Beyond the posts: Hidden costs of social media marketing  

Ms Joan Nazziwa is the social media officer at Junior Years Store, a children’s retail shop in Bwebajja.
Her role is to manage the store's social media presence, focusing on Instagram and TikTok—two platforms widely used to showcase apparel and drive sales.

For Ms Nazziwa, her work goes far beyond just typing and posting content. She describes a process of thorough preparation and strategic planning, including the development of a content calendar to stay organised.
All of this work, she emphasises, is done in-house.

"We do not hire consultants or external experts; we handle everything ourselves in the shop," she says.
The main reason for this Do It Yourself (DIY) approach, Ms Nazziwa explains, is to save on costs. Hiring social media specialists can be pricey, and managing it internally is a more budget-friendly option, especially for a small business like Junior Years Store.

However, even with a DIY strategy, some expenses are unavoidable. While social media is often perceived as a free marketing tool for small businesses, there are still associated costs, as Ms Nazziwa points out.

“Social media does provide a unique opportunity—you can create an account and start sharing photos or videos right away,” she notes. 
“But for digital marketers like myself, we know that certain expenses, even if small, can affect the business,” Ms Nazziwa says.

Investing in quality visuals
Creating high-quality visuals is critical for capturing attention on platforms such as Instagram and TikTok, where appearance often determines success. This need for quality means investing in a decent smartphone with a high-resolution camera or a professional photographer for key content. Nazziwa points out that professional photography for a small business can range from Shs100,000 to Shs150,000 per session, a significant investment for an SME.

For those managing social media in-house, like Ms Nazziwa, DIY solutions are the way to go.
“Producing appealing content requires investment, even if it is modest,” she says.

The time and effort invested in getting the right photo or video are necessary to ensure the brand’s message stands out among competitors. While DIY might reduce costs, even small investments can add up over time.

Similarly, creating good visuals sometimes requires looking for good venues hence incurring transport costs and hiring the venue.

The cost of editing
The finishing touch to any social media post often requires editing to make it visually appealing. Editing tools such as Adobe Creative Cloud and Canva Pro are popular choices, enabling businesses to enhance content quality without the expense of hiring professional designers. 

However, these tools come at a cost—subscriptions can range between $10 (Shs36,683.73) and $50 (Shs183,418) per month, which, though modest, can still impact a tight budget over time.

Ms Nazziwa’s approach like that of many SMEs, involves budgeting wisely to accommodate these tools.
“Maintaining quality without breaking the bank is essential, especially for small businesses,” she notes. This balancing act is a constant challenge for small businesses that aim to sustain a professional image without the luxury of large marketing budgets.

The other biggest cost embedded in visual is investing in quality smartphones, cameras and accessories required to support the quality.

Ms Allen Kansiime, the proprietor of Colous Beauty shop at Pioneer Mall, who agrees with Ms Nazziwa’s narrative adds that sometimes you may need a tripod for stabilising your video and photography.
A good smartphone costs around Shs1 million while a camera goes for more than Shs4 million.

Data costs
For platforms such as TikTok that are video-intensive, data costs are another hidden expense for small businesses managing their social media.

According to Ms Nazziwa, managing a successful TikTok account means budgeting for data every month.
“Every month, I plan for data, especially with TikTok videos that consume a lot of bandwidth,” she explains. This cost varies but is a recurring expense that business owners need to plan for, particularly as video content becomes increasingly popular on social media.

Data costs are especially relevant in markets with high Internet charges, making social media management more challenging for budget-conscious businesses. 

Despite these costs, she is clear about the importance of video content for engagement: “Creating engaging content is essential for success on social media, as algorithms favour posts that encourage interaction.”

Paid advertising
One of the significant expenses small businesses encounter is the cost of boosting posts or running paid ads. Algorithms often limit the reach of organic content, making paid promotion an increasingly essential tool to expand visibility.

Ms Nazziwa highlights this challenge, noting that without paid adverts, businesses should rely heavily on high-quality content to get noticed.

A small advertising budget can go a long way. For example, with as little as Shs20,000, businesses can reach approximately 1,000 people on platforms such as Instagram and Facebook.
She acknowledges that while boosting posts can enhance reach, even this modest investment must be weighed carefully against the business’s other expenses.

Authentic storytelling as a cost
An alternative to paid advertising is leveraging authentic storytelling. Many small businesses find success by sharing personal stories behind their brand, building an emotional connection with their followers.

“Platforms like TikTok, YouTube, and Instagram thrive on raw, real narratives that connect with users,” an industry player advises.

Nazziwa agrees, emphasizing that storytelling and authentic engagement can make followers feel part of the brand’s journey.
Social media thrives on relatability and personal touch, and small businesses that can communicate their story effectively often build a more loyal following. For Junior Years Store, Ms Nazziwa’s daily posts aim to resonate with their audience in a way that paid adverts cannot achieve on their own.

Leveraging low-cost tools
However, there are still some free or low-cost tools and strategies that small and medium sized businesses can use to create polished content without hefty expenses, according to experts.
Platforms such as Canva offer templates and design features that make it easier for non-designers to create professional-looking posts.

“Small businesses can drive engagement by leveraging free tools and AI resources,” suggests Mr John Ssenkeezi, a multi-faceted marketing professional with more than 12 years of experience in digital and social media strategy.
He notes that these tools, while not entirely cost-free, are affordable alternatives that allow small businesses to create professional content on a budget.

The only disadvantage with such tools, however, is the templates do not allow a lot of creativity, especially for creators who want to generate content from scratch and ensure originality.

When to invest in professional help
While DIY can work well for day-to-day content, there are times when investing in professional help makes a noticeable difference.

“There is a significant difference in results between professional and DIY ads,”Mr Ssenkeezi points out, emphasising the polish, reach, and targeting capabilities that come with professionally crafted content.

For small businesses, however, knowing when to draw the line is crucial. Major brand moments, product launches, or campaigns might warrant the expertise of professionals, while day-to-day posts can be managed internally.

Ms Kansimme’s strategy at Colour Beauty shop reflects this balance. While she manages most of the content creation herself, she understands the limitations and is open to professional support to achieve bigger goals.

While social media offers a unique opportunity for small businesses to reach a broad audience, the journey is rarely cost-free. From data and equipment to editing tools and the time invested in engagement, the costs of maintaining an effective social media presence can add up quickly.