We post every day… but is it actually generating sales?”
You’ve probably asked yourself (or your team) this question. It’s often said that social media is essential to exist online. But when you look at the time invested, the resources used, and the energy spent—for a few likes, one or two comments, and sometimes zero sales—it becomes crucial to rethink its true profitability.
Let’s break it down with a clear format: myths and realities.
Myth #1: “The more I post, the more visible I am.”
Reality: Organic reach is steadily declining.
On Facebook, the average organic reach of a post is only 5.2%, and average engagement is as low as 0.07%. That means if you have 10,000 followers, only about 500 people will see your post… and maybe fewer than 10 will interact with it.
Posting more frequently does not guarantee visibility. Without a clear strategy, it’s just a path to burnout.
Myth #2: “Daily videos boost engagement.”
Reality: Yes—but at what cost?
Creating a video every day requires:
- Time (ideas, filming, editing)
- Resources (employees, freelancers, tools)
- Consistency (and energy you may not have)
And what for? A few seconds of viewing—often with no sale. Unless you have a well-defined strategy, a clear goal, and the right distribution channels, the return on your video content is likely to be very low.
Myth #3: “Social media is free.”
Reality: Every post has a cost—either in money or in time.
Sure, creating a social media account is free. But to actually be seen, you need to pay to boost posts, invest in quality content, design tools, copywriting, analytics, and daily management.
And whether it’s your time or an employee’s time, you’re paying for it one way or another. A solid social media presence can cost hundreds or even thousands of dollars per month, with no guaranteed ROI.
Myth #4: “My audience is on social media, so I should focus all my efforts there.”
Reality: Your audience is there—but not in shopping mode.
People scroll through social media to be entertained, not to shop. They’re not actively looking for your products. As a result, your posts can be ignored, overlooked, or drowned in the feed.
Platforms like allsales.ca, however, are actively visited by users in buying mode. These people are intentionally looking for sales, deals, and promotions. Your message isn’t an interruption—it’s a solution to a need.
Myth #5: “I can manage everything myself.”
Reality: You’ll burn out—and for little return.
Managing posts, responding to comments, creating graphics, filming Stories, setting ad budgets, analyzing results, following trends…
That’s a full-time job—not a task you can squeeze into your already packed day.
Without the tools, expertise, or time, you risk spending all your energy on a channel that might not even bring results.
Myth #6: “If one of my employees handles social media, it doesn’t cost anything.”
Reality: Their time is still a business expense.
You might assume that if an employee films videos, designs Canva visuals, or posts Stories between customers, it’s free. It’s not.
Their time is paid. Every minute spent on content is a minute not spent assisting clients, processing sales, or managing inventory. And if the content isn’t effective, that time and salary are simply wasted resources.
So, What Should You Do?
1. Calculate the real cost.
Add up:
- The number of hours you or your team spend on social media each week
- Paid tools (Canva Pro, editing software, schedulers)
- Ad boosting costs
- Freelancers or consultants
Then compare that total to the actual revenue generated by your social efforts.
2. Reassess your strategy.
Digital is key, but social media shouldn’t be your only channel. Owned platforms like your website, newsletter, or ad listing on allsales.ca are often more cost-effective, predictable, and entirely within your control.
3. Multiply your points of contact.
The golden rule: It usually takes several exposures to generate a sale. Multichannel marketing (email, ads, web, social) gives you more chances to reach your client at the right moment, with the right message.
Social media can be a powerful complement, but it’s not a standalone strategy. It takes time, costs more than you think, and offers no guaranteed reach.
The smartest move? Invest where your customers are already looking. Where they welcome your message. Where your advertising is measurable, repeatable, and profitable.
It might be time to shift your focus from “posting every day” to “selling every day.”
Social Contact