One of the biggest mistakes brands make on social media is trying to force their polished, commercial marketing content onto platforms designed for real, human connections. That’s like showing up to a backyard barbecue in a business suit—it just doesn’t fit the vibe, and people won’t engage with you.
Customers aren’t scrolling through social feeds to see ads—they’re there for stories, entertainment, and authenticity. They connect with people, not with logos or scripted slogans. When brands miss this, they often write off social as an ineffective channel, never realizing their approach was the true issue.
What Works on Social?
Look at brands like Scrub Daddy on TikTok—it’s wildly popular because it’s funny, engaging, and authentically weird. It isn’t pushing a forced sales pitch; it’s entertaining and real. Brands that embrace humor, let their guard down, and just show “real talk” rather than “ad talk” are the ones that break through, earn engagement, and build true communities.
Authentic, entertaining content is what makes people stop scrolling. These genuine engagements don’t just live on social either—they fuel curiosity and brand searches on platforms like Amazon, ultimately boosting your sales and marketplace presence.
Practical Approach for Brands
- Rediscover Your Value: Start by honestly assessing your unique value proposition. What do you offer that’s truly special for your customers?
- Know Your Audience: Figure out which specific audiences can benefit the most from your product—then meet them where they are, in their voice and on their terms.
- Be Raw, Be Real: Allow your content to be less polished and more human. The rawer your content, the stronger and more authentic the connection.
The Bottom Line
Brands must let go of their rigid brand ideas, tune in to what truly matters to consumers, and create content that prioritizes authenticity. Real wins. The more honest and less “ad-like” your social presence, the closer you’ll get to the long-term brand building and customer loyalty you’re after.