One of the first things I tell clients is: your content will behave differently depending on where you put it. It’s a bit like hosting a party. The vibe on LinkedIn is nothing like the vibe on Instagram or TikTok. Different guests, different energy, different conversations. And that’s not a bad thing - it just means we need to set different expectations. So before we get stuck into content creation, we talk about what “good” actually looks like for each platform. Sometimes it’s reach, sometimes it’s conversations, sometimes it’s simply showing up consistently to build trust. Keeping it grounded like this means no one’s panicking when a post doesn’t go viral.

From my experience creating content for Instagram and TikTok, the biggest lesson has been this: one size doesn’t fit all. Each platform has its own pace, its own audience behaviour, and its own version of “success.” When it comes to managing client expectations, I focus on: 1. Educating upfront — I explain that a TikTok video might go viral overnight, but Instagram growth is often slower and more relationship-driven. 2. Tailoring goals to the platform. 3. Being honest about the “slow burn” — Some wins are instant. Most are gradual. I always remind clients that consistency beats quick wins every time. The real value is in playing the long game — building trust with your audience where they are, not where we expect them to be.

In my ways, first of all I ask my clients to give a reason to choose one or more social platforms. I need to tell them that there are different strategies for content marketing , primarily two - Omni channel marketing and Multi channel marketing. If it is Omni channel, what's the audience density in percentage. If it is multi channel, what are the benefits of one platform over other. Educating the customer for choosing a platform, informing them about different purposes and algorithms and finally setting metrices to check for growth on every platform, would help them to understand the natural process of social media marketing. Setting clear expectations help grow better with understanding and clarity.

I set clear expectations from the start—each platform has its own audience behavior. I explain that performance varies and define success metrics accordingly. Through regular updates and data-backed insights, I show what's working, why, and how we’re optimizing. It’s all about transparency, education, and turning platform differences into strategic advantages.