Why social media isn’t just ‘post and sell’
… and why that’s a very good thing.
(originally posted to www.carnsight.com)
There’s a common misconception when it comes to social media for business. Actually, there’s a few of them – but today I want to talk about the idea that as soon as you bring a social media agency on board, your account will explode. Sales will soar, followers will skyrocket, and you’ll be turning away customers within weeks.
It’s true that (at least in our case) it will see significant pick up. Every client that we’ve worked with has seen some truly exciting results with weeks, and even days, of our team coming on board.
But – but – while there are definitely improvements (and some lovely metrics!) that come from working with a strategic team, the truth is: long term results don’t happen overnight. And, more importantly, social media was never designed to work in a vacuum.
SIDE NOTE: It actually wasn’t designed for businesses or and sales in the first place. But naturally, it evolved that way. Partially through interference by highly motivated entrepreneurs, but also because it’s a pretty natural offshoot from human behaviour (plus, you know, capitalism). Sharing and being social can lead to recommendations, inspiration, and connection – all of which are essential precursors to behaviour change, including making a purchase or forming a new intention.
Just like in real life, the ‘relationships’ that brands form with consumers – and the decisions, and behaviour changes they inspire – take time. You don’t buy a house the second you walk past for the For Sale sign. You don’t immediately marry someone who smiles at you on a train. So why do so many of us expect people to see one or two posts and hit ‘buy now’?
Social media is just one part of a wider customer journey. An important part, undoubtedly, but not the whole thing.
You can unpack that journey using a bunch of different frameworks and theories, but to keep it simple, let’s look a classic model from the marketing world: AIDA.
Too often, people expect social to skip straight to the final step (even more alarmingly so, they expect it to do that when it’s the only form of ‘marketing’ they’re doing – and it isn’t even a paid strategy, just organic!!!). For most people seeing your brand for the first or second time, the journey starts waaaaaay earlier.
Social media can support every stage of this process, not just the end. And that’s actually a huge strength. Some of the ways it does this:
Research shows [get new stat] that customers often need to encounter your brand at least seven times before converting. That might sound like a lot, but that’s exactly where consistent, strategic social comes in. Every post is a touchpoint and a reminder. A chance to be seen, heard, and remembered by current, returning, or prospective customers.
Different platforms play different roles in that journey. You don’t need to be everywhere, you just need to be where your audience is, so choose your platform(s) carefully
As a (VERY) broad and (VERY) general example:
Ask yourself: “Where are the people I actually want to reach?”
And, actually, before you do that, make sure you know who you actually want to reach. What are their interests, age ranges, locations, behaviours? The more you know, the better your content, target, and overall strategy can be.
Then you should be able to confidently ask (and answer), “what do they need to see, hear, or feel before they’re ready to act?”
Want some actual, tailored advice about what might work well for you? Come chat to the team and me.
The kind of product or service you offer also plays a big role. Some things are low-impact, habitual buys – like grabbing the same cereal or toilet paper every week. Others are considered purchases – things that are more expensive, emotionally loaded, or lifestyle-related. Those take longer. They generally require more thoughtful, persuasive touchpoints to build trust, overcome barriers, and nail hesitation to the door.
Take a bespoke shoemaker. Someone might follow the brand for six months before buying – watching, liking, saving, learning. They’re not just buying shoes, they’re buying a feeling, a statement, an aspiration, a piece of craftsmanship. Socials can help nurture that long decision gently, consistently, and intentionally.
As my second side note: there are a LOT of factors that influence the consumer decision making process. We won’t get into them today, but even if you’re not a marketer or business owner, it’s worth being aware of the below:
Another big piece of the puzzle is that not everything you see online is organic. That brand that seems to sell out overnight? They might be running targeted ads, influencer partnerships, or paid collaborations you’re not seeing.
Paid content works different – and, yes, perhaps faster – but it also often needs real, sustained budget to deliver results (we’re talking minimum four digits). Organic content, on the other hand, is a slower burn. But it’s also where the genuine magic happens.
With organic, every like, comment, and follow is earned. That’s a real person who found you and chose to engage – not because they were targeted, but something about your content spoke to them. It might take longer, but it builds deeper loyalty and a more engaged community.
(P.S. we’re big believers in combining the two when and where it makes sense if there’s budget, but it’s just important to understand that they’re not the same game, and it’s not a one-size-fits-all shortcut to guaranteed success).
If you’re only looking at socials as a way to instantly sell, you’re missing out on it’s true potential – and, I’d argue, it’s greater value.
Social media builds awareness, trust, desire, and connection. It reminds people you and your brand exist, shows them who you are, and gives them reasons to stick around. Over time, that leads to real-world actions (e.g. booking a service, buying a product, or simply becoming a loyal fan or community member or supporter).
So, if you’re starting out ramping things up with your socials, remember: it’s about showing up, building momentum, and becoming part of the fabric of your audience’s world as they progress along the path to purchase.
At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.
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