Is Social Marketing Even Worth It?

Just look at the numbers, she said. Like always, our COO, Jade, was her logical, forthright, unnervingly calm self when she stated the truth.

Despite my best efforts, I couldn’t argue. (You can’t argue with data!)

Last December, I took a two-week break from social media, which empowered me to reflect on my goals, ambition, and performance.

When it comes to social media, I have a love/hate relationship…it’s undisputedly the most powerful free marketing, but it also feels like I have to work twice as hard for half the results.

I spend copious amounts of time planning, creating, and sharing content on every social platform, and it’s not just an investment of money, but of time.

I spent most of 2023 pivoting my content (style, topics, and creative), which, well, sucked. I know(!!) what type of content performs best (dancing, entertainment, casual), but I decided that I didn’t want to create that type of content anymore.

Making that type of content felt like it was sucking the blood from me. And not in the Edward Cullen way.

So—after mega shifts in my content creation and ideation—I spent the year posting with dwindling numbers.

Despite my best efforts, my new entrepreneurial content just couldn’t compete with my edutainment (entertaining + education) content.

But I was okay with that. Even though engagement plummeted and my following shrank, I didn’t care. They weren’t customers, they were passive viewers.

And THAT? That matters.

I didn’t set out to be popular on social media, I was/am focused on being profitable.

But then a crazy thing happened…I posted a random splash of oddly personal posts that performed better than anything the prior month.

And it made me cringe.

Just look at the numbers, Jade said, people are telling you what they want to see more of.

While I don’t have a new strategy locked in (yet), I’m sharing this to document the tenuous balance between continuing doing the same thing, versus trying something new.

As I’m gearing up for a new launch next month, I’m reminding myself that the new content I’m creating might not be the most popular, but if it results in profitability, then I’m on the right track.

Speaking of my new launch, are you signed up for the Insider’s List? It’s a weekly email I’m sending during the launch/promo period to give you a behind-the-scenes look at what happens (in real time) during a launch and the results we get.

If you want to experience my new marketing endeavors (pivots and all), sign up >>HERE<<.

Looking at the numbers,