Last spring, a business owner sat across from me looking absolutely defeated.
“I’m doing everything right according to what all the ‘experts’ say,” she said. “I’ve been posting on all these different platforms for years now. But I’ve never gotten a single lead from social media. I’m starting to think social media just doesn’t work for my type of business,” she admitted.
I looked at her content. It was good—professional, valuable, well-written.
I asked her where her content got the most engagement and she answered instantly: LinkedIn.
We decided that instead of trying to tackle “social media” (which can seem like a big scary monster when you look at it that way!) we would focus on just that one platform for six months. It was a bit of a tough sell at first. After all, shouldn’t you just be posting everywhere you possibly can to get as many results as you can?
We talked through the reasons why putting all our effort into one platform would be more effective and worthwhile, and then we got to work…
Six months later, she called me with news I loved hearing: “Rebecca, people are actually reaching out to me saying they’ve been following my content and want to work with me. And one of my posts went almost viral.”
The difference was simple. She stopped creating generic content that “worked okay” everywhere and started creating LinkedIn-specific content that her ideal clients couldn’t ignore.
Why Multi-Platform Content Creation Burns You Out
Let me paint a picture you’ll probably recognize. Monday morning hits and you’re feeling motivated about social media. You create what you think is a great post, then spend the next hour trying to adapt it for Instagram (needs different hashtags and a more visual approach), LinkedIn (requires a more professional tone and industry insights), Facebook (your local audience wants different messaging), and maybe TikTok (completely different format and energy).
By Wednesday, you’re drowning. The LinkedIn post got some engagement, but you missed replying to thoughtful comments because you were busy reformatting content for Instagram. The Instagram version felt forced because you were trying to make LinkedIn-style content work visually. Facebook crickets as usual. And on TikTok, you gave up halfway through because the content just didn’t translate.
By Friday, you’re exhausted, behind on engagement, and questioning whether any of this actually works.
Here’s what’s really happening: you’re not creating content. You’re creating content fragments. They’re pieces that never quite fit properly on any platform because they weren’t designed for a specific audience or platform culture.
The Platform-Specific Content Strategy That Actually Works
When my client and I focused entirely on LinkedIn, everything changed. Instead of asking “How do I make this work everywhere?” we started asking “What does LinkedIn want to see?”
We dove deep into LinkedIn’s unique culture:
- Professional insights that sparked thoughtful discussions
- Industry commentary that positioned her as a thought leader
- Behind-the-scenes content about her client work (while respecting confidentiality)
- Frameworks and methodologies that demonstrated her expertise
Every piece of content was created specifically for busy professionals looking for actionable insights during their morning coffee or lunch break scrolling.
Her content instantly started getting comments like “This is exactly what I needed to hear today.” She got messages from people saying things like “I’ve been thinking about this exact challenge for one of my clients. Let’s talk.”
That’s what happens when you create content that a specific platform’s audience will absolutely devour, rather than generic content that works “fine” everywhere.
The All-In Engagement Strategy
One of the most important reasons to focus your content is engagement.
When you’re spreading yourself across multiple platforms, your engagement becomes superficial. You’re liking posts, dropping generic comments (“Great insight!”), and moving on because you have four other platforms to manage.
When my client focused entirely on LinkedIn, we flipped this completely. Instead of checking boxes across platforms, she spent her engagement time building real relationships in one place.
Her new LinkedIn engagement strategy:
- 15 minutes every morning: Thoughtful responses to comments on her own posts—not just “Thanks!” but continuing the conversation
- 15 minutes every afternoon: Meaningful engagement on other people’s content—sharing insights, asking follow-up questions, starting real discussions
- Focus on 50 key connections: Instead of randomly engaging, she identified 50 ideal clients and industry leaders to engage with consistently
Within just three months, people started recognizing her name. Comments on her posts turned into DM conversations. DM conversations turned into coffee meetings. Coffee meetings turned into clients.
That’s the compound effect of concentrated engagement, and honestly, it’s impossible when your attention is scattered across five platforms.
The Content Creation Framework for Platform Mastery
Here’s how to create content that your chosen platform will love:
Step 1: Study Your Platform’s Native Language
Each platform has its own communication style. LinkedIn rewards professional insights and industry commentary. Instagram loves visual storytelling and behind-the-scenes moments. TikTok thrives on entertainment and quick education.
Choose your platform, then spend two weeks just observing:
- What content gets the most meaningful engagement?
- How do people communicate in comments?
- What tone works best for your industry on this platform?
- What formats perform best?
Step 2: Develop Platform-Specific Content Pillars
Create content pillars that speak specifically to your platform’s audience.
For LinkedIn, this might be:
- Industry insights and trend analysis
- Client success methodologies
- Professional development frameworks
- Behind-the-scenes business building
For Instagram, the same business might focus on:
- Visual case studies
- Day-in-the-life content
- Quick tip graphics
- Client transformation photos
Same expertise, completely different content approach.
Step 3: Master Platform-Specific Formats
LinkedIn loves:
- Long-form posts with line breaks for easy scanning
- Professional carousel posts with actionable insights
- Short videos with captions (many watch with sound off)
- Poll posts that spark discussion
Instagram thrives on:
- High-quality photos with storytelling captions
- Stories with polls and questions for interaction
- Reels that educate or entertain
- Carousel posts that teach step-by-step processes
Master the formats your platform rewards, rather than trying to force your content into every platform’s format.
Your Platform-Specific Action Plan
Ready to stop spreading yourself thin and start building real platform authority? Here’s your roadmap:
Week 1: Choose Your Platform
Look at your last three months of social media activity. Which platform generated:
- The most meaningful conversations?
- The best business inquiries?
- Content you actually enjoyed creating?
Pick that platform. Everything else becomes secondary. If you need help with this decision-making process, our 5-Day Social Media Strategy Kit includes a comprehensive platform selection framework.
Week 2-3: Study Platform Culture
Spend 15 minutes daily just observing:
- Top-performing content in your industry
- Comment styles and engagement patterns
- Platform-specific features and formats
- Successful creators you can learn from
Week 4: Create Your Platform-Specific Content Strategy
Develop content pillars that speak specifically to your chosen platform’s audience, not generic topics that work “everywhere.”
Month 2-6: Execute and Engage
- Create content specifically for your platform
- Spend all engagement time building relationships in one place
- Track platform-specific metrics that matter
- Resist the urge to expand until you’ve mastered one platform
Stop Adapting, Start Creating
The difference between entrepreneurs who struggle with social media and those who use it to build thriving businesses isn’t talent or consistency; it’s focus.
When you stop trying to adapt content for every platform and start creating content that one platform’s audience will absolutely love, everything changes. Your engagement increases, your relationships deepen, and your authority builds.
You don’t need to be everywhere. You need to be exceptional somewhere that matters.
Ready to stop spreading yourself thin and start building real authority on the platform where your ideal clients actually spend time? Let’s talk about creating a focused strategy that builds the business results you’ve been working toward.
Sometimes all it takes is one conversation to get clear on where to focus your energy for maximum impact.