Don’t get sucked into “shiny object syndrome”


Reels, IGTV, Clubhouse, Tik Tok, Stories, Live Streams…

It seems like every month a new social media app or update has been rolled out for business owners and users to consider.

For some, yes, jumping on board the latest trend can prove beneficial, particularly in its early stages; but it can also be detrimental to a business as well.

For many, it can lead to time-wasting, a lack of conversions and many scratching their heads asking, “why am I doing this?” And as a business owner, do you really have time for that?

Shiny object syndrome (or SOS for short) has never been more evident in today’s world – particularly as social media, digital marketing and media in general showcase the latest platforms and updates. And when this combines with the fear of missing out (FOMO) it can lead to hasty decisions that see very little return, if any.   

But as a business how do you determine if you should use the latest update or if FOMO is at play?

Review your marketing strategy

Your marketing strategy should be your main focus.

Going back over your marketing strategy when a new update becomes the IT thing is a good way to see if this update will really work for you and if it does, how you will use it as a tactic in your strategy.

And here lies the keyword in all of this – tactic.

Remember it’s another tactic

It’s easy to forget that Facebook, Instagram, LinkedIn, Stories, Reels, IGTV, Clubhouse, podcasts, blogs etc. are all tactics to be used in marketing to communicate your message – it should never be your whole marketing strategy.

If a tactic isn’t working, then you revise, review and/ or remove it accordingly.  


Learn about the new update or app and how it might be used in your business. If you can find a way to use it to introduce a potential customer to your brand effectively then it’s worth considering.  

Monitor the updates

Monitor the apps to see if down the line a new update might work more in your favour or if your business is now at the stage to look at using it as a tactic.

Remember your tone

Remember the age of the people most likely to see your post on any new platform and stick to the tone of your business. If being “lit” isn’t in line with your brand, leave it out or risk being viewed as a brand that is trying too hard.

So, remember, when a shiny new app comes your way, it’s okay to go against the masses. You might be uncool to them, but in doing so you will maintain your cool status with your target customers.  

Demelza Leonard, digital marketing and social media expert