Platform & Channel Strategy

Platform & channel strategy is not about being everywhere. It's about showing up where it matters. We help you select the platforms that connect with your audience, define how to use them with purpose, and streamline the effort so you stop chasing every new trend.

Audience isn't everywhere. It's somewhere.

The game changed while you weren't looking. What used to be "social media strategy" is now discovery strategy. Your customers find products on Instagram, research on TikTok, and make decisions based on what answer engines surface from your social content.

Platforms aren't just where your audience engages anymore. They're where AI systems learn what you're about and decide whether to cite you when someone asks for recommendations in your space.

Most brands are still treating platforms like billboards when they've become both storefronts and knowledge sources.

Platforms Shape Discovery, Not Just Engagement

Each platform now runs on AI systems that determine both what your audience sees and how external search engines understand your content. Instagram's search algorithm decides if your posts surface in relevant queries. LinkedIn's AI determines professional visibility. TikTok's discovery engine is essentially an answer engine for your industry.

These aren't just social platforms anymore. They're AI-powered discovery systems with their own search and recommendation logic. Content that doesn't align with how these embedded systems categorize and surface information gets buried, regardless of quality.

Meanwhile, external answer engines like ChatGPT, Claude, and Perplexity are increasingly citing social content directly. Your LinkedIn article becomes a source for professional advice queries. Your Instagram tutorial gets referenced in visual how-to answers.

Platform choice now determines both algorithmic visibility within each platform and citation potential across the broader AI ecosystem.

The New Distribution Reality

Distribution isn't just about reaching your audience directly. It's about creating content that both converts humans and gets recognized by the systems that increasingly determine who gets found.

Different platforms have different relationships with search engines and answer engines. Some content gets indexed and cited frequently. Some gets buried. Some platforms signal authority to AI systems. Others signal entertainment.

Your platform mix now affects both immediate engagement and long-term discoverability. Choose wrong, and you optimize for vanity metrics while competitors get cited as the experts in your field.

Beyond Repurposing: Strategic Content Architecture

Posting the same content everywhere isn't multi-platform strategy. It's noise creation. Each platform requires content structured for both its audience behavior and its relationship with discovery systems.

LinkedIn articles formatted for professional search queries. Instagram content optimized for visual discovery. Twitter threads that answer engines can parse and cite. YouTube videos that surface in how-to searches.

We don't just pick channels. We map where your audience discovers, researches, and decides. Then we build platform-specific content that works for both human psychology and algorithmic processing.

Where Authority Gets Built and Recognized

Real platform strategy considers the full discovery journey. Where does your audience first encounter problems you solve? Where do they research solutions? Where do AI systems look for authoritative answers in your domain?

Some platforms build direct relationships. Others build discoverability. The strongest strategies combine both, creating content ecosystems where each platform reinforces your expertise across multiple discovery pathways.

It's not about where your audience scrolls. It's where they find answers, make decisions, and where systems learn to recognize you as the source worth citing.

Frequently Asked Questions