You’ve probably heard about Threads. Or maybe Rednote, Bluesky, perhaps Substack? Or even older ones like Pinterest or Reddit you’ve never quite gotten into. Then there’s the never-ending list of new ones like SnipSnap, BubbleLoop, ChirpyCircle… (okay, those don’t exist, but honestly, it feels like they could. There are so many now and it’s hard to keep up!)
There’s a new recommendation to try this and try that. It’s easy to feel like if you’re not everywhere, you’re falling behind.
But just because a platform is popular doesn’t mean it’s right for your business. You might start wondering: Is now the right time to branch out? Or would I be better off going deeper where I already am?
Let’s break down the signs to help you make that call with confidence and without burning yourself out in the process.
Start By Doubling Down on What’s Working
Before exploring something new, ask: What’s already working for me?
If Instagram is bringing in leads or your email list is growing steadily, that’s a sign to go deeper. Look for patterns. Maybe your reels consistently get more views than your carousels, or your welcome email sequence outperforms your weekly newsletters.
If a channel is already getting results, optimize and systemize that before chasing something new. This might mean improving your calls to action, batching content, or scheduling time for engagement. Going deeper with what already works helps build marketing momentum, not just scatter your efforts across new platforms and figuring out how to do it effectively.
Signs It Might Be Time to Try Something New
Trying a new marketing channel can be a smart move, but only under the right circumstances. Here are a few signs that the timing might be right:
- Your current channel has plateaued: If you’ve been consistent for months with little growth, it could be a sign to diversity.
- Audience engagement is dipping: Your followers may be migrating elsewhere or maybe you’re just not reaching new people.
- Your ideal customer is active on another platform: For example, if you’re targeting creatives, Pinterest or TikTok might be worth exploring.
- You have systems in place already: If your core channels are running smoothly, it’s easier to experiment without feeling cluttered.
- You’re curious, not desperate: This should be a strategic decision, not an emotional, knee-jerk reaction to slow metrics.
Signs You Should Probably Wait
Sometimes, holding off is the best move to avoid overwhelm and content fatigue. Consider pressing pause on new platforms if:
- You’re not showing up consistently where you already are: Build habits and processes before branching out.
- Your message still feels fuzzy: If you haven’t nailed your brand voice or offer, adding a new audience can add confusion.
- It’s fueled by FOMO: Just because someone else saw results doesn’t mean it’s your next right step.
- You’re already stretched thin: If it’s going to burn you out or reduce quality, it’s not worth it. Or consider outsourcing or automating the process.
- You lack clear goals for the platform: If you can’t define success, it’s hard to measure what’s working.
The Hidden Costs of Jumping Too Soon
On the surface, trying a new platform might seem like a small task, but there are often hidden time and energy costs:
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- Each platform comes with a learning curve: You’ll need to get up to speed with things like content formatting and understanding the culture.
- You can’t always recycle content: What works on Instagram might flop on LinkedIn.
- Brand dilution is real: If you’re inconsistent or off-brand, you risk confusing your audience
- More effort, less payoff: You might be pouring hours into a channel that brings in little return yet feels like another obligation.
Should You Try a New Marketing Channel?
Below are a few key questions to help you decide if testing a new channel is the right move, or if staying focused is the better play.
- To make an intentional decision, ask yourself:
- Is my audience actually spending time on this platform?
- Do I know how I’ll measure success here?
- Can I maintain quality without burning out?
- What would I stop doing to make room for this?
- Will this help move customers forward in their journey or is it just for visibility?
Not everything needs to be a “yes” right now. Consider the season of your business, your energy, and what your audience actually needs from you. Also ask the hard questions, such as “Will this actually bring in revenue? Or just keep me busier and stuck doing another task?”
Alternatives to Going All In
Not ready to go all-in yet? That’s okay. Try a lower-pressure approach:
- Reserve your handle: Just in case you decide to grow later.
- Lurk and learn: Watch how others in your niche show up on the platform.
- Repurpose with intention: Try sharing a snippet of your blog post or a video you’ve already created.
- Set a 30-day experiment: Define a timeframe and a specific outcome to evaluate, so it doesn’t become a permanent stressor.
This gives you space to test without tying up too much of your bandwidth.
Growth Doesn’t Always Mean Expansion
More platforms don’t automatically equal more impact. Sometimes the best marketing move isn’t to spread wider, but to go deeper.
If you’re building traction on Instagram or through your email list, keep nurturing that. Expand only when it makes sense strategically, not because someone on the internet said you should.
Your marketing efforts should move your business forward, not leave you feeling scattered. Honor the season you’re in, play to your strengths, and remember: intentional growth beats reactive chasing, every time.
