Ever tried herding cats? Social media platforms are just as unruly. Instagram sprints in one direction, TikTok claws at trends, and LinkedIn judges from its perch. No matter how hard you try, chaos reigns: platforms misbehave, audiences wander, and your strategy becomes a tangled ball of yarn.
But here’s the good news: You don’t need a magic wand or a cat whisperer. You just need to stop chasing tails and start leading the pack. Below are the five biggest mistakes that turn your strategy away from a laser-pointer-focused plan.
Mistake #1: Treating Every Channel Like They’re Identical
Sure, all cats have whiskers, but no two cats are the same. Posting identical content everywhere is like tossing the same toy to every cat—some will play, but most will stare at you like you’ve lost your mind. Each platform has its own vibe, and your content needs to match it. Instagram thrives on quick, visually bold videos, LinkedIn rewards polished insights, and email demands personalization.
Fix it: Repurpose your core content (like a video) into platform-specific formats: trim it into TikTok snippets, pair it with stats for LinkedIn carousels, or tease it in emails with a “Click to see the full story” hook. 48% of social media marketers share repurposed content across platforms with minor moderations or adaptations.
Mistake #2: Letting Your Customer Journey Stop Mid-Climb
An effective content strategy isn’t just about being on every platform; it’s about creating a seamless journey. Imagine your customer journey is like climbing a cat tree: They start at the base (your Instagram ad), leap to the middle shelf (your website), and aim for the top (purchase). But if one shelf wobbles (inconsistent branding), they’ll bolt. The disconnect is jarring—and 73% of customers expect seamless transitions between channels.
Fix it: Map your buyer’s journey from discovery to purchase. Use tools like Miro to visualize touchpoints and identify where your messaging or design falters. Consistency isn’t just about logos; it’s about making every interaction feel like part of the same story.
Mistake #3: Prioritizing Platform Hype Over Audience Habits
“Ooh, a new platform!” [Cue 100 marketers chasing Threads and Xiaohongshu 📕 like a laser dot] But if your audience isn’t there, you’re just gathering strays. Content strategy is about your audience, not the channels themselves. Your loyal customers and users are waiting for you where they are—don’t abandon them for a shiny new toy.
Fix it: Let your audience’s habits dictate your strategy. Get data and insights by running surveys or using heatmaps to pinpoint where your audience actually engages. If your crowd’s on TikTok 4+ hours/day, be there. If they’re batting on LinkedIn, double down. No FOMO required.
Mistake #4: Flying Blind Without Data (AKA Skipping Analytics)
Trying to manage channels without data is like herding cats in the dark. You’ll step on tails and walk right by them. Without analytics, you’re just guessing and wasting budget — literally flying blind.
Fix it: Start by tracking three metrics like engagement (likes, shares), conversion paths (how users move from Instagram to conversion), and channel ROI. Companies that leverage analytics tools are 5x more likely to make data-driven decisions. Translation? Data isn’t just numbers—it’s your roadmap.
Mistake #5: Underestimating Video’s Power
Video is the ultimate laser pointer—it’s flashy, irresistible, and works every time. Video drives 80% more conversions than static posts and each platform favours video over everything else.
Fix it: Tools like Lumen5 make it easy to repurpose blogs into Reels, webinars into YouTube Shorts, or testimonials into TikTok stories. No film degree required.
Herding cats isn’t easy, but neither is juggling inconsistent content, disjointed customer journeys, and overlooked data. But by tailoring content to each platform, mapping seamless brand experiences, and letting data—not trends—guide your strategy, you’re already on the path to a content strategy well-fitted for the buyer’s journey. And with video at its core, you’re unstoppable.
