Why Social Media Marketing Feels Harder Than It Should

If social media marketing has started to feel like a chore, you’re not alone. Many creative entrepreneurs hit a wall when it comes to showing up online. Maybe you’re overthinking every post, feeling stuck on what to share, or doubting whether anyone even cares. It’s easy to get caught up in the pressure of doing it “right” and forget that social media is ultimately about connection, creativity, and storytelling.

When you first started your business, posting likely felt natural and fun. But as you began learning more about branding and strategy, things got complicated. Instead of posting freely, you started second-guessing every word and image. The more information you consumed, the harder it became to actually take action.

Let’s break that cycle today.

The Human Element of Social Media Marketing

One of the biggest reasons social media can feel exhausting is that we sometimes forget the human element of business. It’s easy to get caught up in follower counts and engagement metrics and lose sight of the fact that behind every like and comment is a real person.

No matter what type of business you run—whether you’re a photographer, artist, coach, or designer—people want to connect with YOU. They want to know why you love what you do, what excites you, and what makes your brand different.

If you’re trying to build a luxury brand, you might believe that keeping things ultra-polished and professional means being more distant and formal. But in reality, high-end clients still want to connect on a personal level. They want to work with someone they trust, someone they feel aligned with, and someone who understands their vision.

Your marketing isn’t just about selling—it’s about storytelling, relationships, and making people feel something.

Stop Waiting for the Perfect Social Media Strategy

A common mistake creatives make is thinking they need a flawless strategy before they can start posting consistently. While having a plan can be helpful, waiting for everything to be perfectly aligned before taking action is what keeps so many entrepreneurs stuck.

Instead of striving for perfection, focus on experimenting. Pay attention to what feels natural for you. What kinds of posts are easy to create? What topics light you up? What do your ideal clients respond to the most?

If you’re struggling to figure out what to post, consider the following:

• Share behind-the-scenes moments that show your process and personality
• Talk about the challenges you’ve overcome in your business
• Share client success stories or testimonials
• Offer educational content that helps your audience solve a problem
• Show the human side of your brand with personal insights and reflections

Your strategy will evolve over time, and the best way to refine it is by actually putting content out there and seeing what resonates.

Focus on the Right Metrics

It’s easy to feel discouraged when your posts don’t get as many likes or comments as you hoped. But likes and comments aren’t always the best indicators of how well your content is performing.

Instead of obsessing over vanity metrics, pay attention to shares and saves. When someone shares your post, it means they found it valuable enough to pass along to their audience. When they save it, it means they want to return to it later. These are the kinds of engagement signals that matter most because they show that your content is actually making an impact.

If you run a service-based business, remember that most of your ideal clients aren’t spending hours engaging with posts—they’re quietly watching. Many of the people who will eventually hire you may never leave a single comment. They might not even follow you until they’re ready to reach out.

Trust that your audience is there, even if they’re not actively engaging every day.

Social Media Is About Staying Top of Mind

For most service-based businesses, the primary goal of social media isn’t to generate immediate cold leads. It’s to stay top of mind with people who already know, like, and trust you.

Your past clients, industry peers, and vendors you’ve worked with are some of your biggest referral sources. Staying visible and engaged with them on social media keeps you in their orbit, so when someone in their circle needs your services, you’re the first person they think of.

Rather than worrying about how to attract completely new followers every day, focus on deepening relationships with the people who are already paying attention.

Some practical ways to do this include:

• Sharing images or testimonials from past clients and tagging them
• Engaging with other vendors in your industry by commenting on their posts
• Celebrating your clients’ milestones and life updates
• Reposting behind-the-scenes moments from past projects

This shift in mindset takes the pressure off and allows social media to feel more natural and relational rather than just another marketing task.

Creating a Social Media Routine That Works for You

One of the biggest struggles with social media marketing is finding time to be consistent. The key is to build posting into your existing routines rather than trying to force it into your schedule as an afterthought.

One of the best ways to do this is through habit stacking. If you already have a daily or weekly routine that you stick to, try pairing your social media marketing with something you’re already doing. For example:

• After making your morning coffee, take five minutes to engage with comments and respond to DMs
• Right after client calls or meetings, jot down a few notes that could be turned into a post later
• While waiting for a photoshoot to upload or export, schedule your next Instagram post
• During a daily walk, record a quick video for Instagram Stories

Making social media a natural part of your workflow rather than a separate task will help it feel less overwhelming.

The Energy You Bring to Social Media Matters

The way you approach social media marketing makes a huge difference in how it feels to you—and how it resonates with your audience.

If you’re creating content from a place of desperation or frustration, it shows. People can feel when you’re only posting because you “have to” or when you’re trying to force engagement. But they can also feel when you’re genuinely excited about your work and showing up from a place of inspiration and service.

Instead of thinking, “I need people to hire me,” shift your mindset to:

• “I hope this post helps someone today.”
• “I want to uplift my industry and showcase others doing great work.”
• “I love what I do, and I want to share that excitement with my audience.”

This shift in perspective makes marketing feel less like an obligation and more like an extension of your creativity and passion.

Bringing Fun and Fulfillment Back to Your Marketing

If you’ve been feeling stuck or unmotivated with social media, it might be time to reassess how you’re approaching it. Instead of focusing on what you “should” be doing, reconnect with what actually excites and energizes you.

What if your marketing felt as fulfilling as your creative work? What if posting didn’t feel like a chore, but rather an extension of your passion and purpose?

Start small. Experiment. Let go of perfection. And most importantly, have fun with it.

Want Support in Growing Your Business?

If you’re ready to create a marketing plan that actually works for you and your business, we’d love to have you in Danger School—our group coaching program for creative entrepreneurs who want to build a thriving, sustainable business.

Inside, you’ll get guidance on pricing, marketing, scaling, and creating a business model that gives you both creative freedom and financial stability.

Join now and start building a business you love.

Don’t forget to follow us on Instagram, we’d love to cheer you on! @Dangerouscreatives and @Kristinsweeting