One of the biggest traps creators fall into at the beginning is trying to dominate 6 different platforms — X, Threads, LinkedIn, Instagram, TikTok, Substack. You name it.

It’s a method that comes from finance: we call it diversification. When investing money in ETFs and stocks, diversification is the way to go. But that logic hardly applies when you want to grow your brand online.

Cause what happens is that you spread yourself too thin. Growing on one platform requires your full attention and focus. Content creation, engagement, DMs, outreach — it’s A LOT of work.

Most creators on multiple platforms are the big ones who have already established themselves. And most of them have ghostwriters anyway. Which isn’t a bad thing — it just speaks to how much work managing & growing a social-media account is.

And if you ask people what the best platform is, you often get the annoying answer: The one that works for you.

I mean, it’s not wrong. If you’re already on a platform and it’s going well, you obviously made the right choice. But if you haven’t really started yet — or if it isn’t going too well — then that answer doesn’t help much.

That’s why I want to cut through the BS and tell you which platform to use if you’re unsure.

Stay tuned for the big reveal in the next newsletter. Be honest — how much would you hate me if I started using ridiculous cliffhangers like that? Don’t worry, I’ll tell you everything you need to know right here.

Long story short: if you’re not sure where to start, start on Threads. Why?

1. The algorithm works in your favor

The organic growth is massive — much higher than on any other platform. Because your posts are always shown to new people. Check out my stats from last month:

The top image shows total interactions, while the bottom one shows interactions from followers. Not even 30 % of my engagement comes from followers. That’s insane, and it’s been like that since I started.

I gained over 35,000 followers on Threads in less than 5 months. Not saying this to brag but to emphasize that this would’ve never been possible on any other platform.

2. It’s still fresh

Threads is still pretty new and not overloaded like X, for example. I’ve talked to over 100 creators, and it seems the only way to grow on X is to pay people to share your posts. Organic growth is basically dead.

Threads is growing more and more, and at some point it’s gonna be the new X. That’s why now is the perfect time to get on board. At some point, there’ll be so many people on there that organic growth will tank, too — but by then you’ll already have established yourself.

3. It’s less toxic than X and less “corporate” than LinkedIn

Due to recent politically motivated events, X has become increasingly extreme and toxic. Threads is way more chill, if you know what I mean 😄

Not sure if you knew, but I started my journey on LinkedIn. Maybe it’s just a matter of taste or personality, but I never felt comfortable there.

I’m not a fan of those strict corporate standards, and I always felt like I had to pretend to be someone who isn’t truly me to be taken seriously. On Threads, people seem more relaxed, and I can just be me without judgment.

A bad decision is better than no decision

Trying to balance all platforms at once basically means you never fully dive into any. And if you do you’ll burn quickly. Whether you choose Threads or not — choose ONE platform. Even if it turns out not to be the best for your purpose, you’ll still learn so much more.

It’s never too late to pivot. Someday, probably all the social-media platforms we use today will be obsolete and there will be new ones. If you manage to establish yourself on one platform now, you’ll have the tools & knowledge you need to succeed on the new ones later.

That’s it for now. If you have any questions or if you want to learn how to grow on Threads, feel free to reach out on Instagram @husseinnaji_ or email — my door (aka inbox) is always open. Just reply to this mail☺️

Much love,

Your kiwi-with-the-skin-on-eating friend

Hussein

PS: If you want to see more content, check out my other channels:

• Threads

• Medium

• Bluesky

• LinkedIn