I've been doing marketing since 2009. I've told business owners to keep posting, put together content calendars and said many times that you need to show up on social media regularly.
And yet even I'm tired. Social media fatigue is real, even for marketers.
What is it about social media that's so tiring?
It's not the posting itself. What's tiring is feeling like you have to do it all the time. A new video, a new story, a new trend you're supposed to jump on in time. The algorithm changes, and what worked last month doesn't work anymore.
What you see on social media is tiring, too. Everyone seems to be coping. Everyone has time, energy and great lighting. As a marketer, I know that's not the whole truth. But when you're tired, it's hard to remember.
Social media is different with a baby
I'm at home for now. There's a baby and a 10-year-old, and my days go by feeding, getting someone to sleep and fitting in around the school day. My phone is often in my hand, but not because I have the energy to make content. I scroll because it's easy. And afterwards, I usually feel worse than before.
What I tell business owners now
I'm not quitting social media. It's part of my job, and I still share my everyday life on TikTok and Instagram. But I tell business owners different things now than I used to:
- Post when you have something to say. Not because the calendar says so.
- One channel is enough. Better one you can keep up with than three done half-heartedly.
- You don't have to try every trend. If something doesn't feel like you, you can skip it.
- Social media isn't your whole business. A social media post disappears within a day. Your website and blog stay put, even if you don't post anything for a week.
That's also why I write this blog. This post will still be here next year.
Being tired doesn't make you a bad business owner
If you're tired too, it doesn't make you a bad business owner. It just means something needs to change. For me, right now, that means less, and in my own voice. And sometimes leaving my phone charging in another room.