Getting Back to the Basics: Returning to the Root Purpose of Social Media

By Amanda Dunlap

As a business marketer, you’re always aiming for the most compelling copy, conversion-oriented campaigns, and top trending memes — but for a consumer in today’s world, social media can feel like a non-stop slew of ads, influencers, and algorithm hacks from companies (admittedly like yourself… oops?) trying to win you over. While paid ads play a critical role in a marketing strategy, the core of social media was never meant to be just about selling. Consumers are growing numb to the constant doom scroll of being talked at and sold to at every swipe. 

Social media was created for connection, community, and conversation, so mastering the balancing act to both connect and convert your customer is key. If your marketing team is feeling the fatigue of chasing the next click, it’s time to get back to basics to re-engage your audiences and cultivate meaningful connections through your content.

Here are three foundational principles to re-center your social media strategy and improve long-term engagement, create loyal audiences-turned-customers, and set your brand up for success in the seemingly cutthroat digital world.

1. Keep It Real

People connect with people — not logos. One of the most powerful things your brand can do on social media is to show up in a way that feels human. (And by “your brand,” I mean actual people in your company.)

Casual content has taken the lead ever since the rise of TikTok, so don’t overthink your resources for staged product shots or professional drone footage. Oftentimes, the quickly captured behind-the-scenes snapshot via iPhone outperforms stylized images anyway. Candid visuals humanize the content and remind your audience that there are people behind the product. 

This is not to say you should abandon professionalism or venture too far outside of your brand voice and tone. It does mean, however, speaking your audience’s language, using humor when appropriate, and pulling back the curtain just enough to be relatable. Whether it’s sharing a team member’s story, a customer highlight, or a funny moment from the office, relatability builds trust — and trust builds loyalty. And at the end of the day, loyalty translates to customers.

2. Provide Value

With so much noise online, people naturally gravitate toward accounts that enrich their lives. Think beyond your product or service: What problems does your audience have? What questions are they asking?

Great content doesn’t just promote — it solves. Whether it’s through tips, tutorials, inspiration, education, or a fresh perspective, value-driven content gives people a reason to follow you beyond the occasional promotion. More importantly, it offers them a reason to stick around.

When you serve as the soothing salve to your customer’s unique concern, you position your brand as an expert and an ally — two things that are more powerful than any short-sighted promo code.

And a bonus? Modern search engines are being fed by artificial intelligence — which means that useful, interesting, educational content is best suited to drive your visibility when people are using AI search tools to find answers.

3. Create Conversation

Too often, brands use social media as a megaphone, when really, it should be used more like a telephone. The real magic happens in the comments, the replies, the shares, and the DMs.

Encourage dialogue, ask questions, respond thoughtfully, and be relatable. Celebrate your community when they engage with you. People want to be seen and heard — and when they are, they stick around.

Even simple interactions can build relationships that translate into long-term brand advocates. If this level of tedious attention to your social presence feels unattainable, investing in a dedicated team to manage your community can create return in real, measurable ways.

Final Thoughts

Social media is constantly evolving, and it can be challenging to keep up with the ever-changing trends and recommended strategies. Prioritizing audience growth, brand awareness, and conversions without making your viewers feel put-off is a delicate balancing act — trust us, we know! But by focusing on relatability, offering real value, and fostering genuine conversations, your brand’s social media presence will survive and thrive through the ups and downs of the market. Support your organic strategies with strong paid campaigns and you’ll be set up for success. 

Contact us today for more information on full-service social media support, or on equipping your in-house marketing team with best practices through our consulting program. Our success is your success — we look forward to seeing your digital wins!

Amanda Dunlap is the Director of Strategy and Relationships at WideFoc.us and spends her days digging into strategic ways for clients to grow revenue on social. She is a people-person who loves connecting with others at work, in-person, and on social media — giving her an authentic perspective on the topic of cultivating community online. Outside of work, she is a mom of a 2-year-old and spends most of her free time with her family!