What To Do When Social Media Becomes More Drain Than Gain

"When I started the business in 2017, I did what everyone said I was supposed to do: hire a studio, batch-create some content, post on a schedule, and hashtag with abandon. Prior to that, Shenn was never a heavy user of social media beyond posting the occasional brunch photo or sharing a holiday snap. So, when she started posting for her business, the churn soon became a chore, and she didn't like how performative it all felt."

"It takes you out of the moment and gives your power away after the moment has passed. Once you've hit 'post', you naturally become more interested in what other people make of your experience or idea. A post without many likes might change your perception of it entirely. And so, she stopped posting. A 'parked' LinkedIn company page and Instagram profile remains live so clients can tag the company if they want to. Shenn says she might post on LinkedIn once a year at most."

Anouska Shenn launched a corporate wellbeing company teaching yoga, pilates and breathwork to office workers and quit social media in late 2018. She initially followed common social media tactics: hire a studio, batch-create content, post on a schedule and use hashtags. Posting soon felt like a chore and performative, taking her out of the moment and shifting focus toward others' reactions and metrics. She stopped posting, leaving a parked LinkedIn and Instagram so clients can tag the company, and posts on LinkedIn rarely. She shifted marketing toward channels competitors underuse, such as email newsletters, and regained emotional control and narrative ownership.

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