Creators often fear posting off-topic content on a successful account, worried it will hurt engagement or "the algorithm." This prioritizes vanity metrics over actual business outcomes. It's better to accept a temporary dip in views on a promotional post that could gain real customers.
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A successful content strategy isn't random. Each post must have a specific job. Content should be intentionally designed to either attract new followers, nurture the existing community to build trust, or directly drive sales with conversion-focused messaging.
Social media has shifted from 'social' to 'interest' media, where the algorithm targets users based on the content they consume. Making hyper-specific content for your target audience is the most effective form of targeting. Resist making broad content for vanity metrics, as it won't reach qualified buyers.
Telling users "link in bio" directs them away from your post before they can like or comment. This lack of engagement signals the algorithm to limit your reach. Use DM automation CTAs (e.g., "comment 'SALE' for the link") instead to boost interaction and visibility.
Gaining millions of views is a vanity metric if the audience isn't engaged or aligned with business goals. Instead of pursuing fleeting viral moments, focus on consistent content that cultivates a real community. That engaged community, not a passive audience, can eventually be converted into customers.
The common advice to chop up a single video or blog post for every social platform is a myth. Each platform's algorithm and audience expectations demand native content. True growth comes from mastering one or two channels with tailored content, not from thinly spreading repurposed material across many.
As feeds become saturated, relying on shares for discovery is insufficient. Your ideal followers are actively searching for solutions. Optimizing profiles and posts with keywords to answer their questions is a more reliable and underrated path to being discovered.
Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.
Stop creating broad content to chase views. Algorithms are so effective that creating hyper-specific content for your ideal customer is the most efficient way to reach them. The content itself is now the targeting mechanism.
A perfect track record of high-performing content indicates a content strategy that is too safe. Occasional "flops" are not failures; they are crucial data points that help you find the creative boundaries and discover new, resonant topics. Consistently testing and pushing limits is necessary for long-term growth and innovation.
Counterintuitively, dedicating budget to campaigns optimized for engagements, follows, and shares can be a powerful brand-building tool. This approach reaches more people less expensively than conversion campaigns, building an audience and 'searing memories' that lead to future demand, complementing direct response efforts.
