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What social channels should your business focus on?

A lot of people ask what channels they should focus on — and honestly, it depends. But the biggest mistake is almost always the same: trying to be everywhere.

By Sam Martin · The Sequence · Updated June 2026

A lot of people ask what channels they should focus on for their business, and honestly it properly depends. But the biggest mistake people make is thinking they need to be everywhere — Instagram, TikTok, LinkedIn, Facebook, YouTube. All that does is spread you thin. You post a bit here, a bit there, nothing’s consistent, and none of it works.

Go where your audience actually is

The smarter way to think about it is simple: where does your audience actually spend their time? Where do they scroll, look for help, and check out businesses like yours? That’s the platform to put most of your effort into. You can use schedulers to test across platforms, but don’t waste all your time, money and energy trying to master five channels at once.

One channel, dialled in

Most service-based businesses are better off picking one main channel first, getting consistent, and learning what actually gets people enquiring. It’s not about being everywhere — it’s about a system that brings leads in every month. Focus on one platform, dial it in, build trust, and let that feed your pipeline. Once it’s working, then you expand.

Read more: Social media marketing · How often should you post? · The lead flywheel