Why Online Marketing Feels So Hard Right Now for Creative Business Owners (And What To Do!)

Tori McElwain
Nov 3
10 min read

Tori McElwain

Disclaimer: This is a long blog post - but an important one.

When many of our fellow quilters and craft-business owners launched their ventures in 2019-2020 (I was one in 2018, I was making quilts to sell - in 2019, I shifted to quilt pattern design and workshops!), something unusual was happening. Life slowed down. Travel stopped. Many of us had more time at home, more space for hobbies, and in some cases more “disposable” income because we weren’t going out, dining out, or spending on vacations. You remember it: the unplanned sabbatical, the quiet mornings and lunches, the extra hours to create and sew.

In that time, the online community felt different. We as a society jumped online to recreate our in-person communities: The forums, Facebook groups, Instagram Lives, quilting guild Zoom calls - these became vibrant, even intimate places where people leaned in. With this extra time and energy we formed businesses in that moment: we discovered an online audience, we built relationships, we found purpose beyond just “selling.” It felt special, connected, and meaningful.

Fast forward to 2025. Many of these same creators still run their businesses - but the environment has shifted. I felt it and wrote about it in February. The online “community” feels more crowded, more fake, more transactional, more “take, take, take.” Many feel burnt out in regard to the online space - not just by the making and shipping and customer service - but by trying to do the marketing, navigate the noise, show up, stay visible, be authentic - and still feel like you’re not quite keeping up.

In a recent Strategy Session my client booked me becasue she was "feeling a bit frazzled and not sure what to tackle next, and how. There’s too many things going on."

You’re not imagining it. The data backs it. And understanding why can help you shift from feeling overwhelmed to feeling seen - and then to feeling supported and strategic.

The Numbers Behind the Feeling

Below, I have pulled some research on general consumer behavior. Specifics on the Quilting and Crafting Industry are hard to come by (I always look forward to the consumer report from Etsy, Pinterest, and HandiQuilter at h+h for a little more specific metrics). In the spirit of full transpartity - this is a gut feeling I've been having since the end of 2024 and this blog post was written to see if that intuition had basis.

1. A surge of new businesses in the pandemic era

New businesses are popping up everywhere - that's not bad thing! There are more resources than ever to start building an online business and it's allowing our industry to expand its online reach. From course designers, Quilt Pattern Instructors, Summit Specialists, Tech Editors, to Online Marketers (like me) and more, the support and ideas are growing and more accessible than ever.

In 2024, U.S. entrepreneurs filed 5.2 million new business applications - a 48.6% increase from 2019. (Shopify)
The result? More solo and small business owners than ever. Many of them are creatives, solopreneurs, craft-business owners.
This is not a bad thing, but our algorithms tend to flood our feeds with "like interests," and it can feel more crowded than it truly is.

2. Consumer habits changed - and many of those changes stuck

Remember in 2020 when everyone online seemed to be preaching "Selfcare?" How more convenient ways to get tasks done, such as grocery delivery and "contactless service" began? How we've been getting more and more used to keeping our space from others in the last 5 years? These habits are still in use today.

The McKinsey & Company “State of the Consumer 2025” report shows that behaviours adopted during the pandemic (more time at home, more online connectivity, more solo hobbies) have become permanent. (McKinsey & Company).
Example: U.S. consumers in 2025 report they have over three hours more free time per week on average than in 2019. (McKinsey & Company) This is good for handicrafts in general, but not for spending money for in-person shops and classes.
Also: The trend of “intentional spending” is growing - consumers are favouring authenticity, community, and curated experiences over impulse buys. (Greenbook) This requires a lot more work on the end of the business owner.

3. Online presence is now a default

Having a website to be the basis of your online presence is more important than ever. It was a "good to have" but with AI and online scammers becoming more prevalent and - let's face it smarter - a website is the default more so than it ever was in the past for online businesses.

As of 2025, 73% of small businesses in the U.S. have a website, up from 64% in 2020. (Network Solutions) 81% of shoppers conduct online research before making a purchase. This includes checking for reviews or visiting a company’s website.
That means having a website (or being online) is no longer the “winning” differentiator - it’s the baseline.
Add in the data that shows consumers are spending more time across multiple platforms: e.g., social media users average 2 hours 19 minutes per day across 6.8 different platforms. (Digital Marketing Institute)

4. Online communities still matter, but the dynamic has shifted

Many of my clients have personally told me that the communities they run are not actively participating. I am also seeing this trend in the three communities I support.

