10 Things You’d Only Know If Social Media Was Your Job

If you’re a business owner trying to keep up with social media, you’ve probably felt overwhelmed by the constantly shifting trends, algorithm changes, and pressure to post daily. At 7th Peak Digital Marketing, a Charlotte, NC-based social media company, we live and breathe this stuff — and we’re here to let you in on a few things most people outside the business don’t know.

Here are 10 behind-the-scenes truths every business owner should understand about how social media really works in 2025:

1. “Link in bio” isn’t just trendy — it’s a necessity.

Instagram doesn’t allow clickable links in post captions. That’s why every influencer and brand you follow says “link in bio.” Unless you have over 10k followers or use paid tools, your one bio link is your best way to send people to a product page, booking site, or blog.

Pro tip: Use a free tool like Linktree or a custom landing page to host multiple links in one place.

2. Timing matters more than you think.

The difference between a post flopping or flying often comes down to when it’s posted. Posting at 9:00 AM on a weekday will hit a totally different audience than 9:00 PM on a weekend. At 7th Peak, we use analytics to identify the best windows for each client — because one size doesn’t fit all.

3. Not all likes are created equal.

Would you rather have 100 likes from random users around the world… or 10 from real, local potential customers? Engagement from your actual target audience matters far more than vanity metrics.

This is especially true for local businesses in Charlotte, NC. If your goal is foot traffic or service bookings, quality always beats quantity.

4. We don’t obsess over followers — and neither should you.

A loyal, engaged community of 500 can drive more results than 5,000 ghost followers. Follower count is a surface-level metric. What really moves the needle is engagement, conversions, and consistency.

5. Most “viral” posts are actually strategic.

It might look spontaneous, but behind every viral post is usually a strategy: trending audio, precise timing, storytelling, and a smart hook in the first 2 seconds. “Going viral” isn’t luck — it’s work.

6. Reposting your own content isn’t lazy — it’s smart.

Chances are, most of your audience didn’t see your post the first time. Algorithms only show your content to a portion of followers. That’s why we recommend repurposing and resharing great posts — especially if they performed well before.

We also recommend repurposing content. You may need to tweak the content for different platforms, blog posts, and email marketing. But it’s so important to share information in different ways to meet your customers where they prefer to get information.

7. Reach and impressions aren’t the same.

This confuses a lot of business owners.

• Reach = how many unique people saw your content

• Impressions = total number of times your content was viewed (includes repeat views)

Both metrics matter, but they tell different stories.

8. Reels are prioritized over photos.

Instagram — and now Facebook too — are pushing short-form video like never before. That’s why your still image might get less reach than a Reel using the same content. The algorithm rewards movement and audio.

If you’re not posting Reels, you’re missing out on free exposure.

9. You don’t have to post every day to win.

Consistency is key, but daily posting isn’t always realistic — or necessary. We recommend a strategic schedule tailored to your goals and bandwidth. For some clients, 3 high-quality posts per week outperform 7 rushed ones.

10. Each platform has a different personality.

What works on TikTok probably won’t land on LinkedIn. Instagram users love behind-the-scenes content and aesthetics. Facebook tends to favor longer captions and shares. At our Charlotte-based social media agency, we tailor content by platform — because copy-pasting doesn't work.

Final Thoughts: Social Media Is More Nuanced Than It Looks

At 7th Peak Digital Marketing, we help businesses across Charlotte and the Southeast turn their social media presence into a strategic growth tool. Whether you need help building an engaged audience, creating content that converts, or figuring out the best times to post — we’re here to make it easier.

Want to talk about your brand’s social media strategy?
Let’s chat. We offer free consultations for Charlotte-area businesses ready to grow online with intention.