"Which Platform Should I Be On?" You're Asking The Wrong Question

A doctor I spoke with last week was torn between a few options.
"I'm already running ads on Google and Facebook," he said, "but should I be on TikTok too? My current agency doesn't do TikTok."

This is the question I hear constantly. Business owners paralyzed with indecision about platforms. Should they be on Instagram? LinkedIn? TikTok? YouTube? All of them? None of them?

Underlying this question is a fundamental misunderstanding about how modern marketing works.

The platform isn't the strategy. The platform is just the vehicle. Too many businesses are obsessing over which car to drive when they haven't decided where they're going.

A law firm I consulted with was debating whether to focus on LinkedIn or TikTok, when their real problem was much simpler, they had nothing valuable to say on either platform.

The platform question is actually three questions.

Where does my ideal client spend their time?
What type of content can I consistently create?
What's my measurement for success?

A personal injury attorney found his high-value cases were coming from Facebook despite everyone telling him "professionals need to be on LinkedIn."

The platform that works isn't always the trendy one or the one your competitors use. It's the one where your specific audience is actively engaged.

Content transferability is your secret weapon,

The smartest businesses I work with create content that works across platforms. They record once and distribute everywhere.

A medical specialist was convinced he needed to choose between platforms. We showed him how to record a single conversation that could be transformed into: Instagram reels, LinkedIn posts, YouTube shorts, Email content, Website FAQ material.

The platform becomes irrelevant when your content system can adapt to any medium.

Start with the message, not the medium:

Instead of asking "which platform should I use?", ask these questions: What problem am I solving? Who specifically has this problem? What's the most valuable information I can provide? How can I package this information in a compelling way?

Then test your message across platforms to see where it resonates.

Let your competitors debate which single platform to use, the businesses winning the market understand something powerful: Being on multiple platforms creates a compound effect.

When someone sees you on Instagram, then YouTube, then LinkedIn, you become omnipresent in their digital world.

Stop asking which platform you should be on. Start asking how you can create valuable content that works across all platforms.

The question isn't the platform. The question is the message.

My Offers:

Content Machine: We’ll create you 90 pieces of short form content and setup/build your Meta Ads (Done For You)

Funnel Build Out for Paid Advertising: We’ll Build you a Paid ads funnel from start to finish.

View Case Studies

Areeb Mirza’s YouTube Channel