The Benefits of Diversifying Your Social Media Channels

The social media marketing landscape is ever-changing. Just take a look at the dramatic shifts we’ve seen in recent months: 

• TikTok’s future remains uncertain as a nationwide ban looms.
• Instagram rolled out several algorithmic changes to support brands and creators.
• YouTube doubled down on social commerce with YouTube Shopping.
• X (formerly Twitter) users flocked to Bluesky, seeking transparency and better policies. 

The list goes on. 

With platforms constantly changing, influencer marketers and content creators can’t afford to put all their eggs in one basket. The solution? Diversify your social media strategy. Here’s why it’s a game-changer.

Avoid dependency on any single channel

Relying too heavily on one channel is a risky move. Social networks tweak their rules, adjust algorithms, and even disappear overnight (remember Vine?). One day, you’re thriving — the next, your engagement tanks because of an unexpected policy shift. 

Take Instagram’s decision to hide “like” counts a couple years ago. Brands and influencers had to rethink their engagement strategies and measurement metrics overnight.  Or consider how Facebook’s algorithm changes slashed organic reach for business pages, forcing brands to invest more in paid ads.

By spreading your presence (and budget) across multiple channels, you ensure your brand isn’t at the mercy of one company’s decisions. This flexibility allows you to pivot quickly, future-proofing your marketing strategy. 

Create multiple touchpoints with your audience

It’s getting harder and harder for brands to meet their customers where they are. Especially as third-party cookies diminish off the web, marketers will have fewer ways to track, retarget, and connect with customers. 

Running multi-platform campaigns lets you stretch your marketing impact. Seek creators with multi-platform influence and engage their audiences across Instagram, YouTube, Pinterest, and more. Because they have devoted audiences who share similar interests, your brand will get great exposure among various micro-communities, as well as the creators’ authentic endorsement of your product. 

For example, in the weeks leading up to the Super Bowl, skincare brand CeraVe launched a playful multi-platform campaign around the years-running joke that Michael Cera might be the brand’s founder. CeraVe sent PR boxes labeled “from Michael” to influencers, complete with “Michael CeraVe” products and quotes, fueling buzz across Instagram, TikTok, X, and Reddit. Finally, on game day, CeraVe’s Super Bowl ad finally revealed the truth, featuring CeraVe’s dermatologists debunking the rumor in a lighthearted twist.

As a result of this campaign, CeraVe achieved over 15.4 billion impressions even before the final commercial aired, more than 400 organic influencer engagements, and viral buzz across many social media outlets. 

Source a diverse array of authentic content

Diversifying your media channels also means that you’ll need to source a variety of content that looks native to each channel. So, collaborate with social media influencers on Instagram, YouTube, Pinterest, Substack, and more to create content that seamlessly fits on each platform. 

Partner with Pinterest influencers to create beautiful images showcasing your product and link out to your product page. Work with YouTubers to produce high-quality, long-form videos about how they incorporate your product into their daily lives. You can even ask them to turn their long-form content into short-form videos to repurpose across YouTube Shorts and Instagram Reels. The list goes on.

Best of all, this high-quality content can also be repurposed on channels outside of social media. Use influencer-generated content on your website, email newsletters, out-of-home activations, connected TV ads, and more to add a touch of authenticity. Influencers’ images and videos, paired with their real customer testimonials, will be much more relatable and trustworthy than any corporate message. 

Don’t put all your eggs in one basket

The social media landscape is shifting faster than ever. To stay ahead, you need to diversify your channels and connect with influencers across various social media platforms to drive real impact. 

‍Need help with your next multi-channel campaign? Get in touch with us for a custom strategy session.