Let’s be real…creating video and social media content can be tough, especially if you’re a business owner or marketer juggling a million other responsibilities. But if your content isn’t pulling its weight, it might not be because your business isn’t great. Your content might just need a little more attention. Here are five reasons why your content might not be hitting the mark and what to do about it.
1. It’s Too Salesy
We’ve all seen it: the video or post that’s basically just a billboard with a price tag. Sure, sales are important, but today’s audiences want more than just a sales pitch. They crave connection, authenticity, and entertainment. You might be turning people off if your content feels more like a late-night infomercial than an engaging conversation. Instead of selling nonstop, focus on creating content that entertains, educates, or inspires. Show how your product or service fits into people’s lives, and let the value speak for itself. Don’t push…pull.
2. It Doesn’t Sound Like You
If your content doesn’t sound like you, it will feel disconnected, and people will notice. Whether you’re a business owner or a marketer, it’s crucial that your content reflects your brand’s voice. Is your brand casual and approachable? Professional and sophisticated? Whoever you are, your content needs to sound like you. People are more likely to trust and engage with a brand that feels consistent and genuine across all platforms.
3. You’re Not Planning Ahead
Creating content on the fly might work for a while, but it’s not sustainable (and it shows). Without a plan, your content may feel scattered and inconsistent, which can confuse your audience. You should be working with a content calendar, planning key campaigns or video shoots well in advance, and ensuring that your messaging aligns with your overall business strategy. Planning ahead also gives you time to adjust to trends or customer needs, making your content feel more relevant to your audience.
4. You’re Overthinking It
Sometimes, the best ideas are the simplest ones. It’s easy to get caught up in making everything perfect, but if you’re spending hours on minor details, you’re probably missing the bigger picture. Video and social media content don’t have to be flawless to be effective; they just have to be authentic and relatable. Don’t get stuck in analysis paralysis. It’s better to post something good today than to wait until you’ve “perfected” something that never sees the light of day.
5. You’re Simply Not… Doing It??
The number one reason your content isn’t working might be simple: you’re not making it. Whether you’re hesitant to try video, not posting regularly, or just unsure where to start, the biggest obstacle is often just taking action. Video content, in particular, can be a powerful tool to engage with your audience, but only if you do it. Don’t wait for the perfect moment or for everything to align. Start creating now, and adjust as you go.
Your content might be underperforming for one (or more) of these reasons, but the good news is you can fix it. Focus on authenticity, plan ahead, don’t be afraid to keep it simple, and most importantly, take action. At the end of the day, creating great video and social media content is about connecting with your audience and showing them what makes your brand unique.
Now go out there and start making content that doesn’t suck! If you need some help with organic social media management, monthly content creation, or larger video production projects, let’s chat!