One of the most important recent parts of digital marketing, at least as far as I’ve found, is finding the balance between putting your eggs in too few or too many baskets.
There’s plenty of evidence that having too many social media platforms, websites, basically digital spaces in general, means that your general content and engagement will suffer because you can’t possibly be active and interesting on that many sites. It also simply isn’t worth the time spent to maintain small groups followers and communities across many platforms when you could have a larger group on two or three.
However, there is the problem that if you use one platform that works well for you, you’re then at the mercy of that site and any changes to that site could make you inflexible. For example, recent companies, political parties etc. have been complaining about how the changes to Facebook to promote more content from friends and families instead of brands. Where they have been used to spending vast amounts of money to good effect, the changes have made it much harder to run good marketing campaigns. No doubt this is make many people look harder at alternative options, which is fine if you already have an organic base of followers elsewhere to start with, starting is scratch is difficult and takes time.