Authentic Marketing Over Algorithms: Why We’re Leaving Facebook and Instagram

Heather McElrath
May 5
4 min read

We Don’t Know Exactly What’s Next; And That’s the Point

I’ve been saying it for years: you don’t have to do it all when it comes to marketing your business. You don’t need to be on every social media platform. You don’t need to chase every trend. You just need to be clear, consistent, and connected to what actually matters to you and your customers.

So why was I still treating Facebook and Instagram like non-negotiables?

That question has been echoing in the back of my mind for a while, and a recent podcast finally helped bring it to the surface. In Episode #696 of the Online Marketing Made Easy podcast, host Amy Porterfield interviewed Kate Kordsmeier, who walked away from social media entirely in 2021—and grew her business by 165%.

That’s not what hooked me, though.

What hooked me was how calm and confident Kate sounded when she said:

“You don’t have to follow someone else’s blueprint for success. You get to build one that works for you.”

That’s what I’ve believed all along. I just haven’t always acted like it.

So, this is me doing something different. As the CEO of Sandbox Communications, I'm walking us away from Facebook and Instagram. Not forever, not necessarily permanently, but intentionally. I don’t have the perfect plan, and I don’t know exactly what we’ll gain.

But I'm going to find out and will share what I learn.

What Led to This Decision

Running a business comes with enough pressure as it is. Add in the constant hum of “you should post more,” “you need to show up daily,” “you have to beat the algorithm,” and suddenly the work doesn’t feel like yours anymore.

That’s been my experience with Facebook and Instagram.

The posts.The stories.The comments.The engagement tracking.The performance anxiety.

None of it ever felt fully aligned. It felt like something I was supposed to do, not something that made me -- or my business -- better.

But I kept showing up. Because… well, that’s what businesses do, right?

Until now.

What We’re Letting Go Of

We’re letting go of the belief that visibility requires constant presence.We’re letting go of the content calendar treadmill.We’re letting go of the pressure to “be everywhere.”

And in doing that, we’re creating space—for better focus, deeper connections, and maybe even some clarity we didn’t know we needed.

That doesn’t mean we’re disappearing. It just means we’re shifting.

Shifting Toward Authentic Marketing: What We’re Focusing On Instead

This is what feels right to us right now:

SEO

We’re investing more energy in being findable, not trendy. That means creating content for our website, blog, and Google Business Profile that speaks to what people are actually searching for.

As Kate said on the podcast:

“SEO is the long game. But it pays off because it’s about being useful, not being flashy.”

That feels sustainable. That feels like Sandbox.

Email

We’re turning our attention to email -- not for sales funnels or automations, but to have actual conversations. Whether it's a tip sheet, a weekly reflection, or something we’re learning behind the scenes, we want to show up in your inbox in a way that feels helpful, not pushy.

We're keeping our LinkedIn presence -- not because it checks a box, but because it’s where we enjoy showing up. It’s where real conversations about business, values, and growth are happening. That’s a space we’re happy to be in.

What We’re Hoping to Discover

Here’s the part I want to be honest about:

We don’t know exactly what’s going to happen. This post doesn't have “before and after” graphs or ROI statistics. I can’t tell you that walking away from Facebook and Instagram will double our leads or triple our traffic.

But I can tell you this:

I’m excited to reconnect with our core values.
I’m relieved to stop chasing strategies that never felt natural.
I’m genuinely curious to see what happens when we make room for what might be better.

We’re not predicting a perfectly smooth path. We’re choosing to walk it anyway.

If You’re Feeling the Same Pull

If you’re reading this and thinking, “I’ve been feeling this way too,” let me offer you permission -- if you need it -- to explore your own version of authentic marketing.

You don’t have to leap all at once. You don’t have to justify wanting less noise. You don’t have to know what the outcome will be.

All you need is the willingness to ask: What would it look like to market my business in a way that feels good to me?

And then be brave enough to take a step in that direction -- even if it’s a small one.

We’ll Share What Happens Next

We’re documenting the whole experience: what’s working, what’s not, and what surprises us. If you’re curious or considering something similar in your own business, we’d love to have you along.

We’ll post updates here on the blog and share insights in our email newsletter.

We don’t have all the answers.

But we’re finally permitting ourselves to stop pretending we do.

And that’s the first step toward building a marketing strategy that’s real, sustainable, and ours.

This is a new chapter for us -- and we’re figuring it out as we go. If you’re rethinking your own marketing or just want to follow along, let’s connect on LinkedIn. Follow Sandbox Communications on LinkedIn »

Or reach out—no pitch, no pressure. Just a real conversation.

Let's Chat

Heather McElrath founded Sandbox Communications, where she combines decades of experience in journalism, PR, and marketing to help small businesses thrive. Passionate about SEO, Google Business Profiles, and digital strategies, Heather believes in making digital marketing approachable and effective for every business. When she's not optimizing online strategies, she explores new ideas, embraces creativity, and enjoys life’s playful moments.

Last updated: May 5, 2025