The Growth vs Portfolio Framework

Most creators are making a critical mistake with their social media strategy.

They're working twice as hard for half the results because they're following outdated advice that doesn’t fit their unique situation.

There are two competing schools of thought:

1. Some experts tell you to focus on one platform until you've mastered it.

2. Others insist you need to be everywhere to create an "omnipresence effect."

Here's what nobody tells you: Not every platform needs to be a growth platform.

Today, I'm going to show you how I think about social media strategy and how you can use it to get the best results from your content.

The Growth vs Portfolio Framework

Instead of trying to grow everywhere at once, this framework helps you split your social platforms into two categories, each serving its own purpose in your strategy.

A Growth Account is your main platform where you:

• Post content daily

• Engage deeply with your audience

• Reply to every comment

• Network actively in DMs

• Optimise constantly for growth

• Invest significant time and effort

A Portfolio Account is where you:

• Showcase your best work

• Build authority through quality content

• Allow organic growth without forcing it

• Maintain presence without pressure

• Use your main platform to get attention

This framework gives you the best of both worlds: focused growth on one platform while maintaining a professional presence everywhere else.

It allows you to experiment with new platforms without the overwhelm of trying to grow everywhere at once. You can test different content formats and audience responses without worrying about growth and engagement metrics.

Let's break down how this works in practice.

1. The Text-Based Route

If you're strong at written content, you might choose LinkedIn as your growth platform.

This means you're:

• Posting content daily

• Building your network strategically

• Engaging with other creators

• Having conversations in the DMs

• Converting connections into calls

Then, you can maintain portfolio accounts on X, Threads, or Bluesky where you:

• Share your best insights

• Repurpose your top-performing content

• Build authority without the pressure of daily posting

• Let the accounts grow organically

This approach works perfectly when paired with a newsletter or blog, as written content is easily adaptable across several platforms.

2. The Video Route

If video is your strength, you might choose Instagram as your growth platform.

Focus your energy on:

• Creating engaging Reels

• Building a loyal following

• Mastering Instagram's features

• Networking with other creators

• Converting followers into customers

Then maintain portfolio accounts on:

• YouTube (for longer, in-depth content)

• TikTok (for wider reach)

• LinkedIn (for professional credibility)

This works especially well when you create long-form content that can be repurposed into shorter clips that are worth sharing as stand-alone content.

3. The Hybrid Approach

Want the best of both worlds? You could choose LinkedIn as your growth platform, then maintain YouTube and X as portfolio accounts.

Here’s an example:

LinkedIn: Your growth engine

• Daily written content

• Active networking

• Business development

• Community building

YouTube: Your knowledge base

• “How to” videos

• Topic deep dives

• Case studies

• Behind-the-scenes content

X: Your hot takes hub

• Punchy one-liners

• Industry commentary

• Educational threads

• Casual networking

The Strategic Expansion Plan

Here's where it gets interesting. Once you've built a strong presence on your initial growth platform, you can strategically expand to new ones.

Set clear milestones for expansion:

• Reach 10K followers on your first growth platform (e.g., LinkedIn)

• Master the platform's dynamics and build a consistent revenue stream

• Then add a second growth platform (e.g., X)

• Reach 10K followers there

• Generate enough income to hire help

• Add a third growth platform (e.g., Instagram)

This approach ensures you're:

• Building on solid foundations

• Expanding sustainably

• Not compromising quality

• Delegating strategically

Think of it like this…

Every social platform serves a specific purpose in your marketing funnel.

• LinkedIn for thought leadership and high-value networking.

• X is perfect for real-time engagement and educational threads.

• YouTube helps build deep trust through long-form content.

• Instagram creates a connection through visual storytelling.

Building Your Foundation

To make this strategy work, you need:

1. A Clear Value Proposition

Know exactly what expertise you offer and who you serve. This should be clear and easy to grasp across all platforms.

2. A Consistent Personal Brand

Use the same professional headshot and aligned messaging across platforms. Your audience should instantly recognise you.

3. Cornerstone Content

Create 3-5 pieces of foundational content that showcase your expertise. This could be:

• A detailed case study

• An industry analysis

• A comprehensive how-to guide

• A thought leadership piece

4. Platform-Specific Adaptations

Even when repurposing, adapt your content to each platform's unique characteristics:

• Adjust formatting

• Optimise for platform features

• Consider audience expectations

5. Strategic Cross-Promotion

Use your growth platform to drive traffic to your portfolio accounts when relevant, but don't force it. This is especially helpful when sharing content with prospects.

Remember, portfolio accounts aren't meant to be neglected. They're meant to grow organically while you focus your energy on your growth platform.

This approach allows you to:

• Build a strong presence without burning out

• Maintain quality across platforms

• Grow sustainably over time

• Create deeper connections with your audience

• Scale strategically when ready

This strategy removes the pressure to be everywhere at once while giving you the benefits of a multi-platform presence. You can focus your energy where it matters most while building a foundation for future expansion.

Side note: I deliberately focused on social media platforms only. I left out podcasts and newsletters as they're part of the overall content strategy which I covered in this article.

If you found this helpful, share it with a friend!

Until next time, keep creating!

Omara

P.S. Want to grow your brand and attract new clients on LinkedIn? I can help you land 10-15 qualified leads in 90 days or less. Reply to this email or book a call here.

"Before I met Omara, I struggled to find and convert leads into paying clients. One month later, I had more leads, paying customers, and increased my revenue by 50%. He's my go-to marketing expert." —Venzo Chaar

"I went from completely inactive on LinkedIn to getting thousands of profile views and valuable connections. I saw a huge difference in results after only a few coaching sessions with Omara. He knows his stuff!" —Rami Kawkab

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