Eight years in: 3 things I’ve learned about social media marketing
— By Katey Crean
Social media doesn’t stand still. After nearly a decade in the industry, I’ve learned that success isn’t just about platforms and trends. It’s about resilience, understanding, and making space for balance.
The industry moves fast. Stay alert and curious.
If you’re in social media, you already know this, but it’s worth repeating: the industry doesn’t wait for anyone. What worked six months ago isn’t always irrelevant today. The platforms evolve, algorithms change, and trends go viral and then disappear overnight. In social media marketing, keeping up with those shifts isn’t optional — it’s your admission fee for the job.
Lesson learned: Stay alert, stay curious, and stay plugged in. Try new features as soon as they launch. (Have you tried out Edits yet?) Listen to a podcast. (Here’s what I’m listening to.) Social media doesn’t wait, and neither can we.
Your content is only as good as your client’s understanding.
I’ve learned that even the best ideas won’t fly if the people around you don’t understand why social media matters. You can craft picture perfect posts and clever campaigns, but if a client doesn’t “get” social media, your work will never truly land. There are so many moving pieces and for a client to truly believe in your work and let you do what you do best.
Lesson learned: Education is part of the job. Helping our clients to understand how social media fits into the big picture is just as important as doing the actual work.
Burnout is real, so protect your peace.
Eight years ago, I jumped into this industry with a lot of passion and a lot of drive. I learned very quickly that social media doesn’t have an off switch. It’s not a job you can “leave at the office.” What I didn’t anticipate was how quickly that can lead to burnout.
At Hello Social Co., we’ve built a culture that puts balance first. Our 2025 Mission, Vision, and Values Statement reminds us: “Your life comes first. Whether it’s taking time during the day to drop your kid off at ballet or grabbing coffee with an old friend, we support you.”
And just as important: “Social media is important, but it’s not an emergency. We handle our clients’ accounts with care and urgency, but we also know that nothing on social media is life-or-death.”
Lesson learned: Protect your peace. A balanced, well-rested team is a more creative and productive team.
Final thoughts
After the years I’ve spent in this whirlwind of an industry, these lessons have shaped how I approach every campaign, every piece of content, and every conversation. Social media marketing isn’t just about knowing the platforms, it’s about knowing ourselves, knowing our clients, and knowing when to slow down to move forward.
If this resonates with you, I’d love to hear about the lessons you’ve learned. Let’s keep this conversation going. After all, connecting is what social media is all about.
Tags: social media burnout, social media industry, social media marketing