Social Media

Social media shares are more important than vanity metrics. Likes and comments aren’t much of a factor in social media growth.

Whilst we all love the dopamine hit of someone giving our content a thumbs up or making a positive comment, you get a better ROI (return on investment) if you can get people to share your lovingly created post, video or reel.

Why Is It Important To Get People To Share Your Content?

There are multiple reasons for encouraging more shares, but here are the four most important factors in sharing social media content.

#1: Your Content Gets A Longer Lifespan

The more people who get eyes on your content, the better. When someone shares your content, their audience becomes your audience. If the sharer has a large following, whoop, you hit the jackpot.

On most social media platforms, your content disappears shortly after publishing, from minutes to hours, depending on the platform. Sharing helps keep your content active for longer, maybe for several days or weeks.

#2: Sharing Increases Your Reach

Social media shares help your content to get in front of a new audience, potentially your ideal customers. Ordinarily, you wouldn’t have access to this audience, or it could take months or years to reach them.

Depending on your content strategy, sharing can lead to increased followers, email subscribers, or buyers.

#3: The Algorithms Boost Your Content

Most social media algorithms aren’t spectacularly affected by vanity metrics such as likes. The algorithms react to early engagement when people favourite, share or comment.

Social media platforms like Instagram and TikTok roll out your content to a small test audience. If it gets low engagement, the algorithms stop showing your content, and it bombs.

If you’re stuck in the 200 club on TikTok, try creating more relatable content.

When someone shares your content, it signals to the algorithms that it’s good quality, engaging and might attract more viewers. After all, that’s what social media platforms want.

Subsequently, the algorithms will push your content to a broader audience.

#4: Sharing Builds Brand Credibility and Authority

When building your brand, sharing helps to increase your authority and credibility within your niche.

Whether we like it or not, we humans are influenced by popularity. We want to follow and engage with those brands that stand out and others like them.

How to Encourage Shares

Although it might seem baffling to find a way to get the lurking, silent followers to engage, they can share without getting noticed.

Here are four of the best ways to encourage social media content sharing.

Create Relatable Content

One of the most challenging aspects of marketing is to put yourself in your audience’s place. Even if you’ve experienced the same challenges, creating relatable content is tricky.

Try to dig deep into creating content likely to resonate with people on an emotional level.

Many people constantly share huge income claims on social media (FTC disapprove of this practice), thinking it will persuade people to buy from them.

In some cases, yes, people get sucked into believing they can have the same results. Though, for most of us, it feels like a punch in the gut if you haven’t yet had any financial success.

It’s not relatable.

If you’re earning £2k/month and someone shares their £20k/month success, it’s challenging to imagine 10X your income. It’s also content that is unlikely to get shares.

Share your challenges and the things you’ve overcome. Think about what matters to your target audience. What worries them? Maybe it keeps them awake in the early hours. What would help them and move them enough to want to share your content?

Encourage Engagement

Online communities have hundreds of thousands of people who remain silent, never engage and lurk frustratingly in the background.

Yes, it’s annoying when you cannot get your audience to talk to you, but remember this saying: “The true meaning of communication is the response you get.” It’s a neuro-linguistic programming presupposition.

People love to do things when asked. Fundamentally, we are compliant morons because we crave the feeling of importance. When we’ve done something (we consider) helpful, we like to tell people about it.

Ask your loyal followers to share your content if they found it entertaining, helpful or inspiring. Add a caption like “Share with someone who needs to hear this today.”

Make It Easy for People to Share

Check that your content is available to the public to share. Usually, there’s a share button that people click on and share with their followers in seconds.

Provide Value

All the social media gurus bang on about creating value, but it’s not always easy to know what content represents value. We know that social media shares are the most crucial element to growing your business, so we must put ourselves in our audiences shoes.

As a blog writer, I focus on writing content that Google loves. Typically, that’s educational, entertaining (make them laugh), meaningful in-depth, a listicle (5 types of blog content Google loves), trending or anything that evokes a response.

It’s challenging to cut through the white noise of colourless content on social media if you create the same content as everyone else.

Don’t be afraid to stand out. Share an opinion, even if that goes against the masses. Nobody became successful from being vanilla.

Conclusion

Views and likes have little value for social media growth. It only makes us feel good temporarily.

When you start creating content, please take a moment to think about whether it’s shareable. The more shares you get, the more followers (your ideal tribe) will enjoy and share your content.

