Why Your Social Media Isn’t Working (And How to Fix It)

Hey - Adam here! 👋

We all know social media has changed the marketing game, but are you using it to its full potential? If you're treating it like a place to just post content and hope for the best, you’re missing out on a huge opportunity. Social media isn’t just a tool—it’s the tool for getting real, measurable consumer attention. The best part? It lets you do something we’ve never been able to do before: test and optimize your creative in real-time.

But here's the deal—there are common mistakes that brands make on social media, and if you're guilty of any of them, you're leaving money on the table. So, let’s dive into the top 5 mistakes I see and how creative testing can help you avoid them.

1️⃣ You’re stuck in the past:

Social media evolves fast. What worked last year—or even last month—might already be outdated. Yeah, keeping up is tough (trust me, I get it). But if you can adapt quickly, you'll stay ahead of the game.

The brands that win aren't the ones with the fanciest content—they're the ones that stay flexible and keep evolving with the platforms.

2️⃣ You think it’s all about the money:

People can sense when you're only in it for the sale. Social media is about building trust, not just transactions.

I always say: “Give without expectations, and you’ll receive without limitations.” Sure, we all want to grow our businesses, but when you’re giving value, do it genuinely. And when it’s time to sell, do it confidently. Finding that balance is key to long-term growth.

3️⃣ You post the same content everywhere:

Here’s the deal—TikTok, Instagram, Facebook, LinkedIn… these are all different ecosystems. They have their own rules, audiences, and ways of engaging. Posting the same content across all platforms is like trying to fit a square peg into a round hole. It doesn’t work.

Tailor your content for each platform to get the best results. Each one needs its own strategy to maximize engagement and reach.

4️⃣ You rely too much on AI:

AI is great for laying the foundation, but it’s obvious when you’re leaning too heavily on automation. AI can help you brainstorm and create structures for your content, but your personal touch is what makes it stand out.

The reality is, your audience can tell when you’ve put in the effort. Use AI to support your content creation, but don’t let it take over.

5️⃣ You blame the algorithm:

This one’s a killer. Blaming the algorithm for slow growth takes away your control. Here’s the truth: Growth is simple when you break it down:

• Traffic: How many people are seeing your content?
• Conversions: How many of those people are turning into followers or customers?

The algorithm is just a tool. Your job is to figure out how to use it to improve those two key metrics. Instead of pointing fingers, start focusing on what you can control.

The Power of Creative Testing

Now, let’s talk about what you should be doing—creative testing. This is where the magic happens. Social media gives us the ability to test what works, tweak what doesn’t, and scale up when we hit the sweet spot.

Every time you post, you're not just throwing content into the void. You’re gathering real-time feedback. What colors work best? What kind of content grabs attention in the first few seconds? Social media platforms are constantly feeding you insights that let you refine your content for better performance.

And here’s the kicker—creative testing is cost-effective. Instead of blowing your budget on one big campaign, you can run small tests, see what clicks, and then scale up. It's all about relevance at scale.

What’s Next for Your Brand?

Social media is where the attention is, but it’s not enough to just show up. You have to be smart, agile, and willing to test, refine, and repeat. If you’re not actively optimizing your content, you’re missing out on growth opportunities. The future of marketing is all about constant iteration. Your content needs to evolve, improve, and stay relevant to your audience.

Let’s take your brand to the next level by using data-driven insights, creative testing, and strategies that work.

Let’s crush it together!

Best,
Adam

P.S. Got questions? Want help with your strategy? Book a call with me [HERE] and let’s get to work!