Following up on my last blog about overcoming the ‘marketing ick’ with soft storytelling‘, let’s dive into the next problem you might have faced: icky social media marketing.

You know the drill. Your palms get sweaty and your brain screams “cringe alert!” every time you think about posting something about yourself on social media. I’ve experienced this myself, and have helped many clients shift their mindset to overcome their ‘social media marketing ick’. I’m here for you too, my friend. Let’s chat.

The social media struggle is real (and getting worse, not better)

Remember when you first dipped your toes into the Facebook pool back in the early 2000s? Without making you feel like a fossil, I’d like to remind you how excited everyone was to post seven hundred and fifty-four photos about their breakfast and their weekend parties (oh hell, cringe factory). The engagement that followed was the highlight of your day. (Don’t try to deny it.)

Back then, marketing a business on Facebook seemed fresh and with so many funky ideas, everything you did felt ground-breaking. It was easy to be seen and heard.

Now, there seems to be so much yapping on Facebook and Instagram for the sake of it, which, sadly, drowns out the small businesses that are really trying to be heard. We’re using over-saturated platforms to try and connect with the humans who need our spark and would enjoy doing business with us.

So, the question is: How do we connect with our audience without feeling like we need to scrub off the ick with sugar soap afterwards?

Ditch the sales pitch, embrace the conversation

First things first, let’s reframe social media for a second. Instead of treating social media as a megaphone, approach it as a cosy little café where you’re chatting with your pals. You won’t burst through the doors shouting about yourself, right? (If you would, we need to talk). No. Rather, sit down, share stories, swap ideas, provide your opinion when the cue is there… and let your brilliance shine through naturally.

Real life example: Instead of “Book me, now!”, try sharing a quick win from a client, with an option to connect with you for similar results. It’s like showing off your awesome latte art instead of listing the coffee menu.

Keep it real (but maybe don’t show all your dirty laundry)

We’ve all seen those Instagram-perfect accounts. Where every single photo and video is ultra-staged, colour-coordinated, filtered and edited to look a certain way. Sure, it’s pleasing to the eye. But does the person behind the account feel as authentic as your grandma’s apple pie? Not so much.

On the flipside, oversharing is like that person who tells you about their ingrown toenail over dinner. Icky.

Find your sweet spot. Share snippets of your day and behind-the-scenes peeks (maybe on stories instead of grid posts?) or even the occasional “I totally messed up” moment. I enjoy those types of posts – do you? It’s like letting people peek behind the curtain of your business brilliance. Anything that shows you’re not an overly-edited robot but a real human being works.

Mix it up by following your gut

If social media marketers, digital marketing professionals or any type of content expert tells you to only post in a certain way to achieve success, don’t listen. There’s no complete right or wrong way to show up online. The mere fact that you’re reading this post tells me you’re listening to your intuiting already, so don’t ignore it!

So, if you feel icky about always talking shop, then don’t! Share industry insights, helpful tips, or that hilarious meme that made you snort-laugh. Your business feed should be a delicious cocktail of valuable content, personal insights, and yes, a splash of promotion. (You have to eat, after all). Show up in a way that feels like YOU.

To put a vague number to the concept of mixing content and following your gut: Try the 80/20 rule: 80% helpful, engaging and interesting content that showcases your spark, 20% about your services.

Embrace your inner storyteller

People connect with stories, not sales pitches. Share your journey, your wins and even your face-plant moments. It’s not bragging if you’re being genuine and offering insights that can help others.

What does this look like on, for example, Instagram? Simply post a photo of yourself with a detailed caption sharing what is on your mind. Be bold, brave, vulnerable and honest. You don’t have to be a professional writer to do this – use Grammarly and spellchecker, hun.

Perfection is highly overrated

I cannot stress this enough: Your audience don’t expect you to be flawless. In fact, they prefer the real deal. So if you make a typo of your hair looks like you’ve been in a wind tunnel, own it! It makes you human and way more relatable. Plus, the more we do this, the more we normalise the beauty of rawness and subtly give others permission to be perfectly imperfect too.

Don’t ghost your audience (it’s not a dating app)

Here’s a lesson I learned the hard way: Don’t pull a Houdini on your audience, even if you have a small following. If someone reaches out or comments, make sure to respond. It shows you care and builds trust. Plus, it’s just good manners, and your mum would be proud.

If you feel overwhelmed and can’t stand the thought of posting on social media, consider announcing that you’ll be taking a social media break for a while. Encourage your audience to get in touch with you via other channels (bring back the good ol’ phone calls and emails), and return gently when you’re ready. They’ll love you for it, I promise.

Find your voice (and turn up the volume, my friend)

This should go unsaid, but I see too many people bringing the ick factor by getting this wrong: Your social media presence should sound like you, not some corporate robot who’s fuelled on cheap caffeine. Write like you talk. Use emojis and slang if that’s your jam. Let your personality shine through loud and clear!

Don’t be intimidated by fancy reels and staged posts

The level of professional editing I see in so many Instagram and Facebook reels these days makes me wonder if each person has suddenly hired a production company to create their content. This might make you feel inadequate because you lack the technical capabilities (and time, patience, or sanity) to post your own lil’ homemade video.

Don’t feel inferior. Your single photo or short video can hit just as hard if you’re speaking from the heart, addressing your readers like they’re your friends, and showing up as your authentic, beautiful self. And if you’re keen to learn the basics of creating a cute Instagram reel using nifty elements, there are hundreds of tutorials like this one (shout out, Steph, I love your videos!) that teach you how to do this in the Instagram app.

Remember your ‘why’ (it’s your secret weapon)

When you’re staring at the dreaded “What’s on your mind” or “Add a caption” box on social media and the ick creeps in, remind yourself why you started your business in the first place. You’re here to help people with your talents, right? Focus on that, and suddenly, sharing on social media feels less like self-promotion and more like being a superhero (cape optional, but highly recommended).

Overcoming social media marketing icks isn’t about becoming someone you’re not. It’s about finding comfortable, authentic ways to share your expertise and connect with those who need it. It’s like finding the perfect pair of jeans – when it fits, you just know.

If you’re still feeling stuck or overwhelmed, The Story Shed is always here to help. With years of experience in storytelling as a crime reporter, magazine editor and web designer, Lani is like your fairy godmother of social media (minus the wand, but she’s got mad skills).

The Story Shed specialises in helping business owners like you craft an authentic, engaging social media presence that feels as comfy as your favourite loungewear set.

Connect with me, friend. Coffee’s on me.

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