Social Media and the Sole Trader

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 bit the bullet and took this action.

The Pressures of A Sole Trader

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 a work-life balance, choose your hours to 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 designing, photography, marketing, advertising and sales to name but a few - all of which are time consuming and often outside your skill set.

But 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.

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 it is exhausting.  So why not sell on social media?

Social Media as a Platform for Sales

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.

Firstly, 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.

Secondly, 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 could be at the mercy of factors you cannot control.

Moreover, 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.

Additionally, establishing a social media presence comes with hidden costs. Beyond content creation, one must invest time and resources in responding to customer queries, managing online reputation, and staying updated with trends. This commitment can quickly become overwhelming.

The intricacies involved in producing engaging content, interacting with followers, and maintaining a vibrant online presence significantly detracts 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 just to simply just make the jewellery.

It can also be said that 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.

Selling aside,  there are also legitimate concerns on how social media can negatively impact individuals and society as a whole.

Mental Health Issues
One of the most concerning pitfalls is the impact on 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 also lead to the dissemination of misinformation - an increasing concern with the recent decision of the tech giants to remove third party fact checking.  False narratives and unverified claims can easily gain traction, influencing public opinion and causing harm. This is especially troubling in areas like health, politics, and social issues, where incorrect information can have serious consequences.

Privacy Concerns
Another significant issue is privacy. 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.

Cyberbullying
Social media platforms can also be breeding grounds for cyberbullying. The anonymity provided by these platforms can embolden individuals to harass or intimidate others, leading to severe emotional distress for victims.

Reduced Face-to-Face Interaction
Over-reliance on digital communication can hinder the development of essential social skills and reduce the quality of personal relationships. A direct contrast to the benefits of one on one interactions I highlighted above.

Scams, Spam and Copyright Theft

We have all been exposed to the scammers and spammers but 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.

In conclusion, while social media can be a useful tool for brand awareness, for me, selling on these platforms does not justify the resources expended.  It is my hope that a more balanced approach that combines traditional sales methods with an online presence will prove 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 and 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.