The Case For Going Deep Instead Of Wide With Your Social Media Strategy
Have you been publishing content to a variety of different social media platforms for a while now but barely feel like you’re making an impact on any of them?
It’s a decent strategy to use, uploading the same content to multiple platforms and repurposing content on other platforms.
However, you run the risk of creating content just to fill a quota when you do this when you should be creating high-quality content that actually solves problems and provides entertainment.
In this post, we make the case for going deep with your social media strategy instead of spreading yourself too thin by going too wide.
What does going deep with your social media strategy mean?
Going deep instead of wide with your social media strategy means focusing on a single social media platform rather than spreading yourself too thin across a variety of different platforms.
Many influencers start off creating a lot of different content for different social media platforms, content that’s fairly generic and doesn’t earn much engagement.
When you go deep, you’re able to create high-quality content on a platform that’s popular among your target audience while still repurposing that content for other platforms.
Pros of focusing on a single social media platform
Cheaper
Creating content for multiple platforms is expensive, both in time and money.
It’s time consuming, and you either need to hire artists to create content for you, pay for tools that can help you create content and spend a lot of time coming up with new ideas.
When you focus on a single platform, you can stop worrying about creating content for multiple platforms and create it for a single platform instead.
You can then repurpose that content and upload it to other platforms if you still want to maintain a presence on each.
As for uploading that content, use a social media scheduling tool like SocialBee or Pallyy.
These tools allow you to create separate posts for different platforms while you schedule a single post.
You can even set up certain posts so they eventually get reposted, and you can set up variations for reposted content so your audience doesn’t have to put up with duplicate content.
Better content
By focusing on a single platform, you optimize how you spend your time and are able to create better content as a result.
You can spend more time researching your audience, coming up with ideas, creating content and editing that content.
You’ll also have more time to learn tools like Canva that can help you create better social media content.
More opportunities for engagements
When you create better content that targets your audience’s wants and needs, you have a higher chance of receiving engagements.
This means more likes, comments, shares and follows.
This will eventually lead to more conversions and sales when you’re ready to monetize your social media presence.
Easier to grow your following
Spreading yourself too thin across too many platforms means you’ll receive fewer engagements across each one.
This also means you don’t receive many followers.
But when you spend more time, energy and money focusing on a single platform, you’re able to create better content that leads to higher engagements.
This includes more followers, which means there’s a direct correlation between going deep on social media and how quickly you’re able to grow your following.
Better chance at going viral
Unfortunately, we cannot predict which content will go viral or when it’ll go viral.
However, if you create better content, you have a higher likelihood of going viral than you would if you created content for multiple platforms.
Cons of focusing on a single social media platform
Less reach
Your target audience is likely spread out across a variety of different social media platforms.
When you focus on a single platform, you lose out on reaching your audience on those other platforms.
Even if you publish content to those other platforms, you may not be able to obtain the same amount of reach as you do on the platform you’re choosing to focus on.
Less chance of going viral on other social media platforms
If your lack of a presence on a social media platform decreases your reach on that platform, you’re also going to have less of a chance of going viral on that platform.
This is another unfortunate drawback of choosing to focus on a single platform.
Not as competitive
Find out who your competitors are, and see which social media platforms they publish to.
If you don’t publish high-quality content to the same social media platforms they publish to, you lose out on the ability to remain competitive.
On the plus side, going deep with your social media strategy may be the key to outpacing your competition, at least on the platform you choose to focus on.
How to choose a single social media platform to focus on
There are two primary factors to consider when choosing a single social media platform to focus on:
- Which platform you receive the most engagement from
- Which platform your audience uses most
If you choose a platform you already receive a decent number of engagements from, you’re starting with a built-in audience.
Your new efforts to create better content will be well received, and the initial engagements your built-in audience provides will increase your chances of non-followers discovering your content.
However, if you choose a platform your audience already has a presence on and you know your new content strategy is capable of producing high-quality content, you’ll have a much easier time finding your audience.
As a bonus consideration, think of the type of content that thrives on each platform.
If you’re a photographer, you may be better off focusing on Instagram, even if TikTok allows you to create carousel posts filled with images.
If you’re a novice to content creation, you may want to stick to creating short-form videos for TikTok, Instagram Reels, YouTube Shorts and Facebook Reels.
Lastly, choose a platform that’s easy for you to manage, one you know the ins and outs of and can create content for at the drop of a hat.
Should you ignore other platforms entirely?
No. Like we said earlier, just because you choose to focus on a single platform, that doesn’t mean you can’t repurpose content you create for that platform on other platforms.
Let’s say you choose to focus on YouTube. You can break up a single YouTube video into clips, which you can crop and post to TikTok, Instagram Reels and Facebook Reels.
You can even capture images while you create a YouTube video, and upload them to Instagram.
You can even daily vlog while you film a YouTube video by posting short, vlog-like content to Instagram Stories.
Plus, once you master one platform, you can maintain your presence on that platform but start focusing on a second platform.
If you hire a dedicated social media manager, you can create high-quality content for a variety of different platforms.
How to simplify social media content creation
Use a social media management tool
A social media management tool like SocialBee or Pallyy will allow you to do a few different things.
Most notably, these tools will allow you to set up a posting schedule so that your posts publish to social media automatically.
SocialBee allows you to organize your posts into categories, set up posts so they repost automatically in the future, create content with Canva, create hashtag groups for your most-used hashtags and manage your social media comments.
Research your audience
If you do a deep dive on your audience, you can discover what problems they’re having in your niche.
You can then provide solutions to those problems with your social media content.
You can even fill an entertainment gap your competitors aren’t filling.
Use a content creation tool
Content creation tools are graphic design editors that make it easy to create social media content, at least image-based content.
Canva is one of the most popular content creation tools available.
It has thousands of templates you can use for social media as well as a drag-and-drop editor that makes it incredibly easy for anyone to pick up and learn.
You can even set up a color preset that has your brand colors and save certain elements, such as your logo, as assets.
Repurpose your content
We’ve mentioned this tip already, but it’s a really simple way to maintain a presence across multiple social media platforms, so we’re going to mention it again.
When you create good content, find a way to break it up into smaller posts, then publish those smaller posts to additional social media platforms.
Again, SocialBee makes this very easy to do with their post scheduler.
Repost evergreen content
Evergreen content is content that’s not topical and is not likely to change.
For instance, a tutorial on boiling an egg would be considered evergreen content.
You can repost evergreen content automatically with SocialBee. All you need to do is requeue it, which will send it to the bottom of your list of posts to publish automatically.
It’ll publish as soon as you run out of new content to publish.
Hire a social media manager
A social media manager is a professional that specializes in running social media accounts.
They research your audience, come up with content ideas, create content and manage social media channels for you.
They can even assign tasks to additional team members to streamline content creation.
Final thoughts
Building an audience on social media is difficult. But it becomes increasingly more challenging when you spread yourself too thin.
Especially at the beginning.
First, make sure you’ve got accounts on all major platforms first. Then focus on the one where your audience is most active.
Then repurpose the content you create for that platform and publish it across all the others.
Once you start to do well on one platform, you may want to consider focusing on a second.
So, start deep and then go a bit wider with your strategy as your audience starts to grow.
Related reading:
- Engaging Social Media Post Ideas (With Examples)
- Proven Social Media Marketing Ideas To Grow Your Brand
- Social Media Metrics You Should Consider Tracking
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