Don’t Lose the Plot.
Photo Courtesy of Taylor Thomas on Dupe Photo
If you run a small business, you already know that social media can feel like a full-time job in itself. Between keeping up with algorithm changes, staying consistent with posting, and wondering why your content isn’t reaching as many people as it “should,” it’s easy to feel like you’re spinning your wheels. Add the constant comparison to unicorn businesses with massive followings, and suddenly what was supposed to be a tool for connection feels like a never-ending performance review.
But here’s the thing: social media for small businesses isn’t about competing like for like. It’s about building a community. It’s about showing up in a way that serves your people, makes their lives a little better, and reminds them why they love supporting your brand in the first place.
Somewhere along the way, a lot of us lost the plot.
We started obsessing over algorithms, stressing about likes, and comparing our “Tuesday morning reality” to someone else’s highlight reel of a million followers and a million-dollar ad budget.
But here’s the truth: it’s not really about you.
It’s about your community.
Especially if you’re a small business owner, showing up online is less about going viral and more about building trust. When you take yourself out of the spotlight and start asking: How can I serve my audience? How can I make their day easier, brighter, or better through the content I share?—suddenly, social feels lighter. It’s less about pressure and more about connection.
Because honestly, why do we put so much pressure on ourselves? The marketing ecosystem has shifted. Today’s social landscape is not the same as it was five, three, or even one year ago. Influencers with massive platforms are playing a totally different game. As a small business, you don’t need to replicate their playbook—you need to write your own.
The best part? Your audience wants to see the human side of your business. The more fun you have creating, the more they’ll resonate. And “fun” doesn’t have to mean dancing on Reels (unless you want it to).
It could look like:
A coffee shop posting a quick video of the barista testing a new seasonal latte and giving it an honest 6/10 rating—your community loves to feel like insiders.
A boutique owner doing a “chaotic try-on” of new arrivals in the back room, laughing when a zipper gets stuck or a tag is still hanging off—your audience relates to the realness.
A med spa sharing a behind-the-scenes peek at team members trying new skincare products on themselves—your clients want to see you believe in what you offer.
A local gym showing a trainer failing a heavy lift and then nailing it on the second try—your followers appreciate the authenticity and progress.
Notice how none of these examples require perfection. They’re about joy, service, connection. And they’re sustainable, because they feel natural to create.
The shift you need to make
If you’ve been feeling the pressure to keep up with trends, or comparing your posts to mega-influencers with entire production teams, here’s your reminder: you don’t need to. Your customers don’t expect flawless—they expect connection.
When you can remove yourself from the equation (the pressure, the perfectionism, the comparison) and lean into serving others, social media becomes more sustainable—and honestly, more fun
So here’s your reminder: don’t lose the plot.
You’re not here to be perfect. You’re here to build a community, to connect with your customers, and maybe even to take a little pressure off yourself in the process.
