Sorry…the title’s a bit misleading, I can’t read minds. I wish I could tell you there’s a neat formula for marketing success.

That all customers think, act, and behave the same way. It’d make life so much easier, wouldn’t it? But also…kind of dull. The reality is, marketing is beautifully unpredictable. It’s messy, full of trial and error, and a constant game of “is this the right thing to do?” Here’s the truth: there’s no single right answer. Sometimes you experiment, and something works. The trick is to find your niche, understand your audience, and show up consistently. Keep at it, and your people will come to you—but not overnight. Sorry to burst your bubble, but that’s just how it works.

If you want to do this right, you have to meet your customers where they are, and that starts with understanding their mindset. People use different platforms for very different reasons, and your strategy needs to reflect that. Here’s a quick breakdown:

Pinterest – Dreaming Big

Your audience here is building their best life, planning future purchases, and looking for inspiration. Think: mood boards, “Pin now, buy later” behaviour, and a lot of aspirational thinking.

Instagram – The Ultimate Window-Shopping Experience

Here, people want to be wowed visually. They’re scrolling for style, aesthetics, and inspiration—but it’s about discovery, not pressure. Be the account they save, share, or DM to a friend with, “Should we get this?” vibes.

Facebook – A Bit More Chaotic

Think: reconnecting with old friends, catching up on neighbourhood gossip, or (let’s be honest) writing “Happy Birthday” to someone they haven’t spoken to in years. It’s casual, conversational, and community-focused.

Google – The Ultimate Utility Platform

Your audience here is all about intention: solving a problem, answering a question, or making a decision. Searches like “Food near me” or “Best hiking boots” show they’re ready to act—so make sure you’re showing up in the results with the answers they need.

TikTok – A Wild Card, But an Exciting One

TikTok is where authenticity wins every time. It’s real, unfiltered, and often hilarious. If I’ve learned one thing there, it’s this: originality is overrated, but relatability is everything. People want to feel like they’ve found a brand that gets them—and they’ll stick around if they do.

Snapchat – Quick, Personal, and Fleeting

Snapchat is all about direct connections, whether through Stories or Snaps. It’s great for creating a sense of urgency (think: time-sensitive offers) or giving your audience an intimate, behind-the-scenes look at your brand. If your audience is younger, this platform is worth paying attention to.

Twitter/X – The Fast Lane for Real-Time Updates and Conversations

Twitter/X is where your audience goes to join trending discussions, stay in the loop, or share quick thoughts. It’s ideal for brands with a strong, distinct voice and a knack for being timely or witty. If you’re not prepared to engage directly with your audience or keep up with the pace, you might struggle here.

Bluesky – A Slower, More Curated Alternative to Twitter/X

Bluesky attracts a thoughtful, niche audience, often favouring community-building and meaningful conversations. It’s still growing, so if you’re early to the platform, think of it as a chance to connect deeply with an audience that values exclusivity and shared interests.

Build Strong Foundations and Show Up Consistently

Here’s the thing: none of these platforms work in isolation. To grow, you need to focus on your foundations. Build a library of content that’s versatile, authentic, and designed to connect with your audience in the mindset they’re in. Show up consistently, speak to them where they are, and don’t rush the process. Growth takes time, but when you get it right, it’s worth every second.

It’s not about trying to please everyone, everywhere. It’s about understanding where your people are and giving them a reason to pay attention. So, take a step back, get strategic, and create something that sticks. Marketing isn’t magic—it’s connection. And that? That’s something you can absolutely master.