Monogamy + Marketing: Why Commitment Is Overrated in the Digital Age

What does one have to do with another? In  2025 and beyond, algos have changed, and in marketing, monogamy is a mindset that can leave your brand stagnant, outdated, and outperformed.

Specifically,  social media marketing, it is not what it used to be. A decade ago, businesses could bank on a single platform, a singular approach, or a consistent campaign to drive sustainable growth. But in today's rapidly evolving digital landscape, loyalty is not only limiting—it's a recipe for irrelevance.

Here’s why it’s time to break up with monogamy in your marketing strategy and embrace an open relationship with experimentation, cross-platform synergy, and a diversified digital presence, with the ultimate goal of consistently building, growing, and evolving your community. 

The New Rules of Marketing Engagement

Marketing in 2025 thrives on fluidity and adaptability. It’s no longer enough to commit to a single platform or one-size-fits-all strategy. Here's why:

1. Algorithms Aren't Faithful
   Social media algorithms are unpredictable and constantly changing. What works on Instagram today might tank tomorrow. Similarly, LinkedIn, TikTok, or YouTube might prioritize certain types of content for months, only to pivot without notice. Betting on one platform means you're at the mercy of forces outside your control.

2. Audience Behavior Evolves
   Your audience isn’t static. As consumers explore new platforms, trends, and technologies, their preferences evolve. If you're not present where they are, you're losing ground.

3. Diversification Equals Stability
   Just like a smart investment portfolio, diversifying your marketing channels reduces risk. If one platform under-performs, or heaven forbid, gets banned, like what we recently experienced,  others can pick up the slack, ensuring your brand remains visible and relevant. Ultimately, staying on social media platforms does not allow you to ‘own your audience’ In order to do so, they must be shifted to your own platform, i.e. your website as much as staying relevant and nimble on social media platforms. 

Testing: The Marketing Non-Monogamy Mindset

Embracing non-monogamy in marketing starts with a culture of testing. Here’s how to foster experimentation across all platforms:

• A/B Test Relentlessly
  Never assume you know what will work. Test headlines, visuals, CTAs (calls-to-action), and formats. What works on Twitter might flop on LinkedIn, and vice versa.

• Leverage Platform-Specific Strengths - Know your audience and end goal. Not all are created equal
  Every platform has its unique advantages. LinkedIn is ideal for thought leadership and B2B connections, while TikTok excels at capturing short-form creative energy. Other platforms such as Whatnot, a liveshopping platform, is gaining momentum, with others coming into the market. Understand and exploit these strengths rather than duplicating content across channels.

• Fail Fast, Learn Faster
  Not every test will succeed, and that’s the point. Speed is key. The faster you identify what isn’t resonating, the faster you can pivot to strategies that do.

Cross-Platform Synergy: The Power of Collaboration

A non-monogamous marketing strategy isn’t about treating platforms as silos. It’s about creating synergy between them.

• Repurpose, Don’t Recycle
  Take a core idea and adapt it creatively. A long-form blog post can become a Twitter thread, a LinkedIn carousel, and a TikTok explainer. Each adaptation caters to the platform’s strengths while amplifying your message.

• Multi-Touchpoint Storytelling
  Use each platform as a chapter in a broader narrative. For instance, tease a product launch on Instagram, utilise the subscriber channel on Instagram for exclusive offers, share behind-the-scenes content on TikTok, sell on a live shopping platform, and provide an in-depth case study on LinkedIn. Together, these touchpoints create a cohesive brand story.

The Pitfalls of Staying Loyal to One Platform

Still not convinced? Here’s what happens when you cling to a monogamous marketing strategy:

1. Plateauing Growth
   Relying on a single channel limits your audience reach. Growth slows, and you struggle to attract new customers.

2. Vulnerability to Platform Changes
   When TikTok ban ACTUALLY happened, content creators who were not diversified panicked and brands lost significant amount of revenue

3. Missed Opportunities
   Emerging platforms like What not, Mighty Networks, Kajabi, etc. offer new ways to connect with your audience. Focusing solely on your "comfort platform" means missing out on these opportunities.

Reimagine Success: It's a Numbers Game

Marketing non-monogamy isn’t about spreading yourself too thin—it’s about playing the numbers game smartly. Here’s how to approach it strategically:

• Track Metrics Across Platforms
  Measure engagement, conversion rates, and ROI across each platform. Use these insights to double down on what’s working and refine what isn’t.

• Allocate Resources Wisely
  Balance your investments of time and budget. High-performing platforms should get more attention, but don’t abandon low-performing ones without testing new strategies.

• Evolve Continuously
  The only constant in marketing is change. Build a culture of continuous improvement by staying curious, adaptable, and ready to pivot when the data demands it.

Closing Thoughts: Breaking Up Is Hard to Do, but Necessary

The one time I don’t believe in monogamy is when it comes to marketing. Success in today’s hyper-competitive digital landscape demands curiosity, experimentation, and agility. Be where your audience is. Test relentlessly. Adapt continuously.

Marketing today is a series of dynamic, data-driven relationships designed to deliver results.

So, take a step back and evaluate: Are you clinging to outdated strategies out of loyalty, or are you ready to embrace the freedom and flexibility of non-monogamy in your marketing?

Connect with us here, and let us help you create a dynamic and meaningful cross platform strategy that drives results.

photo: 1960, Photographed by Frank Horvat