We’ve been conditioned to believe that, to be successful, you have to be on social media. And when you’re there, all you see are people who seem successful because of social media. But it’s just an echo chamber.
There are plenty of successful artists, musicians, creators, and writers who thrive without social media—you just don’t hear about them on social media.
We discovered art, listened to new music, and read life-changing books long before social media existed. Those ways of connecting are still available to us.
This is a great post, totally bookmarking to share. I took my art and business off of social media in January and haven’t gone back. Building a newsletter list, cultivating real life connections, and maintaining quality relationships over the last 10 years in business are what I’m leaning on for support and while I’m not as visible to as many new people or getting flooded with validation and happy dopamine regularly it’s staying steady and my mental health and creativity have truly improved which is most important :)
I finally deleted the last of my social media accounts (Facebook) a bit ago, because it was still tied to a clients Page or whatever, but 100% off socials, and my newsletter is thriving. Obviously the subject matter has a bit to do with that, plus the sorts of folks who’ve ended up here on Substack, but yeah… zero social media promo and my work is moving in a positive direction, for sure.
My background is in marketing and I left social media almost a year ago. (Meaning Facebook/IG/tik tok, etc) I’ve never looked back. I still use Substack, Pinterest and now Bluesky and seeing how I like them, how they build an audience and what they do for my mental health.
That's interesting insight, thank you for sharing! I just figure this out - each social media have their own characteristic.
If we optimise it for business, I think it's cool and boost both creativity and productivity. If we don't have any purpose there, just wasting time, energy and money.
Thanks for this post. I’m doing all I can to not open an Instagram profile for my newsletter since I don’t want the lifestyle that would force me into. I’ve made this promise to myself to see what I can achieve without Instagram by the end of 2025. Wish me luck 🤞🏻 As you say, it’s possible but slower. At least for me it takes time to identify the communities where I can be present. But then again, growing an Instagram profile from zero is also a 1-2 year project. So I don’t think visibility in any form is easy in this world of content overload…
Nice! Like you say I don’t even think creating an IG is the “easiest” or quickest way to build awareness or visibility anymore so makes sense to focus your efforts in places that feel good! Good luck! Have just subscribed to your newsletter :)
Love this perspective Auste. Yeah that meme hits for a reason! As long as you’re clear on what you want to get from creating content for any space whether that’s pure enjoyment, connecting with new people, building deeper connections etc etc and it’s working then amazing. I just see more and more businesses operating from a space of “we NEED to be on every channel or we’ll die” and that’s just not the case. Would love to chat about your thoughts on TikTok soon 😁
I wrote a PhD on social media and also came to the conclusion that it wasn't the way forward for promoting my work. Between 2022 and 2024, I wrote a newsletter on marketing without social media and made a course for making an off-socials marketing plan. I recently moved both to Substack: https://byesocialmedia.substack.com.
In general, I see the challenge not only with social media but algorithmic marketing in general. It wrests control away from individuals and into the hand of these big companies. It's gambling disguised as marketing - what a ruse!
That being said, I've started experimenting with Pinterest for a project. That one appears to be the least toxic of all the platforms and I perceive there to be quite a bit of transparency on how the algorithm works. It's also way less addictive than some of the others.
Love this. I actually started playing around with TikTok for fun in the last weeks and have so many thoughts about it!
Great tips, I always say as well do not put "all balls in one basket". A few years ago I saw quite a few brands disappear due to social media changes -- if you are relying too much, you are out. Yet I also love the diversity, and seeing how your brand (or you) can show a different side in each platform. Like that good old meme of "me in different social channels" haha
Love this perspective Auste. Yeah that meme hits for a reason! As long as you’re clear on what you want to get from creating content for any space whether that’s pure enjoyment, connecting with new people, building deeper connections etc etc and it’s working then amazing. I just see more and more businesses operating from a space of “we NEED to be on every channel or we’ll die” and that’s just not the case. Would love to chat about your thoughts on TikTok soon 😁
I have been in marketing for over 10 years and I hate social media. These days I use Substack and LinkedIn but I am staring to really dislike LinkedIn! Might just go over to YouTube instead. I don’t like the arguing which I get sucked into a lot. Today I got called a bad mom 3 times because I wrote an article about how divisive things are from the election between my daughter and I. I just don’t feel like putting myself out there when so many trolls have to be mean. It’s no longer fitting for me. I just can’t stand it.
