5 Hard Truths About Starting an Online Business (And Steps to Build One That Actually Works)
Starting an online business sounds like the ultimate dream—freedom, flexibility, and earning more than a 9-to-5 ever could. But here’s the thing: most people fail because they’re chasing trends instead of focusing on what works.
If you’ve felt overwhelmed or burned out trying to make it work, you’re not alone. In this article I’ll break it all down so you can fast-forward your success by doing it the smarter way forward.
1. Viral Success Is a Long Shot (Do This Instead)
The Truth: Viral success sounds like the ultimate shortcut—post a video, hit the jackpot, and watch the money roll in. But here’s the reality: less than .01% of videos ever go viral, and when they do, it’s usually luck.
Many courses promise to “show you how they went viral,” but the key word is “went.”
What worked once rarely works again. Platforms change algorithms constantly, making it impossible to guarantee the same results.
Even when you do hit big, the payout is underwhelming—on YouTube, you need 25,000 views to make $100. On TikTok, it’s even worse, with creators earning as little as $0.02 per 1,000 views. To see any meaningful income, you’d need to post 2–3 videos a day for months.
Do This Instead:
Success doesn’t come from going viral—it comes from connecting with a specific audience. Platforms are designed to show your content to people who care about it, so focus on consistent, valuable posts that solve problems or share insights.
A small, loyal audience of 1,000 true fans will always outperform 100,000 passive viewers. By narrowing your focus and targeting the right people, you can build trust, engagement, and a sustainable business.
Easy Action Item:
Pick one piece of content you’ve already created (a post, a video, or even a tweet) and turn it into a helpful resource. For example, expand it into a mini guide, checklist, or article, and make it available on a platform you own, like a blog or download page.
This repurposed content gives you more control and a backup plan if algorithms shift.
2. Platforms Own Your Business (Not You)
The Truth: If your entire business depends on TikTok, Instagram, or any social platform, you’re building on shaky ground.
These platforms control everything—their algorithms decide who sees your content, and one update can tank your reach and income overnight. It’s like renting your business instead of owning it. You might have some success, but you’re never truly in control.
Do This Instead:
To create a business that lasts, you need to own your audience. Social media is great for getting traffic, but the goal should always be to direct people to platforms you control, like an email list or a newsletter. These are assets no algorithm can take away from you.
When you own your audience, you can communicate with them directly, nurture their trust, and build income streams that aren’t tied to the whims of a third party.
Easy Action Item:
Pick one piece of content you’ve already created (a post, a video, or even a tweet) and turn it into a helpful resource. For example, expand it into a mini guide, checklist, or article, and make it available on a platform you own, like a blog or download page. This repurposed content gives you more control and a backup plan if algorithms shift.
Taking small steps to own your audience and content creates stability and ensures your business thrives—no matter what changes happen on social media.
3. Grinding Doesn’t Equal Growing
The Truth: Hustling harder isn’t the answer. Posting nonstop, chasing every new trend, and working yourself to the point of burnout won’t guarantee success. Most people pour endless hours into their business, only to find they’re stuck in the same place—just more exhausted
Do This Instead:
Shift your focus from hustle to systems. The goal is to create processes that keep working even when you’re not. Evergreen content (the kind that stays relevant over time) and simple automation tools let your business grow without requiring constant input. It’s not about doing more; it’s about doing smarter.
Easy Action Item:
Identify one repetitive task you’re doing every week (like writing social media posts or scheduling emails). Then, use a tool like AI or a scheduling platform to automate that task. This simple shift can save hours each week and give you more time to focus on growing your business.
This strategy lets you scale your business without the constant grind, building something that’s sustainable and, most importantly, enjoyable.
4. You Don’t Need to Be Everywhere
The Truth: Posting on every social platform sounds like a lot of work, but thanks to modern tools, it’s actually easy. With apps that let you create one video and upload it everywhere, “being everywhere” is no longer the hard part.
So what’s the problem? Being everywhere well.
Every platform has its own unique style, audience, and unspoken rules. People go to TikTok for quick, entertaining content, Instagram for polished visuals, and Pinterest for inspiration and ideas.
Tactics and expectations that work in one place might completely flop in another.
A mentor of mine once told me, “Don’t Facebook on Pinterest,” and it was a game-changer. I had spent years mastering Facebook, but when I expanded into Pinterest, I had to learn the platform’s rules to succeed.
Do This Instead:
Yes, use simple tools to “be” everywhere—but pick one platform to master first. Get to know its style, learn what resonates with its audience, and figure out how to make it work for you. Once you’ve built momentum and developed a system, you can expand to other platforms and tailor your content to fit each one.
Easy Action Item:
Choose one platform where your target audience spends the most time. Then, commit to creating content specifically for that platform’s vibe and audience. For example:
- If you pick TikTok, focus on short, engaging videos that educate or entertain.
- If it’s Instagram, create visually striking posts with clear captions that tell a story.
- Take two weeks to post consistently and study what works.
As you build confidence and a library of content, start repurposing your best-performing pieces for other platforms, but always adapt them to fit the style of the new audience.
5. Using Systems Beats Chasing Fads
(Every Time)
The Truth: Jumping from one shiny object to the next is one of the biggest reasons people fail. A new trend might grab attention, but trends fade—and they rarely lead to lasting income. The constant chase for “what’s hot now” leaves you stuck in a cycle of starting over every time the game changes.
Do This Instead:
Build systems that make your business consistent, predictable, and scalable. Systems give you a process to follow—whether it’s for attracting an audience, keeping them engaged, or monetizing your efforts. The key? Focus on building relationships and solving problems for your audience. Think audience first, income second. When you serve your audience well, the income naturally follows.
Easy Action Item:
Start small: create a simple content plan for the next two weeks. Focus on one type of content that delivers value (like tips, answers to common questions, or guides). Use a tool like AI to batch-create posts or videos, and automate your publishing schedule. Once this system is in place, it’s easier to stay consistent without overthinking every step.
- The Truth: Most people fail because they jump from one shiny object to the next. A new trend might get attention, but it won’t create lasting income.
- What Works Instead: Systems create consistency. Build a process for attracting, engaging, and monetizing your audience. Think: audience first, income second.
- Quick Tip: A faceless business model works perfectly here—grow your audience with helpful, relevant content, then monetize with sponsorships, affiliate offers, or digital products.
Bottom Line: Build Smarter, Not Harder
If you’ve been chasing trends and burning out, it’s time to pivot. Real success doesn’t come from grinding for views or hoping for virality—it comes from building systems that grow with you.
If you want to see what is working NOW, here’s my super simple breakdown. This post looks at several different models that can produce income. They can all be done with low startup costs and can be done in your spare time from home.