I have worked with many small businesses, and I often hear the same thing over and over:
“I just don’t have time to do this whole social media thing.”
I understand. A lot goes into running a business, and the last thing on your mind may be creating a social media post, filming a video, or designing a flyer.
However, I believe it is important to make social media part of your routine. Spending less than 20 minutes posting a picture of a product, showing the work you are doing, or recording a short video can help more people discover and understand your business.
Many customers look at a company’s social media accounts before contacting them. It is one way they decide whether the business appears active, professional, and trustworthy.
Don’t believe me? Think of it this way: Imagine two Instagram accounts. One has not posted in more than two years, while the other posts regularly. Which business immediately feels more trustworthy?
I often ask business owners this question: If you were a potential customer visiting your Instagram page for the first time, what would you think about your business?
If your page creates doubts or does not show customers what you want them to see, it may be time to start posting more consistently.
Here are a few simple tips that you can apply to your business. These tips will not magically make your business successful overnight. Social media growth requires consistency, patience, and a willingness to keep trying.
Tip 1: Be Real in Your Content. Be Yourself.
One thing I dislike about content on Instagram, Facebook, YouTube, and other platforms is when every post feels overly edited or too polished.
Sometimes, content can look so promotional that it no longer feels authentic. A simple video created by the owner or an employee can often be more engaging than something that looks like it came from the same marketing template used by every other business.
There is nothing wrong with hiring someone to help with your content. However, people often connect more with authenticity than with content that feels overly produced or fabricated.
My biggest recommendation is to be yourself and talk about what you know.
Show your products. Record yourself making a pizza or building a cabinet. Create a time-lapse of your process. Use smart glasses to film a point-of-view video of your work. Make a funny video that reflects your personality.
People enjoy watching content that feels real. When your content feels genuine, it helps people feel more connected to you and your business.
Tip 2: Don’t Obsess Over Views
This is a mistake that many business owners make.
Not every video is going to receive thousands of views. More often than not, a post will not perform exactly the way you expected, and that is okay.
The goal should be consistency and engagement.
When someone comments on your post or video, respond to them. That person could become a customer, a regular viewer, or someone who recommends your business to others. People want to feel heard and acknowledged.
I also know that most business owners and employees check their phones throughout the day, so I do not completely believe the excuse that there is no time to post. Social media does not need to take hours. Even a few intentional minutes can make a difference.
The main thing is to create a realistic schedule and stick to it. You could post three days a week, every day, or even twice a week. What matters is that you remain consistent.
Think about your favorite television series. If a new episode normally comes out every Friday, but then nothing appears the following week without an explanation, you would probably wonder what happened. Consistency helps people know what to expect from you.
Tip 3: You Don’t Need to Hire a Company or Buy Fancy Equipment
I once spoke with a business owner who thought they needed a DSLR camera, professional lighting, microphones, scripts, and other expensive equipment to create content.
That is an understandable thought, but it is not necessary.
I have seen many successful business accounts create all of their content using only a phone. Modern phones are more than capable of recording videos, taking quality pictures, and editing content.
If it makes sense for your business, investing in a company phone can be helpful. However, you do not need the most expensive equipment to get started.
I have seen simple, low-production videos outperform professionally produced content many times. The idea, personality, and message often matter more than the equipment.
I also recommend watching what other creators and businesses are doing. Pay attention to the ideas that are working and think about how you can adapt them to fit your own business. Everyone gets inspiration from others. The goal is to make the idea your own.
Final Thoughts
At the end of the day, I understand that business owners value their time and want to see a return on anything they invest in.
A common question is whether social media is really worth the time.
My answer is yes.
Look at how many businesses have experienced significant growth simply because they consistently shared their products, services, stories, and personalities online.
It is easy to become comfortable with the way things have always been done. However, you have to be willing to try something different. Otherwise, you may never discover what could work for your business.
I hope these tips encourage you to start posting, experiment with new ideas, and give people a better look at the work you do.
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