Content creation is killing creativity.

Updated: Mar 2

“Post 3-5x a day, post an Instagram story every 3 hours but make sure your face is in the first story of the day and add a poll, make your caption long enough but not too long because you’re going to lose attention, post a reel on Instagram but not too many reels, and then make sure to save it to your phone and post it on TikTok and Pinterest, but it better have a hook and it can’t be longer than 7 seconds, and also make sure you batch create enough content to last you the next 3 months.”

Digital camera for content creation sitting next to a green plant and succulent.

Sound familiar?


Maybe not exactly the same way but if you're managing your own social media account or creating content for your small business, then I'm pretty sure you’ve heard something pretty similar. Most Instagram, TikTok, Pinterest and social media gurus are telling us to create, create, create... it’s not up for debate, just create. It’s not that hard... right?


The truth is, we are human beings and creativity can come in waves. Just like the seasons change, so do we. And the things about us, and our business can constantly change as well.


There will be times when you simply don’t feel like creating content or you don’t feel like showing up on camera or for your business, and news flash, you’re human... THAT’S OKAY!!


This constant pressure to create content is killing not only creativity but motivation as well. It’s straight up causing burnout.


Additionally, things are not only becoming more and more unoriginal, (like how much more can we consume the exact same piece of content across socials without becoming utterly exhausted by it, if not already?) but it's also not sustainable.


We're told to post 3-5x a day in order to remain relevant.


And of course, there is no denying that posting every single day and having a constant presence on social media helps your business remain in the eye of your audience. However, the question has to be asked, is it sustainable for an individual (entrepreneur or small business owner)?


And now, I can only speak from personal experience, and I know that not everyone feels the same way or will agree. However, for me, I had to take a step back and evaluate what really matters.


And for me, the constant stress and anxiety caused by the pressure to create content was not something that does.

You’ve heard it before and it has to be said again, Instagram is not your marketing strategy, it is a tool or a resource to use within your marketing strategy. The same goes for any social media platform.

Your personal and business’ worth are not determined by metrics on a social media platform. If you have less than 10k followers on social media, that doesn’t make you any less valuable or worthy than the person or business who does.


The same goes for creating content. Just because you don’t create content every single day or post 3-5x a day, doesn’t make you a bad person or business owner. It also doesn't mean that your business isn't successful.

As a small business owner, especially if you’re doing this by yourself, it’s important to take the time to analyze and evaluate where your time is best spent. Whether that be because you’re seeing an increase in ROI from one social media platform over another or because you want to protect your mental health.


Either way, make sure that you are taking care of you first and foremost and not heading towards the point of total burnout.

Ways to do this:

  1. Create content when you feel aligned to do so, not when it feels forced. If you start to feel that “I need to create, or “I should create,” feeling, then take a break instead. Go for a walk, run, workout watch a Netflix show or read a book. Find inspiration in other places. Also, make sure that you feel aligned with the platform that you are creating content for.

  2. Do not start your day by looking at a screen. Seriously. Stop doing this. Create a routine in the morning that feels good to you. It doesn’t have to be the same steps to follow every single day, but find ways to create space that you can look forward to each day and ways that are taking care of yourself first. Small things in the morning that make a big difference for me: 30 minutes of movement: this can be working out, going for a run/walk, riding a stationary bike, or simply stretching. 15 minutes of meditation: everyone has 10-15 minutes to spare (even if it means waking up earlier) but making time for this makes an immense difference. It’s not easy at first but if you’re intentional about it and serious about putting in the work, you’ll be grateful that you did. Follow @theartandscience_ for more super helpful tips. 5 minutes to write in a gratitude journal: you can find these in plenty of small shops on Etsy or create your own. Take 5 minutes to write down 3 things that you’re grateful for. 2 minutes to sit and enjoy coffee: or tea, whichever you prefer. Or find something else small that brings you joy, for example, light a candle and journal for a few minutes about your intentions for the day.

  3. Outsource + hire someone to help! Outsourcing is beneficial for you and your business in so many ways. It can increase efficiency for all the time-consuming tasks, help you save money, and help to improve your focus.

  4. Be mindful of your social media use. Before you open the app, ask yourself, why? If it's just to scroll, that's okay! But be aware of that. Set alarms + time limits. Schedule time out of your day to be on social media. If it's to scroll, be intentional about it. Monitor the type of content you consume + the people you follow. Reflect on it. Ask yourself, "are you aligned with the platform and how you feel about it?"

  5. Create a sustainable strategy + repurpose content. Find ways to effectively repurpose the content that you’ve already created. You know you already have great pieces of content that have so much potential but simply haven’t been seen by enough people or the right people. In order to get your content in front of a larger audience, find ways to creatively repurpose it for different platforms. (Join our workshop if you want more insight on how to do this!)

Click here for workshop details :)


Adriana Leos, Chief Creative Officer of Our Mindful Marketing

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Adriana Leos

Chief Creative Officer

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