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After decades in social media marketing, working with brands from Mercedes-Benz to Timberland, I’m increasingly frustrated by the so-called “gurus” peddling revolutionary new approaches that are neither revolutionary nor new. What’s particularly galling is how they’re convincing brands to abandon fundamental marketing principles that have driven business success for generations.
The Attention-Seeking Fallacy
Today’s gurus shamelessly proclaim that algorithm changes mean you must chase trending topics at any cost. “Create viral content!” they shout. “Jump on every trend!” But here’s what they’re missing: a brand that doesn’t use every marketing touchpoint to tell its story simply isn’t a brand. It’s entertainment masquerading as business.
Yes, algorithms now favour interest-based content, but this doesn’t mean abandoning your brand narrative for clickbait. Their strategy lacks the fundamental skill of weaving brand storytelling into engaging content, so they default to the lazy option: random attention-grabbing videos that might get views but build nothing lasting.
Businesses exist to sell products and services, not to be entertainment channels on TikTok. When brands chase pure attention without purpose, they create audiences that are entertained but not engaged, interested but not invested.
The Magazine Principle Still Applies
Skilled social media professionals have always understood that social platforms should mirror the best magazines. A carefully curated mix of editorial content, branded messaging, and advertising that knits seamlessly together. It’s never been about constant attention-seeking headlines because, frankly, audiences get bored quickly.
I’ve watched countless brands stretch their boundaries further and further in pursuit of viral moments, only to lose their identity entirely. Their customers, meanwhile, drift away, confused about what the brand actually stands for. It’s a race to the bottom that benefits no one except the creators selling the next “revolutionary” strategy.
Content Discovery: The “New” Old Thing
“Social media is all about content discovery now!” proclaim the gurus, as if they’ve uncovered some groundbreaking insight. Except social media has been integral to SEO strategy since day one. The only significant change is that more users are discovering content within platforms rather than being directed elsewhere. A shift driven by algorithmic changes, not some fundamental reimagining of how social media works.
This isn’t revolutionary; it’s evolutionary. The principles remain the same: create valuable, discoverable content that serves your audience whilst advancing your brand objectives.
The Quality Conundrum
Perhaps most dangerously, today’s advisors encourage producing low-quality content and treating platforms as testing grounds with multiple accounts and different personas. I’ve always advocated against over-produced content that screams “advertisement,” as adverts typically receive less organic reach unless viewers are actively in a buying cycle. But there’s a vast difference between authentically unpolished and genuinely poor quality.
The solution isn’t joining the race to the bottom. Instead, leverage user-generated content strategically. Universal Studios and Disney maintain approximately 90% UGC in their social content because they understand a fundamental truth: nobody tells your brand story better than happy customers. This isn’t about cutting corners; it’s about amplifying authentic voices that already love what you do.
Evolution, Not Revolution
Yes, social media is changing. It’s increasingly video-first, demands highly engaging content, and rewards imaginative storytelling that algorithms favour for discovery. But these aren’t departures from traditional marketing; they’re extensions of it.
The most successful social strategies have always focused on learning what resonates, doubling down on what works, and maintaining unwavering focus on audience quality over quantity. Because ultimately, social media should be part of a well-crafted marketing funnel that drives sales outcomes. If it’s not contributing to business growth, why do it at all?
The Timeless Truth
Having successfully built and exited multiple businesses whilst helping countless clients grow theirs, I’m well-positioned to challenge the misleading advice flooding the market. The “new world” of social media doesn’t require abandoning basic brand-building principles. It requires applying them more skillfully than ever.
The brands that thrive aren’t those chasing every trend or algorithm change. They’re the ones that understand social media as one channel within a broader marketing ecosystem, where consistent brand storytelling, audience understanding, and commercial focus remain paramount.
The revolution isn’t in the tactics. It’s in recognising that whilst the tools evolve, the fundamental principles of effective marketing remain gloriously, reassuringly constant.
Start your journey to effective social media today: Book a 30-minute consultation