How to Pick the Right Marketing Platform for Your Craft Business
Because You Don’t Need to Be Everywhere—You Just Need to Be Where Your People Are.
Let’s have a moment of real talk:
You are not a content machine. You are not a social media intern. You are a creative business owner trying to wear twelve hats and not lose your mind.
So why are you trying to be on Instagram and TikTok and Pinterest and YouTube and Facebook and email and that one platform your cousin swears by?
Here’s the truth:
Trying to show up everywhere is one of the fastest ways to burn out.
And you don’t need to be everywhere—you just need to be in the right place.
Let’s talk about how to choose your main marketing platform based on your strengths, your audience, and your goals.
First: What’s a “Right” Platform, Anyway?
The right platform is the one that:
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Reaches your ideal customer
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Matches your natural strengths (aka what you don’t hate doing)
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Supports your business model (product sales, bookings, etc.)
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Helps you show up consistently
If it doesn’t check those boxes, it might not be the platform for right now—and that’s okay.
Break Down the Big Platforms (and Who They’re Best For)
Here’s a quick guide to help you match the platform with your goals:
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Great for storytelling, community building, and visuals
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Ideal if you’re good with photos, captions, and showing up in Stories
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Strength = connection + conversion
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Best for: product-based biz owners who want to build a loyal brand
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Great for product discovery, DIY content, and long-term traffic
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Ideal if you create content (blogs, tutorials, product pins)
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Strength = passive reach and searchability
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Best for: makers with great visuals who want evergreen visibility
🎥 TikTok
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Great for viral reach and trend-based content
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Ideal if you’re playful, creative, and comfortable on camera
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Strength = high visibility, fast growth
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Best for: fun, personality-driven brands with short-form video
📧 Email Marketing
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Great for building deep customer relationships
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Ideal if you already have customers/followers to nurture
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Strength = direct communication + repeat sales
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Best for: turning followers into loyal buyers (especially during launches)
🖥️ YouTube
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Great for long-form content, tutorials, or educational videos
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Ideal if you love teaching or showing your process in depth
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Strength = search + subscriber growth
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Best for: craft educators or makers with a story to tell
What to Ask Yourself Before Choosing
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Where are my people already spending time?
(Check your analytics, Etsy traffic, or customer feedback.) -
What kind of content feels natural for me to create?
(Writing, visuals, videos, behind the scenes, etc.) -
What platform can I commit to consistently for the next 90 days?
(Consistency wins over intensity every time.)
Action Step: Pick One Primary Platform (and Let the Rest Wait)
This week, choose:
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Your primary marketing platform = where you’ll focus your energy
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Your secondary platform = where you repurpose content (optional)
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One platform to pause = something you stop stressing over for now
Write it down. Commit. Give it 90 days.
Then track your results.
Adjust as needed.
But give yourself permission to go deep, not wide.
You Don’t Have to Be Everywhere to Be Effective
You don’t need to go viral.
You don’t need to post on five platforms daily.
You just need a clear message, a consistent presence, and the right place to show up.
So stop stretching yourself thin trying to be visible everywhere.
Start focusing your energy where it actually counts.
You’ll be shocked how much more momentum you build—when your marketing is aligned and sustainable.