Years ago, I decided to quit social media. Honestly, I didn’t miss it. Life felt more positive and productive without constant updates and notifications. But when I started my business in 2022, I realized avoiding social media wasn’t an option. I joined LinkedIn, found it a valuable tool for professional connections, and soon realized I needed to dive deeper into the social media world.

Here are some hard truths I’ve learned about social media marketers and small businesses:

Your Customers are on Social Media: With almost 5 billion people using social media and spending over 2 hours daily on it, your customers are there. If you want to reach them, you need to be there too.

Multiple Platforms Matter: The average person has at least 6 social media accounts, meaning you must have a presence on several platforms. Limiting yourself to one means missing out on potential customers.

Facebook Still Dominates: Despite the rise of other platforms, Facebook remains a key player. Ensure you maintain an active presence there.

Organic Traffic Isn’t Enough: While necessary, organic reach alone won’t convert customers like it used to. Supplement with paid ads for better results.

Daily Posting is Essential: To gain traction, post consistently—ideally every day. Some platforms even favor multiple daily posts.

Content Quality Matters: Of the over 4 billion posts made daily, only 59% receive engagement. To stand out, your posts must offer value and encourage interaction.

Engagement is Key: Responding to comments and creating content that sparks conversations will boost your visibility.

Stay On-Platform: Platforms prefer content that keeps users engaged without directing them elsewhere.

But it’s not all doom and gloom. Here’s the good news:

Video Shorts Are Versatile: You can create short videos (under 60 seconds) and share them across major platforms like Facebook, Instagram, TikTok, YouTube, LinkedIn and Pinterest.

Authenticity Works: Less scripted, more authentic videos resonate better with audiences.

Repetition is OK: Don’t worry about repeating your message—most people need to hear it several times before it sticks.

Here are some tips to make managing social media easier:

Use a Scheduler: Tools like Buffer, or platform-specific options like Canva or CapCut, can help you plan and schedule your posts in advance.

Batch Your Content: Set aside time weekly or monthly to create multiple posts at once. This approach is far less stressful than creating content daily.

Know Your Audience: Align your content with your target audience’s search interests, and tailor your messages to different stages of their journey with you – not just to go viral!

Optimize Video Length: Aim for 40-50 seconds for educational videos. Entertaining or informative videos should be shorter. Keep in mind that different platforms and video types may have different optimal lengths.

Limit Sales Content: Only 20% of your videos should be promotional. Focus on driving engagement by encouraging comments, which can increase your post’s reach.

Track Your Progress: Use a spreadsheet or social media manager to monitor your performance weekly. Pay attention to what content resonates, the best times to post and audience demographics.

To start your new social media habit, I recommend a 30-day challenge to create a post a day. These 30-day challenges get you to take action and help you perfect your methods. They also help you get over your fears and hesitations to get started. Remember, done is better than perfect.