Recently, I conducted a market research survey, and one major challenge among fellow entrepreneurs stood out: the pressure to be visible online 24/7. I got questions like –
- “Do I have to post to social media every day?”
- “Do I have to be on all the platforms?”
- “How do I improve my social media presense without, like, wiping myself out in the process?”
Years ago, I believed the answer was yes. I thought I had to be constantly visible, or people would forget me. Back in the early days of social media (hello, 2007!), this was somewhat true. The internet was a barren field, and those who planted the most content seeds won.
But here’s the truth – things have changed.
The 24/7 Visibility Myth
These days, the notion of being visible 24/7 is just that—a myth. It’s a marketing trope that’s often touted as a “rule.” I mean, let’s be real: you could post on Facebook three times a day, and there’s still no guarantee the algorithm will show your content to your audience.
But we believe the myth, so we leap onto this virtual content generating treadmill, constantly churning out posts and before we know it, we’re wiped out and ready to give up. Exhaustion is not a strategy!
Posting frequently is not the same as posting consistently.
The Truth About Visibility
This pressure to be everywhere, all the time, has become this unwritten marketing rule. But it doesn’t apply to everyone, and it certainly doesn’t work for everyone who’s trying to build a business online.
Especially if you happen to be neurodiverse/neurospicey, highly sensitive or in my case, deeply reluctant to spend every single day on social media.
In my coaching and in all my programs, I focus on your YOU-ness, on what makes you thrive, even (and especially) if it looks different to what the mainstream says you “should” be doing.
For so many of my clients and students, the mere idea of having to show up every single day on social media, nevermind 3 times a day, is simply exhausting.
In every thing I do and teach, I emphasize the importance of embracing your YOU-ness – aka what makes you thrive. For many, the idea of posting multiple times a day is overwhelming.
If you’re constantly pushing yourself to be visible, you’re setting yourself up for burnout. And when you’re burned out, your business suffers. Everything suffers. #askmehowIknow
Questioning the 24/7 Myth
Let’s also question some patriarchal programming here. A lot of the the folk that are touting the idea of ‘posting three times a day’ have a whole slew of support behind them that you can’t see.
Especially if they’re male, they likely havesomebody tending to the house and the children and … *gestures vaguely … life. They’re they have a whole slew of help. Right?
The truth is, people who look like they’re everywhere often have a team and if you’re not at that point yet, it can feel overwhelming.
And here’s something else to consider – you may not want to get to that point at all. What if that’s not who you are?
In the beginning stages of our business building, we try new things, and that’s super important. But pushing past exhaustion gets to be a problem real quick, and your business cannot survive if you’re horizontal with adrenal fatigue, for example.
THE Difference Between Visibility and Discoverability
Yes, visibility matters, but there’s something even more powerful: discoverability.
Working with Dani Gardner, aka The Quiet Marketer, I’ve learned how to become discoverable, referable, and known for something—all without constantly churning out content on social media.
It turns out that creating assets that live beyond fleeting social media posts is far more effective.
Not to mention, more spacious and calm (with time to go cruising *grins)
Platforms like Instagram and YouTube allow your content to remain visible long after you post. I’ll admit here that I don’t do IG much at all – I just autoshare from Facebook – but even then, I’ve managed to gather 1000+ followers. Even better?
Even better? Publishing on your own blog using SEO (Search Engine Optimization) ensures your content is discoverable for months and years to come. And you own your stage!
When you focus on creating content that lasts, you reduce the need to constantly generate new posts. There are ways to create pieces of you and your content and your brilliance that won’t just disappear.
Content Creation That Works For You
At the end of the day, believing that you have to be visible 247 is a fast track to burn out.
Don’t believe it.
Get curious about how your thriving business could look. Ask yourself these questions:
- What are the platforms/channels my people gather on?
(Eg are they podcast listeners? Video watchers? Readers?) - How can I reach them in a sustainable way?
- What could be easy for me to create and perfect for them to receive?
It’s not about showing up every day, three times a day, just for the sake of visibility. I’m finding more and more that that’s not true, and I have a spacious calendar and a full bank account to prove it.
Follow your YOU-ness and Thrive
The key to success lies in following your YOU-ness. Your business can-and-will thrive when you honour who you are and what works for you.
Remember, there are countless successful entrepreneurs who aren’t active on social media at all.
So, get curious. Question the “rules.” Don’t assume you need to post constantly to succeed.
More importantly, let go of the worry. Seriously, the pressure to be visible can be more exhausting than the actual work of showing up.
Please just know that it’s not a rule.
It’s an option.
And you, in your YOU-ness, can find the options that work for you.
Bliss-ings,
PS This is my wheelhouse. I’m damn good at helping you find your way to the success you want.
Read more About Me here
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