Running Someone Else’s Instagram? Here Are 10 Lessons I Wish I Knew Sooner
Social Media marketing gets a particularly bad rap of being “easy” and “the intern’s job,” when there’s whole departments devoted to it at any major company. When I began my career, I was a one-woman show, and still find myself in situations where that still is the case. The learning curve is steep, even if you’re a digital native like me. Here are 10 things I learned running social media accounts (outside of my own):
1. Over‑Communicate Early, Under‑Communicate Never
Every missed expectation begins as an unspoken assumption, whether it’s about turnaround times or content tone. Setting expectations early and in writing opens the floor for others to ask questions and clarify their goals. One of my main goals with brands I work with is to always ensure that their brand is still in the driver’s seat, which can only happen if there is open communication on both ends.
2. Your Voice ≠ Their Voice
You might be funny or bold online, but the brand you’re running might be calm, nurturing, or professional. Learning to code-switch is a superpower and requires practice outside of social media as well. Writing, getting out in the world (“touching grass” is also part of the job, surprise!), and learning from other’s experiences is not only just a good thing to do for your own development, but your adaptability to different brands as well.
3. Content Without Context Misses the Mark
Posting just to “keep the grid active” won’t help if it doesn’t align with a brand’s goals. Strategy always wins over volume. If you think about your own scrolling habits, it can also put things into perspective. Do you click on branded content all day? Probably not, unless you need information or find something entertaining. People can tell if you are posting just for the sake of posting.
4. Your Work Can Feel “Invisible” When Done Well
If no one is complaining, things are running smoothly, and posts are going out consistently, it can feel like no one notices. But your presence is what keeps the lights on behind the scenes. We’ve all seen online cancellations, bad PR, and other social media SNAFUs take up our timelines and “For You” pages, and the outcomes of those incidents are usually not great for the brand. Consistently showing up for your brand positively leads to more sustainable business practices in the long term.
5. Some Brands Need More Direction Than Others
You might get requests like “Make it pop” or “We want more engagement.” That’s your cue to lead the conversation with an exploratory tone. Mockups, mood boards, or metrics can gently guide the vision. Encourage questions and conversation, as more ideas can appear, and brands can get to the root of what they want their online identity to look like.
6. Consistency over Virality always wins
This might be controversial to some, but not every brand needs to go viral. In fact, most brands will never go viral, especially local or small businesses, and that’s okay! Instead, consistently showing up for your audience maintains brand loyalty and increasing engagement over time.
7. Take Others’ (Unsolicited) Advice with a Grain of Salt
I noticed a lot of people have opinions about social media, and how different accounts should be run, regardless of how often they are on social media, if they are the target audience of that brand, or if they even venture on social media that often. It’s great to get feedback, but be mindful of who it comes from, especially friends and family. Your audience will always provide the best feedback through their engagements.
8. Always Experiment with New Content
Social media is constantly changing, and while not every trend needs a part in the brand strategies you run, there are an endless number of ways to keep your content fresh in your industry. Learn about other creatives’ processes, even outside of the social media space (marketing, writing, art, etc.) to expand your content strategy.
9. Take Care of Yourself
Burnout in social media, and general marketing, is on the rise. Due to the around-the-clock demands of the internet, it can be easy to get sucked in. Keeping boundaries is super important to ensure that you are not only keeping yourself sane but also continuing to deliver the best work you can. Pouring from an empty cup is not sustainable.
10. You’re Not Just Posting, You’re Building Community and Trust
Every story, caption, or carousel is a chance to show that a brand is consistent, thoughtful, and authentic. That’s what keeps people coming back, even after they bought the product. The best brands don’t fixate on only going viral or gaining followers, but building with the audience they currently have and their needs.
Running social media accounts for other people has taught me that this work is part creative, part strategic, and part emotional intelligence. It’s about translating someone else’s voice into a format that connects, building trust in tiny scrollable moments, and doing it all behind the scenes.
And while no two brands (or algorithms) are the same, the lessons add up. Every campaign, content calendar, and DM thread has shaped how I show up as a marketer, collaborator, designer, and a storyteller. And if you’re a business owner looking to pass the mic to a digital native who gets the nuance, I’m just a click away!