Treat social platforms as distinct tools. Use TikTok's wide-reaching algorithm for top-of-funnel discovery and lead generation. In contrast, use LinkedIn for daily, consistent posting to build deep trust and nurture a loyal "crew" of followers.
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While many marketers focus on TikTok and Instagram, Facebook Reels is currently "crushing" organic reach, even among younger demographics. Similarly, LinkedIn is a massive, untapped opportunity for both B2B and consumer brands to gain attention.
Platforms like TikTok have shifted the paradigm where success is tied to each post's individual merit, not the creator's follower base. A single viral video can generate massive reach and sales, even if other posts have low engagement, a trend now adopted by LinkedIn, YouTube, and others.
Don't dismiss LinkedIn as just for B2B. Its organic reach is powerful and underleveraged. Users are in a business-focused mindset, making them receptive to a different style of content than on entertainment-driven platforms, creating a unique opportunity for brand distribution.
Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.
Matt McGarry's 'Big Three' strategy posits YouTube, podcasts, and newsletters as core media pillars. All other platforms, like LinkedIn or X, should be treated strictly as discovery channels. This framework clarifies their role as top-of-funnel tools, preventing creators from misallocating resources on platforms they don't own.
Unlike Facebook's algorithm, which thrives on broad audiences, LinkedIn's requires precision. Success comes from using small, hyper-targeted audiences, often built from custom-uploaded company lists, to ensure every dollar reaches the exact target profile.
B2B SaaS companies selling to specific verticals (like car dealerships) should stop broadcasting on all channels. Instead, they must focus on LinkedIn, creating native content as if for TikTok and then using targeted ads to amplify winning posts to their ideal customer profile.
The TBPN hosts view LinkedIn not as a stuffy professional network, but as a frontier for engaging tech news content. They're actively hiring to understand and optimize for its unique algorithm and culture, seeing it as an "unwashed mass" ripe for education.
Platforms like TikTok fundamentally shifted content delivery from a "social graph" (friends) to an "interest graph" (hobbies, topics). This means businesses can now reach highly engaged audiences who don't follow them, making organic discovery more powerful than ever.
The most strategic use of LinkedIn is to treat it as your primary blog for business and marketing insights. This reframe from "social channel" to "media channel" builds an invaluable asset that generates credibility, relationships, and revenue.
