The 5 Mistakes Killing 90% of Cork Businesses' Social Media (That Agencies Won't Fix)

The 5 Mistakes Killing 90% of Cork Businesses' Social Media (That Agencies Won't Fix)

I spent two weeks analysing 50+ Cork business social media accounts.

90% are invisible on social not because of budget, but because of 5 fixable mistakes.

I spent two weeks analyzing Cork business social media accounts.

Hospitality. Tradespeople. Retail.

Professional services.

50+ businesses total.

What I found shocked me.

90% make the same 5 mistakes.

And the agencies managing these accounts? In most cases, they’re not fixing them.

Not because agencies are bad, but because fixing them requires daily work, not monthly content batches.

MISTAKE 1: Spreading Too Thin (The 4-Platform Trap)

What I Found:

Average Cork business:

• Active on 4 platforms

• Posts 1.8 times/week TOTAL (across ALL platforms)

• Result: Inconsistent presence everywhere

  
  

Example from my analysis:

Cork restaurant:

• Facebook: 1 post this month

• Instagram: 2 posts this month

• TikTok: 0 posts this month

• LinkedIn: 1 post (from 3 months ago)

  
  

Agency managing them? Charging €1,200/month.

Why This Kills Your Reach:

Algorithms reward consistency.

Facebook/Instagram algorithm priority:

• Accounts posting 3–5x/week: High priority

• Accounts posting 1–2x/week: Low priority

• Accounts posting <1x/week: Basically invisible

Posting 1.8 times/week across 4 platforms = Algorithm sees you as inactive everywhere.

The Fix:

Pick 2 platforms. Delete the rest.

Post 3–5 times/week on those 2 platforms.

Better to be strong on 2 than weak on 4.

Why Agencies Don't Fix This:

Because it often means admitting:

• "We can't manage 4 platforms properly on this budget"

• "We should focus your spend on fewer platforms"

Translation: Most agency models are built around coverage, not focus.

MISTAKE 2: Zero Engagement (The Dead Account Signal)

What I Found:

Out of 50 Cork businesses analyzed:

• 78% NEVER reply to comments

• 92% NEVER comment on other accounts

• 85% NEVER respond to DMs within 24 hours

These accounts are posting. But not engaging.

Why This Kills Your Reach:

Buffer's 2026 analysis of 100k+ accounts:Accounts that engage 15 minutes daily = 5x higher reach than accounts that only post.

Instagram's algorithm specifically tracks:

• Reply rate to comments

• Response time to DMs

• Engagement with other accounts

No engagement = Algorithm labels you as "broadcast only" = Lower reach.

The Fix:

15 minutes daily:

• Reply to ALL comments (5 minutes)

• Comment on 5–10 other accounts (5 minutes)

• Respond to DMs (5 minutes)

That's it. 15 minutes.

Why Agencies Don't Fix This:

Because 15 minutes daily = 7.5 hours/month.

Most Cork agencies batch-create content once a month.

Daily engagement? Not in their workflow.

MISTAKE 3:

AI-Perfect Content (The Instagram Death Signal)

What I Found:

71% of social media images are now AI-generated. (Source: Amra & Elma, 2026)

Out of 50 Cork businesses:

• 68% post ONLY professionally polished content

• 82% use stock photography or AI-generated images

• 74% have zero raw/unpolished content

Instagram's CEO just admitted (January 2026):

"In a world where AI can generate flawless imagery, the professional look becomes the tell."

Translation: Perfect = penalized.

Why This Kills Your Reach:

Instagram's algorithm now detects:

• AI-generated perfection

• Stock photo aesthetics

• Template-based content

• Over-polished visuals

And pushes them down.

My analysis results:

• Polished content average reach: Down 40–60% from 2023

• Raw content average reach: Stable or growing

The Fix:

Mix in authentic content:

• iPhone videos (no editing)

• Behind-the-scenes moments

• Owner talking to camera

• Real customer interactions

• Process videos

Ratio: 60% authentic, 40% polished.

Why Agencies Don't Fix This:

Because their entire service model is built on:

• "Professional content creation"

• "Award-winning creative"

• "Polished brand presence"

Admitting "raw beats polished" = admitting their service is outdated.

