Digital tools have dramatically changed the way consumers discover brands. 

With 90% of consumers having used social media in the last 90 days, it's clear that having a strong presence online is no longer optional, it's essential. In fact, about 64% of adults under 50 use at least five social media platforms (Pew Research, 2024).

Emma Tessler, Founder & CEO of Ninety Five Media—a digital marketing agency whose clients have been featured in Forbes, Vogue, and more—shared her advice on how to stand out in the crowded social landscape on the Sustainable Winegrowing Podcast earlier this year.

In this week’s Marketing Tip, we’re sharing four takeaways from her insights.
 

1. Focus on 1–3 Platforms 

Social media can feel overwhelming. But Tessler shares, “You don’t need to be everywhere to make an impact.”

Instead of spreading yourself thin, focus on one to three platforms that align with your brand and audience.

Choosing the right social media platform can influence the success of your marketing strategy. Since each platform offers unique advantages and appeals more strongly to different demographics (Pew Research, 2024), focusing your efforts where your audience is most active can lead to more effective engagement. 
 

2. Have a Clear Brand Message 

Your audience should always know what to expect from your content. A strong, consistent brand message makes it easier for consumers to recognize and connect with your brand.

Whether you’re posting on Instagram, TikTok, Facebook, or LinkedIn, ensure your messaging remains cohesive across all channels.
 

3. Repurpose Content to Maximize Reach 

Creating fresh content for every platform can be time-consuming. Instead, Tessler recommends taking a single piece of content and breaking it down into multiple formats.

She notes that a single 30-second video on a topic you know well can be turned into valuable content across platforms: a long-form video for YouTube, a carousel or story for Instagram, and a LinkedIn article.

Repurposing content can maximize reach and engagement across multiple platforms without you needing to create new content from scratch. This strategy can enable your brand to maintain a consistent presence and message while catering to different audience preferences. 
 

4. Utilize Platform Analytics for Continuous Improvement 

Social media platforms provide analytics data that can help you:

• Understand your audience’s behavior
• Measure content performance
• Refine strategies for better engagement

You can leverage insights from engagement and conversion metrics, reach and impressions, and sentiment and brand mentions to tailor your content and ensure it resonates with your brand’s target audience and your brand’s goals (Emplifi, 2025). 
 

Tune in to Learn More

Tessler’s strategies can help you create a powerful social media presence without feeling overwhelmed.

You can find her entire interview on the Sustainable Winegrowing Podcast page or on your podcast player—just search “Sustainable Winegrowing Podcast #265”.