Social teams cannot afford to spread themselves across every new channel without focus. Three platforms — TikTok, Instagram and LinkedIn — have emerged as the non-negotiables for brand strategy, each with constant shifts that demand sharp choices. This preconference workshop breaks down the latest features, paid vs. owned tactics and content moves that keep these platforms delivering. You will also hear how Reddit factors into generative AI search and leave with a bonus checklist of the next five platforms to watch.
- TikTok growth: TikTok remains the fastest-growing platform for younger audiences, with new commerce features and constant algorithm updates that shape discovery.
- Instagram versatility: Instagram continues to act as the Swiss Army knife of social, with reels, shops, collabs and notes requiring careful content planning to avoid dilution.
- LinkedIn leadership: LinkedIn has become the most powerful professional community, with algorithm tweaks, thought leadership dynamics and AI-assisted tools fueling reach and reputation.
- Paid vs. owned: Paid and owned strategies must be balanced across all three platforms, with attention to budget allocation, creative testing and ROI proof points.
- Next five: Attendees will receive a checklist of YouTube, Facebook, X, Threads/BlueSky and Pinterest, with notes on their evolving role in brand strategy.
See how one brand reorganized its channel strategy to focus on the big three and what they learned about reach, retention and reputation.
HANDS ON:Build a draft platform roadmap for your organization, prioritizing channels, setting criteria for investment and defining guardrails that keep resources focused.
