2.1Choosing the right social networks
The essentials in 30 seconds
- Don't be everywhere: choose the platforms where your target is and which serve your goals.
- 1–2 well-run networks > 5 neglected ones: each network has its culture, audience and formats.
- 3 criteria: audience (where is the persona?), sustainable formats over time, goals (awareness, B2B, virality).
Threaded mini-case — Sofia chooses her networks
Sofia runs a small brand of handmade accessories in Algiers. She wanted to open LinkedIn, Instagram, TikTok, YouTube and Facebook accounts "to be visible everywhere", but alone, she can't feed any of them. With her persona (young women sensitive to visuals) and her means (polished photos, little video), she decides: Instagram first, TikTok as a test — and leaves the rest aside for now.
This same case returns in the lesson, the diagram, the script and the 48h challenge — and continues in 2.2, 2.3, 2.4 and 2.5.
1. Don't be everywhere
Wanting to be on every social network is the most common mistake — and the most exhausting. The right approach: choose the platforms where your audience is and which serve your goals.
Each network has its culture, audience and formats: LinkedIn for B2B, Instagram for visuals, TikTok for young audiences and virality, YouTube for in-depth video, Facebook for local and communities.
2. Three selection criteria
Better to excel on one or two relevant networks than to burn out on five.
The choice comes from crossing three criteria: where your audience is, which formats you can sustain over time, and which goals you pursue. It is a strategic decision, not a fashion question.
🔎 Concrete example — 🔎 Concrete example — The right network for the right goal
Cross audience and goal.
Visual awareness → Instagram.
B2B credibility → LinkedIn.
Young-audience virality → TikTok.Result: efforts focused where they count.
Reflex: don't follow a platform out of fashion.
Section vocabulary
- Social network
- An exchange and content platform (LinkedIn, Instagram, TikTok, Facebook, YouTube), each with its culture and audience.
Simple example: Sofia picks Instagram for her visual audience, not long-form YouTube.
What it is not: a showcase site with no interaction or community.
Reflex: name the culture and audience before opening an account.
- Organic vs paid
- Organic: the free reach of posts; paid: advertising (level 4). Both combine.
Simple example: Sofia posts organically before considering advertising.
What it is not: believing everything must go through advertising from the start.
Reflex: regular organic first, paid as backup.
- Reach
- The number of people who have seen a piece of content. It depends on the algorithm, the format and engagement.
Simple example: A Sofia Instagram post seen by 800 people: its reach.
What it is not: the follower count (who don't all see everything).
Reflex: track reach per format to adjust.
- Algorithm
- The system deciding which content to show to whom. It generally favours engagement and relevance.
Simple example: Sofia's post that sparks comments gets shown more.
What it is not: a guaranteed chronological order for all followers.
Reflex: aim for engagement and relevance, not volume alone.
- B2B / B2C
- Business to Business (selling to companies, e.g. LinkedIn) vs Business to Consumer (to the public, e.g. Instagram/TikTok).
Simple example: Sofia sells B2C on Instagram; a workshop equipping offices would target LinkedIn.
What it is not: treating LinkedIn like TikTok and vice versa.
Reflex: B2B → LinkedIn first; visual B2C → Instagram/TikTok.
In practice — Hands-on — Choosing your networks methodically
- Go back to your persona: which networks do they spend time on? (Age, job and interests guide the answer.)
- Cross with your goals: visual awareness → Instagram; B2B credibility → LinkedIn; young virality → TikTok…
- Assess your means: which formats can you produce regularly (photo, video, text) without burning out?
- Select 1–2 priority networks and commit to showing up regularly, rather than scattered everywhere.
Ready-to-say script — announcing your network choice (30 s)
"Our target is on Instagram, we know how to produce regular photos there and our goal is visual awareness: so we prioritize Instagram, test TikTok, and pause the rest. Better one living network than five empty showcases."
To say to a partner or yourself to lock the choice and resist scatter.
Copy-paste template — network-choice grid
MY PERSONA (where do they spend time?): _______________
MY GOALS (awareness / B2B / virality): _______________
MY SUSTAINABLE FORMATS (photo / video / text): _______________
PRIORITY NETWORKS (1–2): _______________
PAUSED NETWORKS: _______________Solo / tight budget
One network to start: your persona's, with 2 posts/week sustained rather than 5 abandoned accounts.
Local shop
Facebook and Instagram stay useful for local and communities: hours, reviews, new-arrival photos and customer relays.
B2B / independent
LinkedIn priority: an active personal profile and expert content; Instagram/TikTok only if a mass-market target justifies it.
Young visual brand
Like Sofia: Instagram as the base (photos, carousels), TikTok as a test (short video) — YouTube later if video depth follows.
✓ Best practices
- Start from your persona to choose platforms.
- Cross audience, sustainable formats and goals.
- Focus on 1–2 networks, regularly.
✗ Common pitfalls
- Wanting to be everywhere.
- Following a platform out of fashion.
- Choosing a network whose formats you can't sustain.
Key takeaways
- Don't be everywhere: choose the networks where your audience is.
- Each platform has its culture, audience and formats.
- Better 1–2 well-run networks than 5 neglected ones.
- Selection criteria: audience, sustainable formats, goals.
48h Challenge — apply tomorrow
Fill in the choice grid (template above) for your business and announce your 1–2 priority networks + those paused. 20 minutes is enough.
- I can name the 3 selection criteria without hesitation.
- I have selected 1–2 priority networks with a reason.
- I have paused the non-priority networks.
Frequently asked questions
Should you be on TikTok now that everyone is?
Only if your audience is there AND you can produce short video regularly. Following a platform out of fashion, with no audience and no means to feed it, wastes time. TikTok offers remarkable organic reach but demands a specific format and tone — assess before jumping in.
How many networks can you manage alone?
One, or two at most. Running a network properly (regular content, engagement, replies) takes time. A single excellent, lively presence on one platform beats a ghost presence on five. You can always expand later, once the first network is mastered.
Sofia, alone, wants to open 5 networks "to be everywhere". What do you advise?