As a brand photographer who witnesses the beautiful (and sometimes chaotic) online journeys of countless businesses, I see firsthand how daunting it can feel to navigate the ridiculousness of social media platforms. 

The good news? Simplifying your approach and aligning your energy with the right spaces can be twice as effective as scattering your energy across the entire internet. (Been there. Got the crappy t-shirt. Seriously, 0/10.)

Stay focused

First off, let’s get crystal clear: you don’t need to be tethered to every single social media platform. In fact, I wholeheartedly believe in finding the right platforms – the ones that resonate with your brand’s soul and where your ideal audience naturally gathers. By honing in on where your community hangs out, you’ll make your marketing efforts infinitely more manageable, but also exponentially more effective. 

And speaking of effectiveness, did you know that studies consistently show that brands with a focused social media strategy on just 1-3 key platforms often see significantly higher engagement rates (up to a whopping 28% higher!) than those spreading their precious energy thin across the entire digital landscape? YES PLEASE!

One of my clients had an amazing product but felt utterly lost about where to invest their time and energy. My guidance? Tune into where they felt most authentically expressed and where their ideal clients’ energy was likely flowing. It’s all about finding that balance – where your genuine self can shine consistently and connect with the right people.

Align Your Content with Your Goals

A key, often overlooked, aspect of social media is recognizing your current “energetic season” in terms of your business objectives. 

Just like nature has cycles, so does your business. Sometimes you’re in full bloom, other times you’re planting seeds. Same goes for your business.

Me? Half the time I’m juggling a bunch of these at once – nurturing my current clients, waving hello to potential new ones, and trying to level up. So, the smart move is to make your content fit what you’re aiming for right now. No need to overthink it or make it complicated – you can feel where your business is at and adjust your message. Easy peasy.

The Power of Engagement Over Endless Promotion

A cornerstone of my social media strategy is a conscious shift from relentless broadcasting to genuine engagement. Nobody wants to be bombarded with a constant stream of “buy this, buy that.” Instead, I focus on being open and approachable, truly engaging with you, my followers, in an authentic way. It’s about finding that sweet spot where I can share my true self and simultaneously deliver valuable insights and connection. Sometimes this looks like me popping up in stories and participating in real conversations in my DMs and on your posts more often than my feed, and that’s absolutely okay.

I genuinely appreciate when you take the time to drop a comment or interact in a meaningful way. Real magic happens in the connection. That’s what fuels participation, fosters interest, and ultimately builds a thriving community. 

One of my favourite silly little engagement tricks is posting, “Happy Wednesday” when I know it’s actually Tuesday — just to stir the pot! People will respond and joke with me (some even question my sanity), and that’s what creates participation… which is such a great jumping off point for community.

Keep It Simple

I want to remind you that it’s all about simplifying your approach to create genuine connections. By focusing on a select few platforms you enjoy being on, understanding the season your business is in, tailoring your content, and prioritizing engagement, you can create a loyal audience and showcase your brand’s authenticity.

The other big thing to remember: don’t think you have to curate everything. If it’s authentically your life, then it works. The other day my stories consisted of reposting some client content, a story of me working while giving a shoutout to my local coffee shop, and even some ‘90s memes.  None of it was planned but it got engagement because it was real, it was my life. It’s about sharing your life, sharing who you are. 

So, breathe a little easier! Let’s embrace our creativity, connect with others, and share our stories in a way that feels right for us. Remember: it’s not about being perfect; it’s about being real and building relationships that truly matter.