No, You Don't Need Facebook to Grow Online

Die-hards will tell you that Facebook is still a must for growing an online audience.

I get it. It's hard to imagine overlooking the platform that defined generation Web 2.0. With three billion monthly users, it seems prime for reaching new audiences. The inertia of Meta in general benefits users and advertisers looking to grow. Sophisticated ad tools and precise targeting continue to improve, too. But what about a one-man show looking for a favorable return on effort? Do you haaaave to be on Facebook to grow?

Nope, I argue. You don't need to maintain a presence on any social feed out of obligation. You can walk away. And...

You can build an audience without Facebook.

There is no one-size-fits-all approach to online growth. There is no required set of platforms, either.

I don't do Facebook at all. The paid ad learning curve have proven far too steep. The algorithm and rules of engagement are ever-changing. There's just so much noise. Frankly, I just don't like the vibe. So, the effort it takes for me to stay active and engage on FB offers little to no return.

Facebook is decidedly a miss for what I consider productivity. I've accepted that it's not for me. I now focus on feeds where I enjoy both consuming and creating content instead.

Find the social that suits you best. Leave the rest.

Create for where you're most inspired, happiest, and feel most authentic. It's a mistake to force any platform out of FOMO or to check a box. Here are a few things I learned the hard way through years of half-hearted posting for clients and my own brand:

#1: Be clear about what growth means to you. Close your eyes. What do you want your online audience to look like a year from now? What about five years from now? Focus on what will serve that. Let go of the rest.

#2: Play to your creative talents. Do your thoughts translate easily into words on paper or screens? Are you a natural photographer? Is being in front of a camera in your wheelhouse? Do you enjoy sourcing and pairing audio? First, consider your strengths. Then, pair platforms where your most natural skills are the most valued.

#3: Start simple. Do you "get" the mechanics of one social platform more than another? Start there. Mastery shows up as confidence. What social platform can devote 10 minutes a day to mastering? Where will you feel most invested without too much added stress?

Your time and energy are far too valuable to fall into the trap of posting just to post. If leaving a social feed makes you uncomfortable, try this. Post a status update on, e.g., Facebook once a week. Tease content from your primary feed and remind people that’s where they’ll find you these days. That's it.

Staying on Facebook, or any social media platform, because you feel like you have to is a no-no. To build an audience, engage and share valuable content consistently. Doing this on the social platform where you thrive the most will make this much easier. Go with what will give you the best return on your efforts for growth. Ditch the rest. You have enough on your plate.