Marketing Fatigue Is Real — Here’s How to Stay Visible Without Burning Out

There’s a moment every solopreneur or content creator hits - when you open Instagram with the intention to “just post something,” and fifteen minutes later, you’re staring at your phone, brain fog rolling in, wondering what the hell you're even doing anymore.

Sound familiar?

You're not lazy. You're not unmotivated. You're socially, performatively, burned out. (We're not calling you performative btw, we're saying that the performance of showing up and putting yourself out there publicly can be exhausting)

We talk a lot about content strategy, engagement, and visibility in the online space. But what we don’t talk about enough is the emotional toll of showing up day after day, especially when you’re wearing all the hats and trying to keep the lights on in your business.

So let’s have a real conversation. Because marketing fatigue is real, and you’re not the only one feeling it.

You Might Be Burned Out If…

Not sure if what you're feeling is actual burnout or just a bad week? Here are a few signs you might be hitting that wall:

• You dread creating content, even though it used to feel fun (or at least manageable).

• You’re posting just to “keep the algorithm happy” - not because you have something to say.

• You open your camera to film a Reel/TikTok, then close it because nothing feels good enough.

• You keep comparing yourself to people who seem to be doing it all effortlessly.

• You scroll past your own posts with a twinge of “ugh, this again.”

If that’s you? First of all, take a breath. You’re doing the best you can. And second, let’s explore ways to reclaim your energy without ghosting your business online.

You Don’t Have to Be “On” All the Time to Stay Visible

There’s this myth that visibility = constant creation. That you have to post daily, dance on Reels, be in your Stories every 4 hours, and respond to every DM within 10 seconds or your business will implode.

That’s not only untrue — it’s unsustainable.

If you're in a season where marketing feels heavy, here are 3 low-effort ways to stay visible that don’t require starting from scratch:

1. Repost Your Greatest Hits

You don’t need to reinvent the wheel. Look back at past content that performed well or still reflects your current offers - and bring it back. Update the graphic. Refresh the caption. Or literally repost it as-is.

What’s old to you is still new to someone who just started following you yesterday. Seriously, unless it went viral the first time, no one is going to notice. And if they do? We love that you stuck out to them so much!

2. Lean Into Micro-Content

Not every post has to be a carousel or a scripted Reel. Micro-content - like a quick thought in Stories, a one-sentence caption, or a selfie with a behind-the-scenes caption - keeps you in the mix without draining your creativity.

Ask yourself: What’s the smallest thing I could share today that still feels real?

3. Show Up Behind the Scenes

You don’t always need a polished hook or strategy tip. Documenting what you’re working on (even if it’s just “today’s to-do list and a second coffee”) reminds your audience that you’re human, and it builds connection.

People don’t buy from robots. They buy from real people doing the thing.

Batching and Repurposing = Mental Bandwidth Saved

Here’s one of the biggest shifts you can make when you’re tired: create less often, in bigger chunks.

Batching content (even just a week or two at a time) frees up your daily mental space so you're not constantly context-switching. You can stay present with your clients, your creativity, and your actual life.

And repurposing? That’s your best friend. One blog post becomes:

• 3 carousel posts

• 1 talking head Reel

• 1 newsletter intro

• A week of social captions

• A pitch in your DMs

Let every idea do more work for you. You already have good content - it’s about leveraging it, not burning yourself out trying to make more. Besides, it takes several times seeing something before the message sticks. Repetition is valuable!

Curate What You Consume

One of the fastest ways to slide into fatigue is falling into the trap of consuming some BS. If you’ve been doom-scrolling, comparison-scrolling, or following accounts that make you feel like you're not enough… curate that feed. Mute. Unfollow. Block some folks if you need to.

The point here is not to be rude, but to build an online environment that inspires action, not insecurity. If that influencer makes you feel shitty about yourself, block her. She's not going to notice. If the gym bro yelling that you need to do this or that stresses you out, block him. We reflect the energy we allow around us - that may sound kind of hippie dippy, but it's true. Follow some creators who talk about treating ourselves with kindness and empathy, and see what that does for your mindset.

If you need to, take a week off. Fully unplug and live like it's 1999. Sometimes the kindest thing you can do for your marketing energy is to take a beat and come back with clearer eyes.

You Deserve a Strategy That Honours Your Energy

Here’s the truth: your business should support your life, not run you into the ground. Marketing can be strategic and sustainable. It can be effective without being exhausting.

At Sonder & Media, we build content plans that meet you where you're at. Whether you need full-service support or just a plan that works with your capacity, we’re here to help you show up in a way that feels good again.