Scroll through most business social media accounts and you'll see the same pattern: product announcements, service promotions, sales pitches, more product announcements. It's basically a billboard disguised as a social media presence.
Here's why that doesn't work: social media is social. People don't log onto Instagram or LinkedIn to be sold to. They're there to be entertained, informed, or inspired. If your content doesn't do at least one of those things, it gets ignored.
Apply the 80/20 rule: 80% of your content should provide value with no strings attached. Share insights. Teach something useful. Tell interesting stories. Highlight your customers or community. Make people laugh. Spark meaningful discussions.
Only 20% should be promotional—and even then, make it soft. Instead of "buy our product," try "here's how our customer Sarah solved this problem." Show the outcome, not the sales pitch.
When you lead with value, people actually want to follow you. They engage with your content. They think of you as a helpful resource, not an annoying advertiser. And when you do occasionally promote something, they're much more receptive because you've earned their trust and attention.
Your social media presence should be so valuable that people would follow you even if they never bought from you. That's when it starts working.
