Ever feel like you’re on a social media hamster wheel? Posting on Facebook, Instagram, TikTok, and LinkedIn… but getting little more than crickets in return?

You’re not alone. Most businesses are stretched thin, trying to be everywhere at once. But what if the secret to more engagement wasn’t doing more, but doing less?

💡This week’s 80/20 rule – Find the ONE channel that drives 80% of your results and go all-in on it.

Let’s break down how this strategic shift can save you hours of work, reduce burnout, and lead to a more engaged community and higher sales—all by choosing to be a master of one, not a jack-of-all-trades.

🧠 When your audience sees your brand everywhere, with slightly different messaging on each platform, it creates cognitive overload. Our brains are wired to seek patterns and familiarity.

A brand that shows up consistently in one place, speaking the language of that platform, is easier to recognize, remember, and trust.

This isn’t just theory. Here’s why a focused approach is a game-changer:

It builds unshakeable trust. Being a master of one platform allows you to perfect your brand voice and deliver consistently high-quality content. This signals professionalism and reliability. In fact, studies show that brand consistency can increase revenue by up to 23%.

It cuts through the noise. Users are tired of the constant barrage of content from all angles. By delivering exceptional value on a single channel, your brand becomes a welcome signal, not just more noise to scroll past.

It respects your audience. A focused strategy shows you understand where your audience actually spends their time and you’re not just trying to be everywhere out of a fear of missing out (FOMO). Ultimately, this rule works because it swaps mediocre, scattergun activity for deep, meaningful engagement on the platform that matters most.

You’ll find brands of all sizes winning by going deep, not wide.

📱 Duolingo – Instead of boring ads, the language-learning app became a TikTok sensation. By mastering the platform's native humor and trends with its unhinged owl mascot, Duo, they built a massive, loyal following without a huge multi-platform ad spend.

💼 HubSpot – A B2B giant that dominates LinkedIn. They don’t just promote their software; they provide immense value with data-driven reports and industry insights, cementing their status as a thought leader. They win by being the go-to resource on the one platform where professionals gather.

🤸‍♀️ OQQ – This activewear brand generated over $45 million by focusing almost exclusively on TikTok Shop. They poured their resources into authentic influencer collaborations on that single platform, turning a targeted strategy into explosive sales.

👗 Courtyard La – A vintage-inspired clothing brand that built its entire community on Instagram first. The founder focused on creating a beautiful, cohesive feed that attracted a loyal following, so by the time she launched her products, she had an audience that was already primed to buy.

Ready to find your focus? Here’s how to apply this rule with a simple, three-step process:

1. Find Your Power Platform

First, you need data, not gut feelings. Do a quick audit of your channels.

Ask yourself:

Where do I get the most meaningful engagement (comments, DMs, shares)?

Which platform drives the most clicks to my website?

Where do most of my actual leads or sales come from?

The answer is your power platform. That’s where you’ll focus your energy.

2. Go All-In (and Let Go of the Rest)

This doesn’t mean deleting your other accounts. Instead, strategically pause them. Update the bio on your secondary profiles with a friendly redirect: 📣 "We're not very active here! For all our latest updates and to join the conversation, find us on Instagram @YourHandle."

3. Become a Master of Your Platform

Now, reinvest all the time and energy you’ve saved into dominating your chosen channel.

Create higher-quality content. Instead of five mediocre posts across five platforms, create one amazing, high-value post for the platform that counts.

Learn the algorithm. Understand what the platform rewards—is it long videos, carousels, or sparking conversations in the comments?

Engage like a real person. With only one channel to manage, you have time to reply thoughtfully to every comment and build a true community.

For service providers, the goal is often to build authority and generate high-quality leads. Your power platform is likely where professional conversations happen, making LinkedIn a top contender.

Master Your Platform: If your audit points to LinkedIn, commit to it. This is where you establish yourself as a thought leader. Your content should be less about sales and more about sharing valuable expertise.

Share Actionable Insights: Instead of generic posts, share expert commentary on industry news, write in-depth articles about common client challenges, and offer unique perspectives that showcase your knowledge.

Engage in Professional Dialogue: Use your newfound time to participate in relevant industry groups and thoughtfully respond to comments on your posts. The goal is to build relationships, not just broadcast content.

For eCommerce brands, the goal is often brand awareness and direct sales, driven by visual appeal and social proof. Your power platform will likely be highly visual, like Instagram or TikTok.

Dominate a Visual Channel: If your audit points to Instagram or TikTok, go all-in. These platforms are built for showcasing products in an engaging, authentic way.

Invest in High-Quality Visuals: Your focus should be on creating eye-catching photos and videos. This could be anything from aesthetically pleasing product shots to behind-the-scenes footage of how your products are made.

Launch User-Generated Content (UGC) Campaigns: This is one of the most powerful tools for product businesses. Encourage customers to share photos and videos using your products with a unique, branded hashtag. Featuring this content on your page builds incredible trust and provides a steady stream of free marketing material.

Partner with the Right Influencers: Find creators who genuinely align with your brand and audience. Authentic reviews and collaborations can drive explosive growth, as seen with brands like OQQ, which leveraged TikTok influencers to generate millions in sales.

To recap, here are the steps to apply this 80/20 rule to your social media:

1️⃣ Audit your channels – Find the one platforms driving most of your results. Look at engagement and sales.

2️⃣ Choose your winner – Officially select one primary platform to focus on.

3️⃣ Pause the rest – Update your other bios to redirect followers to your main channel.

4️⃣ Double down on what works – Use your saved time to create higher-quality content tailored specifically for your chosen platform.

5️⃣ Build a community, not just a following – With your newfound focus, engage deeply with your audience by responding to comments and starting conversations.

This simple shift doesn’t just save time—it builds a stronger, more profitable brand.

🔎 For this week’s website review, let’s look at Fat Cat Creamery. Fat Cat Creamery is an ice cream parlour located in Houston, Texas, known for its small-batch ice cream made with local ingredients. They offer unique year-round and seasonal flavors, house-made toppings, and other treats, with options for in-parlour enjoyment, online ordering, and local delivery.

💡 The Good:

Strong Branding: Strong Branding: Bold, high-contrast fonts and colors that draw attention to key elements on their website.

Accessible Contact Information & Hours: The parlour's address, phone number, email, and daily hours of operation are clearly provided, which is crucial for visitors.

Newsletter Signup: A "Get News From The Cats" section with an email signup form allows the creamery to build an email list for marketing and engagement with playful language that ties back to their brand.

🔧 Suggestion:

Include Customer Testimonials on Homepage: Adding a dedicated section for customer reviews or testimonials directly on the homepage may significantly boost social proof and trust.

Make Buttons More Recognizable: Homepage buttons like ‘Treats’ and ‘About Us’ aren’t clearly recognizable as clickable, which may hurt engagement. Styling them to better follow UI/UX best practices could encourage more interaction and longer visits.

Have a website you want reviewed?

Reply and let us know—we’d love to take a look!

Social Commerce for DTC Brands

Finding Your Social Media Niche

How To Rock With Just ONE Social Media Channel

The Psychology Behind Brand Consistency

Simplifying Messages for Better Engagement

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team