When it comes to marketing, content is king – but distribution is queen and the right channel matters. Smart marketers know to go where their target audience lives, learns and connects online. In the U.S. alone, 230 million people consume social media – and the competition for eyeballs is fierce, to say the least. TikTok is the it-app. Instagram wants its Reels to be the vanguard of viral video tomorrow. Or, wait, will it be YouTube’s Shorts? Or Bytes? Knowing which content belongs where is key to brand awareness and conversion.