I lost a lot during Covid.
Not money, but time.
Which, honestly? Worth way more.
March 2021. The new social media platform “Clubhouse” was exploding.
Voice-only rooms. Invite-only access.
Elon Musk and Oprah were on it. Every marketing guru was posting about how “audio is the future.”
I bought it. Hook, line, and sinker.
I spent hours setting up rooms around social media marketing.
Daily conversations. Content calendars. I even stopped posting as much on Instagram and LinkedIn.
This was it. The start of a new, exciting platform.
Then lockdown ended.
Suddenly sitting on your phone for two hours listening to strangers? Not so appealing when you could actually go back to the pub.
Other platforms started dominating. TikTok kept growing. Reels took off.
And Clubhouse? It fell off a cliff.
I ditched it.
Watched my “investment” evaporate. The app that was supposedly going to revolutionise everything became another one to put on the rubbish heap.
My mistake: I thought the new platform was my shortcut.
But the platforms that work aren’t shiny or new.
They’re Facebook. Instagram. LinkedIn. TikTok.
They’re boring because everyone’s already there. Which is exactly why they work.
New platforms are exciting. They promise less competition, better reach. And yeah, test them out.
But going all in? That’s how you waste months creating content for an audience that vanishes the second the novelty wears off.
You know what actually builds a strong business? Showing up consistently where your customers already are.
Is Instagram as exciting as 2015? Nope.
Or Facebook back in 2008? Same answer.
But do they drive leads and sales? Every single day.
Stop chasing the shiny new thing.
Your customers are scrolling the “boring” platforms right now.
Because they’re familiar.
Take the platform you KNOW works but you’ve been neglecting because it feels saturated, and commit to showing up there consistently for the next 30 days.
Not perfect posts. Just consistent ones.
Reply to let me know what platform you’re going all in on