The Hidden Costs of Social Media for Your Business
What It Really Takes to Stay Active Online, and Smarter Ways to Show Up
There’s a subtle but constant pressure that many small business owners, nonprofit leaders, and creatives feel: if you’re not showing up online all the time, you’re not doing enough.
It’s a feeling I know well. I’ve worked in marketing and photography for years, and I’ve spent more than enough time trying to keep up with content creation. Lately though, I’ve found myself in a very full season—managing client work, caring for my toddler, and packing up our life for a move after 12+ years in our current home. Even with access to helpful tools that make social scheduling easier, I’ve made the intentional decision to let my regular social posts pause for now.
Instead, I’m focusing on two sustainable pieces of content each week:
✔ A long-form blog post that supports my audience and strengthens my evergreen content library
✔ The Friday Mix, my weekly email newsletter filled with tips, encouragement, a link to that recent blog post, and marketing ideas for small business owner, organizations and DIY marketers.
I’m still showing up. Just differently. It’s working, and it’s incredibly refreshing. When my time is freed up a bit more this fall, I’ll go back and pin these pins to my Pinterest account for additional visibility, and repurpose my blog posts into my short-form content for social media.
Why You Should Still Set Up Social Media Accounts (Even If You Don’t Use Them Daily)
I’m not here to tell you that social media is bad or that you should delete all your accounts. There’s value in having a presence, even if you’re not active every day.
At a minimum, I recommend:
Claiming your handles across major platforms (Instagram, Facebook, LinkedIn, Threads, TikTok, etc.)
Uploading a consistent profile image and short, clear bio
Including a link to your website, blog, or lead magnet
Pinning a post or highlight that directs people to where you're actually showing up
This helps protect your brand identity and makes it easier for clients or customers to tag you, find you, or share your work, without requiring you to post constantly.
Let’s Be Honest: Social Media Isn’t Really Free
Yes, social media is a valuable tool that we are lucky to have access to. But while you don’t pay to use most of the social media platforms, there are still real costs involved, and they often go unnoticed until you’re feeling stretched thin.
The Financial Cost
You may not be paying to open an account, but keeping up with quality content usually means paying for:
Canva Pro or similar design tools
Templates, stock photos, or caption memberships
Scheduling platforms or apps beyond the free plans
Boosted posts or paid ads (though a good ad strategy can be great! Check into my girl Alishia at Social EllaMents for any ads needs!)
Contractors or VAs to help with posting and engagement
Even small monthly fees can add up when you're using multiple tools across multiple platforms.
The Time Cost
Let’s not forget the hours spent planning, writing, designing, editing, and publishing. Then there’s the time spent:
Replying to DMs and comments
Watching trend cycles shift
Feeling behind if you didn’t post yesterday
Juggling different formats for reels, carousels, stories, and square posts
It’s a lot—and unless you’ve built a team, it’s often just you handling it all.
The Mental and Emotional Cost
This one’s harder to measure, but I’ve felt it, and you probably have too.
The subtle pressure to always be “on.”
The comparison spiral that comes from scrolling too long.
The frustration when the algorithm changes and your reach drops.
The guilt when you step away for a bit, even if you're in a busy season.
The reality is: marketing your business shouldn't drain you.
What Social Media Still Does Well
When used intentionally and strategically, social media can serve your business. It helps:
Build social proof
Provide a place for past clients to tag or recommend you
Offer a peek into your work and personality
Create opportunities for collaboration or networking
But social media works best when it’s not your only method of communication. It should support your bigger strategy, not carry it.
The Better Foundation: Your Website, Blog, and Email List
Rather than relying on platforms you don’t own, I recommend building a marketing system that’s rooted in long-form content and owned platforms.
Your blog becomes a home base for search-friendly content, FAQs, client resources, and seasonal updates. Your email list becomes a direct, algorithm-free line of communication with your people.
I explain more about this approach in Why Your Business Needs an Evergreen Resource Library, and I walk you through the setup in How to Start a Blog for Your Business.
This is the system I’m leaning on right now. It allows me to keep showing up—even during a chaotic season—without needing to be on social media every day.
What I’m Using Instead of Daily Posting
I still have social media accounts. I still use social scheduling tools. I even still check in with messages and post occasionally when time allows. But my main focus each week is much simpler:
I write a blog post and I send The Friday Mix to connect.
That’s it.
These two pieces of content are search-friendly, client-serving, and easy to repurpose. They also work while I’m offline, which matters when life is full. I’m not currently trying to “sell” anything as I navigate this busy season and work on upcoming offers… but when I’m ready, I’ll be able to let my audience know about them!
Want to Show Up Without Burnout? Here’s How:
Use a Scheduling Tool That Works for You
If you’re trying to manage multiple platforms and keep your sanity, a scheduling tool is a must. I recommend Metricool, which connects to Instagram, Facebook, Pinterest, TikTok, LinkedIn, and even Google Business.
You can plan everything in one dashboard, publish automatically, and track performance—all with a free account.
➡️ Try Metricool here (affiliate link)
Start With One Core Piece of Content Each Week
If you can create one blog post, you can repurpose it into:
A few Instagram captions or reels
A Pinterest pin
An email newsletter
Talking points for stories or collaborations
Need ideas? Start here:
➡️ 30+ Blog Post Ideas That Actually Drive Traffic, Sales, and Save You Time
You Don’t Have to Do It All to Stay Consistent
Marketing your business doesn’t require you to be everywhere. It requires clarity, intention, and a system that works for your season.
You can show up in ways that serve your audience and still take care of your life. You can hit pause on social platforms and still build momentum elsewhere. And you can step back from the constant scroll without disappearing.
This season, I’m prioritizing long-form content and building a sustainable rhythm. And if that sounds like something you need too, I’d love for you to join me in The Friday Mix. Every week, I share honest encouragement, practical tips, and behind-the-scenes updates that support real business owners in real life.
Let’s make marketing feel good again!