MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Double Down On A Top-Performing Social Channel Or Diversify Efforts Across Multiple Channels?
Release Date: May 2, 2025
Host: Benjamin Shapiro
Guest: Scott Morris, Chief Marketing Officer at Sprout Social
Introduction
In this episode of the MarTech Podcast, host Benjamin Shapiro engages in a thought-provoking discussion with Scott Morris, the Chief Marketing Officer at Sprout Social. The focal point of their conversation revolves around a critical decision marketers face: whether to concentrate efforts on a single high-performing social media channel or to diversify across multiple platforms. This debate is particularly pertinent in today's rapidly evolving digital landscape, where new social platforms frequently emerge, and audience behaviors shift accordingly.
The Core Debate: Focus vs. Diversification
Scott Morris initiates the conversation by emphasizing that the decision to double down on a top-performing channel or diversify across multiple platforms is contingent upon a brand's specific goals. He states:
“Strategic platform diversification really is key. It's kind of hard to predict what's next the way everything is evolving so quickly.” [01:58]
Morris acknowledges the challenges marketers face with the introduction of new platforms like Threads, Mastodon, and others that resemble established giants such as Twitter (now X) and TikTok. He highlights that nearly half of marketers observe their audiences migrating to these emerging platforms, making it imperative to consider demographic variations and platform-specific dynamics.
Strategic Platform Diversification
The discussion delves into the concept of strategic platform diversification, where brands experiment with new social channels while maintaining a strong presence on established ones. Morris advises that brands should:
- Meet audiences where they are: Focus on platforms that align with the target demographic and the brand's objectives.
- Avoid being "everything to everyone": Instead of spreading resources thin across numerous channels, prioritize authenticity and relevance on selected platforms.
He elaborates:
“Meeting your audience on the platforms they prefer is more authentic than trying to be everything to everyone and everywhere.” [02:55]
Mastering Before Expanding
Benjamin Shapiro concurs with Morris's perspective but introduces an important nuance—mastery of a few channels before expansion. He refers to the 80/20 rule, suggesting that:
- 80% of efforts should be concentrated on 20% of the channels that yield the highest engagement and results.
- For instance, Sprout Social focuses primarily on YouTube and LinkedIn for their video content, allowing them to excel rather than diluting their presence across less impactful platforms like Instagram and Twitter.
Shapiro emphasizes the importance of quality over quantity:
“You want to be somewhat selective in making sure you're doing a good job in the channel.” [03:17]
Evaluating Your Social Media Journey
Morris adds depth to the conversation by advising marketers to assess their current position in their social media journey:
- Established Presence: Brands with a robust presence across multiple platforms have more flexibility to experiment with new channels.
- Starting Fresh: New brands should identify the most relevant platform aligned with their goals and focus their initial efforts there before considering expansion.
He asserts:
“You can't be on all of them, so you got to pick the one that's right for your brand goals and then expand from there if that's the right thing for your brand.” [04:20]
The Importance of Audience Insights
Understanding where your target audience is active is paramount. Morris recommends leveraging social listening tools to monitor conversations and trends across different platforms. This data-driven approach ensures that any decision to diversify is backed by concrete insights about audience behavior and preferences.
He notes:
“Understand what shifts are happening across those different networks, even maybe using social listening to understand across those networks where the conversations that are relevant for what you're trying to achieve are.” [05:24]
Concluding Thoughts
Both Shapiro and Morris converge on the belief that while diversification is valuable, it should not come at the expense of excellence on primary channels. Mastery of selected platforms ensures that brands can deliver meaningful and engaging content, fostering stronger relationships with their audience.
Morris concludes with practical advice:
“Sizing the content for those experiences and for those user bases matters more than the blanket coverage across multiple different channels.” [05:24]
Key Takeaways
- Strategic Focus: Prioritize platforms that align with your brand goals and where your audience is most active.
- Quality Over Quantity: Excel on a few chosen platforms before considering expansion to others.
- Data-Driven Decisions: Utilize social listening and audience insights to inform platform strategies.
- Adaptability: Stay agile and be ready to pivot as new platforms emerge and audience behaviors evolve.
Conclusion
This episode underscores the delicate balance marketers must strike between focusing on high-performing social channels and diversifying their social media presence. By understanding their brand goals, mastering selected platforms, and staying attuned to audience preferences, marketers can navigate the complex social media landscape to drive business growth effectively.
Notable Quotes:
- Scott Morris (01:58): “Strategic platform diversification really is key. It's kind of hard to predict what's next the way everything is evolving so quickly.”
- Scott Morris (02:55): “Meeting your audience on the platforms they prefer is more authentic than trying to be everything to everyone and everywhere.”
- Benjamin Shapiro (03:17): “You want to be somewhat selective in making sure you're doing a good job in the channel.”
- Scott Morris (04:20): “You can't be on all of them, so you got to pick the one that's right for your brand goals and then expand from there if that's the right thing for your brand.”
- Scott Morris (05:24): “Sizing the content for those experiences and for those user bases matters more than the blanket coverage across multiple different channels.”
For more insights and to stay updated with the latest in marketing and technology, subscribe to the MarTech Podcast ™ and follow us on YouTube. To connect with Scott Morris or delve deeper into Sprout Social's research, visit their LinkedIn profile and website.