MISTAKE 4: Ignoring Reels (The 3x Reach Opportunity)

What I Found:

Out of 50 Cork businesses:

• 82% post mostly static images

• 12% post carousels

• 6% post Reels

But in 2026:

Reels get 3x more reach than static posts.

50% of Instagram videos are watched without sound.

Why This Kills Your Reach:

Instagram prioritizes Reels in:

• Main feed

• Explore page

• Search results

Static posts? Basically invisible unless you already have huge following.

The Fix:

Post 2–4 Reels/week minimum.

Reel requirements for 2026:

• Visual hook in first 1 second

• Text overlay (50% watch without sound)

• Under 60 seconds

• No watermarks from other apps

Not rocket science. Just different format.

Why Agencies Don't Fix This:

Because Reels require:

• Different skillset

• More time to create

• Understanding of trends

• Daily platform monitoring

Monthly content batch creation doesn't work for Reels.

MISTAKE 5: No Performance Tracking (The Vanity Metric Trap)

What I Found:

67% of Cork SMEs don't check analytics at all.Of the 33% who do:

• 89% only look at "likes" and "impressions"

• 11% track actual business metrics

Agencies provide:

• "Monthly reports" showing likes, impressions, reach

• Zero connection to actual business results

Why This Kills Your Budget:

You're paying for vanity metrics.

Example from my analysis:

Cork tradesperson:

• Agency report: "10,000 impressions this month! Great success!"

• Reality: 0 inquiries, 0 phone calls, 0 jobs

  
  

10,000 impressions = €0 revenue.

The Fix:

Track real metrics:

• Website clicks

• Phone calls

• Email inquiries

• DM conversations

• Quote requests

• Actual sales

Ask your agency:"How many business inquiries came from social media this month?"If they can't answer = you're paying for nothing.

The Real Numbers

I analyzed 15 Cork businesses in detail (with owner permission):

GROUP A: Agency-Managed Accounts

Average characteristics:

• €1,200–€2,500/month agency fees

• 4+ platforms

• Polished content only

• Zero engagement

• Mostly static posts

• Vanity metric reporting

Average results:

• Reach: Down 45% from 2023

• Engagement rate: 0.9%

• Business inquiries: 2–4/month

• Cost per inquiry: €300–€625

GROUP B: DIY or RYND-Managed Accounts

Average characteristics:

• 2 platforms focused

• Mix of polished + authentic content

• Daily engagement

• 2–4 Reels/week

• Business metric tracking

Average results:

• Reach: Stable or growing

• Engagement rate: 3.2%

• Business inquiries: 8–15/month

• Cost per inquiry: €26–€99

Same market. Same potential. Different approach.

Who This Is NOT For

This approach is not for you if:

• You want to “set and forget” social media

• You don’t want to appear on camera at all

• You expect results without daily activity

• You care more about brand aesthetics than leads

If that’s you, a traditional agency model is probably a better fit.

What To Do About Your Cork Business

If You're Working With an Agency:

Ask them these 5 questions:

1. "Why are we on 4+ platforms instead of focusing on 2?"

2. "Who handles daily engagement (comments, DMs, replies)?"

3. "What percentage of our content is authentic vs polished?"

4. "How many Reels are we posting weekly?"

5. "How many business inquiries came from social this month?"

If they can't answer clearly = they're not fixing these mistakes.

If You're Managing Social Yourself:

This week:

1. Pick your best 2 platforms

2. Post a raw iPhone video

3. Reply to every comment

4. Comment on 5 other accounts

5. Post 1 Reel

Next week: Repeat.That's the fix.

The Cork Business Reality

Most Cork SMEs:

• Have limited time

• Need real results, not vanity metrics

• Can't afford €1,500/month for engagement metrics

Fixing these 5 mistakes doesn't require a €2,000/month agency.It requires someone who understands:

• 2026 algorithms

• Daily engagement

• Authentic content

• Reels strategy

• Business metrics

Sources & References:

• Analysis of 50+ Cork SME social media accounts (January 2026)

• Buffer analysis of 100k+ accounts (2026)

• Amra & Elma agency research on AI-generated content (2026)

• Instagram CEO Adam Mosseri public statements (January 2026)

• StoryChief, "Social Media Algorithm News 2026"

About the Author:

PJ Rynd runs RYND, a Cork-based digital consultancy that focuses on business results, not vanity metrics.We fix these 5 mistakes for €199–€799/month with transparent pricing and no hidden fees.