Marketers: 17 Expert Tips To Prioritize The Right Brand Channels

Forbes

2 days ago

When communicating your brand message, where you share is often just as important as what you share. With so many platforms available, it can be tempting to try to be everywhere at once to maximize your visibility. However, without a clear strategy for why you're posting on each platform, you may find your messaging diluted, misaligned or even ignored.
Instead, it's best to zero in on the channels that will have the most impact for your brand—but how to decide? To help, the members of Forbes Communications Council discuss how you can prioritize the platforms that will genuinely reach your target audience.
1. Consider Project Purpose
We determine the channels according to the project's purpose and predefined goals. Social channels that better segment the target audience are our primary choice. We refuse to engage in "publishing everywhere" to reach everyone. Out of a sense of responsibility to the environment, we do not want to engage in that burdensome, non-economic and unproductive practice. - Katja Fašink, Key7
2. Evaluate The ROI Of Reaching Your Audience On Each Channel
We need to first evaluate our audience on each channel, and then determine how reaching that audience aligns with one of our business goals. I prioritize channels that contribute to one of my key business goals, and then I ensure the messages shared on that channel work toward that objective. - Jennifer Best, AmICredible
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3. Understand Where Your Buyers Are And What They Engage With
You must understand your buyers and what channels they spend most of their time on. Once you've done that, examine the engagement content type to see what they are engaging with the most. Is it a short video? Is it a carousel? Utilize that buyer data and behavior to fine-tune your communication strategy. - Sherri Schwartz, OvationCXM
4. Identify Which Messaging Will Resonate On Which Platform
Meet people where they are. Different messages resonate more on some platforms than others. Some audiences live in one forum more than another. Put in the pre-work and create systems to easily categorize, target, craft and deploy messages. - Barnaby Pung, Merit Network
5. Prioritize Deep Audience Engagement Over Breadth Of Presence
I prioritize channels based on where my target audience spends the most time and engages deeply. I study audience behavior, test content across platforms and focus on the ones that offer the best mix of reach, relevance and results. Quality of engagement matters more than just being present everywhere. - Saakshar Duggal, Artificial Intelligence Law Hub
6. Use A/B Testing And Data To See What Resonates And Where
A data-driven approach is key for prioritizing and selecting the most effective communication channels for your brand. Dive deep into your target audience's behavior. Which platform drives the most conversions? High-performing platforms should always be prioritized, but don't forget to test new and emerging platforms, too. A/B test messages across different platforms to see what resonates most. - Vince Venditti, Premier Home Pros
7. Balance Presence On Established And Emerging Channels
As with all good marketing, you experiment, test and learn. Balance proven strategies on established channels with a test-and-learn approach when trying new or emerging channels. Exploring new channels that are less saturated can drive effective growth, but performance data and audience insights should continue to guide where and how to show up across all channels. - Scott Morris, Sprout Social
8. Show Up Where Your Audience Genuinely Listens
I start with where our audience truly listens—not just where they scroll. Then I prioritize depth over volume, choosing channels that let us show up with intention, not just presence. - Barbara Puszkiewicz-Cimino, SUMMIT One Vanderbilt
9. Be Where The 'Decision Moments' Happen
Rather than chasing every platform, I focus on where the decision moments actually happen. It's less about reach and more about resonance in context. If your message can interrupt a scroll and start a conversation, that's where it belongs—not just where everyone else is shouting. - Cade Collister, Metova
10. Focus On Fewer, Higher-Impact Platforms
At my former organization, I prioritized channels where our transformation would be most credible: technical conferences for R&D credibility, analyst interviews for Wall Street perception, trade publications for industry respect. I focused on fewer, higher-impact platforms where our "patent troll to tech innovator" story would resonate authentically. - JoAnn Yamani, Future 500
11. Identify Where You Hold Attention And Where It's Shifting
I focus on two signals: where the brand already holds attention and where that attention is beginning to shift. Priority goes to platforms with both scale and strategic upside. Every channel must have a role. The goal is to be effective where it counts. Impact comes from precision, not presence. - Marie O'Riordan
12. Map Your Content To Audience Context
I prioritize channels by mapping content to moments. Where does my audience seek information, make decisions or get inspired? Then I show up there with a message tailored to that mindset. It's not about being seen everywhere; it's about being relevant where it counts. Context beats coverage every time. - Katie Jewett, UPRAISE Marketing + Public Relations
13. Prioritize Employee Advocacy
With so many channels available, it's not about being everywhere. It's about being effective. The most trusted messages come from people, not brands. Empowering employees to share content on platforms like LinkedIn is one of the most powerful ways to cut through the noise and create real impact. - Bradley Keenan, DSMN8
14. Focus Your Messaging And Double Down Where You Can Shine
Success starts with a focused messaging tree—then go narrow, not wide. Rather than spreading thin across every platform, double down on one or two where your brand, leaders and employees can truly shine. Competing everywhere means standing out nowhere. - Marisa Salcines, cielo nuevo communications
15. Post Where Your Brand's Tone Naturally Fits
Prioritize platforms where your audience is most active and where your brand's tone naturally fits. It's better to excel on a few channels than dilute your message across many. Focus on where you can show up consistently, add value and perform with purpose. - Lyric Mandell, PhD, MOXY Company
16. Let The Message Shape The Medium
Spraying your brand across every channel is noise, not strategy. Brands should go where attention is earned, not just available. If the goal is hype, lean into fast, visual formats. If it's trust, use spaces built for depth. The message should shape the medium, not the other way around. - Lisa Maynard, Awin
17. Ask, 'Does Our Target Customer Live Here?'
Ruthlessly prioritize with purpose. It's tempting to think that adding another channel isn't that much more work, but with generative AI tools, it's even easier to conflate activity with impact. The right question isn't 'Can we easily add this channel?' but rather 'Does our target customer live here?' If the answer is no, skip it and double down on creating better brand experiences where your audience is. - Rekha Thomas, Path Forward Marketing