Why Social Media Marketing Doesn’t Work (For Most People)

Why social media marketing doesn't work for most people? It doesn't matter if it is Facebook, or Instagram, or LinkedIn, or even Twitter. Social media marketing just doesn't work, or at least for most people. And no, it's not because you don't have enough followers, instead, it doesn't work because you only focus on getting more followers. See, that's the issue. Let's say you want a million followers. If you want lots of followers, you have to create content that appeals to the masses.



For example, I'm in digital marketing, that's a vertical I'm in. I own a digital marketing agency called NP Digital. And I can start to create more generic content, and my follower account will rise faster, which is funny because that's what my social media team keeps telling me to do. But I don't. Why? Because yes, it'll get us more followers faster, but every time we do that, you can guess how many more clients we get or even leads? It gets us a whopping zero extra leads clients and revenue. And I've tested this out hundreds of times, literally.

So my most popular content pieces I've created have been around lifestyle marketing, such as spending money on fancy clothes or what I learned from flying first class on over a hundred trips. And I'm not saying you should fly first class. There's nothing wrong with economy. It creates buzz, but it doesn't convince our ideal customers to work with us.

On the flip side, if I give SEO tips or marketing tips, do you know what happens? I get way less views. I get way less likes on my content. But people who watch my content are interested in SEO, and a portion of those people eventually convert into leads and some even in customers.

In other words, yes, you need followers to make social media marketing work for you, and of course, you need great content, but the big mistake that people make, it's that they create content that focuses on the masses so they can boost this vanity metric AKA follower account, instead of focusing on creating content that targets their ideal customer. So with your social media marketing, focus on your ideal customer and not on everyone. That's how you make it work.

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15 Responses to Why Social Media Marketing Doesn’t Work (For Most People)

  1. Sasi10x - Digital Marketer July 16, 2022 at 2:03 pm #

    I was thinking the same

  2. Mohit pal July 16, 2022 at 2:11 pm #

    Sir is digital scolor (saurav Jain ) is worth for maney in india

  3. Robert Woods July 16, 2022 at 2:31 pm #

    god this guy is awesome

  4. Lupi33 July 16, 2022 at 2:42 pm #

    I know I suck at it. I can do google ads, I can do SEO and I can do email, but social media never pays off…plus I hate it…its a horrible space to operate in.

  5. The Prepared Performer July 16, 2022 at 2:56 pm #

    Amen!!!! Remove the ego that pulls us in to the vanity metrics and focus on content that meets your ideal client where they are… then brings them where you want them to be so they are ready to buy!

    I loved working with your team for SEO support!

  6. Emily Warren July 16, 2022 at 3:16 pm #

    YES! Thanks Neil.

  7. andy andy July 16, 2022 at 3:47 pm #


  8. itsjohnira July 16, 2022 at 4:04 pm #

    Finally the truth. I say this all the time. Social media marketing has not resulted in any new customers.

  9. Nick July 16, 2022 at 4:23 pm #

    Thank you Neil you are a machine. I needed this video. Just got your email

  10. Soup How-to 煲湯-正呀! July 16, 2022 at 4:45 pm #

    agreed 101 percent

  11. 000SilaS000 July 16, 2022 at 4:55 pm #

    I fink bof of these methods are important. Maybe 20% should be general and 80% ideal-client-targeted. I mean, if you have time, you can post something general…if not, nah.
    But I think most people know this. I don’t think anybody is stupid enough to post all general things and nothing that regards their activity…so this is not why social media doesn’t work….

  12. Reita Daiteikoku July 16, 2022 at 6:44 pm #

    Super powerful video Neil

  13. Hassan Hassan July 16, 2022 at 8:29 pm #

    I love your simplicity, i follow u from Morocco for a while, i read your about section and i liked it ❤❤

  14. Abhishek Singh July 16, 2022 at 9:39 pm #

    Hey Neil,
    Can i do brand bidding on keywords for affiliate marketing on Google search ads. Is it ok ?

  15. Muhammad Ali July 16, 2022 at 10:12 pm #

    Today I Purchased one of the Best SEO tool, I have a issue let suppose I’ll be added a user on my Ubersuggest tool can a added user delete the account of mine

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