5 social media apps you should be paying attention today

January 12, 2026

How to create a content plan

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What is a content plan and why it is so important?

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What are the best tools to create content plans easily?

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3 tips to create a content plan that drives engagement and growth

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Identify the content that is performing best, and stick with it

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The Social Media Platforms That Matter Most Right Now

Social media platforms continue to evolve quickly, and what worked even a year ago may no longer deliver the same results. For businesses in Phoenix, AZ and beyond, the challenge is no longer being everywhere at once, but focusing on the platforms that align with specific goals like brand awareness, lead generation, and community building. Today, a successful strategy balances short-form video, long-form content, and niche communities across a handful of core platforms.

Why Short-Form Video Is Leading the Way

Short-form video has become the dominant content format across nearly every major platform. It is fast, engaging, and designed for discovery, making it ideal for reaching new audiences and staying relevant.

TikTok and Instagram Reels

TikTok continues to set the pace for short-form video trends, driving viral content and massive reach. It is especially effective for brand awareness, storytelling, and connecting with younger audiences. Instagram Reels competes directly with TikTok while offering strong engagement within an existing follower base, making it valuable for lifestyle brands, e-commerce, and local businesses looking to stay visible in competitive markets like Phoenix.

Short-form video works best when content is authentic, fast-paced, and platform-native rather than overly polished or repurposed without intention.

YouTube for Long-Term Business Impact

While short-form video drives discovery, YouTube remains one of the most powerful platforms for deeper engagement and long-term value. YouTube Shorts allow brands to compete in the short-form space, while long-form videos support education, authority building, and search visibility.

Why YouTube Still Matters

YouTube content often has a longer shelf life than posts on other platforms. Videos can continue generating views, leads, and traffic months or even years after publishing. For businesses investing in educational content, case studies, or service explanations, YouTube plays a critical role in supporting SEO and overall digital strategy.

LinkedIn for B2B Visibility and Leads

LinkedIn remains the go-to platform for B2B marketing, professional networking, and lead generation. In recent years, LinkedIn has expanded its video features, giving brands more opportunities to share insights, behind-the-scenes content, and thought leadership.

Best Uses for LinkedIn Content

Effective LinkedIn strategies often focus on:

Educational posts that demonstrate expertise
Video content that humanizes the brand or leadership
Consistent posting tied to business outcomes

For Phoenix-based service providers, LinkedIn can be especially effective for reaching decision-makers and building credibility within local and regional markets.

Discord and Reddit for Niche Community Engagement

While larger platforms drive reach, niche communities like Discord and Reddit offer something different: depth. These platforms allow brands to engage directly with highly targeted audiences who share specific interests or industries.

When Community Platforms Make Sense

Discord and Reddit are ideal for:

Building loyal communities around a product or service
Encouraging user-generated content and feedback
Gaining real insights into audience needs and conversations

These platforms require a more thoughtful, value-first approach and are not suited for traditional promotional posting.

How to Choose the Right Platforms

The most effective social media strategies are goal-driven. Short-form video platforms excel at reach and visibility, YouTube supports long-term growth and authority, LinkedIn drives B2B engagement, and community platforms foster trust and loyalty. Rather than spreading resources thin, businesses should focus on the platforms that align with their audience, content strengths, and growth objectives.

As social media continues to evolve, staying adaptable and intentional is what separates brands that grow from those that simply post.