Can Social Media Boost Productivity?

The Surprising Relationship Between Social Media and Productivity

For years, I've viewed social media as the ultimate productivity killer – a "drama-filled fart fest" that robs us of focus and positive thinking. Like many entrepreneurs, I've struggled with the contradiction of needing to promote my business on social platforms while knowing how easily they can distract me from actual work. This struggle has been particularly acute given my challenging schedule balancing family responsibilities with running my business, Loud Proud American.

My relationship with social media has been complex, with multiple accounts across Facebook, Instagram, Twitter (X), TikTok, and Snapchat – each with varying levels of engagement and purpose. My Facebook presence is divided between personal connections, my podcast, and my business. Instagram serves primarily for business with occasional personal content, while Twitter has become my main news source for sports and current events. Despite recognizing the need to post more for business growth, I've resisted because each time I log in to post, I risk falling into the endless scrolling trap, losing valuable production time in the process.

This struggle intersects with what I've come to recognize as a dopamine dependency – craving those quick hits of gratification that social media, caffeine, and other distractions provide. These dopamine hits temporarily satisfy but ultimately leave us less productive and less present. I found myself caught in the destructive cycle of needing instant gratification while simultaneously feeling guilty about my lack of productivity, creating a vicious cycle that's difficult to escape.

Everything changed when my wife threw down a challenge that seemed completely counterintuitive: use TikTok Lives while working. Her theory was that people would watch me simply doing my job, and the interaction would actually increase my productivity. I was deeply skeptical – how could more social media possibly make me more productive? Nevertheless, I decided to give it a try while working on a large batch of hats that needed leather patches applied.

The results were nothing short of transformative. What began as an experiment turned into seven straight hours of productive work on Sunday, followed by another productive session Monday. Instead of distracting me, the live streaming created accountability and connection. People from across the country tuned in – some I knew, many I didn't – and we engaged in meaningful conversations while I continued working. These interactions mimicked the relationship-building that happens naturally at in-person events, where I excel at connecting with customers.

This experience reinforced a sales principle I've always believed in: "All things considered, people would rather buy from someone they like." By creating these genuine connections through TikTok Lives, I was building relationships that could eventually translate to sales, just as they do at physical events. More importantly, I was experiencing a different kind of satisfaction – not the quick dopamine hit of scrolling, but the deeper fulfillment of productivity combined with real human connection.