To truly become a content creator, avoid publishing content for the sake of it so that you can tick it off the weekly list. It is better to post less but publish more meaningful content that has a better chance of getting shared.

Is social media making us depressed? 1 in 3 adults report feeling more anxious or depressed when using social media, regardless of what channel it is.

I’ve recently recognised that social media affects my state of mind. At times, it’s a subtle awareness. Mainly, it affects me negatively. I know I am not alone, so I dug deep into research and asked if social media is making us depressed.

The results aren’t that surprising, but still, I worry about the youth of today and how social media will affect them over time.

This post is a deep dive into  how social media affects our mental health.

Social Media and Mental Health Concerns

Increasingly, we’re becoming aware that social media is correlating with mental health concerns.

Evolution of Social Media Platforms

Today’s platforms like Facebook, Instagram, TikTok, and Twitter have become integral in our daily lives. They offer increasingly immersive and engaging experiences, AKA addictive.

These platforms have evolved from simple communication tools to complex ecosystems that shape our social interactions, consume our attention, and influence our perceptions of the world.

As social media advances, with features like stories, live streaming, and AI-driven content recommendations, the line between our digital and real-world lives becomes increasingly blurred.

Increased Awareness of Mental Health Issues

Alongside the rise of social media, there’s been a growing awareness of mental health issues. This heightened consciousness has become somewhat fueled by the very platforms that may contribute to our concerns.

Celebrities, influencers, and everyday users sharing their struggles have helped destigmatise mental health issues and encouraged more people to seek help.

Still, that doesn’t seem to have helped the rising levels of anxiety and depression.

As a neurodivergent, I struggle at times with mental health because my brain doesn’t align with my goals.

I felt like a misfit most of my life, and social media does little to alleviate that.

The Correlation Between Social Media Use and Depression

A study by UCLA Health revealed that young brains are more susceptible to negative input.

Teenagers with raging hormones and limited coping strategies may navigate social media like an episode of Eastenders (a British soap ).

They get affected by negative or lack of engagement.

Many studies have found a correlation between heavy (what constitutes heavy?) social media use and increased rates of depression, especially among younger users.

Factors such as social comparison, cyberbullying, and the addictive nature of these platforms have been identified as potential contributors to this trend.

The relationship is likely bidirectional – those experiencing depression may turn to social media, while excessive use may exacerbate depressive symptoms.

How Social Media Affects Our Brain Chemistry

Every social media platform understands how to evoke a dopamine hit. It’s the foundation of their success.

Dopamine Hits from Likes and Notifications

When our content gets likes and comments, our brain releases a small amount of dopamine.

It feels good.

We want more.

Dopamine is a neurotransmitter in the brain associated with pleasure and reward.

Dopamine creates a feedback loop leading to compulsive checking and scrolling behaviours (I’m guilty, your honour) as we seek out these mini-doses of feel-good chemicals.

The unpredictable nature of these rewards is like a gambling addiction. We never know when we’ll get our next like.

Over time, online validation seeking can alter our brain’s reward system, potentially leading to decreased sensitivity to natural sources of pleasure and increased dependence on digital validation.

That is to say, as we get more dopamine, we crave more, thus increasing our behaviour patterns.

Impact on Sleep Patterns and Circadian Rhythms

The use of social media, particularly late at night, can disrupt circadian rhythms and sleep patterns.

Social media sleep disruption occurs from the blue light radiating from our electronic devices. It suppresses melatonin, a hormone that regulates our sleep-wake cycle.

Additionally, the engaging nature of social media can lead to “bedtime procrastination,” where users delay sleep to continue scrolling.

That is a nighttime habit I am aware of and find challenging to break.

This combination of factors can reduce sleep quality and quantity, leading to daytime fatigue, mood disturbances, and decreased cognitive performance.

In addition, chronic sleep disruption linked to late-night social media use can increase the risks of depression and anxiety.

The Comparison Culture: How it Affects Self-Esteem

Social media platforms often present curated, idealised versions of people’s lives, creating a culture of constant comparison.

I’m going to be vulnerable and admit that I often unfollow slim, attractive young women who seem to have it all.

I’m in my sixties, widowed and alone. Seeing the supposedly perfect lives makes me chronically aware of how much I miss my soul mate.

I also miss my youth. I don’t want a constant reminder that it has gone.

We repeatedly see carefully selected highlights of others’ experiences, achievements, and appearances, especially on Instagram.

