What I wish clients knew about social media for businesses.
Discover what most businesses get wrong about social media, and how understanding it better can transform your brand’s online presence.
It’s not about going viral
Viral content is a bonus, not a strategy. The real power of social media for businesses lies in consistency, not overnight fame. It’s about showing up with relevance, week after week, building a recognizable voice and dependable presence. The brands that win aren’t necessarily the loudest, they’re the most consistent.
Engagement > Follower Count
A thousand true fans will always outperform ten thousand passive ones. It’s tempting to focus on followers, but what really drives brand growth is engagement: comments, saves, shares, and DMs. Metrics that reflect real connection. The most valuable audience is the one that talks back.
Good content takes strategy
Behind every well-performing piece of content, there’s research, creative direction, scripting, editing, trend analysis, and design. What seems effortless is often the result of hours of strategic planning. When clients treat content as an investment, not a checklist, the results speak for themselves.
Not every trend is your trend.
Trends are fun. But they aren’t always aligned with your business goals. Jumping on every viral moment can dilute your voice and confuse your audience. Great brands know when to say no. Strategy should always take precedence over hype.
Trust the process.
Social media is marketing, not magic. Results take time, and algorithms evolve. Sometimes a campaign doesn’t take off immediately, and that’s okay. When there’s trust between client and strategist, creativity flows and performance follows. Good things take time, and better things take partnership.
What clients can do better.
- Define clear objectives (Brand awareness? Sales? Community building?)
- Give strategic freedom within brand guidelines
- Share internal updates that could inspire content
- Ask to understand analytics, not control them
- Be open to testing what works over time
Want more?
Curious about how content can drive results? Check out our post on [How to Write Video Scripts That Convert].
Final Thoughts
Social media for businesses isn’t guesswork. It’s a craft built on strategy, storytelling, and patience. The best results come when brands treat it that way.
Ready to grow with a team that sees the big picture? Let’s talk.
Pedro Aguiar
Social Mídia
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