After years of posting, scheduling, and chasing algorithms, I finally did what I'd been contemplating for years: I deleted all my social media accounts. For some, this might seem like business suicide. For me, it was liberation.
It may have come to your attention that I have deleted all social media accounts—brave and bold or a foolish decision? In truth, I have been considering this every year for a number of years. My reasons for doing this are complicated and varied, but I have no regrets. Let me explain why I finally took this action and what I've gained in the process.
The Reality of Running a Handmade Business
There is no doubt that turning your passion into a business can be incredibly rewarding. Being your own boss, you have the autonomy to make decisions around work-life balance, choose your hours to fit around other commitments, and most importantly, you are doing what you love—in my case, designing and making jewellery.
But there are pitfalls. The responsibilities extend far beyond merely creating goods; one must also manage various aspects of the business to ensure sustainability, including bookkeeping, pricing and budgeting, web design, photography, marketing, advertising, and sales, to name but a few—all of which are time-consuming and often outside your skill set.
Yet selling something handmade brings a unique sense of satisfaction that is hard to replicate. Each item represents countless hours of dedication, creativity, and craftsmanship, making the transaction feel deeply personal. When a customer appreciates the effort and artistry behind a handmade piece, it reinforces the value of your work.
The Power of Face-to-Face Connection
I have found that the most successful selling opportunity is the face-to-face interaction with customers at craft fairs and events. The buyer learns the process and techniques adopted in making the piece and often shares their own story of why they are drawn to it or their reason for buying it as a gift for a loved one. This experience transforms a simple sale into a meaningful exchange, highlighting the importance of individuality in a world dominated by mass production.
However, craft fairs and events can be extremely hard work. Setting up an entire shop front in a matter of hours requires transporting gazebos, lighting, display materials, shelving, packaging, and signs. You also have to contend with exposure to the elements, often facing little or no facilities for up to ten hours each day. After the event concludes, the same items must be carefully packed away, ready for the next occasion. This relentless cycle requires meticulous planning and is exhausting. So why not sell on social media instead?
Why Social Media Wasn't Working for Me
Selling on social media may seem like an appealing venture at first glance, but several compelling reasons suggest that it may not justify the investment and effort involved.
Market Saturation
The market on social media is saturated. With countless businesses vying for attention, standing out becomes an increasingly challenging task. High visibility does not guarantee sales, and emerging alongside competitors may result in little to no return on investment.
Algorithm Dependency
Dependence on algorithms introduces a layer of unpredictability that can lead to inconsistent visibility for your products. This variability makes it difficult to cultivate a steady stream of customers. Relying on these platforms means your marketing strategy is at the mercy of factors you cannot control.
Engagement vs. Sales
The focus on engagement metrics can divert attention from actual sales. Many brands become fixated on likes, shares, and comments as indicators of success while neglecting the primary goal: converting these interactions into revenue. A high engagement rate does not always correlate with increased sales or profitability.
Hidden Time Costs
The intricacies involved in producing engaging content, interacting with followers, and maintaining a vibrant online presence significantly detract from the creative process that originally drew me into this profession. For example, it can take up to five times longer to set up, film, and edit a video of making a piece of jewellery than it does to simply make the jewellery itself. That's time I'd rather spend at my workbench.
Consumer Scepticism
Consumers are increasingly wary of promotions on social media. The prevalence of scams and misleading advertisements has led many to approach social media selling with scepticism. Establishing trust in this environment can take significant effort and may not yield the anticipated results.
The Broader Impact of Social Media
Selling aside, there are also legitimate concerns about how social media can negatively impact individuals and society as a whole.
Mental Health
The constant comparison to curated lives can lead to feelings of inadequacy, anxiety, and depression. Social media platforms often portray an unrealistic version of reality, which can distort users' self-perception.
Misinformation
The rapid spread of information on social media can lead to the dissemination of misinformation—an increasing concern with recent decisions by tech giants to remove third-party fact-checking. False narratives and unverified claims can easily gain traction, influencing public opinion and causing harm.
Privacy and Security
Users often share personal information without fully understanding how it may be used or misused. Data breaches are not uncommon, and the information shared can be exploited, leading to identity theft and other security concerns.
Copyright Theft
As a business, it is a legitimate concern that putting your unique designs out there simply makes them vulnerable to being copied and cheaply mass-reproduced using inferior materials.
What I've Gained by Leaving
Since stepping away from social media, I've reclaimed hours each week that I now dedicate to what I love most: creating. I'm more present at craft fairs, more engaged with customers who visit my website, and more fulfilled in my work. The pressure to perform for an algorithm has been replaced by the joy of making beautiful pieces for people who truly appreciate them.
While social media can be a useful tool for brand awareness, for me, selling on these platforms did not justify the resources expended. A more balanced approach that combines traditional sales methods—like craft fairs and events—with a thoughtful online presence through my website has proven to be more effective and sustainable in the long run.
I mentioned how liberating it is to be your own boss and make your own decisions. With that said, I choose to do what I want to do and not what I think I ought to do. Social media is no longer a part of my day-to-day life, and I feel all the better for it.
If you'd like to see my latest designs or connect with me personally, I'd love to meet you at All Saint's Craft Market in Cambridge most Saturdays or invite you to explore my collections here on my website. Real connections matter more than followers ever did.