In 2025, the average daily time spent on social media globally surpassed 2 hours and 21 minutes (Smart Insights), while more than 63.9% of the world population is active on social networks. Impressive numbers, right? Yet behind these figures lies a trap: confusing the quantity of time online with the quality of communication.
Today, opening a social profile and posting content is easy, immediate, accessible to everyone. But as research from Sprout Social shows, businesses post an average of 9.5 times per day, contributing to a flood of messages that often distract rather than engage. The real challenge, therefore, isn’t being present—it’s being truly meaningful. But is this widespread presence actually useful, or is it just adding noise?
The Myth of Being Everywhere
“Be everywhere” is one of digital marketing’s most popular slogans: it sounds good in pitches, reassures those afraid of falling behind, and seems like a definitive solution. But without genuine purpose, this race towards total presence becomes counterproductive.
The truth is, flooding every platform with generic content leads to an ecosystem saturated with indistinct messages. Creating a profile on a new social network today takes just minutes, as does posting videos, stories, or updates. Companies end up multiplying their channels, often without a coherent strategy, simply to avoid “missing out.”
A business might find itself managing six or seven active profiles—Facebook, Instagram, LinkedIn, TikTok, Twitter, YouTube—only to discover that interactions always come from the same few channels. Yet they continue dispersing time and budget to maintain platforms that yield no results, driven by FOMO (Fear of Missing Out), which affects not just consumers but communicators too.
More platforms mean more complexity: each social media has different rules, algorithms, and audiences. Without a clear plan, you risk creating personality-less content that’s suitable for everything but effective for nothing. It’s like trying to speak every language without mastering any.
Then come the hidden costs: ad budgets, time spent creating and moderating content, energy wasted analyzing often irrelevant metrics. More channels mean more chances for inconsistency and more effort for messages that, without strategy, become mere noise.
Is it better to be everywhere and irrelevant or to focus where you can genuinely make a difference? Is it better to post daily on ten platforms or choose one or two channels where your audience is truly listening? Research shows that in an overloaded environment, attention doesn’t grow with more content—it fragments. Each new post risks stealing attention and meaning from the previous one, creating background noise where everything blends and nothing really stands out.
A digital strategy shouldn’t be about marking territory like a game of Risk, but about understanding where your message can truly achieve attention and resonance, transforming communication from mere presence to the creation of meaningful connections. According to recent data from Hootsuite, over 95 million posts are published daily on Instagram and 500 million tweets on X (formerly Twitter): a constant flow that makes standing out even more crucial. An editorial plan based solely on frequency risks becoming an illusion of progress: producing much, communicating little, flattening brand perception. The timeline, like a flooding river, needs banks: spaces of meaning where each piece of content has a clear purpose and a message that can break through. Because a single relevant piece of content is worth more than a hundred irrelevant posts.
Being Relevant: The Only Presence That Matters
Ultimately, online presence is worthless without relevance. You can fill feeds and invest in advertising on every platform, but if you don’t have an authentic message, you won’t leave a mark. The real challenge is not to be seen, but to be remembered for what you really have to say: a point of view, an idea, an interpretation that makes you unique. The public’s memory is only activated when your words resonate with their values and needs, when they recognise that you are “the one who says that thing” and not one of the many who repeat the same slogans. There’s no need to talk about everything: you need to focus on what matters, in an honest and consistent way. There’s no need to be everywhere: you need to create spaces, even small ones, where your message makes sense and builds authentic connections.
Relevance comes from making conscious choices and having something meaningful to say: clearly stating “this is who we are, this is who we aren’t,” sharing your identity through real stories, offering ideas that reveal your true self rather than empty slogans. It means maintaining consistency between what you promise and what you deliver every day, even when no one is watching. Because the story you tell—the one you actually live—endures. And if that story is strong enough, the rest speaks for itself, even without mentioning your name. Ultimately, this is the only presence that truly matters: being relevant before being visible, authentic before being omnipresent.
