Adding a channel feels like progress — a new ad platform, a new social account, a newsletter nobody asked for. It also multiplies how many things can be wrong at once.
Channel choice should follow the funnel, not precede it: pick the channel where the specific decision you need from the reader is easiest to make, not the channel that’s trending. One channel run well outperforms five run adequately, every time reporting actually gets checked.
More surface area isn’t more reach. It’s more places to be mediocre.