There’s a lot of noise out there about what does or doesn’t work on social media – but when you’re a small business owner juggling marketing on top of literally everything else, you want to know one thing:
Is this effort actually worth it?
According to Rosita Rose, founder of Be Mine Films, the answer is yes – but only if you’re being smart about how you use it. As a wedding videographer and small biz owner who built her brand on Instagram, Rosita knows the platform inside-out – and she’s learned the hard way what works, what’s changed and why quality beats quantity every time.
“So much of social media is just putting content out there. It’s not always going to generate a sale, but you’re getting in front of a person, and they’re remembering you.”
Here’s what she’s learned – and what you can steal.
How to get started with Instagram
You don’t need 10,000 followers. You need the right people.
Rosita’s not chasing vanity metrics. Her approach is hyper-targeted, built around her niche (wedding videography), and prioritises quality over quantity.
“We’re not trying to get thousands of bookings. We’re just looking for 8-10 couples a month who connect with our style. That’s enough.”
The same logic applies to any small business. Whether you’re a cake maker, a copywriter or an ecommerce brand, the goal isn’t to go viral for the sake of going viral. It’s to attract people who actually want what you offer – and who’ll remember you when the time is right.
Hot tip: Behind-the-scenes content performs. One of Rosita’s most viewed reels? Packing a client’s film box. Popcorn, chocolate, a handwritten note – nothing flashy. Just real.
“People love seeing the care that goes into what you do. It helps them feel more connected to your brand.”
Consistency matters more than perfection
It’s easy to stall on posting because your content doesn’t feel polished. But as Rosita explains, waiting for ‘perfect’ will slow your growth.
“I always thought it needed to be really polished and perfect. I was hesitant to post. It took me ages to get comfortable being on camera… but people remember your face. They want to connect with the person behind the brand. They like seeing the raw, unfiltered stuff much more than the over-polished shoot.”
Rosita aims to post 2–3 times a week and splits her content into two main types:
- Teasers: Short, visually beautiful snippets of real client work.
- Prompts: Marketing-led posts like “Are you getting married in 2026?” that create an instant connection.
She keeps it personal, too. Every time she gets a new follower, she sends a DM. Just a hello. Just a human touch.
Social Media Marketing: One step at a time
Think of social media as a long game
Not every post will convert. In fact, most won’t. But what you’re building is recognition, recall, and trust.
Recent studies show that over 75% of consumers check a brand’s socials before they buy, so even if your post doesn’t get a like, it might plant a seed.
“It’s not about instant results. It’s about being remembered when the time comes. Just because they don’t need a wedding video now doesn’t mean they won’t remember us when they do.”
If you’re in it for the long game, showing up matters. Even when the algorithm ghosts you. Even when you only get 30 views. Even when it’s just your mum and your mate commenting.
“You’ve got to keep showing up, even when it’s hard. That was a real challenge for me… but it’s where the magic happens.”
Why you should start now, even if you don’t feel ready
There’s no secret sauce or perfect strategy. Social media changes too often to be ‘too prepared’. But there is something powerful about showing your face, sharing your process, and keeping your presence alive.
“If you’re not on social media actively, you’re missing out on engagement and customers. It doesn’t have to be professional. It can be anything.”
So whether you’re just starting out or stuck in a posting slump, take this as your nudge: Done is better than perfect. And showing up consistently builds momentum, even if you can’t see it yet. Rosita’s recent podcast episode is a great reminder of where to start, take a look at the episode here and download our free 30-day social media posting guide.
Want more from Rosita?
Join the Buddez community to access Rosita’s full workshop and get fresh, practical insights from small business experts who’ve walked the walk.