Social media imposter syndrome is tricky to beat. The first step is to identify it’s an issue and disconnect from what triggers the negative feeling.

Instagram envy can lead to feeling inadequate and experiencing low self-esteem.

The pressure to present a perfect online image may contribute to anxiety and feelings of inauthenticity.

Over time, this constant exposure to seemingly perfect lives can erode self-esteem and contribute to negative self-perception, potentially leading to or exacerbating depressive symptoms.

FOMO: The Fear of Missing Out

Social media platforms calitalise on our fear of missing out.

Definition and Prevalence of FOMO

FOMO anxiety arises from the fear of missing out on an exciting or interesting development or event.

It’s increasingly common in our hyper-connected world, with studies suggesting up to 70% of adults experience FOMO regularly.

Online scarcity marketing tactics compound FOMO, particularly among younger generations who have grown up with constant digital connectivity.

How Social Media Amplifies FOMO

Social platforms act as catalysts for FOMO by providing a neverending stream of real-time updates about others’ activities.

The curated nature of social media posts often showcases only the most exciting moments, creating an illusion that everyone else’s life is better than ours. By comparison, our lives might seem dull.

Features like Instagram Stories or Snapchat’s location sharing further intensify this effect by providing immediate glimpses into friends’ lives.

Psychological Impacts of Constant Connectivity

The pressure to stay constantly connected can lead to rising stress levels, anxiety, and feelings of inadequacy.

We become hypervigilant and may experience difficulty focusing on present moments. That may increase cortisol, the stress hormone. We may experience burnout, decreased life satisfaction, and symptoms of depression.

Paradoxically, FOMO may result in missing out on real-life experiences and genuine connections.

One thing that has become increasingly annoying in the digital marketing space is the constant income claims on reels and stories. At a time when many people worldwide struggle financially, it’s a tough kick in the teeth.

The number of gorgeous young women in glamorous places bragging that they made $500k or $3 million in their first three months is ridiculous.

Social Media and Body Image: A Toxic Relationship?

Unrealistic Beauty Standards on Social Media Platforms

Social media platforms often showcase idealised and unattainable beauty standards.

The constant exposure to seemingly perfect bodies, flawless skin, and glamorous lifestyles can distort perceptions of what is “normal”, leading to unrealistic expectations, especially for teenagers and young women.

The Rise of Filters and Photo Editing

Photo editing tools and filters have become ubiquitous on social media platforms.

These features allow users to easily alter their appearance, from subtle touch-ups to dramatic transformations. Their widespread use has blurred the lines between reality and digital enhancement.

This trend has led to concerns about the “Instagram face” – a homogenised, filtered look many users aspire to achieve, often through digital manipulation or cosmetic procedures.

Impact on Eating Disorders and Body Dysmorphia

Constant comparison to edited photos can fuel negative body image and dangerous behaviours to achieve unrealistic goals.

Studies have shown a correlation between social media use and increased risk of disordered eating patterns, particularly among adolescents and young adults.

The pressure to conform to these digital standards can exacerbate existing body image issues or trigger new ones, potentially leading to severe mental health consequences.

The Paradox of Connectivity: Feeling Lonely in a Crowded Digital Space

Digital age loneliness is a thing.

Quality vs. Quantity of Online Relationships

Social media often emphasises the number of connections over depth. Users may have thousands of “friends” or followers, but these relationships are frequently superficial.

While these platforms provide opportunities for widespread networking, they can create a false sense of intimacy.

The Illusion of Connection in Social Networks

Social media creates the constant illusion of connection, but digital proximity doesn’t always translate to genuine emotional closeness.

Users may feel up-to-date with friends’ lives through posts and updates, but this passive information consumption is not the same as active, two-way communication.

Social media addiction can lead to a paradoxical feeling of isolation despite being constantly “connected” to an extensive network.

When I disconnect from social media, I feel less lonely. Repeated exposure to seemingly perfect lives with partners, husbands, and family shines a spotlight on my isolation.

At times, it’s unbearable.

Impact on Real-World Social Skills and Interactions

Excessive reliance on digital communication can hinder the development of crucial face-to-face social skills.

Nonverbal cues, active listening, and empathy may be underdeveloped when most interactions occur through screens. Some studies suggest heavy social media use correlates with decreased real-world social engagement and poorer interpersonal skills.

It can create a cycle where discomfort with in-person interactions leads to increased reliance on digital communication, further eroding social abilities.

