Why is Social Media Not Working for Your Business? [And How to Fix It]


Are you putting in the effort to post regularly on social media but not achieving the attention or results your business needs? 

It’s a familiar struggle. 

Social media is a fiercely competitive arena, and the constantly evolving algorithms can make it challenging for your content to reach a wide audience. 

Don’t be disheartened, though. It doesn’t necessarily mean that your social media content isn’t up to scratch – it could just mean you’re directing your efforts in the wrong direction.

While many factors contribute to social media success, let’s explore some of the most common reasons your social media marketing might not work.

  1. You Don’t Have Clear Goals
  2. You’re Pushing Your Products Too Hard
  3. You’re Not Considering the Entire Customer Journey
  4. You’re Not Social Enough
  5. You’re On the Wrong Channels
  6. You Don’t Use All the Available Features
  7. You Post the Same Content Across All Of Your Channels
  8. Not Understanding Your Target Audience Across All Platforms
  9. You Don’t Tell Stories
  10. You’re Posting at the Wrong Frequency
  11. You Don’t Consider Ads

You Don’t Have Clear Goals

How can you know if social media isn’t working if you don’t know what you’re trying to achieve in the first place?

First, let’s clarify – every post you create on social media needs to be aligned with a clearly defined and measurable goal. Without this, it’s like navigating without a destination in mind.

Before diving into social media marketing, it’s essential to establish concrete and measurable objectives. Without them, you risk wandering aimlessly.

Each post you create should align with a specific goal: driving website traffic, increasing brand awareness, boosting product sales, or growing your subscriber base. Defining your objectives lays the foundation for a successful social media strategy.

Far too many businesses create social media channels and start posting without clear goals in place. If you do this, you’ll never be able to understand whether your social media marketing is actually a success.

You’re Pushing Your Products Too Hard

One of the biggest blunders many businesses make on social media is being overly salesy. Understandably, you want to attract more customers and boost sales, but bombarding people with constant product promotions can be a major turn-off.

Social media users seek out content that captivates and engages them. That’s why successful social media content should go beyond shameless self-promotion and provide value to your audience.

Instead, strive to create entertaining, educational, intriguing, or inspiring posts. While featuring your products or services in these posts is important, remember that generating sales shouldn’t be your sole focus.

Here’s a guide that breaks down how to use social media for eCommerce, helping you strike the right balance between promoting products and being fun.

You’re Not Considering the Entire Customer Journey

In social media marketing, overlooking the customer journey can lead to failure. Recognizing that customers usually engage with a brand through various touchpoints before purchasing is crucial.

It’s uncommon for someone to stumble upon your brand on social media and immediately make a purchase. Instead, they might discover you on social media, visit your website, subscribe to your mailing list, and only then decide to buy.

To be successful on social media, you need to look at the complete journey a customer typically undertakes with your brand. Knowing this will help you promote the next best step in your content, such as directing traffic to your blog instead of solely focusing on pushing for an immediate sale. 

By acknowledging and addressing the different stages of the customer journey, you can nurture relationships and build trust – ultimately driving conversions and fostering long-term loyalty.

You’re Not Social Enough

Don’t ever overlook the social aspect of social media. 

Remember, it’s not just a one-way communication system. Social media platforms are meant for active engagement with your audience.

As a brand, your consumers want to connect and interact with you on social media. In fact, 78% of consumers have said that they want brands to connect with them on social media.

So, leverage your social media presence to respond to inquiries, provide valuable insights, and genuinely engage with your audience.

Here’s the key: Unveil your brand’s personality. 

Social media serves as a fantastic platform to showcase the people behind your business and reveal the human side of your brand. Mastering this will help you to establish a more profound and personal connection with your audience.

You foster a sense of community and trust by actively participating in conversations, addressing their concerns, and sharing authentic stories. Your audience will appreciate the genuine interactions, and it will contribute to the success of your social media marketing efforts. 

So, be social, be human, and let your brand shine through meaningful engagement.

You’re On the Wrong Channels

Focusing on the wrong channels is a recipe for social media marketing failure. It’s a common mistake many make.

You might be sharing fantastic content, but it loses its impact if it doesn’t reach your target audience. Instead of spreading yourself too thin across all social media platforms, it’s wiser to select one or two channels and concentrate your efforts there. By doing so, you can cultivate a dedicated and engaged audience on those chosen platforms.

Finding the best social media channels depends on your business and specific customer base. Take the time to understand the demographics and preferences of each channel. 

What kind of content resonates with people on each platform? What are their expectations and interests?

Ultimately, social media success is all about connecting with your target customers. It’s not about being everywhere; it’s about being where your audience is and providing them with the content and engagement they crave. 

Focusing on the right channels can maximize your reach, build stronger relationships, and achieve the desired social media marketing results.

Check out our guide on how to choose the best marketing channels for some helpful tips.

You Don’t Use All The Available Features

Many businesses overlook the full potential of their social media platforms. It’s a common pitfall that could limit your social media marketing success.

