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How To Make Social Media Work FOR You, Not AGAINST You

  • Writer: Natalie Vartanian
    Natalie Vartanian
  • Mar 4
  • 4 min read

Introducing Marilu Ciabattoni from Gingerbrand Haus as our guest blogger of the month. Enjoy!


“I don’t like social media, but I need to be on it for my business.”


At this point, I lost count of how many times I heard this sentence.


All business owners (or at least, those that don’t belong to Generation Z) feel forced to be on social media to give more visibility to their business. Following the advice of some AI guru who claims that you don’t need any money to start “making money online,” they slap a Canva template and ChatGPT-generated copy onto a post and boom - there you have a strategy. (As mentioned, “forceful” is probably the best word to describe it.)


And it absolutely shows that they don’t like it. They’d much rather enjoy offline time with their family and friends or practicing their favorite hobby. Instead, they need to POST (god forbid) to show the world that their product or service is worthy of customer’s money.


As a social media manager, I can guarantee you that being online most of your day is indeed exhausting. By the end of the day, my eyes and head hurt and all I want to do is throw my iPhone and laptop outside of the window.


But what if I told you that, it doesn’t need to be this way? That you can make social media work FOR you instead of AGAINST you?


By following some simple tips, you’ll be able to better focus on the essential tasks that will support your business objectives.


Let’s dive right in.


Ask yourself if you even need social media


Some businesses create accounts on 10 social media platforms without even assessing whether their target audience uses said platforms. For some large corporations, social media is a commodity, a way to build authority and showcase creativity. But if you’re a one-person team, focus on one or two channels that will help you connect with your target audience. For example:


TikTok - Gen Z

Instagram - Gen z and Millennials

LinkedIn - B2B

X - Millennials and Gen X

Facebook - Literally everyone


If you’re targeting a more mature audience that doesn’t use social media, maybe you don’t need it after all and should focus on other channels or even traditional advertising.


Focus on quality AND quantity, but not at the same time


I grew my own business account on Instagram by A LOT just by posting one reel per day for 30 days. However, these reels were far from perfect. I just wanted to be consistent, and I was. Now, I’m in the process of crafting a more polished strategy which includes elevated aesthetics. But you know what, I won’t be posting every single day. Maybe once a week (if I’m disciplined).


What I’m trying to say is, yes, quantity is important because the more you post the better the chance that the algorithm will pick you on your content and show it to other people. But let go of the perfectionism, especially if you’re just getting started. “Just Post” is my own interpretation of Nike’s “Just Do It.”


Make your socials about YOU


You don’t need to research a full strategy and do a competitor analysis to post.


Low on ideas? Just share what you’re doing during your work day. If you have a physical product, show how it’s fabricated. If you own a physical store, share the behind the scenes of what it’s like. If you offer a service, share what you learned throughout your journey.


Moreover, look around you for inspiration. Memes are an evergreen strategy and the video editing app CapCut has plenty you can choose from. Wherever a big pop culture event happens (i.e. the Super Bowl, the Met Gala, the Oscars), watch out for funny photos that are released and create funny content based on them. This will literally take 5 minutes.


You don’t have to please everyone.


Going back to the question, “Do I even need to be on social media?” also ask yourself, “What type of content will my target audience enjoy or even binge?” Your only goal is to attract THEM, not everyone else.


Take a look at some competitors that have a strong social media presence and get inspired by their content. No need to do silly dances (those are soooooo 2015, btw) or replicate trends that have nothing to do with your niche or target audience. Stay focused, stay consistent.


Most importantly - engage with others!


Whether you go tell your friends and family in person or connect with a stranger online, it’s so important to make people aware that you exist in the digital world. Don’t let fear or perfectionism block you. Tell them about your brand and that you’d appreciate their support. Who knows, they might know somebody who fits into your ideal client type.


If there’s one thing that I want you to take away from this article is: just because you don’t like social media, it doesn’t mean it has to suck. You can make it suck a bit less by adding your personality, humor and style to your posts. It can be fun even. Take it slow and remember that it will be worth it in the long run.


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