After all, you’re getting the dopamine hit without making the effort. You can see how that could affect real-life relationships.

Balancing Act: How to Use Social Media Mindfully

Social media mindfulness is something you might have to work on. It won’t come naturally. Still, the rewards of a digital detox are worth the effort.

Setting Healthy Boundaries With Screen Time

Monitor the time you are online. Most social media apps have analytics showing how long you’ve been scrolling. Alternatively, download a separate app to keep track of your time on social media.

Ask your partner to monitor your behaviour and remind you when you mindlessly pick up the phone and start scrolling.

Be creative in your efforts to get off social media. If you’re running a business, learn how to market it without relying on social media.

It’s essential to build online real estate because most of the social media platforms have draconian values.

Curating A Positive Online Environment

Don’t watch ANYTHING that makes you feel bad or induces FOMO. Unfollow or block any accounts that affect you negatively.

Follow people with a positive message. Yes, watch cat videos if you want 😊

Digital Detox Strategies And Their Benefits

Find something else to do with your hands and time:

• Journal
• Meditate
• Read a book
• Call a friend
• Write a book
• Take a course
• Take the dog for a walk
• Watch or listen to a podcast
• Talk to your partner (shock! Horror! 😊)

You actually have got a life. Still, you may have become so deeply immersed in social media that your life seems beige. It isn’t, of course.

You need to remind yourself of how to live in the moment, doing things that enhance your life.

When you disconnect from social media, you may discover a rich landscape ahead of you and suddenly realise how much free time you have to enjoy your life.

Conclusion

So, is social media making us depressed?

These platforms offer unprecedented connectivity and opportunities. Still, they come with a fair share of pitfalls—the secret lies in how we use them.

By being aware of the potential risks and implementing mindful usage strategies, we can enjoy social media without falling victim to its darker side.

We must focus on digital wellbeing and social media mindfulness.

Remember, you control your digital usage – though it may not feel like it. If you think you might have a growing addiction, try taking a social media break. It might be tricky initially because of the neural pathways you have created by seeking the daily dopamine hit.

Try replacing social media with a healthy dopamine-producing activity, such as jogging, spending time with a loved one or walking your dog.

Do you know how to market your business without social media? Are you struggling to get your business seen but assuming social media is the only way to do so?

If you answered “No” and Yes“, read on for top tips to market your business without social media.

We do not own our social media content. They can ban or restrict our account activities whenever they want, but they do not explain why.

If you’re marketing your business with multiple social media channels, you know how much hard work it is. The content requirement is endless, and the algorithms seem more focused on highlighting ads than taking care of us little guys.

I spent ages trying to reactivate my Pinterest account after losing it due to supposed “spamming” in June. For every appeal I submited, I received an automated bot response stating they won’t reactivate.

So I thought, sod that. I eventually opened a new account, but started focusing on other options.

Here are 11 ways to market your business without social media.

Using Content Marketing To Grow Your Business

Here’s where you start growing your business.

#1: Blog Content

• Create a Pillar Post with Content Clusters: Choose an overarching subject with the potential for dozens of spin-off articles and interlink them.
• Develop A Content Calendar: Plan topics in advance. Align your business goals and seasonal trends. Use an Excel doc or free Trello board to map out your plan.
• Create Evergreen Content: Write relevant articles over time, providing long-term value—update as necessary.
• Optimise For SEO: Use keyword research to target specific search terms and structure your posts for readability and SERP rankings.
• Vary Content Types: Mix how-to guides, listicles, case studies, and opinion pieces to keep your blog diverse and engaging. For an in-depth look at content types, read “7 Types of Blog Content That Google Loves.”

#2: Long-Form Content

• Whitepapers: Produce in-depth reports on industry trends or challenges, showcasing your expertise and research capabilities. A whitepaper builds your authority.
• Ebooks: Create comprehensive guides on specific topics, offering them as lead magnets for email sign-ups. Your Ebook could double up as a lead magnet for email marketing.
• Case Studies: Highlight successful client outcomes to demonstrate your product or service effectiveness.

#3: Visual Content

• Infographics: Present complex data or processes in visually appealing, easy-to-understand graphics.
• Videos: Produce tutorials, product demonstrations, or behind-the-scenes content to engage viewers.
• Webinars: Host online seminars on relevant topics, allowing for real-time interaction with your audience.
  Note: The Systeme $47 package includes unlimited webinars, including evergreen options.

