

B2B can work on TikTok.
Consumer brands can succeed on LinkedIn.

It's always about execution.
If you have a clear message, an interesting perspective, and an understanding of your audience, you can succeed on any channel.
The wrong channel isn't where competitors aren't – but where you offer nothing interesting.

What to consider before opening a new channel?

• Do we really have the resources to create good content here?
• What do we want to achieve with this channel?
• How does this support our sales or brand?
• Where do our customers really spend their time?
• What does our content look like in the context of this channel?

Once these are considered, choosing a channel becomes easy.
No pressure, just clarity.

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If you're wondering whether to open a new channel or improve an existing one, let's brainstorm for a moment and make decisions based on smart planning, not feelings.