From Instagram burnout to LinkedIn success: why writing beats video for most business owners
Let me paint you a picture: it's Sunday evening. You've spent the entire weekend batch-creating content for the week ahead. You've recorded multiple takes of the same Reel because the lighting wasn't quite right. You've edited out every "um" and awkward pause. You've added captions, transitions, trending audio. You've triple-checked that the text is readable on mobile. You've finally posted it.
Monday morning rolls around, and you wake up to... 47 views, 3 likes and not a single new client.
Does that sound remotely familar?
If you've been trying to grow your business on Instagram (or TikTok, oooor any platform that demands constant video content), I'm willing to bet you're exhausted. Not just tired - properly burnt out on the whole thing.
Here's what nobody's telling you: there's actually an easier way. One that doesn't require you to be on camera, doesn't demand hours of editing, and actually converts better for most business owners.
[Spoiler alert: it's LinkedIn.]
LinkedIn is still a writing-focused platform. And it's genuinely so much less stressful than what you've been doing.
Why Instagram (and other video-first platforms) are exhausting
Let's be honest about what running a business on Instagram actually requires:
The constant content creation treadmill
You need to post Stories. and Reels. and carousels. and maybe a grid post. Every. Single. Day. Or at least that's what everyone tells you. Miss a few days and the algorithm forgets you exist.
The technical requirements
You need good lighting. Good audio. Proper editing software. An understanding of trending audio and when to use it. Knowledge of what video length performs best this week (because it changes). Captions that are perfectly timed. Text overlays that are on-brand but also readable.
The performance anxiety
You're literally putting your face on camera and hoping people like it enough to engage. Every video feels vulnerable in a way that writing just... doesn't. And if a video flops, it's hard not to take it personally.
The time investment
A single Reel can easily take 2-3 hours to create when you factor in planning, filming multiple takes, editing, adding effects, writing captions, and actually posting it. That's a lot of time for something that might disappear into the algorithm void within 24 hours.
The keeping-up-with-trends exhaustion
What worked last month doesn't work this month. The trending audio from Tuesday is already overused by Friday. The Instagram algorithm changed again and now nobody knows what actually works anymore.
And the worst part is that even when you do all of this perfectly, there's no guarantee your ideal client even sees it.
Because here's the uncomfortable truth: most people on Instagram aren't there to buy. They're there to scroll mindlessly for a bit and look at photos of their friends' holidays. They're not in a buying mindset. They're not looking for solutions to their problems. They're just... there.
Why LinkedIn is actually easier (and more effective)
Right, so here's what LinkedIn looks like in comparison:
You can post 2-3 times per week and still see results
Not every day. Not multiple times per day. Twice a week. That's genuinely enough if your content is valuable and you're consistent with it.
No video required
Can you do video on LinkedIn? Yes. Do you have to? Absolutely not. The most successful people on LinkedIn are often the ones just writing really good text posts. No filming. No editing. Just writing.
People are actually there to do business
This is huge. When someone's on LinkedIn, they're in a professional mindset. They're looking for solutions. They're researching service providers. They're making buying decisions. You're not interrupting their scroll - you're showing up exactly when they're looking for what you offer.
The content lives longer
On Instagram, your content has a shelf life of about 24 hours. On LinkedIn? Posts can continue getting engagement for weeks. I've had posts from months ago still driving profile views and DMs because people found them through search or someone shared them.
Writing is faster than video
I can write a LinkedIn post in 20-30 minutes. But filming, editing, and posting a Reel takes me minimum 2 hours. Usually longer. The maths alone makes LinkedIn the better option if you value your time.
The algorithm rewards expertise, not virality
LinkedIn's algorithm in 2025 is increasingly focused on pushing content from subject matter experts to people who are interested in that topic. It's not about chasing trends or going viral - it's about consistently sharing valuable insights in your area of expertise.
Here's the kicker: LinkedIn has over 1 billion users. Your people are there. They're just not being bombarded with dance trends and dog videos whilst they're trying to find you.
What "writing-based marketing" actually means
When I say LinkedIn is writing-based, I don't mean you need to be a brilliant writer. I don't mean you need to write essays or articles or perfectly polished prose.
I just mean you're using words to communicate instead of video.
Here's what that looks like in practice:
Posts that sound like you talking
You write the way you'd explain something to a friend. Conversational. Natural. Not corporate-speak or overly formal language. Just... you.
Sharing your expertise through stories and insights
You don't need fancy graphics or video editing. You just need to share what you know, what you've learned, what you've noticed. That's the content.
Being consistent without burning out
Because writing a post takes significantly less time and energy than creating video content, you can actually maintain it long-term. No weekend batch-filming sessions required.
Engaging in comments and conversations
A huge part of LinkedIn success isn't even your own posts - it's showing up in other people's comment sections, having real conversations, building actual relationships.