#4: Audio Content

• Podcasts: Start a regular podcast discussing industry news, interviewing experts, or sharing tips related to your field.
• Audio Guides: Create downloadable audio content for on-the-go learning.

#5: Interactive Content

• Quizzes: Develop engaging quizzes that provide value to users while collecting data for your business. Quizzes are currently trending in content creation.

#6: User-Generated Content

• Customer Stories: Encourage and feature happy clients’ testimonials, reviews, and success stories.
• Contests: Run engaging competitions for customers. Create content relevant to your brand.

#7: Repurposing Content

• Transform Blog Posts into slideshows or video presentations.
• Convert Webinars into blog posts or podcast episodes.
• Curate Long-Form Content into a series of social media posts or email newsletters.

Curating content can save you hours of work. I curate my TikTok videos for Instagram and my Instagram stories into reels and TikTok videos.

#8: Guest Posting

• Contribute Articles To Reputable Industry Websites: That will expand your reach and build backlinks.
• Ask Industry Experts To Contribute To Your Blog: Bring fresh perspectives and potentially tap into their audience.

#9: Content Partnerships

• Collaborate With Complementary Businesses: Co-create valuable content, expanding both parties’ reach.
• Participate In Industry Roundups Or Expert Panels: Showcase your knowledge alongside peers.

#10: Content Distribution

• Implement An Email Strategy to share your content with subscribers.
• Use Content Syndication Platforms to republish your work on other relevant websites.
• Leverage Industry Forums And Q&A Sites to share your expertise and link back to your content when appropriate.

#11: Measuring Content Performance

• Track Key Metrics: Page views, time on page, and conversion rates.
• Use Google Analytics: Assessing analytics helps to understand user behaviour and content effectiveness.
• Regularly Review And Update older content to keep it relevant and high-performing.

Focus on creating high-quality, valuable content and strategically distributing it. It will help you attract and engage with the right audience without relying on social media platforms.

9 More Ideas for Marketing Your Business Without Social Media

The tips keep coming.

1. Focus On Your Website

Always make your website a working partner. It shouldn’t be about randomly posting content without having a clear SEO plan underpinning your marketing strategy. The goal should always be to monetise your website as early as possible.

• Optimise For Search Engines: Use relevant keywords in your content, meta descriptions, and headers.
• Create Valuable, Keyword-Rich Content: Develop in-depth articles, guides, and resources that address your target audience’s needs and questions.
• Improve User Experience: Make your site mobile-friendly, easy to navigate, and visually appealing. Implement clear calls to action.

2. Email Marketing

Email marketing is a great way to “own” your followers. Even if your social media accounts get restricted, your email list is still a loyal band of people who identify with your brand.

• Build And Segment Your Email List: Offer sign-up incentives and categorise subscribers based on interests or behaviour.
• Create Engaging Newsletters: Share industry insights, company updates, and exclusive offers. Use compelling subject lines and personalisation.
• Offer Exclusive Content: Give subscribers access to unique resources, early product releases, or members-only discounts.

If you haven’t got an email campaign set up yet, open a free account with Systeme. You can have up to 2,000 subscribers and one email campaign entirely for free.

3. Local Marketing Strategies

You could have many business opportunities on your doorstep but haven’t yet maximised the marketing potential.

• Optimise For Local SEO: Claim and optimise your Google My Business listing. It’s relatively easy to do.
• Participate In Community Events: Sponsor or attend local fairs, markets, or charity events to increase brand visibility.
• Use Traditional Local Advertising: Place ads in local newspapers, magazines, or on local radio stations.

4. Networking And Partnerships

• Attend Industry Events: Participate in trade shows, seminars and conferences to meet potential clients and partners.
• Collaborate With Complementary Businesses: Create joint promotions or bundle services with non-competing businesses in your area.
• Join Professional Associations: Become a member of industry-specific groups to expand your network and gain credibility.

5. Public Relations

• Send Press Releases: Share newsworthy updates about your business with local or industry media outlets.
• Seek Speaking Engagements: To showcase your expertise, offer to speak at conferences, webinars, or local business events.
• Contribute Expert Articles: Write guest posts or columns for industry publications to increase your visibility and authority.

6. Customer Referral Programs

• Incentivise Referrals: Offer discounts, upgrades, or other rewards to customers who bring in new business.
• Create A Structured System: Develop a formal process for tracking and rewarding referrals, making it easy for customers to participate.

