Some days, it feels like everyone and their dog has a business Instagram.
“Post more!” “Go viral!” “Start a TikTok!”
Meanwhile, you’re just trying to run your business, and maybe wondering if any of this actually matters.
So let’s ask the real question,
Do you need social media for your business?
The honest answer? It depends.
Let’s break it down.
What’s the Point of Social Media Anyway?
Social media isn’t just a place to drop pretty graphics and motivational quotes.
For businesses, it can be a smart tool to stay visible, build trust, and show people what you’re all about before they ever land on your website.
Done right, it helps potential customers see your personality, understand what you do, and get to know and trust your brand.
But that only works if you’ve got a plan.
If you’re posting just because you feel like you have to, it’s usually a waste of time.
Not Every Business Needs to Be on Social
Here’s the part no one tells you, you don’t need to be everywhere.
Your business doesn’t automatically need Facebook, Twitter, LinkedIn, TikTok, and a daily Instagram Reel.
What matters is where your audience spends their time and whether you’ve actually got something of value to say.
If your customers hang out on LinkedIn, focus there. If they don’t even use social media to buy or research, you might be better off investing in search ads, SEO, or email marketing instead.
Social media works when it makes sense for your goals, not just because everyone else is doing it.
So… How Do You Know If It’s Worth It?
Start by being honest with yourself.
Do your customers use social media when they’re researching what you sell?
Can you realistically keep a channel active without it becoming a chore? Do you have stories, insight, or work worth sharing?
If the answer’s no, that’s fine. There’s no rule that says social media is a must.
But if the answer’s yes, then it might be time to take it seriously. Not with daily pressure-posting, but with a consistent, clear plan.
What Happens If You Don’t Bother?
You won’t disappear off the face of the earth. Plenty of businesses grow just fine without social media.
But you might miss out on opportunities to show off your latest work, answer FAQs in a way that's easy to share, and build trust with potential customers who check you out online.
You also give up a free tool that could be working in the background, building awareness, showing personality, and driving people toward that first enquiry.
When Social Media Does Make a Difference
For some businesses, social media isn’t just useful. It’s essential.
That’s especially true if you’ve got a product or service that’s visual, community-based, or needs regular promotion. If your competitors are doing it well and you're nowhere to be seen, that’s also a red flag.
And when you're trying to grow brand recognition or connect with a younger audience, social media becomes part of the foundation, not just a bonus.
It’s about showing up, consistently, where it matters.
How We Handle It at Surge
We’re not here to convince every business to post five times a week. That’s not realistic or necessary.
Instead, we help businesses figure out what platforms are actually worth it, what sort of content makes sense for your voice and goals, and how to use insights and data to make it more effective and less of a guessing game.
Some clients we help build from scratch. Others we help strip back and refocus. It’s about making social media work for your business, not just ticking boxes.
The Bottom Line: Do You Need It?
If your customers are active on social media, and you’ve got something useful, insightful or interesting to say, then yes, social media is worth the effort.
But if you're only doing it because someone told you you have to, and you're struggling to make it work, maybe it's time to rethink the plan.
Not every business needs to be on every platform. You just need to be where it matters, with something worth saying.
What Should You Do Next?
If you’re still unsure where to start, or whether it’s even worth starting, let’s have a chat.
We’ll help you figure out what’s working, what’s not, and what to do next.
Whether that’s simplifying your content, picking the right platforms, or just giving you a clear plan, we’ll make sure it’s built around your business, not someone else’s.
Because social media should support your growth.
Not drain your time.