When messaging is focused solely on promotions and a “call to action” (or CTA), there is very little conversation being created into which your audience can contribute.

The latter can actually lead to more sales in the current social media climate. This is because social media users are experiencing influencer and brand fatigue now that platforms are increasingly saturated and algorithms have changed. It is a delicate balance, as standing out often requires exploring sponsored posts.  

But even at a time when we are in a more pay-play-era, there are still opportunities to create content that feels more authentic. Instead of creating only busy graphics and highly polished ads, focus on: 

• Behind-the-scenes content that shows your process 

• Vlog-style content that shares your day-to-day as a business owner 

• Polls that allow your audience to share their thoughts. If you are lost on what to post, ask your following what they would like to see! Or create a poll on what products or services that are of their interest.  

• Explore visual hooks and text hooks that grab attention while people scroll. Focus either on something relatable (ex., talking while packaging orders) or that captures a niche concern (ex., “10 financial tips you weren’t taught in school”). Make sure this is relevant to your niche.  

Put yourself in your viewers’ shoes – is your content something you would want to stop and watch or read? If the answer is no, it is time to rethink your strategy and explore ways to connect. Your audience and your numbers will thank you.  

If you’d like to learn more about the expert work of the Business and Commercialization Innovation Centre (BCIC), visit the website, or learn more about partnering with BCIC to do a business project to benefit your business, contact David DiPietro at [email protected].