The final three social media marketing alternatives are my least favourite because they involve cost. However, for your business, these options might work well.

7. Print Marketing

• Design Eye-Catching Materials: Create professional brochures, flyers, or postcards communicating your value proposition.
• Use Direct Mail: Target specific demographics or geographic areas with personalised mail campaigns.
• Place Print Ads: Advertise in industry magazines, local publications, or niche interest periodicals relevant to your target audience.

8. Search Engine Marketing (SEM)

• Invest In Pay-Per-Click: Use platforms like Google Ads. You can bid on relevant keywords and appear in search results.
• Use Display Ads: Create visually appealing banner ads and place them on websites frequented by your target audience.

9. Offline Advertising

• Billboards Or Transit Ads: Use high-traffic locations to increase brand awareness in your local area.
• Radio Or TV Commercials: Develop memorable ads for broadcast media to reach a wider audience.
• Sponsor Local Events: Support community sports teams, cultural events, or educational programs to enhance your local reputation.

Conclusion

I’ve given you a lot to think about. I appreciate it’s easy to feel overwhelmed by so many choices. I recommend starting with one of the tips and building up as your business gains momentum. Alternatively, consider hiring relevant experts to help market your business without social media.

Disclaimer: There are affiliate links on this page. If you make a purchase, I may receive a small commission.

Is social media marketing worth it? I’ve certainly asked myself that question a lot these last few weeks.

All the digital marketing products and courses I purchased this year touted the importance of social media marketing. However, after a couple of months of content creation, I wondered, “Is social media marketing dead?”

These social media platforms change fast. What was in fashion one week is out the next.

This week, I lost my Pinterest account. I mistakenly added short links in my pins because the affiliate links I was sharing were long and ugly.

I thought a shortener would be OK, not knowing they are against Pinterest community guidelines. In the blink of an eye, Pinterest suspended my account for spamming.

I’m working on an appeal, but it’s made me wonder if social media marketing is worth it. Hence, you’re now reading this article.

#1: Most Social Media Platforms Are Draconian

If you don’t know what draconian means, post a comment on someone’s Instagram reel and say something like –

“Well, done. That’s amazing. I am so happy for you.”

The chances are that Instagram will flash a message restricting your comment because you’re trying to get likes.

You cannot be social on a social media platform anymore

It happened to me six times in a week in late May. The last message threatened to restrict or ban my account. WTAF Instagram?

My solution?

I won’t comment any more. So **** you IG.

I joined Instagram Threads shortly afterwards (mostly unpoliced at the moment), and many people are experiencing the same thing.

Draconian means harsh, severe or ruthless. The penalties for being social on a social media app are ridiculous and way over the top.

When you make a mistake – as I did on Pinterest – you get a message in red saying you VIOLATED community guidelines.

Excuse me, but as an ex-policewoman, I can tell you the true meaning of violation, and it isn’t making a cheerful comment on a reel or adding a couple of short links.

#2: Social Media Rules Constantly Change

It’s challenging to keep up with the ever-changing rules on social media platforms. First, they want hashtags on captions. Then they don’t.

Instagram apparently has a list of banned hashtags, which they don’t announce by, you know, sending us an email, perhaps.

Social media platforms assume we have the time to read rules and guidelines that are as long as the book War & Peace.

We do our best. Still, if you’re marketing on multiple platforms, staying ahead of the changes is impossible.

#3: Social Media Feeds Are Saturated With Adverts

If you plan to place ads for your social media marketing, that’s fine. However, be aware that if your free content doesn’t get much attention from the platform, your paid adverts might not perform well either.

I get it. Social media channels want businesses to spend money on advertising, but recently, our feeds have become a sea of irrelevant adverts.

#4: Your Social Media Content Has Poor Reach

What is the success rate of social media marketing? I don’t know the answer to that. I know that many people on Threads say they aren’t achieving success with social media marketing. Some share ridiculously huge income claims, but they aren’t the norm.

Getting decent reach has become a challenge for newbies and influencers. When Instagram changed its algorithm (2024), it affected people with hundreds of thousands of followers as much as the little guys.

I was posting two reels daily and getting between 5-40 views. I spend most of my time on Threads now, as it’s like a better version of Twitter.

If you’re starting a digital marketing business (or any business), it’s natural to think social media marketing is where it’s at. But if nobody sees your content, how effective is social media marketing?

