top of page

Debunking the Myth: Every Post Should Promote Your Product or Service

Writer's picture: shannan siegwart-smallshannan siegwart-small
promote your product

When it comes to social media and content marketing, many small business owners fall into the trap of thinking every post should directly promote their product or service. While it’s important to showcase what your business offers, focusing exclusively on self-promotion can actually harm your long-term success.


Customers today crave connection, value, and engagement—not just sales pitches.

In this blog, we’ll explore why promoting your product in every post is a myth and how you can strike a balance that builds trust, engagement, and loyalty.



Why Constant Promotion Doesn’t Work

  1. It Turns Followers Off Imagine visiting a social media account where every post is a hard sell. It feels like an endless stream of ads, right? Your audience feels the same. Over-promotion can drive people away rather than attract them. Social media is meant to be social—users want to engage with content that resonates with them, not just get bombarded by sales messages.Solution: Focus on sharing a mix of content that educates, entertains, or inspires your audience. This way, they’ll be more likely to stay engaged and pay attention when you do promote your product or service.



  1. It Misses Opportunities to Build Relationships Social media isn’t just a marketing tool; it’s also a way to build relationships with potential customers. When every post is centered around selling, you miss the chance to form genuine connections. Instead, you should aim to provide value, whether it’s by sharing industry insights, offering tips, or simply showcasing your brand’s personality.Solution: Incorporate content that humanizes your brand—like behind-the-scenes glimpses, team highlights, or customer stories. These types of posts foster relationships and build trust.



  1. Value-Driven Content Builds Authority If every post promotes your product, you might miss out on establishing your expertise and authority in your industry. People want to buy from brands they trust and that provide value, not just those constantly pushing for a sale. By sharing useful information related to your industry, you position your business as a knowledgeable resource.Solution: Share educational content that showcases your expertise. Offer tips, tutorials, or industry trends to establish your authority without pushing a sale.



Types of Non-Promotional Posts That Drive Engagement

  1. Educational Posts Share tips, tutorials, or how-to guides related to your industry. These types of posts help your audience solve problems or learn something new, positioning your brand as an expert. Example: If you own a bakery, post tips on how to decorate cupcakes like a pro, or explain the differences between various types of bread.


  2. Behind-the-Scenes Content People love to see the inner workings of a business. Show your process, introduce your team, or share what goes into creating your product or service. This type of content creates a personal connection and gives your followers insight into your brand’s story.Example: If you run a local coffee shop, you might share a behind-the-scenes video of how your beans are sourced or how you create new seasonal drinks.


  3. User-Generated Content Encourage your customers to share their experiences with your product or service. User-generated content is a powerful way to build trust, as it serves as social proof and highlights real-life applications of your product.Example: Ask customers to post pictures of themselves using your product and tag your business. Repost those images to showcase customer satisfaction.


  4. Inspirational or Motivational Posts Sometimes, people just want to feel inspired. Posting motivational quotes, stories of success, or even challenges you’ve overcome can resonate with your audience on an emotional level.Example: A fitness brand might share motivational posts about health journeys or fitness milestones to inspire their community.



How to Balance Promotional and Non-Promotional Content

Now that we’ve established the importance of non-promotional content, let’s talk about how to strike the right balance between promoting your products and delivering value.


  1. The 80/20 Rule A popular rule of thumb in content marketing is the 80/20 rule. This means 80% of your content should be value-driven (educational, inspirational, entertaining), while only 20% should be promotional. This balance keeps your audience engaged and ensures they don’t feel like they’re being sold to all the time.


  2. Incorporate Subtle Promotion Not every promotional post needs to be a direct call to action like “Buy Now!” You can subtly incorporate your product into educational or entertaining content. For example, a fashion brand could offer styling tips that include their clothing, without explicitly telling the audience to make a purchase.


  3. Use Storytelling Storytelling is a powerful way to promote your brand without being overtly sales-driven. Share the journey behind your product or service, customer success stories, or how your business came to be. This gives followers insight into your brand’s values and mission, making them more likely to engage with and support your business.



Final Thoughts

The myth that every post should promote your product or service is just that—a myth. Social media is about building relationships, providing value, and engaging with your audience in a meaningful way. By creating a mix of promotional and non-promotional content, you’ll not only keep your followers engaged but also build trust and loyalty over time.


So, the next time you plan your social media content, remember: it’s not just about selling, it’s about creating a conversation and delivering value. That’s the real key to long-term success.


2 views0 comments

Comments


Commenting has been turned off.
bottom of page