Having set the business up and launched the website on 5th January the next big task was social media.  Building a nutrition brand online isn’t just about sharing recipes or wellbeing tips.  It’s learning an entirely new craft.  This past month has reminded me that social media is a skill like any other: it takes practice, patience, and a willingness to feel like a beginner again.

When Help Isn’t Available

A sports therapy client had previously offered to help with social media as she is very knowledgeable and active online.  But when I messaged her the timing wasn’t right – she’s busy with her own exciting ventures including a new podcast.   I left it that if she found any spare time to let me know but in the meantime I’d have to get on with it myself.

Sometimes the only way forward is to dive in and start doing. 

Getting Started

Through research, including the use of AI, I quickly learned that Facebook, Instagram, and LinkedIn each require a different approach if you want to maximise engagement.  It’s definitely not a case of writing one post and sharing it everywhere - if only it were that simple!

I began with a couple of straightforward posts, tagging Marks & Spencer Food in one to help with visibility.  After delivering a wellbeing presentation to a local company, I shared some photos and tagged them too.  Then last week, I came across an interesting article and thought, “That would make a great post.”  It’s funny how quickly your brain starts scanning everyday life for content ideas - whether you’re cooking, reading, or doing something meaningful.

Learning Instagram Stories from Scratch

A friend mentioned that stories are particularly important on Instagram as that’s often what people look at first.  So my next challenge was learning how to create and post a story.

It sounds simple until you’re in it: posting one page at a time, people commenting in real time, and you’re thinking, “Wait – you haven’t seen the whole thing yet!”  It felt stressful at the time, but I quickly realised that’s just how the platform works. The perfectionist in me has had to let go a little.

Timing and Hashtags Matter

I’m discovering that social media isn’t just about what you post - it’s also about when and how.

There are suggested “optimal” times across all three platforms, and I’m starting to look at the Insights data to see what works best for my audience.

A few things I’ve learned so far:

• Facebook: Commenting on your own post 3–5 minutes after publishing boosts visibility, even though it feels odd.  Facebook also prefers to keep users on its platform, so posts with external links often get shown to fewer people.  Posting the text first and adding the link in the comments helps avoid this.
• Instagram: Hashtags and timing genuinely influence reach especially when you’re still growing.  A friend showed me that as you type a hashtag Instagram displays how many posts use it - choosing higher‑volume hashtags can help your content travel further.
• LinkedIn: Posting on my business page first and then resharing from my personal profile gives the content a wider reach. The tone also needs to be more professional, which makes sense given the audience.

These aren’t tricks - they’re simply tools to maximise visibility and engagement.

Building a Brand Takes Time

Compared to my Sports Therapy business this feels like a slower build.  But that seems to be the nature of brand‑based marketing: you establish a consistent identity first, and only then start promoting your services.  The advice I keep hearing is the same: Build the brand first. Then market the business.

So far, I’ve managed weekly posts, but I know I need to increase to twice weekly to build momentum. The next big step is recording content with me in it which feels daunting but also an important milestone.

The Learning Curve Is Part of the Investment

It takes time when you’re learning something completely new but I see this as part of the investment in the business.  Every post teaches me something, and I know it will get easier as my knowledge and confidence grow.

And honestly, I love learning so I’m enjoying the process and feel a real sense of accomplishment with each new skill I gain.

During the process of drafting this blog I read a quote from the author James Clear that summed up the last month perfectly:

“Learning more will increase knowledge, but only attempting more will reduce fear.  The more you try it, the less you will fear it.”

For anyone else starting out with social media for a small business be patient with yourself.  Consistency, learning, and showing up matter far more than perfection.