Social media isn’t the problem—your ads are. Social platforms are drowning in paid posts that feel as engaging as a telemarketer’s pitch. Stop throwing money at the algorithm and start being social. Be a brand people actually want to interact with.
Ads Are the New Junk Mail
Social media ads are the party guests nobody invited but who show up anyway, talking over everyone else and trying to sell their “life-changing” product. Here’s the harsh truth: most ads suck. They interrupt, annoy, and fail to do what social media was designed for—connecting people.
Look at your feed right now. Chances are it’s clogged with bland, soulless ads trying too hard to be trendy. The result? Audiences are tuning out faster than you can say “conversion rate.”
The Social in Social Media
Social media was never supposed to be a giant billboard. It was supposed to be, well, social. It’s where friends share memes, creators show off their work, and your cousin overshares about their cat’s dental surgery. It’s a place for interaction and authenticity, not endless sales pitches.
Here’s a radical idea: instead of spending your entire budget on ads, focus on being an actual presence on social platforms. Comment on posts, share user-generated content, and respond to your followers like a real human being. Brands that act social instead of transactional create real connections. You know what real connections do? They sell without trying so hard.
Why Your Ads Aren’t Working
They’re Boring: Let’s call it like it is. A stock photo with a generic caption doesn’t inspire clicks—it inspires yawns.
They’re Out of Touch: Trying to co-opt trends you don’t understand doesn’t make your brand cool; it makes it cringe.
They’re Interruptive: Ads that barge into someone’s feed feel as unwelcome as spam emails.
The best-performing content isn’t ads—it’s organic, creative, and authentic. It’s the stuff that doesn’t scream “BUY NOW” but whispers, “Hey, this is cool, come check it out.”
Social media isn’t your megaphone; it’s your handshake.
What Doesn’t Suck
Original, engaging content doesn’t suck. Staying social doesn’t mean sacrificing professionalism or creativity—it means showing up authentically in ways that resonate with your audience. Let’s break it down by industry:
Corporate: Think less “We’re a Fortune 500 company” and more “Here’s what it’s like to work with us.” Share employee spotlights, behind-the-scenes looks at your operations, or quick insights from leadership. A video of your team prepping for a big event, accompanied by captions sharing your values, goes a long way toward building trust.
Fashion: Stop treating Instagram like a glossy catalog. Show the creative process behind your collections. Share videos of your team prepping for a runway show or candid moments during a photoshoot. Let followers see the mood boards, the fittings, and yes, even the chaos.
Entertainment: For artists, bands, or creatives, keep it raw. Instead of just promoting your next release, share snippets from the studio, rehearsal footage, or even bloopers. Let people see the effort behind the glamour—it’s the humanity that keeps fans coming back.
Hospitality: Instead of generic shots of empty hotel lobbies or perfectly plated meals, focus on real experiences. Share a guest’s story (with their permission), show your staff in action, or document the journey of a dish from kitchen to table. Make your audience feel like they’re already part of the experience.
Events: Create buzz by showing what happens behind the curtain. Whether it’s setting up a concert stage or planning a corporate gala, highlight the details and dedication that make events unforgettable. Bonus points for showcasing the personalities of the people pulling it all together. Interacting with your audience doesn’t suck. Playing the long game of building trust and loyalty? That’s how you win. Here’s what works:
Create Content That Feels Real: Instead of perfect product shots, show behind-the-scenes clips, user-generated content, or honest stories about your brand. People crave authenticity.
Engage With Your Followers: Don’t just post and ghost. Respond to comments, like posts, and share content that’s relevant to your audience.
Be Entertaining or Educational: Give your audience something valuable—a laugh, a tip, or something worth sharing.
Bring It Full Circle
The problem isn’t social media. It’s the way brands use it. Stop treating social platforms like ad space and start treating them like communities. The brands that stand out are the ones that participate, not the ones shouting from the sidelines.
Your audience isn’t scrolling through their feed hoping to find your ad. They’re looking for connection, entertainment, and inspiration. Be the brand that gives them that, and you won’t just get likes—you’ll get loyalty.
Social media doesn’t suck. Your ads do. Fix that.
With love,
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