#5: Social Media Marketing is Exhausting

There’s no easy way to say this. Creating content for social media is a drag. I am a content creator. I love creating content, but where are the rewards? How powerful is social media marketing if it makes us feel dead inside?

Many people experience burnout from social media marketing. That’s a fact. Unless you have a team to help you create content, social media marketing is a pain in the butt.

Twitter has been chaotic since Elon put his money into the pot. Facebook and Instagram are draconian (Both owned by Meta).

Pinterest pretends it’s nice until you make a minor VIOLATION. TikTok is a crazy place. The algorithm restricts content or bans people if they breathe the wrong way.

#6: People Want Alternatives to Social Media Marketing

People are getting sick and tired of social media. Someone on Threads asked recently, “Is social media making us depressed?”

I think it can.

Comparison bias and imposter syndrome are hard to ignore when you have women as lean as matchsticks with unnaturally white teeth, long glossy hair and a perfect life boasting how they made $3.5 million from digital marketing in six months.

The other side of the coin is people desperate for money, blasting sales messages to DMs and sharing their struggles on social media. It’s just not a great social environment anymore.

#7: Social Media Marketing is Damaging Our Relationships

When social media did not exist, businesses placed advertisements in magazines, newspapers, themed websites, and other places. What they didn’t do was constantly check if people had seen their advert or made a comment – because they couldn’t.

People went out for coffee or a meal and actually talked to each other, made eye contact and all that stuff. Nowadays, everyone has a phone glued to their hands whether they’re out with a friend or partner, walking their dog, riding a horse (that makes me cross) or participating in any social activity.

It’s an epidemic of loneliness about to explode unless we realise how detrimental social media is to our mental health. We need balance, and social media marketing isn’t great for that.

OK, Jan, What’s The Alternative to Social Media Marketing?

I don’t have all the answers. I am becoming disillusioned with social media marketing because of my recent experiences, and I have begun exploring ways to escape the social media rat race.

Social media began as a way to develop community, and it’s becoming the opposite. So, anything that helps a business build a community of its own may be a better alternative to social media marketing.

The danger of not owning your content become apparent when you get your first suspension or ban from a social media channel. I have hundreds of pins on Pinterest that I can no longer access. Thankfully, most are on Canva, but that’s not the point.

3 Ideas For Alternatives To Social Media Marketing

This list of social media alternatives isn’t definitive. They are just a few avenues for finding customers for your products or services.

#1: Start a Blog

When Pinterest suspended my account, I diverted my attention to this blog. It was already performing well with featured snippets and page one ranking, but I am stepping it up now. My site is getting more traffic and clicks weekly than it used to get monthly.

My goal is to work towards getting enough monthly sessions to apply for an ad partnership with Mediavine.

If your blog has upwards of 10k monthly sessions, apply for Journey By Mediavine. It pays better than Google Adsense.

#2: Build an Email List

I wish I had started this sooner but I kept putting it off because I needed to learn the tech, and write an email campaign and regular content. My feeble excuses stopped me from having a back up after I lost my email list on Substack when they randomly closed my two newsletters.

You can build an email list entirely for free on Systeme and have up to 2k subscribers and one email campaign, which might be all you need. I am on the paid version at $27 monthly, which gives me 5k subscribers and multiple email campaigns.

I would recommend starting an email list from the offset.

#3: Start a Targeted Community of Your Own

Platforms like Skool, Circle, and others are becoming a popular alternative to having a Facebook group. The beauty of these communties is you can run courses and live streams without worrying about getting blocked on your own community.

Facebook often restricts group owners from commenting or posting in their groups, which is ridiculous.

Admittedly, community platforms aren’t cheap. Circle is $89 monthly on an annual plan and Skool is one price of $99 monthly (Prices June 2024). Still, if you want to build a community with your target audience, it’s a powerful way to grow your business.

Before launching a community, decide your mission and goals. Be realistic about the time commitments. If your community grows, people can get needy and make significant demands on your time.

If possible, start with a couple of trusted admins or moderators to help you manage the community.

Conclusion

So, is social media marketing worth it? I’m currently only posting twice daily on weekdays on TikTok. My entire focus now is on finding ways to avoid the social media marketing allure and build my own digital real estate.

I’m pivoting in new directions using my creative skills. I plan to create courses on SEO, create and sell Canva templates and build sales funnels for businesses. If I get my Pinterest account back, I will continue with that platform, but I will never trust Pinterest the way I did before the suspension.

