Social Media Is Your New TV
Turn your social media into a powerhouse
Businesses of all sizes struggle to get something out of social media, and man, it’s tough to watch. Whether you're a big brand or just getting started, the likes on your posts—35, 15, maybe 85—are screaming "friends and family" on platforms like Facebook and Instagram and “employees and suppliers” if you’re mainly on LinkedIn. It’s frustrating, but here’s the reality: social media has changed. Big time.
We’re no longer in the era where social media was all about peer-to-peer connection. Remember the early days? When Facebook felt like a virtual hangout, where you’d keep up with friends, and Instagram was your highlight reel? Well, times have shifted, and TikTok is the reason for this massive change.
From Connection to Entertainment
Thanks to platforms like TikTok, social media has morphed into a hybrid between entertainment and social interaction. It's not just about showing your life anymore—now, it’s more like watching TV that just so happens to have a chat function. You're flipping through channels, watching snippets of entertainment from different creators, brands, and influencers, all fed to you by an algorithm designed to show you more of what you want to see.
TikTok’s algorithm cycles content to new audiences constantly, meaning your community is transient. You may grab someone’s attention today, but they might not see you again tomorrow unless you make content that keeps them coming back.
Here’s the kicker: that same algorithm doesn’t care if you’re posting what you want to show. It rewards content that people actually want to consume. So, if you’re still out there posting repetitive product shots, hoping to go viral—think again.
The Rise of Edutainment
This shift has changed the game for brands, making the social aspect of social media more important than ever. People aren’t just scrolling to keep up with friends; they’re on these platforms for entertainment. And the best way to entertain them? Through edutainment—content that educates while entertaining.
Show your audience how your product is made, why you designed it a certain way, or how it can fit seamlessly into their lives. Give them value beyond the sale. The more value you provide, the more likely they are to engage with your brand and stick around.
Engage to Get Engagement: Commenting Strategy 101
Now, here’s where brands often drop the ball—they forget the social part of social media. Gary Vee talks about this all the time: if you want more engagement on your posts, you need to engage with others. It’s not enough to just post and hope for the best.
You need a solid commenting strategy to build connections and keep people coming back. Here’s how:
Be Proactive: Don’t just wait for the likes to roll in. Go out there, comment on other people’s posts, start conversations, and engage with your target audience. People notice brands that take the time to interact.
Be Authentic: Drop the generic “Great post!” or “Nice work!” comments. Go deeper. Share something personal, ask a thoughtful question, or offer advice. Make people feel like you actually care about what they’re saying.
Stay Consistent: Like with everything in life, consistency is key. Make it a daily habit to comment on posts from your audience or industry leaders. This will get your name out there and create opportunities for people to check out your content.
Social Media is the New TV—But You’re Still in Control
If you’re still treating social media like a one-way advertising platform, you’re missing the point. The game has changed—you need to change with it. Platforms like TikTok are driving social media to look more and more like TV. The content is entertaining, fast-paced, and fleeting. But unlike traditional TV, where the viewer is passive, on social media, the viewer can talk back. They can comment, share, and interact. This two-way street is crucial.
Take note of how UK fashion retailer ASOS integrates its brand into real-life experiences. Their campaign around promoting their activewear line by sponsoring real fitness influencers—who actively engage with their community—is a brilliant example of going beyond static ads. They create content that connects with real people in real situations, offering a mix of entertainment, education, and interaction.
Creating Content People Actually Want
At the end of the day, it’s not about what you want to post—it’s about what they want to see. Think of it like this: when was the last time you woke up and thought, “I need to check out what John Lewis posted about their latest sofa design”? Probably never. But if John Lewis posted a creative video on how to style your living room or some easy interior design tips, now that’s content you might actually watch and share.
It’s time to start thinking like a content creator, not an advertiser. If you want your social media to drive business, you need to make content that entertains, educates, and engages your audience.
Final Thoughts: Be Social, Stay Relevant
If you take one thing away from this, let it be this: social media is no longer just a place to show off your products. It’s a place to build relationships, entertain your audience, and connect with them in a way that feels genuine. So, start thinking like a TV show with a chat function. Make your content fun, informative, and interactive.