The Numbers Are Lying: Why I’m Not Playing the Social Media Game
We live in a world where influence is measured in numbers: followers, likes, views, reach. We're told to "build a personal brand", "grow an audience", "get visible!" But here's the thing no one tells you... most small business owners aren't influencers. And they don't need to be!
Every day, I see marketing advice shaped by influencer culture: Post more. Go viral. Show your face. Be everywhere. Keep growing, or you'll disappear!
For most small business owners it's not only exhausting, it's completely unsustainable. So what if you just... didn't?
5 Slow Marketing Tips to Break the Influence Trap
i. Don't confuse popularity with purpose.
A post that gets FIVE comments from real people is more valuable than one with 500 likes and ZERO connection.
ii. Define your own version of success.
If your goal is steady income, loyal customers, and a community that trusts you, then you don't need virality, you need visibility with the right people.
iii. Reject the 'post more or disappear' narrative.
Consistency matters, but so does your well-being. One meaningful post is better than five empty ones. Showing up can be as simple as commenting on your followers posts as well.
This is slow marketing. It's not passive, it's intentional. It's how I believe we can bring the social back to our socials.
iv. Focus on what your audience needs, not what the platform rewards.
Your content isn't for algorithms. It's for humans. So create accordingly. Pick one person in your audience and speak to them through your content.
v. Remember: Influencers sell lifestyles. You sell solutions.
You don't need to be aspirational, you need to be useful. There's power in that. The influencer model works for some, but it was never built for small businesses, service providers, or community-led creators. And yet, we're still being told to play by those rules.
I built ElleContent for people like me. The ones who want to show up online without becoming something they're not. The ones who believe trust matters more than traffic. The ones who'd rather build something slowly and keep it. Not something that goes viral and burns out.