“Being everywhere your audience is” is advice that is often shared. However, when your audience is scattered across multiple platforms, it can become a complex task. On average, a regular social media user utilizes about seven platforms per month. Being present on one or more platforms is a foundation for brands, but mastering these multiple presences is another challenge…

This presence on multiple platforms has become one of the main concerns for organizations in terms of ROI, return on investment. Indeed, some brands fear the impact on the return on investment due to their presence on so many platforms.


Being present on several platforms requires time and energy for several reasons:

– One of the most important tasks is to adapt content to each network: each channel has a different audience, jargon, trends, hashtags…

– Users have different reasons for being on each platform, and this must be considered when creating content.

– All platforms are different, including in terms of the amount of work required.

– On each of these channels, communicators must develop strategies, create content, follow analytics, run ads, respond to comments, schedule posts…

– The digital world is constantly evolving, and digital marketers must closely follow these changes.


Furthermore, the priorities of platforms evolve. In the past, communicators generally tended to overextend by creating a brand presence on as many networks as possible. Now, brands understand that this is no longer necessarily a guarantee of efficiency, and are looking to understand which platforms work and which do not. And this is where ROI can help them make this decision.

Calculating the return on investment of your social media activities is important to know how you’re doing overall. Once this return on investment is evaluated for each of your platforms, you will determine the profitable channels, and those that are not. For this KPI to be relevant, it’s important to compare your results from one platform to another.

However, it is noted that the most effective platforms in terms of ROI are not necessarily the most used by brands, and vice versa.

Regardless, organizations are now ready to abandon platforms and strategies that do not meet their return on investment criteria. They are finally prioritizing their own ROI indicators by platform and making business decisions accordingly.

Although following competitors’ actions and experimenting with new features or platforms is essential for a social media marketer, one should not be distracted to the detriment of creating real business value from social media.


When your content or campaigns can resonate across all your channels, it’s important to take advantage of this. The key to cross-posting is to synchronize your content with the standards, best practices, and formats unique to each platform. Although all your messages may be centered around the same idea, promoting a common campaign, or presenting a similar aesthetic, it is crucial to adapt your goals, formats, visual specifications, and editorial specifics to each platform. This is how you maximize your chances of generating meaningful engagement, taking into account the particularities of each channel, how you address your audience, and your interaction with them.

Therefore, in 2024, brands will have to counter the unjustified expectations of covering all platforms. They will need to deploy a presence on the most effective channels based on return on investment, focusing their attention exclusively on them. In this way, social media marketers will have more time to understand their audience, test content, stay abreast of trends and algorithms, and master functionalities. Indeed, it’s better to excel on a few key platforms than to be mediocre on several.

In short, prioritize quality over quantity! 😉

To obtain a strategy tailored to your needs and your audience, while being one of the pioneers among your competitors on this network, contact socialsky.

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