The $5,000 Mistake: A Tale of Two Platforms
Last month, a Brisbane-based construction firm came to us wondering why their social media felt like a ghost town. They were spending thousands on high-end video production, creating slick 60-second brand films. They posted the exact same video, with the exact same caption, to LinkedIn, Instagram, and TikTok at the exact same time.
On LinkedIn, it looked too 'adsy' and got ignored. On TikTok, it looked too corporate and was swiped away in milliseconds. On Instagram, the caption was too long for the 'link in bio' friction to ever be overcome.
This is the 'Lazy Marketer’s Trap.' If you are using a scheduling tool to blast the same creative across four platforms, you aren’t 'omnichannel'—you’re just annoying. In 2026, the algorithms don't just reward platform-specific content; they actively penalise the generic.
Why Your 'Social Selling' is Actually Repelling
Most Australian SMEs treat social media like a digital megaphone. They shout about their latest sale or their 'newly arrived stock' and wonder why engagement is in the bin. The reality is that every platform has a unique psychological 'vibe.'
When someone is on LinkedIn, they are in 'work mode'—they want utility, industry authority, and professional growth. When they are on TikTok, they are in 'escapism mode.' If you try to pitch a high-ticket B2B service using a trending dance, you look desperate. Conversely, if you post a dry whitepaper summary on Instagram, you’re shouting into a void.
This is why so many social selling strategies fail before they even start. You aren't selling to a platform; you're selling to a human who happens to be in a specific mindset.
The Platform Breakdown: Where to Spend and Where to Pivot
1. LinkedIn: The Authority Engine
Stop posting 'We are thrilled to announce...' Nobody cares. In Brisbane’s competitive professional services landscape, LinkedIn is for thought leadership that hurts. Share an opinion that challenges the status quo in your industry. - The Tactic: Long-form text with a single, high-quality image or a document slider. - The Goal: Build a 'trust moat' around your brand.2. Instagram: The Aesthetic Lifestyle
Instagram has shifted. It’s no longer just about the grid; it’s about the 'vibe check' in Reels and Stories. However, the biggest mistake we see is brands trying to manufacture 'relatability.' We see it all the time: a business hires an influencer, but the content feels scripted and hollow. This is exactly why fake authenticity kills your brand faster than no content at all. If it’s not real, don't post it.3. Facebook: The Community & Conversion Hub
Facebook is the 'town square' for the 35+ demographic in Australia. It’s where people go to complain in local community groups and find local services. If you are running ads here, stop sending people to a slow, clunky website where they have to fill out a 10-field form. You are likely leaking profit by creating too much friction between the scroll and the sale.Moving from Tactics to Business Goals
To win in 2026, you need a Content Hierarchy. Instead of creating one piece of content for everywhere, create one Core Asset and then 'atomise' it based on platform psychology:
1. The Core Asset: A 10-minute interview with your founder about a major industry shift. 2. For LinkedIn: A 500-word provocative post highlighting the three biggest mistakes competitors are making. 3. For TikTok/Reels: A 15-second 'behind the scenes' clip of the founder getting fired up during the interview, captioned with a 'hot take.' 4. For Facebook: A community-focused question based on the interview topic to spark local debate.
The Brutal Truth About 'Going Viral'
Viral is a vanity metric. I would rather have 100 views from qualified Brisbane business owners on a technical LinkedIn post than 100,000 views from teenagers on a TikTok trend that has nothing to do with my bottom line.
Stop chasing the 'algorithm' and start chasing the intent. If your content doesn't align with why the user opened the app in the first place, you are just noise.
Conclusion
Efficiency is the enemy of effectiveness in social media. If you don't have the resources to do four platforms well, do one platform perfectly. Narrow your focus, speak the language of the platform, and stop treating your audience like a monolith.
Ready to stop wasting your marketing budget on content that doesn't convert? Let’s build a strategy that actually moves the needle for your Brisbane business. Contact Local Marketing Group today.