Don’t believe the Instahype

Any small business owner will tell you, that social media and Instagram especially, play a huge role in advertising their business. For some businesses, like mine, Instagram is all-consuming. My day has become measured out by whether something is Instagram worthy. Whether it be my first cup of coffee in the morning, the new product I’ve released, or even the ‘work threads’ I’m wearing. To be honest, I hate it. But it has become a necessary evil, to show the world the inner (and outer) workings of DUKKI.

Trying to keep our brand personal, and appealing to the masses is exhausting. Most of the time, I’m sure you boggers* aren’t even interested. I try to keep what I post as close to the reality of how our business runs, but Instagram is great for allowing you to hide the messy reality of what is actually happening day-to-day.

Instagram is also a thief of time, and a means of prying into the daily life of other small businesses. Don’t get me wrong, I love reading about what other people are up to, and filling my head with inspiration, but it doesn’t half make you feel completely ill-equipped to compete. Being a creative professional plate spinner, it also makes me want to do ALL the things. Which eventually sends me to breaking point.  When I look at other people’s Instagram feeds, I can’t help thinking “what am I going wrong? How can they have such a perfect work life balance? Will I ever be able to achieve that?”

Of course, they’re probably all thinking exactly the same thing as me, which is partly why Instagram is such a powerful visual aid. It taps into the anxious part of our brain, and fuels the fire to post more and more. It’s a self-perpetuating torrent of colour and influence, and it’s totally addictive.

This morning, I’m sat at my laptop, at the patio door to our house, attempting to work in the sun, whilst Ian mows the lawn. I posted this picture to Instagram:

“Cup of coffeh and a sausage cob, then I’m going to smash the duck out of Monday”

What this photo doesn’t show you, is the mountain of crap on the rest of  the table, the fact that it’s already midday, and I’ve not achieved anything yet, or the fact that I can’t smash the ‘Duck’ out of Monday, because I’m so far behind on everything, that I feel like my head is going to burst.

I’ve been wanting to write this Blog for about three months, but I have never found the time to be able to prioritise it. I’m supposed to write one a month, (a silly goal that I’ve set myself) but then that’s yet another platform, by which to portion another piece of my life out, and there isn’t enough of me to go round.

Running a small business is hard, exhausting, rewarding, pleasurable, and time-consuming in equal measure, and sometimes, I really do wonder if it’s all worth the bother.

Not my real desk.

One thing is for sure, without social media, our presence as a business would be far less than it is now. People must read what I post about, because they come into our shop, and tell me they’ve seen stuff on Instagram. I just think I need to get the balance right, and stop obsessing about what others are posting about. It’s time to stop fixating on what I could be doing, and start finishing what I’m already doing!

Ta, for all your continued support, both on here, and bloody Instagram.

Heidi, Designer & Owner of Dukki Ltd, 18 St. James’s Street, Nottingham

*Bogger is an affectionate term for anything or anyone from Nottingham.

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