How to choose the ‘Right’ Social Platform (a Guide for Startup Founders)
How to choose the right platform for founders
If you want to choose the right platform without overthinking, start by matching your energy to the format and then check that your audience is actually there. Stop chasing every trend and focus on what you can sustain.
Why platform choice feels impossible
Most founders overcomplicate the decision. YouTube feels like hours of talking. TikTok looks like trend gymnastics. LinkedIn seems like a room full of people judging your every sentence. In reality, the problem is not the platforms; it is picking one that mismatches your natural style and where your customers hang out.
Pick a platform that matches your energy - that is the simplest lever. If you like long, riffy conversations, YouTube is a fit. If you prefer talking into your phone and doing it often, TikTok is better. If you need to speak to investors, partners, or senior hires, use LinkedIn.
“I want you to do is pick a platform that matches your energy and where your audience lives that’s it”
Answer these and you can stop procrastinating:
What is my energy type? Do you enjoy long form conversations, quick candid updates or professional posts?
Where is my audience? Customers, investors, partners, hires — which platform do they actually use?
What is the simplest thing I can post today? Start small and iterate.
These three questions remove the pressure to be perfect. They give you a simple test to evaluate any platform.
Match energy to format
Longform talkers → YouTube, podcast.
Raw, frequent creators → TikTok, Instagram Reels.
Professional storytelling → LinkedIn.
Match audience to channel
Hiring and B2B sales → LinkedIn.
Consumer founders and product demos → TikTok, Instagram.
Thought leadership and interviews → YouTube, podcasts.
How we would do this
Three steps founders can act on this week
Choose: Decide which platform best fits your energy and audience this Monday. Use that as your primary channel for six weeks. (If you need a tie breaker, pick the one that feels easiest to create content for.)
Create a simple habit: Block two 45 minute slots per week for content production. Batch record three pieces in one session.
Measure one metric: Pick one success metric like comments, demo requests, or follower growth and track it weekly. Iterate based on what moves that metric.
That’s All!
Stay Curious, Keep Scaling 🚀
