Remember when TikTok went dark for those 12 hours and everyone suddenly realized how much we crave connection? Whether it’s watching someone cook dinner, demonstrate a cleaning hack, bake sourdough, or share the behind-the-scenes of their small business—we want to see real life. But over time, social media started feeling a bit like WWE wrestling—staged for an audience, lacking genuine authenticity. And honestly? Most of us are over the curated life.

From Sitcoms to Real(ish) Reality

Back in the day (looking at you, 90s sitcom era!), we’d tune in weekly to laugh along with characters who felt like family. Then “reality” TV swooped in and offered a more up-close look into real people’s lives—front-row seat, popcorn optional. It was exciting…until we realized that even that was being scripted for drama. Social media, though, once promised true authenticity. Yet, for many creators and small businesses, it’s become a performance: the highlight reel, the perfect filter, the strategic “authentic” moment.

But guess what? People still crave that original promise of social media: raw, unfiltered connection. If you’re struggling to grow your account, feeling like you’re putting on a show instead of building a community, it might be time to return to the art of real engagement. Step away from the “look at me” approach and focus on “let’s talk.”

Meet the Masters of Social (the Real Kind)

If you’re ready to drop the pretense and build a strategy that actually connects, here are three social media pros I recommend checking out:

1. Shannon McKinstrie
   • If you’ve been around social media, you’ve likely seen Shannon’s fun food ideas, cool drink recipes, and throwback ’90s music moments. She also invites you into her world (like how she met her husband in a Vegas pool—yes, really!). Her time-tested strategies show you how to engage with your audience genuinely or outsource so you can focus on what lights you up.
2. Emily Schwalbach
   • Shannon’s longtime collaborator, Emily is a business owner with ADHD who teaches fellow entrepreneurs how to work with their brain, not against it. She’s all about helping you focus on your top priorities so you’re productive, not just “busy.” Together, she and Shannon prove that being yourself—music obsessions and all—is key to finding your people online.
3. Torie Helsel
   • Living with chronic illness, Torie understands the importance of balancing life, health, and business. She developed the “EASE” framework to help entrepreneurs stay engaged and energized without burning out. Her approach is perfect for anyone who has real-life limitations—whether chronic illness or just daily life demands—and still wants to show up authentically on social.

Ditch the Exhaustion, Embrace the Connection

Feeling trapped in the post-engage-repeat hamster wheel? Trying to master all the platforms at once and show up perfectly everywhere can lead to burnout—fast. What if 2025 was the year you finally said no to exhausting, surface-level tactics and yes to authentic, sustainable growth?

• Clarity First: Understand why you’re on social media. Is it to build a personal brand? Drive sales for your small business? Become a thought leader? Once you know your purpose, it’s easier to create content that matters.
• Show Your Real Life: You don’t need to overshare every messy corner of your home or heartbreak story, but let people see the human behind the posts.
• Engage, Don’t Just Broadcast: Authentic engagement means asking questions, being genuinely curious about your followers, and responding thoughtfully—not just dropping emojis.
• Choose Quality Over Quantity: It’s better to show up in fewer places and truly connect than to half-heartedly post on every platform.

Your Best Year Yet

Let’s make 2025 the year you embrace social media as a connection tool, not just a marketing platform. Seek out mentors who practice what they preach—people like Shannon, Emily, and Torie—so you can learn strategies that foster genuine relationships and sustainable business growth.

Tell me: Does any of this resonate with you? Are you ready to ditch the curated performance and connect with your audience in a real way? Drop a comment or send a message—I’d love to know your social media goals and how you plan to make 2025 your best year (at least in the 2020s!).

Remember: People crave authentic stories. When you’re real, you’ll be surprised how many real people come along for the ride.