Each platform has its own merits, focuses, and downfalls. The best suggestion is to choose two things according to your business and focus on doing those well. As an example: a make-up store should focus on doing YouTube tutorials and sharing pictures of the newest trends and products on Instagram. The trick is to identify which merits would work best for your business and your marketing strategy.
There is a very good chance that your content marketing will improve drastically with the use of a specific social media platform. Some platforms are made to coincide with each other, such as Facebook and Instagram, it’s just up to you to find the right combination that will work for your business.