Let's talk about the thing nobody wants to say out loud:
Social media isn't working the way it used to.
And I don't just mean the algorithms changed again.
I mean the entire ecosystem has fundamentally shifted.
The casual disassociate scroll? Dead.
That dreamy 2019 era when people would lazily browse Instagram, stumble upon your post, and think "oh that's cute, I'll buy that"?
Gone. Buried. Not coming back.
Welcome Instead To The Anxiety Feed.
Here's what social media actually is now:
You open the app "just to check real quick" and immediately get hit with:
Breaking news (bad)
A thirst trap
An ad for something you don't need
Someone's rage-fueled hot take
"Sensitive content" warning
Another ad
A fear-mongering carousel from a suggested
Nail-tapping affiliate link
Something that makes you feel inadequate
A dog video (the only good thing)
Three more ads
And somewhere in that chaos, you're supposed to also see the pottery business you followed last month and feel inspired to buy a $47 mug?
Yeah. That's not happening.
Business social has stopped working the way it used to.
It's not you. It's not your content. It's not even the algorithm (entirely).
It's that the context has completely changed.
People aren't opening social media to discover cool products anymore.
They're opening it because:
They're anxious and need a distraction
They're looking for specific information
They're doom-scrolling
It's a compulsion they can't break
Nobody is in a "ooh, treat myself!" mindset.
They're in survival mode.
And your cute product post or service offering is competing with:
World events
Political discourse
Existential dread
AI-generated slop
Increasingly aggressive advertising
Everyone else also trying to sell something
Friend-Your Canva graphic about your new coaching package doesn't stand a chance against an AI model.
And the Metrics That Are Lying To You because why wouldn’t they to keep you coming back for more.
"But I'm getting engagement!"
Cool. Is it converting?
"Well, no, but my Reels are getting views!"
From who? Bots? People who watched for 2 seconds? Your ideal client or random scroll zombies?
Here's what I'm seeing across the board:
Engagement rates: Down
Reach: Suppressed unless you pay
Link clicks: Abysmal
Actual conversions from social: Vanishing
Meanwhile, business owners are spending 15+ hours a week creating content that's generating... what, exactly?
A few likes from other business owners also trying to sell things?
The Hard Truth We Need To Accept
Social media is becoming a terrible primary marketing channel for most businesses.
There. I said it.
It's still useful for:
Staying top of mind with existing customers
Building trust with warm leads
Sharing proof of concept
Community engagement
Customer service
But as your main source of new customers? It's cooked and smells like it's starting to burn.
The platforms have become pay-to-play. The attention is fractured. The trust is eroded.
And we need to stop pretending otherwise.
So if social isn't converting anymore, where do you put your energy?
Here's what I'm seeing actually move the needle:
1. Email (Yes, Really)
The only channel you actually own. The only place where you're not competing with breaking news and thirst traps.
Build your list. Nurture it. Show up consistently.
Boring? Maybe. Effective? Absolutely.
2. SEO/AIO & Organic Search
People with actual buying intent are searching their problems, not scrolling for solutions.
If you're not showing up in search and AI results, with your blog or updated website you're invisible to people actively looking for what you offer.
3. Word Of Mouth & Referrals
The oldest marketing strategy in the book still works better than any algorithm.
Make it really easy for happy customers to send people your way.
4. Partnerships & Collaborations
Get in front of other people's audiences who already trust them.
Guest spots, affiliate relationships, co-marketing—all more effective than shouting into the void on Instagram.
5. Paid Ads (Done Right)
If you're going to spend money, spend it on actual ads with targeting and tracking, not boosting posts into the anxiety feed hoping for the best. (Pinterest surprisingly is converting)
6. Direct Outreach
DMs, emails, actual conversations with real humans.
Shocking concept: sometimes you have to actually talk to people instead of waiting for them to find you.
7. In-Person & Community
Events, pop-ups, local networking, industry gatherings.
Revolutionary idea: meeting people in real life where they can see, touch, and experience what you do.
But I've Built My Whole Business On Social!
I know- me to. And I'm not saying delete everything and disappear.
I'm saying it's time to diversify your strategy before we ruin the internet forever.
It's time to start thinking of social media like this:
It's the storefront window, not the entire store.
People might discover you there. They might peek in. But the actual buying? The relationship building? The trust?
That's happening somewhere else.
Here's what actually makes sense now:
Stop treating social like a conversion tool.
Start treating it like:
A brand awareness channel
A way to stay top-of-mind
A place to showcase social proof
A customer service touchpoint
A research tool to understand your audience
Then build your actual marketing strategy off-platform.
Use social to drive people to:
Your email list (where you can actually nurture them)
Your website (where they can learn more and buy)
Your podcast/blog (where you build authority)
A DM conversation (where you can qualify and convert)
Social is the gateway drug, not the main event.
What This Is Going To Look Like In Practice
Instead of:
Posting 5x a day hoping something sticks
Creating 47 Reels a week
Obsessing over the algorithm
Burning yourself out for vanity metrics
Try:
2-3 quality posts per week on your chosen platforms
Every post has ONE clear call-to-action (usually to join your email list)
Spend the time you save on actual marketing that converts
Build relationships in DMs with warm leads
Create valuable content on channels you own (email, blog, podcast)
The Question You Should Be Asking
Not "How do I get this post to go viral?"
But "How do I build a business that isn't dependent on platforms I don't control?"
Because here's the reality:
Instagram could change the algorithm tomorrow
People are deleting their TikTok accounts
Any platform could decide to charge for reach
And then what?
Your Business Needs A Backup Plan
If this plaform disappeared tomorrow, how would you reach your customers?
If you don't have a good answer to that question, you don't have a marketing strategy. You have a dependency.
And that's terrifying.
But….
Here's what happens when you stop trying to make social media your entire business:
You breathe easier because you're not chasing an algorithm.
You create better work because you're not churning out content for the void.
You build real relationships because you're focusing on connection over reach.
You make more money because you're investing in channels that actually convert.
You enjoy your business again because you're not constantly performing for strangers.
The casual scroll is dead.
And no amount of "hacks" or "strategies" or "posting at the right time" is going to change that.
The platform users have fundamentally shifted.
So stop fighting it.
Stop pouring all your energy into a channel that's not delivering results.
Start building a marketing strategy that doesn't rely on the emotions of men who own platforms.
Diversify. Own your channels. Build real relationships.
Your business—and your mental health—will thank you.
And if you need help you know how to get a hold of me.