Stop trying to secure handles on every platform. Focus on where your customers actually spend money and time. Platform relevance varies by business type.
The Platform Priority Matrix
Not every platform matters for every business. Here's where to focus based on your model.
B2C Consumer Products
Priority: Instagram, TikTok, YouTube. Secondary: Facebook, Pinterest. Skip: LinkedIn, Twitter/X (unless your product is culturally relevant). Consumer attention has moved to video-first platforms.
B2C Services (Local)
Priority: Google Business, Facebook, Instagram. Secondary: TikTok (if relevant demographic), Nextdoor. Skip: LinkedIn, Twitter. Local services need local presence and reviews, not global reach.
B2B Products
Priority: LinkedIn, YouTube (tutorials), Twitter/X. Secondary: Facebook. Skip: Instagram, TikTok (usually). B2B buyers research on LinkedIn and consume education on YouTube.
B2B Services
Priority: LinkedIn. Secondary: YouTube (thought leadership), Twitter. Skip: Everything else. Your customers are on LinkedIn. Everything else is distraction.
The Handle Availability Reality
Highest competition. Single-word handles essentially impossible. Two-word combinations increasingly difficult. Plan for underscores, periods, or abbreviations.
TikTok
Moderate competition. Newer platform means more availability. Still claim early - TikTok handles are increasingly valuable for consumer brands.
Company pages rarely face handle conflicts. Personal URLs matter more than company handles here.
YouTube
Channel names and handles now separated. Custom URLs require 100 subscribers. Claim early even if you're not posting yet.
Twitter/X
High competition for short handles. Inactive account handles can sometimes be claimed by contacting support if clearly abandoned.
Handle Consistency Strategy
When to Match Exactly
If the exact handle is available everywhere you'll be active, claim it everywhere. Consistency aids discoverability.
When to Accept Variations
If your exact handle is taken on one platform, use a consistent variation across all platforms rather than mismatched handles. "@YourBrand" on some and "@YourBrand_Official" on others is confusing.
The Prefix/Suffix Options
Common workable patterns: get[brand], [brand]hq, [brand]app, [brand]official, we[brand]. Avoid numbers and random additions that look spammy.
Claiming Strategy
Register Before Announcing
Claim handles on all relevant platforms before any public announcement. Name squatters monitor startup announcements and register handles within hours.
Register Defensively
Even on platforms you won't use, claim your handle if it's available. Prevents impersonation and holds the option for future use.
Document Ownership
Screenshot your registrations with timestamps. If disputes arise, proof of early registration supports your claim.
When Handles Are Taken
Inactive Accounts
Platforms sometimes release handles from long-inactive accounts. Instagram, TikTok, and Twitter have processes for this (with varying success rates).
Purchasing Handles
Against most platform terms of service, but happens. Risky - platforms can revoke handles that were sold. Proceed carefully if at all.
Trademark Claims
If you have trademark registration and someone else uses your mark as a handle, platforms have trademark dispute processes. Success varies by platform and situation.
Trademark Lens checks handle availability across 12 major platforms simultaneously - identify your options before launching.