Does this mean video never works on LinkedIn? No. Does it mean you should never post a video? Also no.
It just means you don't have to. And for most business owners who are already stretched thin, that's a game-changer.
Who LinkedIn actually works for (hint: more people than you think)
Right, so you might be thinking "okay but LinkedIn is for B2B businesses, right? I work with consumers, so this doesn't apply to me." Not quite.
Here's the thing about LinkedIn: yes, it started as a B2B platform. But these days, pretty much everyone is on there. And more importantly, the people on LinkedIn are the people with buying power.
I've seen LinkedIn work brilliantly for:
Service providers of all kinds
Coaches, consultants, designers, photographers, copywriters, nutritionists, therapists, breathwork instructors... if you provide a service, your ideal clients are on LinkedIn.
Product-based businesses
Especially in wellness, stationery, books, courses, software. If professionals would buy your product, they're on LinkedIn.
Creators and educators
Course creators, workshop facilitators, podcasters, authors. LinkedIn is brilliant for building authority and attracting the right audience.
B2B and B2C
Honestly, this distinction matters less than you think. People don't stop being consumers just because they're on a professional networking platform. They're the same people - they're just in a different mindset.
The main qualifier is this: are the people you want to work with on LinkedIn? And the answer is almost always yes. Because LinkedIn isn't just CEOs and recruiters anymore. It's everyone.
The actual strategy (that doesn't require hours per week)
Alright, so what does a writing-based LinkedIn strategy actually look like day-to-day?
Monday and Thursday: post on LinkedIn
That's it. Two posts per week. Each one takes 20-30 minutes to write. That's less than an hour total spent on content creation for the entire week. (Spoiler alert: inside Soft Launch Your LinkedIn, we host co-writing calls twice a month so you are getting your posts written, no more accidentally losing your momentum)
Daily: spend 10-15 minutes engaging
Scroll your feed. Comment thoughtfully on 3-5 posts from people in your industry or ideal clients. This is how you get seen by new audiences and build relationships. Doesn't take long, makes a massive difference.
Weekly: respond to any DMs or comments on your posts
This is the relationship-building part. When people engage with your content or reach out, actually have conversations with them. This is where opportunities come from.
That's the whole strategy. No weekend batch-creating sessions. No constant filming and editing. No keeping up with trending audio. Just writing twice a week and engaging with other people's content.
Compare that to Instagram:
Stories: daily (multiple times per day if you're doing it "properly")
Reels: 3-5 per week minimum
Grid posts: 3-4 per week
Engaging with others: constantly, to stay visible
Total time investment: 10-15 hours per week minimum
The difference is massive. And the results are often better on LinkedIn.
What you can repurpose (so nothing goes to waste)
Here's the brilliant thing about writing-based content: it's so easy to repurpose.
That LinkedIn post you wrote on Monday, then means you can:
Turn it into a newsletter
Use it as a script for a podcast episode
Adapt it for your blog
Break it into thread for X or Threads
Turn the key points into Instagram carousel text
Use it as the basis for an email to your list
One piece of writing can become 6+ pieces of content across different platforms. Try doing that with a Reel.
This is how you actually create sustainable content systems - by starting with the easiest format (writing) and then repurposing it everywhere else. Not the other way around.
Most people are trying to start with the hardest, most time-intensive format (video) and then wondering why they're burnt out after three months. Start with LinkedIn. Get comfortable with writing. Build that habit. Then add video later if you want to. But you don't have to.
The mindset shift you need to make
The biggest obstacle I see when people are making the switch from Instagram to LinkedIn isn't the strategy - it's the mindset.
Because we've all been conditioned to believe that:
Video is the only content format that matters
You have to be on camera to build a personal brand
If you're not posting every day, you're not doing enough
More content = more growth
None of that is actually true. But it's hard to let go of those beliefs when you've spent years being told they're the only way.
Here's what you actually need to believe instead:
Consistency beats volume
It's better to post twice a week for a year than seven times a week for two months before burning out. Your audience doesn't need more content from you - they need consistent, valuable content.
Writing is a skill you can learn
You don't need to be a "natural writer" to succeed on LinkedIn. You just need to be willing to practice. Every post you write makes the next one easier.
Your face doesn't need to be on camera for people to connect with you
People can absolutely feel like they know you through your writing. Some of the strongest personal brands on LinkedIn rarely (or never) post video. They just write really well.
Quality attention beats quantity
Would you rather have 10,000 followers who vaguely recognise your name, or 1,000 followers who genuinely value what you have to say and would consider working with you? LinkedIn gives you the latter.
Not everyone needs to see your content
On Instagram, you're trying to reach as many people as possible because most of them aren't your ideal client. On LinkedIn, you're reaching fewer people - but more of them are actually right for you.
Once you make these mindset shifts, LinkedIn stops feeling like another platform you "should" be on and starts feeling like the easier, more effective option.
