Let me tell you a story.
Meet Emily. She’s a coffee-loving, spreadsheet-wielding, slightly sleep-deprived powerhouse running a boutique stationery business, Paper & Ink Co., from her sunny little studio in Melbourne. She’s got the best high-quality notebooks, planners, and quirky greeting cards you could ask for.
When she launched her business, she did all the ‘right’ things. She built a beautiful website, told her friends, handed out flyers at local markets, and even placed an ad in a niche magazine for stationery enthusiasts.
And then… crickets.
Sure, she got a few orders from friends and the occasional curious shopper, but she wasn’t exactly raking in sales. Turns out, people don’t impulse-buy a $45 leather-bound planner just because they see a flyer in a café. Funny, that.
Emily needed to get her brand in front of more people. She wanted customers who loved stationery. The kind of people who get excited about bullet journaling, colour-coding their to-do lists, and choosing the perfect pen for every occasion.
One day, while browsing a Facebook group for small business owners, she saw someone asking where to find a planner with sustainable paper and a good layout for time blocking. Bingo! That was her specialty. She jumped into the comments and shared her expertise—not as a hard sell, just genuinely helpful advice.
The original poster? Bought a planner. And shared Emily’s website with the group.
That tiny interaction got Emily thinking. If just one casual post led to a sale, what could happen if she put herself out there more?
So, she started small.
She created an Instagram account and posted a picture of her own messy desk, captioning it: “Monday mood: Coffee, chaos, and attempting to get my life together with my trusty planner. Anyone else?”
The response? People got it. They commented, they laughed, they shared their own chaotic desks.
From there, Emily kept going. She posted time-lapse videos of her designing new products. Shared customer stories about how her planners helped them get their lives on track. Posted polls asking followers to vote on new cover designs.
She started a TikTok where she documented her small business journey—the wins, the behind-the-scenes struggles, the late-night packing orders while watching reruns of Parks & Rec.
She didn’t just sell stationery. She built a community around it.
Fast forward a few months, and Emily’s business was booming. Not just because she had great products, but because people felt like they knew her. They trusted her. They saw her brand as a personality, not just another online store.
So, why should YOUR business create content for social media?
Because social media is where the people are. And if your business isn’t part of the conversation, you’re missing out on an opportunity to connect with customers in a way that actually matters.
1. Social Media Builds Brand Awareness (Without Screaming Into the Void)
No one wakes up thinking, You know what I need? A new stationery brand to follow. But they do wake up and scroll through Instagram, check TikTok while waiting for their coffee, and mindlessly browse Facebook groups.
The businesses that show up in their feed—not just with ads, but with useful, entertaining, or inspiring content—are the ones they remember.
Think about it. Would you rather:
a) See a boring ad saying, “Buy our planners, they’re great.”
or
b) Watch a funny Reel about someone dramatically failing to keep their life organised without a planner?
Content that resonates builds recognition. The more people see your brand, the more they start to trust it.
2. Social Media Provides Value (Without Just Pushing Sales)
No one likes being sold to 24/7. If your feed is just a never-ending stream of “Buy now! Limited offer! SALE SALE SALE!”, people will tune out faster than you can say algorithm.
Instead, social media gives you a chance to help your audience:
- Answer their questions.
- Give them free tips.
- Share resources.
- Post behind-the-scenes stories that make them feel connected to your brand.
Emily didn’t build her business by just saying, “Hey, buy my planners!” She built it by posting useful content—like productivity hacks, journaling tips, and fun polls about whether people prefer to-do lists on paper or digital apps.
(For the record, Team Paper always wins.)
When people get value from your content, they keep coming back. And eventually? They buy.
3. Social Media Makes Your Business Feel Human (Which Is What People Actually Want)
There are thousands of businesses selling similar products. But the ones that stand out? They feel personal.
Your audience doesn’t just want to see what you sell. They want to know who you are.
What’s your story?
What makes you different?
Why should they care about your brand?
Emily built a loyal customer base because she shared her journey. She showed the late-night design sessions, the excitement of launching new products, and even the facepalm moments (like the time she ordered 500 planners with a typo on the cover).
People relate to that. They connect with the person behind the brand.
And when they like you? They support you.
4. Social Media Turns Customers Into Fans (And Fans Into Advocates)
Here’s the magic of social media: When someone loves your brand, they share it.
A happy customer doesn’t just buy from you once. They tag you in their posts. They tell their friends. They become your walking billboard.
This is what happened to Emily.
One viral TikTok about “The Planner That Actually Keeps Me Organised” brought in hundreds of new orders. Why? Because it was a real person sharing their experience—not an ad.
The best marketing doesn’t feel like marketing. It feels like people talking to people.
So, What’s the Takeaway?
If you want more people to know about your business, trust your brand, and buy from you—you need to be on social media.
Not just lurking. Not just posting salesy ads.
Actually engaging.
Tell your story. Share useful content. Show up in conversations.
Because these days, social media isn’t just a place for cat videos and memes (though, let’s be real, those are important too).
It’s where business happens.
And if you’re not there? You’re leaving money—and relationships—on the table.
