Why the Best Marketers Have Stopped Marketing on Social Media
Let’s talk about something that sounds completely backwards at first: The best way to grow your business on social media is to stop trying to sell anything.
I know what you're thinking - that sounds crazy, right? But here's what I've been watching play out over and over again. The brands absolutely crushing it right now have figured out that being genuinely helpful beats being promotional every single time.
Don't Take My Word for It
Think about it - people hop on social media for ideas, solutions, entertainment, and real connection. They want to feel understood, not hunted down by another sales pitch.
And the data backs this up in a big way:
Consumers are 131% more likely to purchase immediately after engaging with educational content. A week later, they're still 48% more likely to buy.
Given four options, 83.6% choose the brand that educated them.
And educational content? It gets shared twice as often as other types.
Your Three-Step Framework for Actually Helpful Content
So how do you pull this off? Here's my framework to get you started:
1. Step Into Their World
Instead of leading with your agenda, dive into your audience's real challenges. Listen to conversations in your comments, industry forums, and even competitor feeds. Notice the recurring frustrations and questions. The best content doesn't start with what you want to say - it starts with what they need to hear.
2. Offer Real Solutions
Create content that genuinely helps, even if it doesn't tie back to your offering. Share your shortcuts. Give away your best tips. Show behind-the-scenes moments that actually teach something valuable. When you lead with real value, people remember you. And when they're ready to buy, they'll think of you first.
3. Show Up Consistently
Being helpful once isn't enough. Trust builds over time through steady proof that you care - creating a rhythm people can rely on. Weekly insights, a monthly series, or even a recurring Q&A can position you as the voice your audience counts on.
Why This Actually Works
I get it. Giving away your best insights feels counterintuitive, but it works. Helpful content builds trust, and trust builds customers. Simply put: The more you give, the more you receive.
So instead of waking up asking "How will I sell today?" try asking "How can I help someone today?" That simple shift changes everything - your content, your engagement, and your results. This small shift is what separates the brands people scroll past from the ones they actually follow... and buy from.