What actually happens when you make the switch
So what changes when you stop trying to keep up with Instagram and focus on LinkedIn instead?
Your stress levels drop significantly
No more weekend content creation marathons. No more filming anxiety. No more keeping up with trending audio. You just... write. It's so much calmer.
You have time to focus on your actual work
When you're not spending 10-15 hours per week on Instagram content, you suddenly have time to work with clients, develop new offers, improve your business. Imagine that.
The leads you get are higher quality
Because people on LinkedIn are in a professional mindset, the enquiries you get tend to be more serious. Less tyre-kickers, more "I've been following you for a while and I'm ready to work with you".
Your content lives longer
Posts continuing to drive opportunities weeks or even months after you publish them. No more content that disappears within 24 hours.
You actually enjoy showing up
This is the big one. When creating content doesn't feel like a massive drain on your time and energy, you start to actually enjoy it. It becomes something you want to do, not something you have to do.
I've watched this transformation happen over and over with people who come into Soft Launch Your LinkedIn feeling completely burnt out on social media. Within a few weeks, they're posting consistently on LinkedIn and actually enjoying it. Within a few months, they're getting inbound enquiries and wondering why they didn't make the switch sooner.
The "but what about Instagram?" question
I'm not saying you should delete Instagram and never post there again. If you love creating video content and it's working for you, brilliant. Keep doing it. But if you're currently on the Instagram hamster wheel, feeling exhausted, and not seeing the results you want, you have options.
You could:
Focus entirely on LinkedIn and let Instagram fade into the background
Use LinkedIn as your primary platform and repurpose content to Instagram occasionally
Keep Instagram for community and relationship-building, but do your actual marketing on LinkedIn
Test LinkedIn for 3-6 months and see what happens before making any big decisions
There's no right answer. But what I can tell you is this: you don't have to keep doing something that's not working just because that's what everyone else is doing.
If Instagram is burning you out, if video content is taking up all your time, if you're not seeing the return on investment you need... try LinkedIn. Give it a proper go. See what happens when you focus on writing instead of video.
You might be surprised by how much easier it is - and how much better it works.
Why this matters beyond just platform choice
Here's the thing: this isn't really about LinkedIn vs. Instagram. It's about finding a sustainable way to market your business that doesn't leave you burnt out and resentful.
It's about choosing strategies that work with your strengths (maybe you're a better writer than you are on camera) instead of forcing yourself to do things you hate.
It's about being strategic with your time and energy, so you can focus on the parts of your business that actually matter - like doing brilliant work for your clients.
…and it's about recognising that there isn't one "right" way to build a business. What works for someone else might not work for you. And that's okay.
For me (and for a lot of the people I work with), writing-based marketing on LinkedIn is that sustainable solution. It's effective without being exhausting. It's consistent without being overwhelming. It's professional without being corporate.
Going into 2026, as more people experience Instagram burnout and start looking for alternatives, I genuinely believe LinkedIn is going to become the default choice for service providers and business owners who value their time.
How to actually make the switch
Right, so if you're reading this and thinking "okay, I'm convinced - how do I actually do this?" - here's your action plan:
Step 1: Get your LinkedIn profile sorted
Before you start posting, make sure your profile is optimised. This is your foundation. (The LinkedIn Launch Workshop will walk you through this.)
Step 2: Commit to twice-weekly posts for three months
Not every day. Not when you feel like it. Twice a week, consistently. Monday and Thursday works well for most people.
Step 3: Write about what you already know
You don't need new ideas or groundbreaking insights. Just share what you're already explaining to clients, what questions you're always answering, what you've learned recently.
Step 4: Engage with other people's content daily
Spend 10-15 minutes per day commenting on posts in your feed. This is how you get visible to new audiences.
Step 5: Give it time
Don't expect immediate results. Plan for three months minimum before you assess whether it's working. LinkedIn is a long game, not a quick fix.
And if you want support while you're doing this - because let's be honest, starting something new is always easier when you're not doing it alone - that's exactly what Soft Launch Your LinkedIn is for.
You get the strategy, the post prompts, the feedback on your content, and the co-writing calls to make sure you actually stick with it. Because I've learned that most people don't struggle with the what of LinkedIn - they struggle with the doing of it.
The bottom line
You don't have to keep burning yourself out on video content if it's not working.
You don't have to spend your weekends batch-creating Reels.
You don't have to be on camera to build a successful business online.
There's another way. And it's easier, more sustainable, and often more effective than what you've been doing.
LinkedIn. Writing. Twice a week. That's the whole strategy.
Give it a proper go for three months and see what happens. You might just find that writing beats video for most business owners - including you.
Ready to ditch the video burnout and build a LinkedIn presence that actually works? Join Soft Launch Your LinkedIn and learn how to market your business through writing - or sign up for The [In]sider newsletter for weekly LinkedIn tips that make sense.