There’s always LinkedIn. I used to be active on that platform, which is more wired for business. It’s less in your face than most other social media platforms. I’m considering easing my way back in to LinkedIn and ditching Instagram entirely.

Let me know what you think.

Disclaimer: There are affiliate links on this page. If you make a purchase, I may receive a small commission.

You shouldn’t rely on social media marketing? Jan, have you gone mad? Nope. Hear me out.

This morning, I had a stark reminder about social media marketing, which was deeply unpleasant. It may happen to you at some time, weeks, months or years later.

My Pinterest account got suspended!

At the risk of sounding dramatic, I was heartbroken. I’ve invested in Pinterest courses and lovingly branded my pins recently. I love the creative process, and it makes me happy.

But, Jan, I’ve Started a Business. I Need Social Media

I’m not saying you don’t use social media, but this article concerns whether these platforms are the best way to promote your business. Like me, when you started social media marketing, you assumed that was the right thing to do.

A social media presence can help get your business noticed, but many other ways are less fragile.

So, let’s stop this nonsense and find out the 5 reasons you shouldn’t rely on social media.

#1: You Don’t Own The Social Media Platform

Yeah, I know that’s obvious. Still, it’s a vital point. You are camping your business on someone else’s property, and they can ask you to leave anytime. And the thing is, they rarely ask you to leave. You wake up and find all your camping gear dumped on the road for the squirrels to eat.

So far, My account got removed from Substack for “phishing”, and Pinterest suspended me overnight for “spam.” I have appealed, and I think I know what I might have done wrong. Still, it shakes you up when you’ve put so much time and effort into building your account.

Often, bots patrol your accounts, and you might lose it randomly because the bot hadn’t eaten that morning. I don’t know. Whatever it is, you could get any of your social media accounts randomly suspended, banned or restricted, and there’s bugger all you can do about it.

#2: Social Media Apps Can and Do Randomly Glitch

Do you remember when Instagram, Facebook and WhatsApp apps went down for hours? It caused absolute havoc and caused a lot of financial loss, millions of dollars.

Much like what financial advisors tell us about investing, it’s essential to diversify your marketing efforts. When something happens like this, it shouldn’t crucify your business.

#3: Do You Remember Search Engines? They Still Work, You Know

Although it may seem like people spend most of their lives scrolling on social media apps, they still use search engines. Think for a moment. When you want to know something, where do you go? A search engine.

As more social media platforms filter advertising into the feed (yes, Instagram, I mean you), It’s becoming annoying, and we want better.

As an SEO writer, I know the power of Google. A company I left in May 2023 still has my content ranking, even though the last published post was in April 2023. Imagine if they’d kept me on.

You don’t need to be a great writer. You can use SEO Writing software. The goal is to provide value. Read my post on the 7 types of blog content Google loves and get started. Write at least one post each week and keep going. It takes time.

#4: Social Media is Massively Time Consuming

Social media is addictive because it gives us a dopamine hit every time someone likes or comments on our posts. You can start kidding yourself that you’re working when, in reality, you’re endlessly scrolling, hungry for the fix.

Not only that, how many hours do you spend creating content? Then, you post or schedule content every day. It all takes time.

#5: There’s No Guarantee Of A Return

The final reason you shouldn’t rely on social media marketing may seem obvious, but we often forget the importance of not relying on social media.

Here’s an example. I started my Instagram account around two months ago, posting two reels daily and averaging 20-200 views on my reels. I get around 500 views on my TikTok videos that I schedule daily on weekdays.

The only platform that was seriously starting to make a difference was Pinterest. I will either get my account reinstated or start a new one. I learned the hard way, but it will mess up my work so far.

Every day on Instagram Threads, people moan about the poor Instagram reach. The feed is full of adverts, and the platform uses a draconian approach to commenting.

Many people, including myself, get comments restricting for saying things like. “Well done. That’s a great result.” WTAF! My way around it is to stop commenting.

You can post on social media for months and get little return, or your account can take off like a rocket.

Conclusion

You understand why you shouldn’t rely on social media marketing but, by all means, build your social media presence. Social media is a great way to build brand awareness and community, but don’t put all your eggs in one basket. Digital marketing isn’t only about utilising social media.

Focus on building digital real estate so you have control over what you can and can’t do. Build your website, learn SEO, and create a solid holistic foundation of content that provides value by helping your audience.