June 2025
If you’re about to launch a new product or service, you’ve probably already ticked off all the big items, branding, inventory, website. But when it comes time to share it online, are your socials helping or holding you back?
At Evolution, we’ve worked with hundreds of local businesses across Geelong, the Bellarine and Surf Coast to strengthen their online presence. And there are a few common mistakes we see time and time again.
Here are 7 social media missteps that could be costing you, and how to avoid them.
1. Posting and ghosting
If your last post was in July 2022 , people might assume you’ve shut up shop.
Social media is often the first place people check to see if your business is active. If your feed looks abandoned, they might assume you’ve closed, even if you’re still working away behind the scenes.
You don’t need to post every day. But showing on the regular means no one has to guess if you’re still in business. A steady presence builds trust. Going silent does the opposite.
Bonus tip: Schedule regular check-ins with your socials the same way you would with emails. Even five minutes a day can stop your page from looking abandoned.
2. Not showing up for the conversation
Social media isn’t just a billboard, it’s a conversation starter. If people are commenting, messaging, or tagging your business and getting no response, it sends the wrong message. A quiet account can make your audience wonder if you’re still in business or just not that interested.
Your inbox and comments section are like the front door to your shop. If someone knocks and no one answers, they won’t wait around. Check in daily, reply where you can, and make use of auto replies outside business hours. Even a few minutes a day to like, respond, or share can build trust and show your business is active and approachable.
Bonus tip: Treat every comment or message as the start of a conversation, not the end of one. A little warmth and personality can go a long way.
3. No branding on your content
If someone can’t instantly tell your post belongs to your business, there’s work to do. Logos, colours, fonts, templates are not just pretty extras, they’re part of how your brand builds recognition and trust.
Think of your branding like a uniform. Whether it’s a barista, a tradie or a flight attendant, you know who they are and what they do at a glance. Your social content should offer the same professionality and clarity. It tells people “this is us” before they’ve even read a word.
Inconsistent visuals can make your business look messy or unsure of itself. With tools like Canva, there’s no excuse for a hodgepodge feed. Lock in your look and stick to it.
Bonus tip: Save your brand colours and fonts as a kit in Canva or your design tool of choice. It keeps everything on-brand, even when you’re posting on the fly.
4. Your grid could use a little more polish
Your Instagram grid is your digital shop window. Would you walk into a store with a messy display? Your feed should feel intentional. When posts clash or look out of place, it can make your business feel just as disjointed.
It doesn’t need to be perfect, but some visual consistency goes a long way. Using the same font styles, colours and layout helps your profile feel put-together.
Bonus tip: Stick to the recommended 1080 x 1350px post size and preview your grid as a whole before uploading, to make sure everything flows.
5. Underestimating your bio
If someone lands on your social page and has to dig for your hours or location, chances are they’ll give up and move on. Your bio should make it crystal clear who you are, where you are, and how to get in touch.
Alongside the basic details they need to know, like hours and location, this is also your elevator pitch. Keep it short, sharp and to the point. Include:
- Location
- Opening hours (if applicable)
- Services
- Website or booking link
- Awards or key highlights
- Links to any other businesses or accounts
Bonus tip: Review your bio every few months, or any time something changes. Updated hours? New service? Big milestone? It’s the first thing people see, so keep it fresh and relevant.
6. Poor image, video or audio quality
Blurry photos, pixelated graphics, tinny audio, or dark lighting all send the wrong message. It’s like showing up to a job interview in your pyjamas – you might be brilliant, but no one’s sticking around to find out.
Low-res or stretched images can also make your business look careless, even if your service is top-notch. Visual quality matters more than you think. But you don’t need a fancy studio setup. A good phone, clear sound and decent lighting go a long way.
Bonus tip: Natural light and a quiet space can work wonders. Don’t let perfection hold you back, but don’t cut corners on quality either.
7. Not using subtitles on videos
Most people scroll with their sound off, so if your video relies on audio alone, you’re basically miming into the void.
Subtitles are simple to add now with tools like Instagram auto-captioning, just remember to edit them for spelling. A rogue typo can turn a useful tip into accidental comedy.
Keep your subtitle styling consistent so people can recognise your content at a glance.
Bonus tip: Add your subtitles as the last step before posting. That way you won’t have to redo them if you tweak your edit, and you can catch any awkward autocorrect moments before they go live.
Final thoughts
Social media can feel like a lot to keep on top of, but you don’t have to do it alone. A few small tweaks can turn a quiet feed into one that drives results.
If you’d like an extra set of eyes on your socials, we’d be happy to help. Whether you need fresh branding, custom templates, a social strategy session to get things on track, or someone to take care of it all for you, our team is here to support your next step.
Get in touch today or call 03 5222 3328. Let’s make your socials scroll-stopping for all the right reasons.
Written by: Rosie Lorimer / Image credits: canva.com