In “Your Guide to Social Media Marketing in 2025”, Sprinklr states:
“Beware of Consumer Disengagement, Gartner predicts… by 2025, 50% of consumers will significantly limit their interactions with social media due to concerns over misinformation, toxic user bases, and the prevalence of bots.” Sprinklr
Metrics are increasingly flat-lining - engagement isn’t automatically rising just because follower counts are. Sprinklr+1 For makers who launched in the early surge of 2020, when online community felt fresh and tight, this shift can translate as ‘we’re showing up, but fewer meaningful replies and less momentum’. In short: the field isn’t dead - it’s just more crowded.
I, and many craft business owners I’ve spoken with, feel that their posts in Facebook Groups aren’t being seen as much - a trend that aligns with what marketing-observers describe: the Facebook algorithm is changing rapidly in 2025, and organic reach (in both Pages and Groups) is under pressure. For example, algorithm-analysis articles say reach is declining and content is being ranked more strictly by signals such as comments, shares, and “time spent” rather than simple membership counts. Social Media Dashboard+1
While I didn’t find a definitive study saying Facebook is deliberately favouring Pages over Groups, it’s clear that being large, highly engaged, or very consistent has become more important than simply having a Group.

5. Marketing complexity & shifting expectations

Our consumers and clients are smart. They see the scams, they've fallen for AI before, and they are being cautious. They want to support small businesses. I think you sense that as well, but finding credible ones can be difficult, and there's very little trust in purchasing from social media.

So what do they do now?

They research. They look at your website, your other platforms, and reviews to check that you're really who you say you are. Recall how, according to Network Solutions 81% of shoppers conduct online research before making a purchase.

According to the Digital Marketing Institute, social media marketing is still a major trend in 2025 - with users spending over 2 h 19 m per day on average across many platforms. (Digital Marketing Institute)
Another key point: Small business websites and online presence are now necessary but not sufficient - visibility, personalization, and differentiation matter more than ever. (Network Solutions)
Posting organically can still work, but it takes more repetitions and relationship building to create that trust, which means more effort, time, and energy from you as the face of your business.
This also means that scalable endeavors aren't as effective as they once were.

What This Means for You - the Quilt / Craft-Business Owner

You may have started when people had more time and more space for connection. That “golden window” gave you momentum. However, the online space has shifted.

Now, you’re up against more businesses, more online noise, more platforms, shorter attention spans, and higher expectations from consumers.
Marketing feels harder not just because you’re doing more - it’s because you’re doing different. The rules shifted.
You might still have the beautiful visuals, the craft skill, the product, the passion - but the required ecosystem for visibility, connection, and marketing effectiveness has grown.
It’s totally understandable if you feel burnt out, frustrated, or like you’re “behind” even though you showed up early and did the work.

Take a breath if you're feeling overwhelmed. I threw a lot at you and I have ways you can help yourself and your business to start answering that shift.

What Is Working Now: Real Connection Over Algorithms

After all that data, you might be thinking, “Okay, but what do I do with this?”The answer isn’t a secret formula or a fancy new app. It’s actually a return to what made the pre 2019–2020 era of business growth feel so good in the first place: connection.

I recently attended a marketing webinar with business strategist Rachel Rodgers, and she echoed something I’ve been seeing in my own coaching and among my clients:

“People are craving real connection - not more content.”

And it’s true. The strategies that are actually working for quilters and craft business owners right now are rooted in being visible, personal, and willing to show up in ways that don’t scale.

Here are the four connection-based strategies making the biggest difference:

1. Go Live - Let People See the Human Behind the Brand

Whether it’s Facebook, Instagram, YouTube, or even inside a guild Zoom call, going live helps your audience connect with you.

It’s not about perfect lighting or a polished script - it’s about being present.
Viewers don’t expect perfection; they’re looking for authenticity.
Try: quick Q&A sessions, live demos, “behind-the-seams” looks at your studio, or even short check-ins to share what you’re working on.

