What do you even post when the world is on fire?
Social Media Strategy in Sensitive Times
Honestly, posting on social right now feels really weird.
It’s a heavy news cycle. There’s heartbreak and outrage. And in the middle of it, you’re still supposed to be telling people “Shop now!” or “Here’s a BTS of our iced matcha”? It’s awkward. And it’s okay to feel stuck.
So what do you do?
1. Yes, you can pause.
First of all, it’s totally okay to skip a day (or a few). If your brand is feeling off, if the news is overwhelming, or if your gut says “this isn’t the moment,” then listen to that. People will not forget you existed if you pause. You’re a human. Show that.
2. But also: business can keep going.
If your brand voice is thoughtful and your content isn’t insensitive, it’s fine to keep showing up. Life doesn’t stop, and neither do rent, payroll, or deadlines. If you’re selling something helpful, joyful, or even just practica, there’s still space for that. Your audience gets it.
3. Be human, not performative.
Don’t rush to post a statement just to post a statement. But if something is close to your values, and you have something honest to say, go ahead. Even just acknowledging “Hey, we know it’s a heavy week. We’re thinking of everyone affected,” can go a long way. Social is for connection. Use it that way.
4. Your reach is probably down. That’s okay.
I’ve seen this across the board on all my accounts. During big news events, people scroll differently. The algorithm shifts. Engagement drops. Don’t panic, this isn’t about you. Instead, think long game: focus on content that builds trust and community, not just clicks. Value over virality.
5. Use your DMs, not just your feed.
When the feed feels loud or chaotic, your DMs can feel like safe, intimate spaces. Check in with people. Share resources. Ask questions. Or just be there. Social media is weirdly tender like that.
TL;DR:
Read the room. Be human. Don’t be afraid to pause or shift tone. You’re not a news outlet, you’re a business, probably run by a small (and tired) team just trying to make good stuff for good people. And that’s more than enough.
For Paid Subscribers: A quick note!
We’re coming up on the one-year anniversary of this newsletter (!!), and I’ve been feeling the need to pause and reassess a bit. A lot has changed since I started it; my business has grown (I have two employees now!), and life feels a little more full in every direction.
To be honest, I’m a little burnt out. Not in a dramatic way, more in a “hmm, something needs to shift” kind of way. I want this newsletter to still feel fun and useful for you and sustainable for me. And I’m not totally sure what that looks like just yet.
So, for now, through July, I’ll still be sending the top half of the newsletter to everyone each week, but I’m hitting pause on the paid section. That part takes the most time and brainpower to produce, and I want a little breathing room to figure out what’s next.
Thanks for being here and reading along. Truly! It means a lot to me.
xo,
Alison