It's easy to get lost in the flood of social media content, especially if you're a startup trying to figure out what works. Many businesses make the mistake of copying strategies that seem to be working for others, thinking it's an easy shortcut. But those kinds of startup social media plans are most likely to fall flat.

What really matters today is creating authentic, targeted social media campaigns that help your business stand out. These are the strategies that actually get results.

The good news? You don’t need to stress over complicated plans. There are agencies out there, like Likhive, that take a more thoughtful approach to social media—focusing on creating a story alongside small business owners. With their expertise, they’ve helped put together this simple, straightforward guide to help you create social media strategies that are unique, effective, and hassle-free.

1. Pick a Platform (But Don't Ignore Others)

Start by focusing your energy on one main platform where you’ll invest most of your efforts. Ideally, you should spend around 80% of your time and resources growing this platform, while using the remaining 15-20% to maintain a presence on others.

Platform Strengths:

• YouTube: Best for both growth and monetization through ads, affiliate links, and brand deals. Strong brand value.

• TikTok: Quick growth through its powerful algorithm

• Instagram: Strong brand value, ideal for brand deals. Works well for deepening connections with your audience.

• Facebook: Excels in community building, especially effective for reaching older demographics

But how do you know where your potential customers are?

• Define Your Audience: Understand who your ideal customer is by looking at demographics (age, gender, job) and interests. Use surveys or ask your sales team to identify patterns.

• Analyze Platform Demographics: Each platform appeals to different groups.

• Check Analytics: Use tools like Google Analytics and social media insights to see which platforms get the most engagement from your audience. If you’re getting traffic from Pinterest, for example, focus more on it. But for many business owners, this analysis and the general social media management can feel complex and expensive. This is where teams like Flowpio can make a difference. 

  They offer both social media and website reporting at a very minimal cost, making it accessible even for small businesses. Plus, Flowpio doesn’t just provide data—you can count on them to create content and manage your accounts, so you won’t need to hire a specialist for each platform. This solution is a perfect shortcut for those who are unsure where to start their social presence.

The key is to repurpose content. For example, you can share clips or photos from your main platform on your secondary ones, so you're still active without extra effort. This helps you avoid spreading yourself too thin and ensures you're building an audience across multiple platforms without burning out.

Tip: Don't just Copy, Adapt!- When repurposing, tailor content to fit each platform. For instance, reword blog posts into concise captions for Instagram, or summarize case studies into LinkedIn carousel slides. Adjusting content ensures it resonates with each audience.

2. Niche Down or Go Broad?

When it comes to content creation, you have two options: focus on a specific niche or create content around things you love. There are benefits to niching down, such as attracting a highly targeted audience. However, sticking too rigidly to a niche can feel restrictive over time.

A great strategy is to find a balance. Consider layering your content by focusing on your core business (your "niche") while incorporating other passions or interests you have. This way, you keep things fresh and fun without compromising on your core message.

For example, if you're a business consultant, share tips but also sprinkle in content about your personal hobbies or family life—just make sure it aligns with your brand. A simple Thanksgiving post featuring a family picture can humanize your account and help attract more followers.

Check out how @myanichol seamlessly makes this possible!

3. Short vs. Long-Form Content: Which is Best for You?

Should you focus on quick TikToks or in-depth YouTube videos? The answer depends on your personal preferences and lifestyle.

Short-form content is quick to produce and ideal if you have limited time, but it requires creativity and the ability to grab attention fast. Long-form content, like YouTube videos or blog posts, gives you more room to explain concepts but requires more effort and time.

Think about what works best for your lifestyle and strengths. If you excel at detailed explanations and storytelling, long-form content might be a better fit. But if you’re a busy entrepreneur, short, snappy videos could be easier to manage. On average, 7 hours is spent creating a 1-5 minute-long video. 

If even short-form content feels like a lot to handle, you're not alone. Many business owners feel the same way. A lot find success by partnering with Flowpio, who specialize in helping businesses create and manage content without the need for a full content creation team.

4. Educational vs. Relatable Content: Find the Balance

To truly engage your audience, mix educational content with relatable, fun posts. Educational content positions you as an expert and helps people find you through search, while relatable content builds a personal connection with your followers.

For example, you could share business tips one day and a behind-the-scenes look into your daily life the next. Consider sharing content while you're on your way to attend a conference. It’s a personal moment, but it still aligns with your expertise.

5. Post Consistently, But Prioritize Quality Over Quantity

When it comes to posting frequency, consistency is key, but don’t sacrifice quality for quantity. Start with a manageable schedule—whether that’s once a week, three times a week, or daily—and adjust as you go. It’s better to post less frequently but with high-quality content than to post often with subpar material.

Also, experiment with scheduling your posts in advance, especially for promotional content. However, if you're running a personal brand, posting in real-time often feels more authentic and relatable.

6. Don’t Forget About Your Email List

One of the most overlooked tools for business growth is building an email list. An email list is simply a collection of people who have opted to receive updates from your business directly in their inbox.

While social media is powerful, it’s not as reliable as an email list, where you have more control. Consider using platforms like Flowpio to send regular updates, offers, or personal stories. 

Email allows you to stay connected with your audience outside of social media and provides a more direct way to nurture customer relationships. Even if you only email once a week or every other week, it can help build long-term trust and loyalty.

By focusing on creating authentic, targeted content and avoiding the temptation to copy others, you'll be able to build a social media strategy that works for your business and reflects your brand's true identity. Start small, experiment, and most importantly, enjoy the process!