Why most business owners suck at social media (And what to do about it)
2025
2025
Marketing
Marketing
Sep 10
Sep 10
Why most business owners suck at social media (And what to do about it)
Most business owners hate hearing this…but it’s true: most of you suck at social media. Not because you’re lazy, not because you don’t care, but because you’re focused on the wrong thing.
You’re leading with business goals instead of human connection.
Your content is fueled by questions like:
How do I get more sales?
How do I scale my business faster?
How do I hit my quarterly numbers?
Those questions make sense in a boardroom. But they don’t inspire anyone to hit “follow.”
The shift
Social media isn’t about broadcasting your business goals. It’s about showing people why you care in the first place.
Your audience doesn’t convert because you push harder. They convert because they can feel your passion, your purpose, and your personality.
And the truth is, it doesn’t take a complex strategy to prove this. Here’s a screenshot of one of my TikTok accounts (last 28 days):
Every night, I post a quick thought: basically a journal entry. No content calendar. No marketing funnel. No agenda. Just me sharing perspective at the end of the day.
The results? Effortless connection and viral traction, simply because I prioritized being human first. This is what most business owners overlook: it’s not about doing more, it’s about doing what’s real.
When you strip the “person” out of your social media, you miss the people who could connect with you simply because you care about the same problem they’re struggling with.
Why passion wins every time
People are moving away from faceless brands. They want to see you.
Who are you?
What do you represent?
Are you likable?
Likability is one of the most undervalued drivers of conversion. It’s not just a “nice to have”…it’s psychology. It’s persuasion. It’s trust.
Think about it: the people you follow and buy from online… do you love their product first, or do you like them first?
The pillar you can’t ignore: likability
Likability isn’t about being perfect. It’s about being real. It’s the pillar most business owners undervalue, but it’s what builds the deepest brand loyalty.
When people like you, they forgive your mistakes, they root for your growth, and they want to be part of your story. That’s what keeps them coming back.
The bottom line
Stop thinking like a CEO when you open Instagram. Start thinking like a human. Social media rewards passion, personality, and purpose not spreadsheets. If you can connect those dots, sales take care of themselves.
Ready to actually convert on social?
If you’re a business owner in New York City who’s tired of creating content that doesn’t convert, let’s talk. I build strategies that help you show up online in a way that’s authentic, likable, and profitable.
📩 Reach me directly at evelyn@thearc.nyc or fill out a form here.
Why most business owners suck at social media (And what to do about it)
Most business owners hate hearing this…but it’s true: most of you suck at social media. Not because you’re lazy, not because you don’t care, but because you’re focused on the wrong thing.
You’re leading with business goals instead of human connection.
Your content is fueled by questions like:
How do I get more sales?
How do I scale my business faster?
How do I hit my quarterly numbers?
Those questions make sense in a boardroom. But they don’t inspire anyone to hit “follow.”
The shift
Social media isn’t about broadcasting your business goals. It’s about showing people why you care in the first place.
Your audience doesn’t convert because you push harder. They convert because they can feel your passion, your purpose, and your personality.
And the truth is, it doesn’t take a complex strategy to prove this. Here’s a screenshot of one of my TikTok accounts (last 28 days):
Every night, I post a quick thought: basically a journal entry. No content calendar. No marketing funnel. No agenda. Just me sharing perspective at the end of the day.
The results? Effortless connection and viral traction, simply because I prioritized being human first. This is what most business owners overlook: it’s not about doing more, it’s about doing what’s real.
When you strip the “person” out of your social media, you miss the people who could connect with you simply because you care about the same problem they’re struggling with.
Why passion wins every time
People are moving away from faceless brands. They want to see you.
Who are you?
What do you represent?
Are you likable?
Likability is one of the most undervalued drivers of conversion. It’s not just a “nice to have”…it’s psychology. It’s persuasion. It’s trust.
Think about it: the people you follow and buy from online… do you love their product first, or do you like them first?
The pillar you can’t ignore: likability
Likability isn’t about being perfect. It’s about being real. It’s the pillar most business owners undervalue, but it’s what builds the deepest brand loyalty.
When people like you, they forgive your mistakes, they root for your growth, and they want to be part of your story. That’s what keeps them coming back.
The bottom line
Stop thinking like a CEO when you open Instagram. Start thinking like a human. Social media rewards passion, personality, and purpose not spreadsheets. If you can connect those dots, sales take care of themselves.
Ready to actually convert on social?
If you’re a business owner in New York City who’s tired of creating content that doesn’t convert, let’s talk. I build strategies that help you show up online in a way that’s authentic, likable, and profitable.
📩 Reach me directly at evelyn@thearc.nyc or fill out a form here.