Social media platforms offer a treasure trove of possibilities, constantly evolving and introducing new features. To captivate and engage a wider audience, staying abreast of the latest trends and developments in the social media landscape is crucial.

For instance, some platforms enable direct selling, allowing you to reach customers right where they are. Various video features allow you to experiment and create captivating content. Going live presents an avenue for authentic and real-time interaction. Leveraging trending content also keeps you relevant and interesting.

Remember, social media is a fast-paced world. Only sticking to what you know won’t cut it. You must actively explore and experiment with new features and advancements to stay ahead. 

So, embrace the ever-changing nature of social media, embrace new possibilities, and give your audience something fresh and exciting to engage with. The more you adapt and innovate, the more successful your social media marketing endeavors will be.

Check out these Instagram hacks and Instagram Story hacks for some great ideas on what you can do with social media.

You Post the Same Content Across All Of Your Channels

Using the same content across all platforms is a common social media marketing mistake

Every social media channel has its unique audience, craving different types of content. Simply creating and sharing the same post across all your channels is a missed opportunity.

While you can maintain a consistent theme, optimizing your content for each specific platform is crucial. The better you understand your audience and their preferences, the more effectively you can tailor your content.

Invest time exploring different social media platforms and familiarize yourself with the most popular content. It’s also a good idea to analyze your social media metrics to identify what works best on each channel.

Don’t fret! This doesn’t mean spending endless hours creating new content. It’s about paying attention to how you repurpose your existing content to match the platform and its audience.

By customizing your content to fit the platform and the people who use it, you can maximize engagement and resonate with your audience more effectively. Remember, quality over quantity. Adapt and optimize, and watch your social media efforts flourish.

Not Understanding Your Target Audience Across All Platforms

Not understanding your target audience across each different platform is something businesses often overlook.

Each social media platform attracts a diverse audience with unique preferences and behaviors. Failure to understand these distinctions can lead to missed opportunities and ineffective strategies.

To succeed, take the time to delve into your target audience’s demographics, interests, and engagement patterns on each platform. Gain insights into their needs, desires, and pain points. This will guide you in creating content that resonates and captivates, and builds stronger connections.

Remember, a one-size-fits-all approach won’t cut it in the ever-evolving world of social media. 

Tailor your messaging, tone, and content to align with the expectations and preferences of your target audience on each platform. Be flexible and adaptable.

You Don’t Tell Stories

Telling stories is a great way to improve your social media marketing efforts. Humans love narratives they can relate to.

What type of stories can you share that engage people and present your business as a multi-dimensional character? Building a connection based on familiarity, trust, and likability is key.

Take your audience on a journey. Share how your business came to be, unveil your vulnerabilities, recount moments with your best clients, and provide glimpses into the magic behind the scenes. Show, don’t just tell, how you can genuinely help your audience.

But here’s the secret: Make your customers the heroes of your stories. 

Craft narratives where they are the focal point. Understand what they can learn and gain from your stories. It’s not about constantly boasting about yourself but placing your customers in the spotlight. Shift the focus from “I, I, I” to “you, you, you.”

Remember, people connect with stories. They love authenticity and relatability. By harnessing the power of storytelling, you can leave a lasting impression, build trust, and elevate your social media marketing to new heights.

You’re Posting at the Wrong Frequency

Posting at the wrong frequency can make a big impact on your social media marketing. 

Perhaps someone convinced you that bombarding your feeds with countless daily posts is the way to go. Here’s the truth: too much posting doesn’t equal success. 

Overloading people with excessive, meaningless content will only push them away. So take a deep breath and ease the pressure to churn content nonstop. Instead, focus on quality rather than quantity. 

Whatever the case, make sure you keep it consistent.

You Don’t Consider Ads

Sure, you want your social media profiles to gain traction organically. Running ads is expensive and is not always the answer to every social media problem. 

However, if you want to see results fast from social media, ads are the best way. Ads provide the most effective route to achieving your goals in a shorter timeframe.

Ads offer unparalleled visibility, reaching a wider audience and increasing your brand’s exposure. They allow you to target specific demographics, ensuring your message reaches those most likely to engage and convert. Whether aiming to drive website traffic, generate leads, or boost sales, ads provide the turbocharge you need.

Remember, social media is crowded, and competition for attention is fierce. While organic growth is valuable, it often takes time and patience. Running targeted ads can catapult your brand’s visibility, attracting immediate attention and driving tangible results.

So, don’t shy away from exploring the ad options available on social media platforms. Consider allocating a portion of your marketing budget to running ads strategically. When done right, you can achieve an awesome ROI.


To build a successful social media strategy, you need to be proactive on the right channels, share content that resonates with your audience, and align your social media goals with your overall marketing strategy. 

Finding the perfect formula may take some experimenting and testing. However, once you crack the code, social media becomes a powerful tool for attracting fresh customers, driving sales, and expanding your brand’s reach. Harness its power, and watch your business flourish.

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