We won’t sugarcoat it, although social media marketing can be a game-changer, it’s not always a piece of cake…
With millions of people scrolling, swiping and double-tapping daily, platforms like TikTok, Instagram, and LinkedIn offer a unique marketing opportunity to get your business in front of the right people. But with great reach comes great responsibility, and we know it isn’t always plain sailing in the world of social media.
So, whether you’re just starting out or have been posting for years, it’s important to get to grips with both the benefits and the potential bumps in the road to nail your social media marketing with confidence.
In this guide, we’ll share the pros and cons of managing your social media marketing, along with a healthy helping of honest insight and practical tips to navigate the complex world of content creation.
The Pros of Social Media Marketing
Social media marketing is the number one, free tool that we encourage all businesses to take advantage of. It has never been easier to get your content out into the world.
Here are our top three pros when it comes to social media marketing.
You can build brilliant brand awareness
Social media is an incredible way to get eyes on your business.
Creating engaging videos, jumping on relevant trends, and telling your authentic story can help reach a new audience and stay top of mind with your current customers. Plus, with smart targeting options (hello, meta ads), you can also position your message in front of the right crowd.
And let’s not forget the power of user-generated content. When your customers share their experiences and tag your business, it builds instant trust and gives your brand some genuine, human connection that cannot be fabricated.
It won’t break the bank
One of the best things about social media? It’s effectively free (or very low-cost) marketing.
Setting up a profile on each platform costs nothing, as does posting your content. You absolutely have the option to run ads on a small budget or stick to organic posting – the choice is yours.
In fact, that is the key plus point – you’re completely in control. Social platforms give you insights and analytics so you can see exactly what’s working and make tweaks to what’s not. Whether you’re running ads or sticking to organic posts, the ability to learn and adapt makes every penny go further.
It’s great for building real connections
We firmly believe that social media is more than just promotion – it’s about conversation.
It allows the opportunity for your customers to ask questions, give feedback, and feel like they’re part of your journey.
When you create content that answers your customers’ questions, you respond quickly, share behind-the-scenes content, or run interactive polls, you bring authenticity to the brand, building connections between yourself and your audience.
And that’s what creates loyalty.
Cons of Social Media Marketing
While social media marketing is a powerful tool, we know that using it isn’t always straightforward.
Here are three reasons why you may struggle as a busy business owner.
Dealing with negative comments isn’t fun
Social media is a very public forum. That means if someone has a less-than-great experience, they might share it for all to see.
No-one enjoys conflict, and handling complaints or criticism online can be tricky, stressful, and personally upsetting.
But here’s the good news: how you respond matters more than the comment itself.
Stay calm, be polite, and show that you genuinely care. In fact, a thoughtful reply can actually boost your reputation in the long run, so embrace the feedback and use it to your advantage to show how personable your brand really is.
It’s a time (and energy) investment
Social media can feel like a full-time job – trust us, we know.
Planning, creating, posting, replying, and analysing several times a week all take valuable time. And for small teams or solo business owners, that can feel overwhelming.
That’s why having a clear plan (or bringing in help) makes a huge difference. Spending time putting together a solid content calendar and investing in scheduling tools can save you time and make your presence feel consistent, even when things are hectic behind the scenes.
The algorithms don’t always play nice
Ever felt like your posts are going out into a black hole? You’re not alone.
The one constant about social media algorithms is that they’re always changing, and that can affect how many people see your content.
Some days, you’ll get great engagement. Other days, it might feel like tumbleweeds. The key is to stay flexible, experiment with different types of content to see what appeals, and not rely solely on one platform to reach your audience.
Our top tips to make the most of your social media marketing
You’ve embraced the pros and cons of social media marketing and are ready to dive in and make the most of an audience just waiting for your content.
But where do you start with making sure you’re getting the most out of your platforms?
We’ve got 8 top tips to give you the confidence to create amazing content that delivers.
- Post regularly – consistency is your friend with social media. It’s far more beneficial to post regular content 3 – 4 times a week than it is to post one masterpiece every other month.
- Focus on video – video is everywhere at the moment and is prioritised on most platforms over picture content – meaning it’s more likely to be seen. Just one short video can be shared as a TikTok, a Reel on Instagram and Facebook, and a video on LinkedIn, meaning increased exposure for your business.
- Opt for authenticity – people don’t want to see polished perfection on their social feeds anymore, instead preferring natural, authentic content. Sharing your personality, the people in your business, or behind-the-scenes helps to build a connection with your audience and makes them feel more involved in your journey.
- Hone your hook – your aim is to ‘stop the scroll’, which just won’t happen if your video doesn’t appeal within the first few seconds. One of the best ways to do this is by creating a strong ‘hook’ – a statement, fact, argument, or cliffhanger that catches attention and makes them want to find out more.
- Keep it short n’ sweet – people have increasingly shorter attention spans, so focus on delivering your key messages quickly and concisely. While social media platforms vary the length of videos you can upload, for maximum impact, we’d recommend sticking to no more than 15 – 30 seconds for most videos, pushing to 30 – 90 for tutorials or powerful storytelling.
- Check when audience is active – many scheduling tools allow you to see when your audience is most active across each platform. Posting during peak times is an excellent strategy to help give your content the strongest possible starting point for views and engagement.
- Embrace engagement – if people comment on your post or drop into your DMs, we’d always recommend responding thoughtfully. Not only does it boost your engagement, but it shows that you’re willing to participate in the conversation… encouraging other people to join in too.
- Walk the line – some of the most successful social media content treads a careful line between controversy, humour, or pushing boundaries. It’s certainly not for everyone or every brand, but building a clever strategy around something a little different can appeal to a larger audience – and even has the potential to go viral. Small businesses may have more of a flex in this area, being able to respond quickly to world events or jump on the latest trends, without having to go through more corporate channels first.
So, is social media marketing worth it?
Absolutely. In fact, it should be an essential part of your overall marketing strategy.
Social media has the power to help you grow your brand, connect with customers, and market on a budget. However, it works best when you set clear goals, demonstrate persistence and patience, and are willing to learn and adapt as you go.
If you’re not sure where to start or feel like you’re already spinning too many plates, that’s where we come in.
At Piece of Cake Marketing, we help businesses just like yours create social media strategies that are simple, sustainable, and (dare we say it?) even enjoyable.
Are you ready to make social media feel less like a chore?
Get in touch, and we’ll help you build a winning strategy that takes a marketing-shaped weight off your shoulders and supports your business goals.
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