Spread thin? It’s not just you.
I was talking to a friend over lunch recently about running a small business and doing content at the same time. We both blurted out the same thing in unison: “its so f*cking hard these days”.
Everybody always says “it’s never been easier to show up online". And that’s true to an extent, we have all the tools, all the YouTube tutorials, all the AI bots to tell you how and what why. And as long as you have a working camera phone and access to the internet you’re free to let your half-baked ideas come to life however which way you see fit.
But, let me paint you a picture of what "doing social media" meant three years ago versus what it means now.
2021: Post to Instagram a few times a week. Engage with comments. Maybe run the occasional ad. Done, simple as A-B-C.
2026: Produce video content for TikTok, Reels, and YouTube Shorts - all with different optimal formats. Create carousel posts for Instagram. Write long-form captions. Build an email list. Send newsletters. Manage community across multiple platforms. Track analytics. Stay on top of algorithm changes. Learn whatever new feature launched this week. Translate your online presence into emotionally engaging retail experiences. Oh, and also drive actual ROI from all of this.
The job has quadrupled, and you are not an octopus. You are human, with only 2 hands (and 24 hours.)
If you're a business owner or solo marketer right now, that means you are also a content producer, video editor, copywriter, community manager, strategist, analyst, customer service rep, and crisis manager. All at once. All with he same amount of time that every other human has in a day.
Let’s not forget, you’re also supposed to be maintaining a clean house, an okay physique, meaningful friendships i.e. remembering to text your friends back, a functional relationship, maybe raising kids, and definitely not losing your mind at the state of the world.
The math is not mathing.
Because sometimes, this sh*t genuinely feels impossible.
So, tell me why it is so easy to feel like a failure? Just because we don’t have 5-6 cloned versions of ourselves? Who can simultaneously do all the work alongside us and pump out content like Santas little elves?
The job has expanded, but so has the digital landscape, which has also fractured into a thousand teeny tiny pieces. The consequence of such fracturing, is having to be everything, everywhere, all at once.
You can't just "be" on a platform like you used to.
TikTok requires a completely different content strategy. LinkedIn wants professional thought leadership. Email needs nurturing sequences. Threads exists (and apparently you should be there too?). Instagram itself now demands Reels AND carousels AND static posts AND Stories, each performing differently in the algorithm.
Every platform has its own rules, optimal posting times, content formats, and audience expectations. And those rules change constantly. What worked last month might tank this month because the algorithm decided to prioritize something else.
You're not just spread thin across tasks. You're spread thin across entirely different ecosystems. All demanding specialised knowledge and consistent presence.
The part that doesn't show up in any job description is the emotional labour of being constantly "on".
Community management is responding to comments, but it’s also handling customer complaints publicly, managing PR crises in real-time, building genuine relationships with strangers online (???), being personable and engaging even when you're exhausted. Moderating conversations. Dealing with trolls. Making people feel seen and valued, every single day.
It's emotional work that requires energy you often don't have, especially when you're also trying to create content, analyse metrics, and figure out why your reach dropped 40% overnight for no apparent reason.
I could give you the standard advice about batching content and using scheduling tools and optimizing your workflow.
And sure, those things help a bit.
But the real answer is one that my boss probably won't like, and it’s this: you need to let some balls drop. And you need to be strategic about which ones.
Pick 1-2 platforms maximum.
You just cannot be everywhere. Choose the platforms you're going to focus on. Repurpose content elsewhere, sure. But focus your real efforts in a few places. FOMO about missing TikTok trends is not worth your sanity. Take it from someone who has tried that exchange.
Focus on what drives revenue, not vanity metrics.
Viral moments are nice. Know what's nicer? Sales. Like, real sales, real money. Can you pay your rent with your engagement metrics? Exactly. Prioritise the content and activities that actually convert, even if they're less exciting.
Automate the repetitive, protect the human.
Use tools for scheduling and basic analytics, but keep the community interaction human. That's where the real relationship-building happens. And the last thing you want to be accused of is a clanker.
Give yourself permission to be inconsistent.
The algorithm wants daily posts. You're a human with finite energy. Sometimes you post 7 times a week. Sometimes you post 3. That's okay. Inconsistent but sustainable beats burnout every time.
Repurpose ruthlessly.
One piece of content should become five. Blog post to carousel to Reel to email to LinkedIn post. Don't create from scratch every single time. Iterate and remix.
And here’s what I want you to take from all of this: you are not failing.
The expectations are genuinely impossible for one person to meet. The brands crushing it on social media have teams, big teams, big budgets. There are dedicated content creators, community managers, strategists and analysts that all specialise in their craft. You're one person trying to do the job of five while also running a business and living your life.
So give yourself permission to do a little less.
Pick your battles babe, it’s okay to let some platforms go dormant, especially if they’re not performing as well as others. You’re allowed to post inconsistently, and you’re definitely allowed prioritise your actual life over your engagement rate.
The digital landscape will keep changing. The demands will keep expanding.
But you only have so much of yourself to give. Protect that fiercely. Your business needs you functional way more than it needs you everywhere at once.
-Sophie Randell, Writer
Not going viral yet?
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