Another Post? In This Economy?

Every day, there’s too much. Bad headlines. Truly soul crushing stuff. And yet, here we are—still posting our silly little announcements, still hitting "publish" on our newsletters, still trying to connect. At a certain point, it’s impossible not to wonder: Are we adding anything worthwhile to people’s already overstuffed brains? How many more newsletters, podcasts, and social posts can people actually take? And how much longer will they tolerate these social platforms that are, generously, 98% horrible?

Admittedly, what follows is the pep talk I wish someone would give me right now. Because sometimes, putting work out there is deeply embarrassing. The only thing that makes it easier is positive reinforcement (which is its own existential trap), and yet, getting oodles of likes isn’t exactly a given these days. People are overwhelmed. Engagement is down. The algorithm is a black hole. But the only way to know what resonates is to keep showing up. And so, here we all are, still going through the motions…even though it feels ridiculous.

A few weeks ago, I came across a post by Amie McNee, an artist and author who writes about creative work. Positive affirmations aren't typically my first reflex, but I was in a deep low point, convinced I was annoying everyone with my content. And then this landed in my feed:

"You may never hear about it…but your art is impacting people. They didn’t like the post. They didn’t message. They didn’t buy it…but they saw your art and it changed them."

I think about this all the time—not just in the context of art, but in the broader sense of putting anything into the world. Posting my own work feels hard enough, but sharing something [rather mundane] about your brand while the world is on fire? Even harder. Yes, there are bigger things to focus on, but that doesn’t mean your work isn’t worth sharing. It might not get immediate validation, but that doesn’t mean it’s not reaching people.

A few issues ago, I mentioned a post from TTF Watershed—the one with the jaw-dropping image of thousands of tires illegally dumped on a Philly park hillside. Their original Instagram post did well for them when it first went up, but it didn’t really take off until a few days ago, when The Inquirer picked up the story. When I spoke with their communications manager earlier this week, she told me they’ve since been inundated with likes, mentions, and inquiries. The post had done exactly what it was meant to do: find its audience and spread. It just took a minute to do so.

The value of what we put out isn’t just in its immediate performance. It’s in the fact that it exists, ready for the right people to find it. And it’s useful for you, too—because every post, every update, every single thing you put out helps you refine your niche. 

So if you’re feeling stuck, if you’re questioning whether it’s worth it, keep going. Someone is paying attention—even if they don’t hit “like.”

What to Post When You Don’t Want to Post

A highly unserious guide to avoiding self-promotion while still appearing online.

Maybe you don’t feel like talking about your brand. Maybe the internet is exhausting. Maybe the world is crumbling, and the last thing you want to do is post about your brand. That’s fair! But if you still want to show up, here are some low-stakes ways to do it:

• "How the frick did that happen?" – A tiny, baffling process story.
• Repost something someone else said. Effortless.
• Women’s soccer socks. (No further explanation.)
• An old picture of yourself. Bonus points if it’s embarrassing.
• Your staff answering completely random questions. Like, do they think birds have teeth?
• Whatever’s outside your window. Yes, even if it’s just a pigeon.
• A quote from yourself, even if you’ve never said it. (Fake it till you make it.)
• Something in ALL CAPS. Feels urgent, even if it’s nonsense.
• An unpopular opinion. (Within reason. Don’t be awful, please.)
• A nearly unidentifiable snapshot of your workspace. The more obscure the better.
• Anything from pop culture. A meme, a hot take, a reaction GIF. It all counts.

Some personal favorites that inspired these:

• The FIFA Women’s World Cup account posted a series of non-descript pictures of players’ legs with the caption “How’re we styling our socks?” People immediately came out of the woodwork to guess whose legs were whose.
• The Eagles’ Super Bowl mashups: childhood photos of the players spliced with their gameday celebrations.
• My neighborhood’s news hub, Germantown Info Hub, runs a "Home Turf Hunt" series where they post random snapshots of local spots and people guess where they were taken.
• @thisyunkyhouse looked out their window yesterday and saw—not one but TWO—great horned owls just casually hanging out in a tree.
• Olive and Melon Design recently brought back their How the Fr*ck series with “How the fr*ck do you make an original-to-the-house-looking stone archway.”

Last Scraps

• I love the concept of a “tax write-off” event. Branding agency Truth & Consequences is bringing writers of all levels together to fight tooth-and-pen in Philly’s silliest copywriting competition. People keep saying we should get off social media and embrace in-person gatherings—this feels like the correct interpretation of that. And let’s be honest, this event is practically guaranteed to generate a bunch of new social media follows for all involved. So really, it’s a win-win: good for real life and great on paper.

Got a marketing question? Know a brand or creator that I should feature? Hit reply and let me know! (Seriously!!!)