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In the world of social media, there exists a widespread notion among young entrepreneurs that a large following is essential for making even a modest number of sales. However, many successful business owners operate under the radar, raking in significant profits without the need for massive online visibility.
Oliver Burkeman, a journalist, succinctly describes the current “information economy” as a mechanism that frequently misguides individuals into making unproductive choices about their activities.
So, if creating content isn’t the golden ticket for building a business, what approach is more effective?
One key strategy is to think of your social media profile as a sales page.
This perspective shifts the focus from just posting content to actively promoting your business. A notable example is the collaboration between Snoop Dogg and Solo Stove, which generated an astonishing 19.5 billion media impressions through a viral campaign. Snoop claimed he was “giving up smoke,” leading to a surge of 60,000 new followers for Solo Stove. Despite this impressive reach, shortly after, the company’s CEO stepped down, acknowledging that the campaign did not translate into expected sales increases.
This highlights an important lesson: Popularity indicators, such as social media shares, mean little if they do not engage with a target audience genuinely interested in the business.
Reevaluating Social Media Metrics
Instead of fixating on likes and shares, consider your social media presence akin to a savings account. Invest time and resources wisely and don’t rely solely on digital presence for immediate gains. Improved brand recognition can pay off in the long run, but it shouldn’t be your lone strategy for immediate success.
It’s important to view social media as a lagging indicator of impact, amplifying existing successes rather than creating them from scratch. Imagine attending a crowded parade, where temporary visibility may be achieved by standing on tiptoes. However, once everyone adjusts their stance, the view remains unchanged while fatigue sets in.
Warren Buffett aptly noted that while individual perspectives may not improve, the effort can become draining. Every new technological advancement in sharing, data collection, advertising, or marketing often appears promising, but they also level the playing field—leading to an oversaturated market.
The issue is not the efficacy of these technologies but that they provide equal advantages to everyone. As more people adopt a trendy approach, individual successes diminish, often resulting in a cycle of burnout as businesses futilely attempt to outshine one another.
Indeed, social media serves as a powerful tool for outreach, just as it is for many others. Similarly, the precise targeting of prospective customers through advertising is equally available to all. The rise of artificial intelligence further enables the creation of vast quantities of content, benefiting early adopters and adept users. However, this democratization may mirror a developing economy—where a few thrive, but the majority continue to struggle.
Currently, there are over 254 million posts tagged with #photographer on Instagram. Expecting to gain bookings by being merely another entry among so many is unrealistic.
As business owners, we don’t need to stretch ourselves thinner; rather, we should seek a different environment or collaborate with those who already enjoy visibility.
Implementing an Effective Strategy
Consider the case of Jeff Steinberg, who leads an online community for parents. Despite creating social media content, he struggled to attract new members to his community. This situation underscores a fundamental challenge: it’s not merely about content creation but competing for attention against established influencers.
Maintaining this content-driven approach can be draining. Most business owners experience stress and frustration in the content-creation space without knowing a more effective path.
Recognizing this, Jeff shifted strategies. Instead of focusing on content creation, he targeted mompreneurs with established followings who catered to his target audience. One such entrepreneur was Rhowena from Healing Mama Co, who had a solid base of 20,000 followers and offered premium products for expectant mothers.
After purchasing one of Healing Mama Co’s products, Jeff organized a collaborative giveaway that required participants to join his Fit Parent Project community to enter. This strategy successfully attracted over 100 new members.
While many perceive social media as merely a means to garner attention, it can also be a channel for conversion, provided one commits to a focused approach—essentially treating the account like a sales platform, complete with meaningful updates and testimonials rather than just chasing likes.
With his new focus, Jeff’s business flourished, allowing his wife to leave her unfulfilling job to join him. Rhowena benefited from the collaboration too, achieving sales without additional content demands.
Ultimately, the lesson here is to question conventional approaches to social media engagement. By implementing strategic collaborations and viewing profiles as sales tools rather than mere platforms for attention, businesses can navigate the competitive landscape more effectively.
This discussion is derived from The Obvious Choice: Timeless Lessons on Success, Profit, and Finding Your Way (HarperCollins Leadership).
Source
www.entrepreneur.com