Insights · September 2026 · 3 min read
One social channel, done properly.
Almost every brief we receive asks for four platforms. Almost every team we meet can sustain one. So the first decision in every social engagement is subtraction: pick the single channel where your buyers already spend time, and ignore the rest for 90 days.
How we pick
For ecommerce it is usually Instagram. For SaaS and services it is usually LinkedIn. Consumer brands with a young audience sometimes earn TikTok. The test is simple: where have your last twenty customers plausibly spent time this week? Not where you wish they were. Where they are.
What properly means
- A voice your team can keep. If it takes a copywriter and a shoot to produce one post, the system dies the week we leave. Plain, repeatable formats win.
- A cadence with slack in it. Three posts a week you can hold beats five you abandon. Consistency is the whole strategy for the first quarter.
- Formats that travel. One strong teardown, comparison, or behind-the-scenes post, cut into the native shapes of the channel. Research once, publish three times.
What we do not do
We do not cross-post the same square image everywhere and call it a strategy. Each platform has its own grammar. One channel done in its own grammar outperforms four channels of resized leftovers.
After 90 days, look at replies, saves, and profile-to-site clicks — not follower count. If the channel earns attention that turns into email signups or trials, keep it. If not, the problem is the offer or the format, and adding a second channel will not fix it.