Creating social media content can feel like shouting into the void sometimes.
You’re putting in the effort, posting consistently, and still… nothing. If your content isn’t landing the way you hoped, it’s not because your ideas are bad—it’s likely because your audience isn’t connecting with them.
One common mistake is focusing too much on what you want to say rather than what your audience wants to hear. Brands often fall into the trap of posting about their products, services, or achievements without considering how that content benefits their audience.
The truth is, people aren’t scrolling social media looking for brands to follow—they’re looking for value, entertainment, or solutions to their problems. If your content isn’t providing that, it’s easy to get ignored.
Another issue could be your tone of voice. If your posts sound too formal or robotic, people won’t engage. Social media is a casual space, and content that feels conversational tends to perform better. Instead of writing like a brand, write like a person—with humour, honesty, and warmth.
Finally, your content might be missing visual appeal. Even the best message can get overlooked if the visuals aren’t engaging. Are your posts easy to read? Are they eye-catching enough to stop people from scrolling? If not, a simple design refresh or better use of imagery can make all the difference.
The key to creating content that lands is to focus less on what you want to say and more on what your audience wants to hear. Show them you understand their struggles, answer their questions, and create content that feels useful, entertaining, or relatable.
Do that, and your content will finally start to stick.
Will Staber Digital Strategist | Grab Social