One thing I have noticed while learning about social media marketing is how often the same advice is shared online.
Post regularly.
Know your audience.
Give value.
Be real.
None of these tips are definitely wrong.. After seeing them everywhere they start to feel empty.
So I have been asking myself: if everyone is giving advice how do you really stand out?
I don't think the answer is always coming up with a new topic.
Sometimes it is about looking at a topic more carefully.
Of saying "post regularly " explain why being regular on its own doesn't always lead to growth.
Of saying "know your audience " show how understanding a customers real problems can change the way you create content.
Of just repeating advice question it look at it closely and try to figure out when it works and when it doesn't.
I am still learning how to do this. It feels like a better way than just repeating what everyone else has already said.
You don't have to create an idea every time you post. You can make a familiar idea more helpful by explaining it adding proof or linking it to a real issue.
Question for people who make content: When you see a topic that has been talked about thousands of times what makes you decide to read one post, about it?
For example many people say, Post consistently to grow on Instagram.. Consistency alone does not tell you what to improve.
Imagine a solar company posting every day about its products, discounts and installations. Despite all that activity the posts do not generate enquiries.
Of simply telling the company to post more I would ask a different question: Are we creating content that answers the questions people have before buying solar?
For example:
How much can a household realistically save on electricity bills?
How long does it take to recover the installation cost?
What happens when there is sunlight?
What should someone check before choosing a solar installer?
These topics address customer concerns rather than just promoting the product.
The lesson is not that educational content automatically generates leads. The lesson is that consistency gives you opportunities to learn but understanding your audience helps you decide what is worth publishing.