Let’s shift how we think about social media, friends, because sometimes it feels like it changes every day – and it’s a lot. 

What if we shift our focus, so it feels like it’s less about shouting into the void and more about creating genuine connections? 

As creators and heart-led business owners, we get to be intentional about how we share our unique magic and allow our offerings to find the people they’re meant for.

And let’s be clear, this isn’t just about getting more likes. Deeper engagement cultivates a loyal community, turns followers into advocates, and builds a more sustainable and fulfilling business. 

Businesses that prioritize genuine engagement see higher customer loyalty rates (some studies suggest up to a 23% higher revenue growth compared to those with low engagement) and stronger brand advocacy.

So, how do we move beyond the surface and create those real connections? Let’s dive in.

Level Up Your Engagement: Make it Effortless

One of the biggest shifts I’m seeing on social media (and let’s be real, in real life too) is that we want what we want now, without the hassle. Convenience is the name of the game.

If we see something we like — especially if we’re seeing it multiple times — we don’t want to google it. We’re ready to buy. Right then and there.

Think about Instagram. Sometimes it gets a bad rap, but they’ve actually stepped up their game, big time. They have a lot of integrations now, like product stickers on Stories and shopping tags in posts, that weren’t even a thing five years ago. This makes it sooo much smoother for someone to shop directly from your content. The easier you make it for someone to take the next step, the more likely they are to do it.

Studies show that a significant percentage of online shoppers (e.g., over 60%) expect a response to their inquiries within one hour. Instagram’s shopping features directly address this, with businesses reporting increased conversion rates (some report up to 20% or more) from shoppable posts and stories compared to traditional methods

Plus, by actually using their tools in your content, you’re (1) kicking the friction to the curb for anyone who’s vibing with your offerings and ready to buy; and (2) keeping the platform happy because you’re playing in their sandbox. Plus (and yeah, shout-out to voice memos for this!), it can seriously make your life easier too. Total win-win. I’m a huge fan of a voice note.

Understanding platforms

I have a soft spot for Instagram myself – but how do you figure out which platform is your happy place? 

You’re going to get a lot further, faster, if you know your audience inside out. Where do they gather online? What kind of energy and content truly nourishes them? 

There’s another part of the equation that’s equally important, though – you! What kind of creation feels effortless and joyful for you? 

Maybe video feels natural for you. TikTok could be your playground – raw, authentic, and in the moment. It doesn’t need to be curated. Just pop up the camera and go. You can even create content in batches, during our shoot or on your own.

However, if posting daily videos feels draining, that’s perfectly okay! Honor your energy.

Maybe writing is where you shine. Think about giving LinkedIn a try! People actually read longer-form content there (it’s true!). And I would argue that Pinterest is great too, depending on your business – just make sure your visuals are targeted to the right audience.

On Pinterest, you can curate focused boards that align with current trends and share them through links in your Instagram stories. The key is to use these platforms as tools and focus on what feels manageable and authentic for you.

Engagement: It’s About Connection, Not Just Numbers

It’s time to rethink how we measure success on social media. Likes and followers feel important, but they don’t tell the whole story. 

Imagine sharing a new product and seeing 200 likes – great! But what if you only get a few likes, yet 18 people actually buy it? That’s a more meaningful connection, isn’t it? (All together now: Yes, Tamara it is.) Are these the people who truly resonate with what you offer? This is an important distinction and sometimes that’s a hard one for us to wrap our heads around. 

So while numbers can be tempting to chase (and we ALL do it), true engagement is where the real magic happens. Actively participate in your community before you post your own content. This could look like asking genuine questions in comments, responding thoughtfully to DMs, or even jumping into relevant conversations happening within your niche.

Social media, at its heart, should be a vibrant community – a space for connection… not just a megaphone.

Wrapping it up

In the ever-evolving digital landscape, remember that a significant majority of consumers (e.g., over 70%) prefer to engage with brands that feel authentic and genuine. By prioritizing real connection over followers and likes, you’re building a foundation for long-term success and a thriving community.

Focus on the platforms that align with your strengths and prioritize genuine, heart-centered engagement.

And remember, it’s not about perfection. It’s about being yourself and letting your unique voice shine.