I dreamt of this today- and it was loud and clear - don’t force what doesn’t work for you, lean on what works. All these micro platforms are reaching their end of days with me.
As a musician and writer, I want to build something solid that’s me. I think if creators will put all the time and effort they put into making micro contents for Ig/tiktok into their websites, podcasts and YouTube (long form) they would build something with longevity.
My SIL runs her acupuncture practice with NO social media whatsoever, completely based on word of mouth referrals. She has a website and google reviews, but besides that completely offline. And she is consistently booked up.
Love this!!! Here for the non-social media dependent way of doing business!! 👏
I have some offers and biz ideas brewing, and I've been off social media for a couple years which I LOVE, but of course there is that short term that means, SHIT, how DO I get eyeballs on my ideas if not on social media... lol But I'm determined to get more creative and zig while everyone else zags. But ultimately hopefully a LOT more people zag and get off all the hours on social media. 😥
You should check out Lush’s social media accounts! They actually stopped communicating a few years ago for exactly the reasons you’re talking about 🫶 Of course, they didn’t need to ‘grow,’ but anyway it’s still a bold move considering how big the brand is
We’ve been conditioned to believe that, to be successful, you have to be on social media. And when you’re there, all you see are people who seem successful because of social media. But it’s just an echo chamber.
There are plenty of successful artists, musicians, creators, and writers who thrive without social media—you just don’t hear about them on social media.
We discovered art, listened to new music, and read life-changing books long before social media existed. Those ways of connecting are still available to us.
So true! It's the trap of social media
This is a great post, totally bookmarking to share. I took my art and business off of social media in January and haven’t gone back. Building a newsletter list, cultivating real life connections, and maintaining quality relationships over the last 10 years in business are what I’m leaning on for support and while I’m not as visible to as many new people or getting flooded with validation and happy dopamine regularly it’s staying steady and my mental health and creativity have truly improved which is most important :)
Absolutely love this! Thanks for sharing :)
Wow! I love this!
I finally deleted the last of my social media accounts (Facebook) a bit ago, because it was still tied to a clients Page or whatever, but 100% off socials, and my newsletter is thriving. Obviously the subject matter has a bit to do with that, plus the sorts of folks who’ve ended up here on Substack, but yeah… zero social media promo and my work is moving in a positive direction, for sure.
Love to hear this Seth :)
My background is in marketing and I left social media almost a year ago. (Meaning Facebook/IG/tik tok, etc) I’ve never looked back. I still use Substack, Pinterest and now Bluesky and seeing how I like them, how they build an audience and what they do for my mental health.
That's interesting insight, thank you for sharing! I just figure this out - each social media have their own characteristic.
If we optimise it for business, I think it's cool and boost both creativity and productivity. If we don't have any purpose there, just wasting time, energy and money.
So, depends on people objective and focus ✨
Thanks for this post. I’m doing all I can to not open an Instagram profile for my newsletter since I don’t want the lifestyle that would force me into. I’ve made this promise to myself to see what I can achieve without Instagram by the end of 2025. Wish me luck 🤞🏻 As you say, it’s possible but slower. At least for me it takes time to identify the communities where I can be present. But then again, growing an Instagram profile from zero is also a 1-2 year project. So I don’t think visibility in any form is easy in this world of content overload…
Nice! Like you say I don’t even think creating an IG is the “easiest” or quickest way to build awareness or visibility anymore so makes sense to focus your efforts in places that feel good! Good luck! Have just subscribed to your newsletter :)
Thanks Matilda for the response and for subscribing 🙏🏻☺️
Love this perspective Auste. Yeah that meme hits for a reason! As long as you’re clear on what you want to get from creating content for any space whether that’s pure enjoyment, connecting with new people, building deeper connections etc etc and it’s working then amazing. I just see more and more businesses operating from a space of “we NEED to be on every channel or we’ll die” and that’s just not the case. Would love to chat about your thoughts on TikTok soon 😁
I wrote a PhD on social media and also came to the conclusion that it wasn't the way forward for promoting my work. Between 2022 and 2024, I wrote a newsletter on marketing without social media and made a course for making an off-socials marketing plan. I recently moved both to Substack: https://byesocialmedia.substack.com.
