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Let’s cut to the chase. Social media can feel like a black hole.
You spend ages writing a post, hit publish, and… nothing. Maybe a like from your mum and a random bot. Meanwhile, your competitors seem to rack up comments, shares, and clients out of thin air.
So what’s the deal? Here’s the truth: social media hasn’t stopped working. But the way most businesses use it has. The winners aren’t chasing algorithms or copying TikTok dances. They’re keeping it simple: showing up, talking like real people, and building trust one post at a time.
Here are five principles to stop the scroll-and-pray routine and start using social media in a way that actually grows your business.
Key Principle #1: Stop Broadcasting. Start Talking.
Most companies still treat social media like a loudspeaker. Shout louder. Post more. Cross your fingers. But that’s not how people connect.
People don’t want to be preached at — they want to feel part of something. So ask questions. Run polls. Share stories that spark replies, not eye-rolls. Even a simple “What’s your take?” will get more traction than a boring sales pitch.
If your social feed looks like a company noticeboard, you’re doing it wrong.
Key Principle #1 Case Study: Octopus Energy (UK)
Octopus gets it. Instead of blasting updates, they chat. They answer questions on Twitter, post cheeky polls, and even turn complaints into back-and-forth conversations. It’s messy, it’s human, and people love it.
Key Principle #2: Video Rules (and No, It Doesn’t Need to Be Fancy)
Scrolling through your feed, what do you see most? Video. Whether it’s TikTok, Instagram Reels, or YouTube Shorts, that’s where attention lives.
The good news? You don’t need a film crew. Grab your phone, say something useful, and hit post. Authentic, quick clips nearly always beat polished adverts because they feel real. Got a podcast or webinar? Chop it up into smaller bits. Stretch your content instead of starting from scratch.
Forget perfection. People connect with people, not Hollywood lighting.
Key Principle #2 Case Study: Gymshark (UK)
Gymshark blew up by posting down-to-earth workout clips. No glitz, no glamour — just relatable videos that built a global following. It’s proof you don’t need a huge budget, just consistency and a bit of personality.
Key Principle #3: Consistency Beats One-Hit Wonders
Everyone dreams of going viral. But here’s the thing: one viral post won’t build your business. Showing up, week in, week out? That’s what works.
Think of it like training for a marathon. You don’t get fit from one epic run, it’s the daily jogs that count. Social’s the same. It’s better to post three times a week, every week, than to vanish for a month and then dump 10 posts at once.
Consistency builds trust. Trust builds business.
Key Principle #3 Case Study: Innocent Drinks (UK)
Innocent aren’t doing viral gimmicks. They’ve built their whole online presence on steady, witty, on-brand posts. People follow them because they know what they’re going to get, and that’s why they stick around.
Key Principle #4: Teach First. Sell Later.
Biggest mistake on social media? Treating it like a sales channel. Endless offers, promotions, and “Buy now!” posts. It’s boring.
People don’t log on to be sold to. They log on to learn, laugh, and connect. So share useful tips. Quick wins. Behind-the-scenes moments. Give before you ask. Then, once you’ve earned attention, invite people to take the next step, download something, join a webinar, or book a Help first, sell second. That’s how you build loyalty.
Key Principle #4 Case Study: Monzo Bank (UK)
Monzo doesn’t just yell about current accounts. They post bite-sized money tips and relatable content about budgeting. That’s why people trust them. By the time someone’s ready to switch banks, Monzo already feels like the obvious choice.
Key Principle #5: Don’t Just Build Followers. Build a Community.
Here’s the difference: followers watch. Communities join in.
Anyone can buy followers. But building a group of people who actually care? That’s where the magic is. Maybe it’s a Facebook group. It could be a buzzing comments section. Or it’s a LinkedIn hub. Whatever it looks like, the goal is belonging.
Forget the numbers game. Ten engaged people beat a thousand silent ones.
Key Principle #5 Case Study: BrewDog
BrewDog turned customers into advocates with their “Equity for Punks” scheme and buzzing online groups. Their fans don’t just drink beer, they feel that they’re part of the movement. That loyalty is priceless.
Forget Algorithms. Focus on People.
Here’s the truth bomb: the algorithm isn’t your problem. The problem is forgetting that social media is supposed to be social.
Start more conversations. Share real videos. Show up consistently. Teach before you sell. Build a community, not just a following. Do that, and you’ll stop shouting into the void, and start building a pipeline of clients who actually want to hear from you.
5 Quick Wins You Can Try This Week
- Record one short-form video (even if it’s rough).
- Post a question that sparks comments.
- Repurpose a blog or webinar into three bite-sized posts.
- Pick a posting rhythm you can stick to, then stick to it.
- Join or start a group where your dream clients already hang out.
Want social media that actually brings clients, not just likes? Book a free 30-minute Discovery Call and let’s put a plan together.
Come for a “Test Drive”
Running a business doesn’t have to feel like trial and error. That is why our half-day business growth MasterCLASSes and our more in-depth 90-Day Planning workshops, that is part of our Entrepreneurship Academy and 1-2-1 Business Coaching Programmes, are designed to take the guesswork out of growth.
If you’d like a “test drive”, then come along to one of our events. You’ll discover the proven strategies we use to help entrepreneurs build profitable, scalable businesses. You’ll connect with like-minded people, learn practical tools you can use straight away, and leave with more clarity than ever.