Tip: Lives also double as short-form videos afterward - repurpose them into Reels or stories so your effort keeps working for you.

2. Meet People Where They Already Gather

In-person connection is back - but with a twist. While many customers say they’re craving face-to-face interaction, getting them to show up for a full event can be tough. So instead of waiting for them to come to you… go to them.

Bring a trunk show or mini workshop to local quilt shops.
Offer to do a demo or giveaway at community events or guild meetings.
Join existing Facebook Group discussions - not just to post, but to comment, encourage, and participate. These aren’t scalable actions - and that’s exactly why they work. The more saturated the online world becomes, the more personal connection stands out.

Tip: Take pictures whenever you're in person and share them on your social media! Seeing you at work, out in the real world, is a great source of trust and authority.

3. Make Personal Outreach Your Secret Weapon

One-to-one communication is the unsung hero of 2025 marketing.

A longarm quilter could send a short Loom video to a potential client showing a few edge-to-edge designs that would complement their quilt.
A pattern designer might record a one-minute video for a quilt shop highlighting their best-sellers or sharing which distributors carry their patterns.
An instructor could follow up with past students by voice memo, checking in and inviting a small group of them to an upcoming class
Or even a “stitch and chat” to work on a small project or even a lunch to share their upcoming class schedule or events for the next year. You could meet at a coffee shop - and partner with them for a snack menu or bring the group together at a slow time of day.

This isn’t about mass emails or broadcast DMs. It’s about personal touch points that remind someone they’re seen and valued.

Tip: Save reusable templates for messages and video intros to make this feel natural, not exhausting.

4. Create “Unscalable” Moments of Community

Algorithms scale; connection doesn’t.

Comment on your customers’ posts, not just when they tag you - but when they share their projects or wins.
Reply to every comment on your own posts (5 words or more) for a week and watch how your engagement shifts.
Host a small, informal virtual coffee chat or open studio day for your followers.

The through-line? Real interaction, even in small doses, builds trust far faster than paid ads or automated content streams ever could.

5. Have Fun and Get Creative - It’s What You’re Great At!

This is your superpower as a quilter or maker: creativity. Use it not just in your products, but in how you connect. Ask yourself:

“What would I want to do with my favorite designer, teacher, or longarmer?”

Then - make that happen!

Host a themed stitch night.
Try a collaborative project or block swap.
Run a playful “design challenge” with prizes.
Record a behind-the-scenes story of your creative process.

These ideas don’t have to happen daily. Choose the pace that fits your energy - maybe once a week you reach out to a past student or customer, once a month you go live, or a couple of times a year you host an in-person "stitch and bitch'. The goal isn’t constant motion; it’s meaningful, memorable moments of connection that remind people why they love what you do.

Why This Works

What’s working in marketing right now isn’t about being everywhere - it’s about being present.

These unscalable, creative actions bring back the kind of connection and trust that algorithms can’t manufacture.

And for quilters and crafters, that connection - genuine, joyful, human - has always been where the magic happens. These unscalable actions cut through what the data already told us - that engagement is down and attention is divided. When you create a personal moment - live, local, or one-on-one - you’re giving your audience what algorithms can’t: a relationship.

Does this sound like work? Because it is. Important work. To keep your business going and to keep you in front of your people, we need to be nimble and keep building relationships, because for quilters, crafters, and makers, relationships are the fabric that holds your business together.

From Connection to Consistency

As I mentioned above, you don’t have to do all of this at once. In fact, the most successful quilters and craft-business owners I work with pick one or two connection points that feel genuine - and build from there. Maybe that’s a weekly live, a quarterly shop visit, or a short video message once a month.

Over time, those small, human actions add up to big results. They turn followers into friends, students into superfans, and customers into loyal repeat buyers.

If you’re ready to turn these ideas into a plan that fits your time, energy, and goals, that’s exactly what we do inside the Digital Marketing Magic Coaching program. Together, we create marketing systems that feel personal and sustainable, so your business grows without burning you out.

Book a free 30-minute Strategy Session to talk through your next steps.

Because marketing doesn’t have to feel impossible — it just has to feel like you.