The Virtual High Street: A Smarter Way to Use Social Media in 2026
If social media feels noisy, confusing, or strangely exhausting, you’re not doing it wrong.
You’re probably just standing in the wrong place on the virtual high street that is social media.
One of the simplest ways I help business owners make sense of social media is by thinking of it as a virtual high street. Not one big, chaotic space, but a collection of different environments, each with its own rhythm, expectations, and purpose.
Thinking about social media as a virtual high street can completely change how you show up online.
Once you see it this way, a lot of the pressure melts away.
The Virtual High Street: Why Social Media Isn’t a Strategy, It’s a Place
Before the internet, it was expensive and time-consuming work getting customers through the door. Pretty much all advertising was paid advertising. We had newspapers, magazines, radio and television, and it all cost a mint! If you had no budget for that, you had to get on the phone or out and about in your local town to spread the word about your business.
Then along came the internet and its myriad opportunities to connect online. Websites and social media have made connecting with your prospective customers easy and cost-effective. And yet, many people find that it can be even more time-consuming and less effective than those traditional methods ever were!
What’s going wrong? Well, in my opinion, we need revisit the way we look at social media and crucially, we need to start behaving online, the way we would naturally behave in the real world.
Think of each platform as a different part of town. You know that the vibe in the chic boutique is going to be different to the library or your favourite café. If you were to treat them all the same, things would feel awkward fast. When you choose the right space and behave accordingly, everything flows more easily.
Let’s take a walk along the Virtual High Street…
LinkedIn: The Business District & Conference Centre
LinkedIn in 2026 is still professional, but it’s no longer stiff. Think of it as a huge trade show or conference hall on the virtual High Street.
Think panel discussions and conversations that start with, “That’s interesting, tell me more.”
This is where thoughtful opinions, lived experience, and real insight shine. Not corporate jargon. Not constant selling. Just useful perspectives shared by humans who know their stuff.
If you enjoy talking about your work, your lessons, and what you’ve learned along the way, this might be home territory.
👉 Read more about making the most of LinkedIn.
Facebook: The Community Café & Noticeboard
Facebook has quietly become about community again.
Groups, local networks, and shared interests matter far more than perfectly polished posts. It’s the café on your virtual high street where people linger, ask for recommendations, and say, “Has anyone else experienced this?”
It’s ideal for conversation, events, and relationship-building, especially if your work is rooted in people, place, or shared experience.
Instagram: The Boutique & Shop Window
Instagram is your beautiful, curated shop window.
People aren’t always ready to buy, but they’re window shopping along the virtual high street. They’re gauging not just what you do, but how it feels to work with you.
Strong visuals, clear messaging, and a sense of personality matter here. Reels bring people in, carousels add value, and Stories build trust over time.
It works best when you stop trying to impress and start trying to connect.
TikTok: The Market Stall With a Megaphone
Despite the myths, TikTok isn’t just for teenagers or trends.
It’s the lively market stall on our virtual high street where people gather because someone’s explaining something clearly, passionately, and without fluff.
If you’re good at talking, teaching, or breaking things down simply, this space can work beautifully, even without dancing, pointing, or pretending to be 25.
X (formerly Twitter): The Street Corner Commentary
Fast, opinion-led, and niche-specific.
X – this is the place for short insights, commentary, and conversation with peers. It’s not essential for everyone, and that’s perfectly fine.
You’re absolutely allowed to walk past this corner of the virtual high street if it’s not your vibe.
The Question That Changes Everything
Here’s the reflection most people skip:
Where would I naturally spend time on this high street, in real life?
- Where do conversations with your dream clients feel easiest?
- Where does your energy rise rather than drain?
- Where do you sound like yourself, not a marketing version of yourself?
💡 Friction is often a sign of misalignment, not lack of ability.
You Don’t Need To Be Everywhere On Social Media
One of the biggest myths in business is that you need to be everywhere on the virtual high street.
You don’t.
In 2026, the businesses that grow sustainably are the ones that:
Choose one or two platforms intentionally
Show up consistently, not constantly
Build relationships before chasing reach
Consistency beats intensity every single time.
And One More Thing: Your Actual Website
Social media is like rented space.
Your website is the equivalent of your own shop or office on the High Street. It’s owned by you. Conversations here and via your email list (another asset) are where relationships deepen and decisions happen.
Think of social media as your presence on the high street.
Your job when you’re out there is to guide the right people towards your business premises – your website or your list.
A Final Reflection
If your social media reflected your real-world strengths, values, and energy, what would change?
- Less pressure?
- More clarity?
- Better conversations?
You don’t need to be louder, trendier, or everywhere.
You simply need to stand in the right place and show up as yourself. When you choose the right place on the virtual high street, social media becomes simpler, calmer, and far more effective.
It starts working with you, not against you. ✨
If this has made you realise that your social media feels harder than it needs to, you’re not alone.
Sometimes the most useful next step isn’t another platform or posting plan, it’s clarity.
If you’d like space to step back, reflect, and decide where your time and energy are best spent in your business, you’re very welcome to book a Dream Business Clarity Session with me. It’s a chance to look at the bigger picture, without the pressure to “fix” everything at once.