In general, I see the challenge not only with social media but algorithmic marketing in general. It wrests control away from individuals and into the hand of these big companies. It's gambling disguised as marketing - what a ruse!
That being said, I've started experimenting with Pinterest for a project. That one appears to be the least toxic of all the platforms and I perceive there to be quite a bit of transparency on how the algorithm works. It's also way less addictive than some of the others.
Love this. I actually started playing around with TikTok for fun in the last weeks and have so many thoughts about it!
Great tips, I always say as well do not put "all balls in one basket". A few years ago I saw quite a few brands disappear due to social media changes -- if you are relying too much, you are out. Yet I also love the diversity, and seeing how your brand (or you) can show a different side in each platform. Like that good old meme of "me in different social channels" haha
Love this perspective Auste. Yeah that meme hits for a reason! As long as you’re clear on what you want to get from creating content for any space whether that’s pure enjoyment, connecting with new people, building deeper connections etc etc and it’s working then amazing. I just see more and more businesses operating from a space of “we NEED to be on every channel or we’ll die” and that’s just not the case. Would love to chat about your thoughts on TikTok soon 😁
Yeah, FOMO is reel! I am soon(ish) in London, let's chat soon, would be nice to meet f2f! <3
💯💯💯 yes plz x
I have been in marketing for over 10 years and I hate social media. These days I use Substack and LinkedIn but I am staring to really dislike LinkedIn! Might just go over to YouTube instead. I don’t like the arguing which I get sucked into a lot. Today I got called a bad mom 3 times because I wrote an article about how divisive things are from the election between my daughter and I. I just don’t feel like putting myself out there when so many trolls have to be mean. It’s no longer fitting for me. I just can’t stand it.
I dreamt of this today- and it was loud and clear - don’t force what doesn’t work for you, lean on what works. All these micro platforms are reaching their end of days with me.
As a musician and writer, I want to build something solid that’s me. I think if creators will put all the time and effort they put into making micro contents for Ig/tiktok into their websites, podcasts and YouTube (long form) they would build something with longevity.
Thanks for sharing! Totally with you on not forcing things that don’t work and leaning on what does and building with longevity in mind
My SIL runs her acupuncture practice with NO social media whatsoever, completely based on word of mouth referrals. She has a website and google reviews, but besides that completely offline. And she is consistently booked up.
Nice! Great example of the kind of business that doesn’t need to reach *that* many people
Love this!!! Here for the non-social media dependent way of doing business!! 👏
I have some offers and biz ideas brewing, and I've been off social media for a couple years which I LOVE, but of course there is that short term that means, SHIT, how DO I get eyeballs on my ideas if not on social media... lol But I'm determined to get more creative and zig while everyone else zags. But ultimately hopefully a LOT more people zag and get off all the hours on social media. 😥
I stopped using most social media, especially the big names. And you know what? I have not seen any difference.
Love to hear it 😎 how dyou promote yourself / find new biz?
Well I either suck st promote myself or people dont simply care. But I do upload videos on Youtube so trying to reach the people there. Not easy.
You should check out Lush’s social media accounts! They actually stopped communicating a few years ago for exactly the reasons you’re talking about 🫶 Of course, they didn’t need to ‘grow,’ but anyway it’s still a bold move considering how big the brand is
Good insight 😌 Can i translate part of this article into Spanish with links to you and a description of your newsletter?
Of course!
Adore this post and resulting thread! Whenever I bring up my desire to do this people JUMP to telling me it’s impossible. Nice to hear from y’all.
Hellooo! 💙