Why social media feels so hard for small business owners (and how to make it lighter)
If social media feels heavier than it should, you’re not “bad at marketing” and you’re definitely not the only one feeling this way.
For a lot of small business owners, social media starts as something exciting, as a way to share your work, connect with people, build community and then somewhere along the line, it turns into another thing on a never ending to do list, another source of guilt because you’re falling behind.
So let’s talk about why social media feels so hard, and more importantly, how to make it feel lighter and more sustainable.
You’re trying to do too much, too often
Most small business owners think they need to post constantly to keep up. Reels, carousels, captions, trends.
That pace might work for big brands with teams behind them but it’s not realistic for a solo business owner juggling clients, admin and real life. Trying to keep up with that level of output creates pressure and pressure leads to avoidance that leads to inconsistency….and then the cycle repeats.
What can help:
Fewer posts, done consistently
A realistic rhythm you can actually maintain
Letting go of the idea that more always equals better
Consistency is something you get to decide on! It can be 2 posts every week, one email every month. Your choice.
2. You’re building on rented ground
This is a big one! Social media can change overnight, algorithms change, reach drops. Platforms add new features you’re suddenly meant to master.
When social media is your only marketing channel, it feels fragile. Like building sandcastles with someone else’s sand.
That instability creates anxiety and you start questioning every post and every view count.
What can help:
Treating social media as one part of a bigger marketing ecosystem
Pairing it with something more evergreen like a podcast, blog or newsletter
Using social media to amplify your work, not to carry the whole business
When the pressure is spread out, everything feels calmer.
3. You don’t have a clear plan
Posting without a plan is exhausting!
You open Instagram with good intentions, then stare at the screen, overthink the caption and end up closing the app without posting anything.
So you just need a bit more structure!
What can help:
Clear content themes
Knowing what you talk about and who you’re talking to
A simple content plan you can return to when your brain is tired
When decisions are made in advance, showing up feels easier
4. You’re tying your self worth to the numbers
Look, we’ve all been there: low likes can feel personal, silence can feel like rejection and suddenly you stay questioning everything!
But please repeat with me: social media metrics are not a measure of your value, your skill or the quality of your work.
What can help:
Focusing on connection, not performance
Tracking what actually brings enquiries, not just likes
Remembering that quiet posts are still doing work in the background
I keep seeing social media reports saying people are engaging less with posts, but that doesn’t mean the message is going unnoticed
5.You’re doing it alone
Social media is easier when you’re not holding everything in your head: Planning, writing, designing, posting, analysing…
Doing all of that solo, on top of running a business, can be a lot.
What can help:
Support, even light touch support
Accountability
Someone helping you zoom out and simplify
You don’t need to have your own marketing department but you need less mental load
How to make social media feel lighter
Here’s what I see working, over and over again, for small business owners who want visibility without burnout:
Pick one main platform and do it well
Create a small bank of repeatable content ideas
Batch content when you can
Let your long form content (blogs, podcasts, newsletters) feed your social posts
Stop aiming for perfect. Aim for steady
Social media should support your business, not drain you.
And it’s okay to want it to feel calmer and easier and more human.
If you’re at the point where you want support with strategy, structure, or consistency, that’s exactly what I help with. Together we’ll make social media feel manageable again.
One thing at a time, with a proper plan and yes, it really can feel lighter!