08/28/2026
When did running a Canadian business start meaning you had to become a content creator too?
Somewhere along the way, the expectations changed.
Business owners aren't just expected to run their businesses anymore. They're supposed to film Reels, understand algorithms, follow trends, write posts, take photos, edit videos, build a personal brand, respond to comments and somehow keep feeding the content machine.
All while actually serving their customers and running the business.
And I think it's worth asking: does every business really need to do all of that?
I'm not suggesting that social media isn't valuable. It absolutely can be.
But a law firm, construction company, therapist, restaurant and online retailer don't have the same customers — so why would they all need the same digital strategy?
For some Canadian businesses, a strong website, a well-managed Google presence and good reviews may do far more for the business than posting a Reel every day.
For others, social media may be exactly where their customers discover them and make purchasing decisions.
The strategy should depend on the business, the customer and how that customer actually makes a decision.
Sometimes I think we've become so focused on keeping up with platforms that we've stopped asking a much simpler question:
Are we building marketing strategies around how our customers actually choose businesses — or around what social media platforms have convinced us we should be doing?
I'd genuinely like to hear what other business owners and marketers think.
Has creating content become an unavoidable part of running a business today, or have we taken it too far?
