Anvil monitors 20+ platforms, but blasting the same approach across all of them wastes effort. A deliberate multi-platform strategy concentrates your resources where your buyers actually are.
Different buyers live on different platforms. A procurement manager researches on LinkedIn; a boutique owner discovers products on Xiaohongshu; a reseller browses Douyin. Covering multiple platforms multiplies your reach — but only if you adapt to each one rather than copy-pasting.
Each platform rewards a different style:
Understand where your buyers spend time before spreading yourself thin.
The same intent is expressed differently per platform and language. "Wholesale supplier" on LinkedIn becomes "源头厂家" on Chinese platforms and a hashtag like #smallbusiness on Instagram. Maintain a distinct keyword set per platform rather than translating one list literally — [connecting platforms](/docs/getting-started/connecting-platforms) lets you scope keywords per connection.
Don't launch on all 20 at once. Instead:
However many platforms you run, funnel every lead into a single CRM pipeline. Anvil tags each lead with its source platform, so you keep one view of the funnel while still being able to slice by origin. This prevents duplicate outreach when the same buyer appears on two platforms — enable dedupe-by-contact to merge them.
In **Analytics > Reports**, break conversion and lead value down by source platform. You will almost always find that two or three platforms drive the majority of closed revenue. Shift budget and rep attention toward those, and treat the long tail as opportunistic rather than core. Re-run this analysis quarterly, since platform performance shifts with audience and algorithm changes.