The Content Operators Playbook · 4. Distribution
Principle 4 of 4
Instagram first
Instagram is the test bed. LinkedIn gets the proven winners. YouTube comes last.
Updated 2026-10-25
Right now you need to be Instagram first. It’s where you learn fastest, so it’s where we test. LinkedIn only gets the proven winners, because that’s where the buyers are. YouTube is where the depth is long term, but it’s the hardest platform to grow on right now, so it comes last.
How do I use it?
- Put every format on Instagram first and read the result within days.
- Rewrite only the winners for LinkedIn, with the depth written underneath.
- Cross-post to TikTok and Shorts when it costs nothing.
- Keep YouTube cheap until the positioning is proven.
In his words
Right now, you need to be Instagram first from a short form strategy.
Tom Sharman, 2026
Questions
What does "Instagram first" mean?
Instagram first, because that is where you learn fastest. LinkedIn gets the proven winners, because it holds the buyers. YouTube comes last, because it is the hardest place to grow.
How do I put "Instagram first" into practice?
Put every format on Instagram first and read the result within days. Rewrite only the winners for LinkedIn, with the depth written underneath. Cross-post to TikTok and Shorts when it costs nothing.
Why does "Instagram first" matter?
Right now you need to be Instagram first. It's where you learn fastest, so it's where we test.
