The pressure to continuously create content, engage, and grow your social media can be overwhelming. It’s been my experience that over the last several years, much less is in your control, while at the same time, there’s much more to do! It takes longer to gain a following and I’ve witnessed many ambitious individuals push their limits to the point of burnout in their quest to cultivate their audience and grow their business or personal brand.
The path to success doesn’t have to be a road paved with exhaustion. In this post, I’ll share strategies to help you avoid burnout while effectively engaging with your audience and expanding your online presence.
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1. Focus on the things you CAN control.
FACT: You cannot control the algorithms.
For many years, I’ve been the admin for Hanaeleh horse rescue social media (where I’m a board member). I’ve always considered our Facebook page a bellwether because everything we do on that page is organic (no paid ads). I get to witness algorithm changes happen in real time. While it’s super frustrating at times, I remind myself that “It’s Facebook’s movie, we’re just in it.”
Lately, engagement has been very disappointing, especially considering that just last spring we were getting from 700,000 to over 2 million monthly engaged users. Today, we barely get 60,000.
What I’ve learned is to focus on the things I can control, which is continuing to share the a good mix of content that our fans enjoy, along with sometimes asking for email sign-ups and sponsorships.
For a non-profit rescue that relies on public donations, our current strategy is to use Facebook to attract and engage, but then invite users to sign up for our weekly newsletter so we can interact with them more via email. I suggest using this strategy for yourself, whether you’re a salesperson, a solo-preneur, or a business. Again, so YOU control the outcome (not Facebook).
A word about Facebook ads: Most people who use social media for growing their personal brand do not have a budget for ads, so if you’re one of those people, focus on providing entertaining, educational, thought-provoking and/or share-worthy content. It’s the thing you have control over and knowing that often keeps burn out at bay.
2. Embrace a content strategy that suits you.
Craft a content strategy that aligns with your strengths and audience preferences. Not every social media trend or platform will be the right fit for your brand. Focus on content that you’re passionate about and that resonates with your audience. This approach not only ensures authenticity but also reduces the pressure to constantly chase trends, which can be a significant source of stress and burnout.
I wrote a while back about some automotive social media content ideas. Customers typically obsess over five topics when considering a car purchase. Use these to create your own:
- Price or cost
- Problems (and solutions)
- Comparisons (which is better?)
- Reviews
- Best in class (who are the top providers in the area)
Here are a few more automotive social selling content ideas (which can easily work in non-automotive scenarios):
- “Behind the scenes” at the store
- Customer delivery photos (but only with the story behind the photo included)
- Video slide show of happy customer photos for the month
- Stories and screenshots of exceptional online reviews
- Automotive memes
- Vehicle and financing specials
3. Pick one social media channel where you believe you have the highest impact.
There was already a decent amount of social media channels but with the absolute breakdown of Twitter, many more channels are coming on the scene. Remind yourself that you can’t be everywhere and you don’t need to be in order to succeed.
Choose a channel where your most loyal followers are interested and engaged.
Go for quality, not quantity with growing your following. It’s not about speaking to the masses, it’s about engaging a core group of loyal customers and referral agents.
4. Cultivate a supportive community
Building a supportive network of fellow creators can provide emotional support, collaboration opportunities, and valuable insights. Engage in communities related to your niche, participate in discussions, and offer your support to others. This reciprocal relationship fosters a sense of belonging and can be a great source of motivation during challenging times.
I’ve found that LinkedIn is great for this, especially if you’re in automotive retail. There are many posts on which you can comment and have an authentic conversation.
5. Review your stats but don’t be a slave to them.
If you fall into the trap of obsessing over stats, the next thing you know you’ll be focusing on getting to the “next level” and that leads to things you can’t control (see Tip #1). It also leads to burn out.
It’s great to gain more followers, more likes, more shares so pay attention to those metrics without letting them rule your life. Let the stats inform your content strategy and allow yourself to try new things.
6. Be flexible and embrace changes.
Social media is constantly changing, and flexibility is crucial for long-term success and well-being. Be open to pivoting your strategy, exploring new platforms, or adjusting your content to stay relevant and engaged with your audience. This adaptability can prevent the stagnation and frustration that often leads to burnout.
7. Prioritize self-care and reflection
Set boundaries for work/life balance. That term has been overused but it’s still very relevant. Don’t ignore your well-being. Implement self-care into your daily routine. Regular breaks, physical activity, and hobbies outside of the digital space will recharge your batteries and inspire new content ideas.
Reflect on your journey regularly. Assess what’s working, what isn’t, and how the process is affecting your well-being. Adjust your strategies accordingly to ensure they align with your personal and professional goals without compromising your health.
One of my “go-to’s” is to aim for going to bed 10:30 and waking up 6:30, even on your days off. Our bodies crave routine and sleep routine is at the top of that list. It balances out everything else if you can regulate sleep patterns.
Ironically, increased time on social media makes burnout worse. While it feels like scrolling through Instagram or watching a few videos on TikTok will help you take a break during a stressful day, it can actually be contributing to your overall negative emotions. The platforms are designed to be addictive so set boundaries for yourself when using them.
8. Celebrate Your Achievements
Don’t lose sight of your achievements, no matter how small they may seem. Celebrating milestones, whether it’s reaching a follower count, successfully setting an appointment, or simply maintaining a consistent posting schedule, can provide a sense of accomplishment and motivation to continue. Recognize and reward your hard work to maintain a positive outlook on your social media journey.
Avoiding burnout while growing your personal brand on social media is about finding a balance between ambition and well-being.
By setting clear goals and boundaries, engaging wisely, and focusing on content that aligns with your good work and your customers’ needs, you can sustainably grow your presence.
Remember to prioritize self-care, embrace flexibility, lean on a supportive community, and celebrate your achievements. With these strategies, you can enjoy a fulfilling and successful journey into the social media landscape, free from the shadow of burnout.
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