How businesses waste growth by chasing too many channels

The temptation is real. You read about TikTok ads taking off, you hear a competitor launched a podcast, and suddenly your marketing mix looks like a buffet plate: a little bit of everything, none of it really nourishing.

For many businesses, this “channel chasing” feels like ambition. In reality, it’s often the fastest way to waste both growth and budget.

The myth of more reach

The logic goes like this: more channels equal more reach. If you’re on Instagram, LinkedIn, YouTube, TikTok, and a weekly newsletter, surely your brand will be everywhere.

Except what really happens is that your story gets thinner with every spread. Each platform demands its own format, tone, and rhythm. Without a clear strategy, you’re not multiplying reach—you’re multiplying inconsistency. And buyers don’t remember inconsistent brands.

Why businesses fall for it

Large corporates can afford to experiment. They have teams dedicated to each channel, budget for constant testing, and the luxury of time. Most businesses don’t.

But the pressure is the same. When growth is the goal, standing still feels like falling behind. The lure of “being where your audience is” often turns into a fear of missing out.

That’s when the shortcut appears: recycling the same post everywhere. The problem? Context. A clever Instagram reel might grab attention in an entertainment feed but looks flippant in the middle of LinkedIn, where people scroll with a professional filter. Audiences bring different expectations to each platform. Treating them as interchangeable doesn’t multiply your message, it makes it invisible in both places.

What actually drives growth

The real driver isn’t channel choice. Growth comes from a sharp positioning, a consistent message, and the discipline to show up where it matters most. One channel done well with conviction will always beat five channels done badly.

Think of it like cycling in a peloton. You can’t be on every wheel at once. You choose the right line, conserve your energy, and make your move at the moment that counts. Strategy, not speed, wins the race.

Strategy as the shortcut

This is where marketing strategy comes in. A clear strategy tells you which channels to invest in, which to ignore, and how to align your messaging across the ones you keep. It protects your growth from the noise of “shiny new things” and keeps your resources focused on building long-term equity.

Your business is not a circus

If your marketing feels like a juggling act, you don’t need more balls in the air. You need to decide which ones are worth catching. Growth is about being remembered in the right place by the right audience at the right time.