For all my online health and fitness professionals who feel like they have to be everywhere, where is the best place for YOU?

The answer to today’s question is not going to be something that is definite. That’s for a couple of reasons. For one, social media platforms are always changing, disappearing, and new ones are being planted. And also, your creation process and preferences may change overtime, requiring you to experiment or migrate onto other platforms.

So while I may talk about specific platforms like YouTube, Pinterest, LinkedIn, Instagram, Facebook, and others, know that what we talk about today applies to all social media platforms that come up in the future.

First things first, when you are starting out in business, I am a very aggressive believer in the fact that you need to be on one single platform, go all in, and then you can expand. But I do wish personally, that I would have considered a long-term approach when I chose Instagram to be my single platform years ago.

So keep that in mind as we move forward and break down different aspects of types of social media platforms, and why you may choose one over the other.

We first need to distinguish a search-based platform and a social platform. Because I will be lumping those together today, but they are not the same. And it’s very important that you understand the difference.

A search base platform is a platform where content lives evergreen and has a value for as long as the piece of content exists. This is because when you go to YouTube or Pinterest for instance, you can search how to change your oil in a 2010 Volvo S 60, in the most popular or widely used video could ranked number one even though it was posted seven years ago. Now that person‘s content is continuing to drive traffic without them having to create new content on a daily basis like most social platforms.

Pinterest works the same way. There are still algorithms on these search-based platforms. Even on Google. But your content at least has the potential for longevity and to live evergreen on search based platforms.

The downfall to a search-based platform is time. Generally speaking, it’s going to take a longer period of time to gain traction and traffic, and to monetize anything on a search-based platform. Now that’s not definite, and there are exceptions. But on a platform like TikTok or Instagram, or even Facebook for that matter, the potential to gain followers and an audience that can potentially become customers for you, is higher on these platforms. And can happen more quickly.

But that trade-off is, social-based platforms typically require high frequencies of contact creation and output. Or someone may post one to two YouTube videos per week, which are more time intensive, someone would need to post 5 to 14 pieces of content on a platform like Instagram, TickTock, or Facebook. I mentioned these because they are currently the most widely used social platforms in the world.

All of that is to say, if you can swing it, I want you to think long term and which two platforms make the most sense for you, the type of content you like to create, and where your audience is already searching for the type of information you provide. On one social platform, and one search based platform.

From a business standpoint, it behooves you to be on platforms, social, or search-based, that allow you to generate income. Not directly from the platform necessarily, but that make it easy for a consumer to click a link, and end up on your website able to purchase something from you, or apply to work with you.

Always think about these platforms from a functionality...