It’s a constant bombardment. We constantly hear that we must be on Instagram, TikTok, or LinkedIn. And we’re told that if we don’t have active profiles on these platforms, we don’t exist.
Many business owners take this idea as an obligation and jump into the world of social media without a strategy—filling their profiles with meaningless content. My question is: is all this effort worth it, considering how limited time is for entrepreneurs? Let’s break it down.
If you’re a small or medium-sized business and you’re spending work hours creating social media content without a clear goal, I’m sorry to say you’re wasting your time. Before diving into that complicated task, it’s important to know that the key is not just to be there—you need to be there with purpose.
First: Reflect
Let’s do a simple exercise. Before opening a profile on a social network, answer these questions clearly:
- What do you want to share, and why? Are you seeking sales, brand awareness, visibility, leads, data…?
- Is this content interesting to my audience? Would it be interesting if I didn’t create it?
- If the content went viral, would I feel proud or want to disappear?
If the answer is “I have no idea,” something’s off. If this questionnaire is hard to answer, maybe it’s time to think a bit more about your strategy and avoid certain platforms until you’re clearer.
Here’s an example. You own a bakery and your pastries are excellent—that’s your craft. You spend the day in the workshop kneading, baking, and you know what your customers like. As a complement, you manage an Instagram account to increase sales, but your skill is baking, not content creation. You post when you can, and every time feels like a chore. Without knowing what to say, you upload typical photos of your cakes with dull captions like: “Tasty and delicious! Amazing pastries. Come try them.” Strangely, you get three likes—from people who, shockingly, don’t even live near your bakery.
Do you think that effort is worth it? Do you think you’re really attracting customers?
Don’t worry. It’s hard to do everything, especially when you’re an entrepreneur working solo or running a small business. It’s essential to understand that social media is a storefront: if it’s filled with boring stuff, people will walk by. But if it’s well-organized, with clear messages and useful content, it can definitely bring good results.
Second: Know your audience
One of the golden rules of business is to identify your audience and know where they are. And they’re not always on every social platform. If after assessing the situation you find your audience is on Instagram, focus your efforts there and don’t waste time on other networks that won’t yield results.
The important thing is to understand what your audience needs so you can deliver useful content. But if you don’t have time to do it well, it’s better to focus on other ways to attract clients.
Third: Quality or quantity?
Posting without purpose is a common mistake. Let’s look at an example. Imagine you’re offered free TV advertising. Would you dare to air a poorly shot, improvised video with no clear objective? Of course not.
However, on social media, many brands do just that—posting without thinking about quality or content impact.
Big mistake. On social media, everything stays—unlike TV, where content is fleeting. A low-quality video or unfortunate message can resurface years later and damage your reputation.
Fourth: The myth of “being everywhere”
Creating profiles without a strategy wastes time and spreads your energy thin. Not all platforms offer the same return. You need to understand what each one offers and its audience and dynamics:
- Facebook: Declining organic reach, low effectiveness without ad investment.
- Twitter/X: A forum for fast-paced criticism and debate, tough to manage for small brands.
- Instagram: Lots of vanity content, currently in decline, though stories still have some impact. Ads offer good targeting.
- LinkedIn: Meant to be professional, but increasingly resembles Facebook and is filled with self-promotion.
- TikTok: Great reach but unpredictable, with security concerns. You never know what will work.
- Threads: A new player saturating an already complex market.
Fifth: Focus on what matters
To be effective, sometimes you have to say “no” to energy-draining proposals. Choosing the right channels and focusing on quality content leads to better results. Posting just for the sake of it is pointless. Self-evaluation is important.
Social media can be powerful tools if used strategically—with clear goals and a well-identified audience. But if you can’t manage them professionally, maybe it’s best to stay away.
If you decide to commit to social media, make the most of your time, define your messages clearly, and focus your efforts on what truly matters: growing your business with clear goals and consistent direction.
You can take advantage of the advisory services offered by the Oficina Económica de Galicia. Just fill out the online form on our website and an expert will contact you.
