The Problem With Social Is You Need Great Content

Social media isn’t just one thing—it’s a constantly shifting landscape, and lumping all of it together under the banner of “social” does a disservice to the unique strategic nuances each platform offers. Back in the early days of Facebook, Twitter, and Instagram, the prevailing thought was simple: show up, post a cool picture or a clever update, and let virality do its thing. That approach created the illusion that simply being present was enough to eventually reach scale.

But those days are long gone.

The Evolution of Social

Today, each platform has carved out its own niche with its own audiences and rules of engagement. Algorithms have evolved dramatically. A pretty picture doesn’t automatically translate into massive reach anymore, and even your most relevant posts might barely scratch the surface of your existing audience. Social media now is a series of small wins—every post builds on the last, gradually creating momentum over time. The reality is, to win at social, you have to continuously provide real value to your audience.

Building Real Value

The key to success on social today is delivering genuine value to your audience. And “value” isn’t one-size-fits-all—it can take many forms depending on who you’re talking to. For example, an industry leader might build value by sharing useful insights and actionable data that reinforce their expertise, a lifestyle brand might do so through entertaining, visually engaging experiences, and a nonprofit could connect through heartfelt stories that underscore their mission. These are merely examples of potential approaches—not prescriptions. The real challenge is understanding what your audience actually wants to see, rather than what you think they should see. It’s a tough balancing act that requires a deep knowledge of your audience and a commitment to tailoring your content to meet their needs.

The Hard Truth

Let’s be clear: creating great content isn’t easy. It takes time, creativity, and constant effort. The outdated notion that posting pretty pictures or sharing occasional company news will naturally engage your audience is a surefire way to set up your social team for failure. In today’s competitive digital arena, brands must take charge of their narrative.

This means recognizing that every piece of content is a building block of a larger story. It’s about crafting content that not only aligns with your brand’s voice and business goals but also genuinely connects with your audience. That’s both a burden and an opportunity: if you’re not willing to invest the necessary time and resources into creating meaningful content, you risk getting lost in the noise. But for those who do, the rewards can be substantial—a loyal, engaged audience that delivers real value back to your organization.

The Opportunity for Those Who Commit

The brands that are winning in the digital space have embraced the challenge of creating great content. They understand that social isn’t about chasing random acts of virality; it’s about the cumulative power of small wins. Every post, every interaction, every piece of content should contribute to a coherent, evolving narrative that builds momentum over time.

So, if you’re ready to move beyond the outdated idea that a few pretty pictures will carry you to success, it’s time to commit to a more deliberate approach. Understand your audience, experiment with what builds value for them, and own your brand’s story with a consistency that resonates. Yes, it’s hard work, and yes, crafting great content is a real challenge. But the brands that persist are the ones that ultimately stand out—and it’s never too late to join their ranks.