The minimalist's guide to social media strategy (do less, but better)

14 July

I co-worked with a fellow Social Media Manager last week who was frantically switching between tabs - TikTok creator studio, her Instagram scheduler, a LinkedIn draft and Pinterest for Business. "I just need to post this everywhere before lunch," she said, uploading the same video and caption to the four different platforms, changing only the hashtags. It started an interesting conversation between us which I wanted to share here.

I think this is 2025's biggest social media trap. We've convinced ourselves that more platforms equals more reach, and that posting everywhere is important. I've watched countless brands burn out chasing omnipresence and I’m here to tell you that being scattered isn't strategic, it's just exhausting.

The copy-paste epidemic.

You'll discover a brand on TikTok creating content that feels native and engaging, then follow them on Instagram only to find... exactly the same content. Same video, same caption. It's like seeing someone wear a suit to the beach. Technically they're dressed, but it's completely wrong for the environment.

When brands treat platforms like a copy-paste exercise, they miss what makes each space special. TikTok thrives on authenticity and trends. Instagram rewards visual storytelling and community building. LinkedIn values professional insights and thoughtful discussion. By ignoring these nuances, you're not maximising reach, you're minimising impact.

Identical content performing differently across platforms isn't a mystery. One platform loves it because it fits naturally, while another rejects it because it feels forced. You're working harder but achieving less because you're fighting against how each platform actually works.

I call it Platform-Spreading.

Beyond the obvious time drain, platform spreading has hidden costs that compound over time. Your content becomes generic because it needs to work everywhere, which means it excels nowhere. Your community engagement suffers because you're managing relationships across too many spaces. Your creative energy gets diluted across multiple content styles instead of deepening expertise in one.

Social media success comes from understanding your audience deeply. When you're scattered across platforms, you never develop that intimate knowledge of how your community behaves, what they enjoy, what makes them engage meaningfully.

Choose your focus.

The most successful social media accounts own their chosen space completely. If we think about creators, it might be easier to picture. They understand the platform's rhythm, speak its language fluently, and serve their audience in ways that feel native and natural. Think AnnaxSitar on TikTok, or @Emmasrectangle on Instagram (and if you haven’t heard of either, have a scroll!).

Start by looking at your current analytics honestly. Where do people save your content? Share it? Leave thoughtful comments? Where do conversations happen naturally?

The decision shouldn't be about where you think you should be, but where your audience actually is and where your content naturally shines.

Consider your resources realistically. TikTok demands trend awareness, a little scrappiness and quick turnarounds. Instagram requires visual consistency and a chunky amount of community management. LinkedIn needs thought leadership, professional polish and 0% fear of being a little cringe. Each platform has its own rhythm and requirements.

Where do they actually consume content in your industry? Where do they seek recommendations? Where do they engage with similar brands (not necessarily competitors) meaningfully?

The goal isn't to abandon other platforms forever. It's to build excellence in one place first, then expand strategically when you have the resources and expertise to do justice to additional platforms.

Your own checklist.

Ready to stop spreading yourself thin? Work through this:

Open your analytics for the last 30 days - ignore follower counts, look for saves, shares and meaningful comments
Identify which platform feels most natural when you're creating content
Ask yourself, where does your audience actually spend time
Pick one platform based on these answers, not where you think you should be
Pause posting on all other platforms for 30 days
Make a topline plan for how you’ll redirect that saved time into better content and genuine community engagement
Set a reminder to review after 30 days

The long game.

Social minimalism isn't about doing less work. I’m asking you to consider doing more focused work that compounds over time. When you deeply understand one platform, you start seeing opportunities others miss, and develop instincts that make creation feel natural rather than forced.

I’ll leave you with this… The ones winning aren't everywhere. They're unforgettable somewhere.

So ask yourself honestly, are you trying to be everywhere, or are you committed to being brilliant somewhere? Are you spreading yourself thin across platforms, or building something meaningful in one place?

If you’ve made it this far, I'd genuinely love to hear your approach. Find me over on LinkedIn and tell me: which platform are you going to commit to mastering, and what's been holding you back from focusing until now?

Until next month, Abs 👋🏼