5 Mistakes Small Businesses Make on Social Media—And How to Fix Them
An encouraging, solution-packed guide for showing up smarter (not harder).
Social media can feel like a full-time job on top of the actual full-time job of running your business. If you're putting in effort but not seeing traction, you're not alone. The good news? Small shifts can lead to big results.
Here are five of the most common social media mistakes small business owners make—plus simple, encouraging fixes that actually work.
1. Focusing Too Much on the Feed, Not Enough on Stories or DMs
The Mistake: You’ve been putting energy into crafting grid posts or perfectly edited videos—but you’re hearing crickets. Meanwhile, you’re ignoring where your audience actually engages: in stories, comments, and DMs.
The Fix:
Shift some of your attention to real-time, low-pressure connection. Stories, polls, and DMs are often where sales conversations start and trust is built.
Try this:
Post a story asking your audience a question (“Which scent should launch next?”)
Respond to comments and story replies the same day
Use the question box to gather feedback or ideas
The algorithm favors interaction, not just content. Think of your social media presence as a conversation, not a billboard.
2. Being Too Generic or “Professional”
The Mistake: You’re playing it safe, posting generic quotes, overused hashtags, or stiff product captions because you want to look professional.
The Fix:
Professional doesn’t mean impersonal. In fact, audiences crave personality and story. Show what makes you unique—your voice, your values, your humor, even your imperfections.
Instead of:
“Our candle collection is finally here. Shop now!”
Try:
“I’ve been pouring candles in my garage since January and burning testers until my family begged me to stop. 😂 The result? The coziest three-scent collection I’ve ever made. It’s finally live!”
You don’t need to be loud—just real.
3. Inconsistent Branding (Visually or Voice-Wise)
The Mistake: One day it’s soft and boho, the next it’s bold and corporate. Your audience can’t quite tell who you are or what to expect.
The Fix:
Choose a consistent visual aesthetic and tone of voice, and stick with it. This doesn’t mean every post needs to match perfectly—but your presence should feel cohesive.
Quick audit:
Are your colors, fonts, and photo style generally aligned?
Do your captions sound like the same person each time?
Would someone recognize your post without your name on it?
If not, it may be time for a simple brand style guide. (Need help? I can make one with you!)
4. Not Reusing or Repurposing Your Best Content
The Mistake: You’re reinventing the wheel every time you post—even when you already have great content sitting in your archives.
The Fix:
You don’t need to post something new to be effective. In fact, most of your audience won’t see a post the first time you share it.
Quick repurposing wins:
Turn a longer caption into a Reel script
Turn testimonials into quote graphics
Take a popular post and rephrase it into a story or carousel
Your best content deserves a second (or third) life.
5. Giving Up Too Quickly
The Mistake: You tried posting consistently for a few weeks. Engagement didn’t blow up, and now you feel like it’s not working. You fall off for a while—and now it feels even harder to come back.
The Fix:
Growth is slower than most people admit. But consistency builds familiarity, and familiarity builds trust. Your dream customer might be watching quietly, just waiting for the right moment to buy.
Instead of aiming for “going viral,” focus on:
Showing up regularly, even once or twice a week
Sharing helpful or relatable posts your audience looks forward to
Tracking conversations and conversions, not just likes
Your social media is a long game—but it does work if you stay the course.
Final Thoughts: Progress > Perfection
Social media doesn't have to be overwhelming, exhausting, or soul-sucking. You don’t need to master every trend or churn out daily content to succeed.
Instead, focus on:
Real conversations over reach
Consistency over complexity
Progress over perfection
You’re already ahead by caring about how you show up. Keep going—you’ve got something people want. Let them see it.