Social Media as Your Business Profile: The Real Pros and Cons of a Social Store
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Following our article on having your own website, here is the third profile type: social media and social stores.
Social media is the most visible way to run a business online, and the most talked about. Using social media as your business profile can bring a large, active audience, but it also brings risks and pressure that are rarely discussed. In this article we explain social stores, the real advantages and disadvantages, and which income models truly depend on social media.
One key profile is enough
There are three key profiles we differentiate: Marketplace, Website or Social Store. You may be surprised to hear that one key profile is enough to set up your business. For many entrepreneurs, it stays enough throughout their whole journey.
Why? Because you can focus all your traffic efforts on one place, and if you do it well, you can be successful. Every extra profile means extra content to create and extra traffic to drive. Splitting your time across several profiles usually slows you down.
When we talk about setting up a profile, we only mean opening one. We do not mean posting or perfecting. Do not think about posting, blogging or any frequent activity for now, because everything you will do regularly is covered in Lesson T5: Traffic & Content.
Why social media is popular as a business profile
Why are social media profiles, especially those with social stores, so popular as key profiles? They let you connect with a broad and active audience. If you manage to activate the algorithms, which people often call “going viral,” you can promote your work or products to this audience smoothly.25
The algorithms on platforms like Instagram, Facebook and TikTok may help you build an audience and interact with customers in a more natural way.26 You can also offer your products and services through a link in your bio. This can replace the need for a website to sell from, if your offering requires handling public payments.
What is a social store?
Social stores are built with tools such as Linktr.ee, Stan.store or similar programs. They are designed to sit in the header section of a social media account. For most income techniques, they can run the whole checkout process.
In many markets, including the US and several European countries as of mid 2026, there is also TikTok Shop. It offers built-in social shops that let users browse and buy without leaving the app.27 Instagram and Facebook offer similar shopping features in some regions.
The downsides of social media as your business profile
Social media as your business profile: you do not own the platform
While social media can be a great tool, there are downsides to consider. First, you do not own the platform. If it changes its rules or how content is shown to people, your ability to reach your audience or sell your products can suffer.
Think of a social media app getting banned, for example. This has been a significant scare for many creators a few times in the past.28 A business that depends on one app can lose most of its reach overnight.
Posting does not equal going viral
Perhaps even more importantly, you need to be aware of a very simple reality. Having a social media profile and posting on it does not mean you will go viral. We explain this in more detail in Lesson T5: Traffic & Content.
The pressure to keep creating
It is also important to know in advance that on social media you may feel constant pressure to create regular content. This keeps your business high in the recommendations, but it can consume a lot of energy.29
If you become a content creator, it is a very active, daily job, and it also involves editing on social media.30 Make sure you have somewhere to turn if you become overwhelmed, and know that there are other ways to work. Being a content creator is not for everybody, and that is completely okay.
Which income models need social media as a key profile?
Three of the ten online income techniques almost require social media as a key profile: affiliate marketing, sponsorships and audience monetization. These usually rely on organic traffic, meaning free reach from content. For sponsorships and monetization programs, a certain audience size can even be a requirement set by the brands or platforms that pay you.
The other seven techniques do not require organic social media traffic. Still, going viral, which means creating relevant, good and consistent content often enough for algorithms to pick it up for free, is one of the most cost-efficient traffic methods today. So you may want to use social media later, even if it is not your key profile.
But you do not need a strong social media profile to start an online business. Marketplaces and websites are fully valid homes.
How to reduce the risks of social media as your business profile
If you choose social media as your business profile, protect yourself early. Build an email list, so you can reach your audience even if a platform changes. Keep copies of your content and your customer information in your own files.
Consider a second traffic source, such as Pinterest or a simple website, once your first profile is running. And set clear limits on how often you post, so the work stays sustainable.
Social media on a small budget
Opening a social profile is free, and most social store tools have free plans. When you are just starting out, you do not need to spend more than about 20 dollars on your setup. Paid ads and premium tools can wait until you know what your audience responds to.
Marketing on social media is something you can learn yourself, without an agency. Start with one platform and one type of content you can produce regularly.
Social media without showing your face
Many successful social accounts never show their owner’s face. They share products, tutorials, illustrations, voiceovers or text-based posts. If the idea of self-branding is what held you back so far, Lynnaider recaps the alternatives for you.
Is social media as your business profile right for you?
Ask yourself a few honest questions. Do I enjoy creating content regularly? Does my income technique depend on audience size? Am I comfortable with the risk of relying on one platform’s rules?
If your answers are mostly yes, social media can be a strong key profile. If not, a marketplace or website may suit you better, with social media as a later addition.
Your next step
The next article covers two more setup topics: a business email and customer service. The complete Lesson T3 is in the book on our products page. If you would like help deciding whether to use social media as your business profile, see our services page.
Frequently asked questions
Why are social media profiles popular as key profiles?
Because they let you connect with a broad, active audience and reach them through algorithms if you build content that catches on. Instagram, Facebook, TikTok and similar platforms are set up to help discovery in a way marketplaces are not.
What is a social store?
A checkout layer built on top of a social profile using tools like Linktr.ee, Stan.store, or the platform’s own shop (TikTok Shop, Instagram Shop). It lets you sell from the profile without needing a separate website.
Does posting mean going viral?
No. Having a social media profile and posting on it does not equal going viral. Reach is not guaranteed by presence. The Traffic & Content lesson goes deeper into why.
Will Lynnaider publish step-by-step tutorials for setting up the 10 online business models for free or at a very low cost?
They may be created depending on how much interest there is. Please join the waitlist to show that you are interested, and we will let you know as soon as they are ready.
What are the downsides of building on social media?
You do not own the platform. If rules change, distribution shifts, or the app is banned, your reach can collapse without warning. Creators have felt this repeatedly.
Is content creation sustainable long-term?
It can be, but it is a demanding job: daily creation, daily editing, constant pressure to keep up. Burnout is common. If you go this route, make sure you have somewhere to turn when it gets heavy.
Which techniques almost require social media as key profile?
Affiliate Marketing, Sponsorships & UGC, and Audience Monetization. These lean on organic traffic and often need a following before brands or platforms will pay out. The other seven techniques do not require it.
How can I learn to set up an online business at no or low cost?
Lynnaider teaches setup routes for each of the ten online income techniques that cost nothing, or very little (under 20 dollars), to go live, so you do not pay setup costs long before you earn. Our free AI agent, Lynnaider Compass, guides you through them step by step, in the same logic as the whole Lynnaider teaching.
References
25. Hilong L. Effectiveness of social media to attract customers for start-up business. International Journal of Management and Human Science. 2023;7(1):16-23.
26. Joshi V. The Power of Social Media in Modern Marketing. Forbes. 2024 Oct 9.
27. Phyllo. What is TikTok Shop and how does it work?
28. Reuters. TikTok prepares to shut down app in US on Sunday, sources say. 2025 Jan 15.
29. The Guardian. ‘You can’t pause the internet’: social media creators hit by burnout. 2025 Jul 5.
30. Wired. Influencer Burnout Is on the Rise. A New Mental Health Service Wants to Help. 2025 May 9.
Disclaimer: This article is for general informational purposes only and should not be regarded as legal, tax, or business advice. Pursuing an online business does not guarantee income; results depend on many factors including the business environment, individual effort, skills, and consistency. Some links on this site may allow Lynnaider to earn a commission at no additional cost to the reader.
