From the shallow end to the deep end: Why social media marketing is like swimming lengths

Every week I spend an hour churning out the lengths and this gives me time to think, which is a rare treat when you're mother to a toddler! I realised that there are quite a few similarities between swimming and social media. is like swimming lengths...

When you first get into the swimming pool, the water is cold, it takes a while to get going and the people in faster lanes make it look so easy. Sound familiar? Social media marketing can feel just like this.

Diving into the world of social media can be pretty overwhelming. It could be you’re wondering what to post, if you do post something whether it is ‘right’ or just when to even find the time to start thinking about it.

Good news! Just like swimming, start small, build confidence and develop your technique.

The first time you get in the pool, did you throw yourself in at the deep end with the fastest swimmers? No – you started where your feet could touch the bottom. Social media marketing works like this. You don’t need to be on every platform, produce content that is published every 30 minutes or juggle multiple formats. Pick one platform that feels most comfortable for you and your business. Visual businesses work well on Instagram, services have a good audience on Facebook and if your work benefits from longer explanations, LinkedIn could be a better fit.

By starting in the shallow end, you give yourself space to get comfortable. This way, you avoid feeling like you are drowning in a sea of social media advice.

When you’re swimming, if you hold your breath for too long, you quickly run out of energy. You learn to develop a breathing rhythm that works for you. The same principle applies to social media posting. Trying to post every day will leave you exhausted and resentful. Instead, aim for a pace that you can sustain. This might be two posts a week, or one post plus a couple of stories. The key is consistency, not quantity.

Your audience would rather see you post regularly in a way that feels manageable, rather than a flurry of activity followed by weeks of silence. Just like in swimming, steady and rhythmic movement will take you further than frantic splashing.

In social media, technique means having a clear sense of who you are speaking to, what you want to say, and why it matters to them. It is about crafting purposeful posts rather than rushing to fill your feed.

No one becomes a strong swimmer after one visit to the pool. Progress happens when you go regularly, even if it is just a few lengths each time. Your social media presence will grow the same way. You might feel awkward at first, unsure about how to word things or worried about pressing “post”. But every time you show up, you are building your skills and your audience’s trust.

Over time, you will notice that it takes you less effort to come up with ideas, you feel more confident putting your work out there, and you start seeing small but steady results. Think of it as building your marketing muscles, one post at a time.

When you swim a little further or a little faster than last time, you know you are improving. It is the same with social media. Your progress might not always be obvious at first, but it is there if you look for it.

Maybe a potential customer comments on your post. Maybe you get a small increase in followers. Maybe you finally feel brave enough to try a short video. These are all milestones worth celebrating. Acknowledging your progress will keep you motivated and help you remember that you are moving forward, even if you have not yet reached the deep end.

Final thoughts

Social media marketing does not have to feel like a competitive swimming race. It is not about being the fastest or flashiest. It is about finding a way to show up consistently, at a pace you can maintain, with a style that feels like you.

Like swimming, it is a skill that grows with practice. You might start in the shallow end, learning to breathe and finding your rhythm, but before you know it, you will be gliding through your marketing lengths with more ease and confidence than you thought possible.

You do not have to swim the social media lanes alone. If you would like a calm, supportive guide to help you find your rhythm, improve your technique and make social media feel less daunting, get in touch with me. Together we can create a simple, sustainable plan that works for you and your business.