Why Being Everywhere Doesn’t Work Anymore

When we first started our small food business, everyone was shouting the same advice: “Post everywhere! Be visible! Create content daily!”

So we did.

We posted photos, videos, stories, reels — you name it. We shared the same content across every social media platform because we simply didn’t have the time to tailor it. It felt productive, but in reality, it was just noise.

At the beginning, we did everything manually — taking photos, editing, uploading, writing captions, replying to comments. It was exhausting. Between needing strong Wi-Fi, endless phone storage, and a proper posting plan, it felt like a second full-time job.

Then we moved to automation. We used scheduling tools to post automatically across platforms. It gave us a bit of exposure and helped us build credibility, but it didn’t move the needle. We weren’t getting the kind of traction that leads to thousands of sales.

And honestly, that’s when we realized how hard this game really is.

Starting a food business is one of the five hardest industries to survive in. Studies show that more than 60% of restaurants and food brands fail within the first year, and only 20% make it past five. Many investors don’t even want to hear about food startups anymore — the failure rate is that brutal.

For us, competing in the niche market of vegan cakes London felt like trying to be heard in a concert where everyone’s screaming. With countless influencers and brands flooding every feed, we thought: maybe we just need influencer marketing.

So we tried. 50 influencers.

A little exposure. Zero sales.

Then came the chaos of the world — COVID, wars, financial instability — and like many others, we had to pause, stay quiet, and just survive.

Fast-forward to 2025: this September, we made a new decision.

To stop chasing visibility — and start chasing sales.

We invested heavily in Google Ads. Even if the ROI is just 1x, we wanted to build a system that brings consistent orders. Because after all these years, here’s what we’ve learned:

• Posting the same content everywhere doesn’t build engagement.
• Being on every platform helps visibility but doesn’t guarantee connection.
• It’s better to focus on one platform and adapt your content for others when you can.
• Branding is nice — but sales keep your business alive.
• The longer you survive, the higher your chance to hit the right timing for success.

We also discovered something deeper: the market hasn’t truly tried products like ours.

People still believe vegan means “tasteless” or “only for vegans.” But every time a customer says, “I’m not vegan, but this cake is amazing!”, we know we’re changing minds.

That’s why this year, our main goal is to educate the market — even if it means losing money on ad campaigns. We want people to taste what real vegan products should be like. No chemistry lesson on the label, no artificial flavours — just honest, delicious food.

Because in the end, that’s what makes all the effort worth it.