About a year ago, I deleted everything on my Instagram page.
And it wasn't because social media doesn't work to grow your business. (It works really well for some people!) I've sold products from it, built communities through it, landed clients because of it, and connected with people I never would have met otherwise. For a long time, social media was a huge part of my marketing strategy and I genuinely enjoyed it.
But somewhere along the way, it stopped feeling exciting and started feeling exhausting.
I was constantly trying to think of what to post next. I'd sit down to work and immediately start thinking about how I could turn whatever I was doing into something I could share online. I'd get lost down a rabbit hole of trying to edit a video, and I'd never get to the other parts of my business.
I started creating content out of obligation instead of inspiration. The posts felt less authentic, the process felt more draining, and I realized I was spending a lot of mental energy maintaining a marketing strategy that no longer fit the season I was in.
So I stopped.
Will I post again? I'm sure I will. But it will be because I have something I genuinely want to share, not because a content calendar told me I should.
The interesting thing is that when I tell people this, the question I usually get is: "But then how are you going to market your business?"
Content is one way to market a business, but it's not the only way.
One of the biggest mistakes I see people make is forcing themselves into a marketing strategy that doesn't align with how they naturally like to communicate.
If you love creating videos, then lean into social media and YouTube. If recording videos energizes you and you could talk about your work for hours, that's probably a great marketing strategy for you!
If you love writing, maybe your marketing strategy revolves around blogging, LinkedIn, newsletters, Threads, or X. Some people think best when they're writing, and trying to force yourself into making videos would be exhausting.
If you love conversations, maybe podcasts are your thing. Maybe speaking opportunities are your thing. Maybe interviews, networking, workshops, or live trainings are your thing.
And if you're reading this thinking, "I don't really want to create a bunch of content at all," that's ok too!
There are plenty of successful businesses being built through Pinterest, SEO, partnerships, referrals, affiliates, speaking engagements, and paid ads. There are business owners quietly making good money without filming daily videos from their cars or sharing pictures of their breakfast, lunch, and dinner on IG Stories. (Not that I don't love a good food pic!)
The goal is to help the right people discover your business.
You absolutely need a way to get new eyes on your business. You need a way for people to find you, trust you, and eventually decide whether what you offer is right for them. But that process won't look the same for everyone.
So often my clients or Teacher Hustle University students have serious marketing FOMO: "I need to be doing this marketing strategy or that marketing strategy because so-and-so does it or so-and-so did a podcast episode on it."
I'll tell you exactly what I tell them: The best marketing plan isn't the trendiest one. It's the one YOU can sustain. (And that your audience responds to!)
Consistency comes from finding a strategy that fits naturally into your life and plays to your strengths.
My own marketing strategy has changed several times over the years. What worked for me five years ago isn't necessarily what works for me now. What feels exciting today might not feel exciting two years from now. That's totally normal!
Marketing plans should evolve... because WE evolve.
So if you've been feeling guilty because you don't want to post on social media every day, consider this your permission slip to stop trying to build your business exactly like someone else.
Instead, ask yourself:
If I only had one hour a week to spend bringing new traffic to my business, how would I do it?
Your answer might tell you a lot about the kind of marketing strategy you're actually meant to build.
Responses